For decades, Adobe and IBM have partnered to help enterprises accelerate the use of technology to deliver highly personalised and relevant customer experiences and to run their businesses more productively.

Last year, we announced our collaboration to leverage the power of generative AI to bring value to our shared customers as well as our own marketing organisations. We shared how using simple text prompts within Adobe Firefly, IBM generated 100 assets and over 1,000 marketing variations for a campaign in a matter of minutes.

Now we are excited to share three new areas of collaboration that will deliver performance and productivity gains for marketing teams. Read on to learn more.

Delivering productivity and personalisation with AI Assistant in Adobe Experience Platform.

AI Assistant in Adobe Experience Platform is an open-ended conversational interface that helps you to understand your data, manage audiences, create content and optimise campaigns. AI Assistant helps teams increase productivity using customer experience language models that capture Adobe product knowledge and insights.  It leverages a native connection to your organisation’s unique enterprise data, campaigns, audiences and business goals while fully adhering to your brand’s data security standards. Through our partnership with IBM watsonx, a portfolio of solutions to help organisations scale generative AI, the IBM marketing organisation was able to access AI Assistant in Adobe Experience Platform to deepen their product expertise, uncover insights about their data and optimise audience strategies.

Jessica Criscione, CTO for marketing intelligence at IBM, says, “We see the power of AI Assistant in both speeding up tasks and improving the effectiveness of our marketing. AI Assistant lets us implement new use cases faster by surfacing best practices and in-product guidance, so we unlock value from Adobe Experience Platform sooner. It can also help us build more targeted campaigns by providing insights on overlapping audiences. Further, AI Assistant's operational insights allow marketers to reclaim precious time, enabling them to concentrate on strategic tasks such as audience development and campaign optimisation.”

“AI Assistant provides crucial capabilities and opportunities for a diverse set of users across various teams, from marketing operations to business strategists and data engineers. We are excited to expand these capabilities and provide the next level of sophisticated experiences to the IBM marketing organisation, where powerful predictive data modelling and generative AI can seamlessly work together,” said Shivakumar Vaithyanathan, vice president, platform engineering and architecture at Adobe.

Delivering personalised high-performing, on-brand content with Adobe GenStudio for Performance Marketing.

Adobe GenStudio for Performance Marketing is a generative AI-first application that lets marketing teams create their own paid social ads, display ads, banners, marketing emails and many more to drive impactful, personalised marketing campaigns.

Adobe GenStudio for Performance Marketing now supports certain third-party models — including via IBM’s watsonx platform — to unlock new levels of content precision and brand alignment. By training these models on their own marketing content, enterprises can generate higher-quality, personalised content faster and more efficiently, all while maintaining enterprise-grade brand governance. A customer’s content is never used to train our base models and the fine-tuned models are available solely to the customer.

As an early adopter of GenStudio for Performance Marketing, IBM marketing has leveraged their fine-tuned model on IBM watsonx to generate text content that carries IBM’s brand voice and adheres to brand guidelines for emails. As a result, IBM marketers can more quickly create and launch email campaigns that are personalised to customer personas, journey touchpoints and products.

“GenStudio for Performance Marketing, leveraging the fine-tuned model on watsonx, allows us to quickly create and iterate on email content development. This faster content creation cycle enables more personalisation, more customisation and more experimentation in our email content, allowing us to better meet our clients where they are in their sales journey,” says Mikie Sakanaka, marketing automation discipline lead at IBM.

"The goal of GenStudio for Performance Marketing is to enable customers to generate high-quality, high-performing, on-brand omnichannel content for digital campaigns within enterprise guardrails. Our partnership with IBM watsonx allows our customers to take advantage of the rich capabilities of the product, including fine-tuning models with their own marketing data, to achieve their goals", said Roger Brooks, VP of data science and machine learning at Adobe.

As this collaboration continues to evolve, the benefits for clients are expected to extend far beyond the promising initial outcomes achieved by IBM marketing. Pierre Charchaflian, Adobe practice leader at IBM Consulting, shares, "The integration of watsonx capabilities within Adobe GenStudio opens up unprecedented opportunities for our clients. We look forward to applying these capabilities widely, enhancing performance marketing strategies and driving tangible business results across industries."

Building the future of agentic AI.

Earlier this year, Adobe unveiled the Adobe Experience Platform Agent Orchestrator, which enables businesses to build, manage and orchestrate AI agents from Adobe and third-party ecosystems.

These purpose-built Experience Platform Agents — on their own or in conjunction with third-party agents further amplify your teams’ capacity to deliver personalisation at scale. They can also be customised, letting your developers extend customer experience capabilities to meet the needs of your organisation.

As teams embrace agentic AI to augment their daily work and drive better results, interoperability amongst AI agents in different ecosystems is critical. Across the applications that marketers lean on to deliver great customer experiences, AI agents must work together effectively and not disrupt the flow of work.

Together, IBM and Adobe are exploring how watsonx and Adobe’s Agent Orchestrator can work together to enable businesses to deploy intelligent agents that:

• Predict customer behaviour in real time.
• Optimise content, product offerings and marketing strategies dynamically.
• Deliver proactive, AI-powered customer experiences at scale.

Nick Otto, head of global strategic partnerships at IBM, says, “AI agents are changing the game by analysing data in real time and providing actionable insights that can predict customer behaviour, optimise products and even forecast market trends. The ability to orchestrate and integrate vast networks of assistants and agents is key to delivering ROI. IBM is excited to support the new Adobe Experience Platform Agent Orchestrator in delivering this vision.”

A shared vision of trust and innovation.

Adobe and IBM share a deep commitment to innovation built on trust, responsibility and customer success. As we expand our partnership, we are helping enterprises tap into the full power of AI, creativity and data — not just to keep up with the pace of change, but to lead it. With Adobe and IBM’s combined expertise, organisations can harness AI to personalise every interaction and optimise every experience with trust at the core.

Sahil Gupta is director of global partnerships for Adobe Advertising Cloud. Sahil joins Adobe via the company’s acquisition of TubeMogul, where he was vice president of platform revenue and services. Prior to TubeMogul, Gupta held leadership positions at Google, Invite Media and Turn.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/genstudio