IBM and Adobe Expand Partnership With Generative AI Focus

IBM and Adobe are expanding their partnership to help brands create content with artificial intelligence (AI).

The collaboration, announced Monday (June 19), will see IBM Consulting debut a portfolio of Adobe consulting services to help customers “navigate the complex generative AI landscape, bringing together innovation, technology and design to digitally reinvent customer interactions,” IBM said in a news release.

According to the release, Adobe’s enterprise clients will gain access to IBM Consulting experts, who can help them implement generative AI models for the design and creative process.

“We’re seeing incredible momentum in AI adoption as more brands turn to generative AI to create seamless and highly personalized customer experiences to drive growth and improve productivity,” said Matt Candy, global managing partner, IBM iX Customer & Experience Transformation, IBM Consulting.

“By expanding our strategic partnership with Adobe, we can help marketers more effectively design AI-powered experiences while establishing appropriate guardrails, so the AI is built on trust and transparency principles to promote brand consistency and integrity.”

The announcement comes as more and more companies add generative AI functions into their offerings, such as last week’s debut of Meta Platforms’ generative AI model that performs speech-generation tasks such as audio editing, sampling and styling.

As PYMNTS noted recently, generative AI is bringing brands’ customer service to its next horizon, with technology that can detect emotion, offer advice and complete entire transactions.

Already, more than 60% of consumers say that voice assistants will become as smart and reliable as human assistants, while 41% project that will happen within five years, according to the PYMNTS report “How Consumers Want to Live In the Voice Economy.”

Last month saw reports that IBM was freezing or slowing hiring for roughly 26,000 back-office roles, positions that could be handled by AI.

“I could easily see 30% of that getting replaced by AI and automation over a five-year period,” CEO Arvind Krishna said at the time, though he later clarified this doesn’t necessarily mean the company’s total employment would decrease.

“That gives the ability to plow a lot more investment into value-creating activities,” said Krishna. “We hired more people than were let go because we’re hiring into areas where there is a lot more demand from our clients.”