IBM used Adobe Firefly over the last year to lower its #content spend by 80% 📉 and reduced its ideation time from 15 days to 2 days in a marketing campaign executed in and around the Sphere in Las Vegas.
💡 Perhaps the bigger takeaway is that IBM's returns were largely driven by using Firefly at the front end of the creative process. Joe Prota, Director of Brand Marketing at IBM, is a Constellation Research SuperNova Award finalist. 🏆 In an interview with Constellation's editor-in-chief Larry Dignan, Prota shared the project's goal of scaling Adobe's Firefly in its marketing efforts and leveraging IBM's watsonX for governance.
📽️ Watch the full interview covering the topics of leveraging generative AI in the creative process, pilot, process and production, returns, and ideation.
➡️ Read Larry's full recap article here: https://www.constellationr.com/blog-news/insights/supernova-award-interv...
