GenAI innovations with IBM’s Strategic Partners: A Discussion with Adobe

The IBM and Adobe partnership brings guidance and technology that helps our clients experience the best of GenAI in marketing, content creation and brand governance.

We’re accelerating clients’ AI and hybrid cloud journeys by bringing watsonx to the Adobe clouds. And IBM Consulting offers capabilities across all three Adobe Clouds to support increased innovation with Adobe clients.

Influencer Zeus Kerravala, founder and principal analyst of ZK Research, caught up with Adobe’s Head of Generative AI Consulting, Ash King at IBM Think recently to discuss the latest news, Adobe’s partnership with IBM, and how Adobe leverages generative AI. Here are some highlights from their conversation.

Four Questions with Adobe’s Ash King (Head of Generative AI Consulting)

What are the highlights of the Adobe and IBM announcement at Think?

We’ve announced AI Acrobat Assistant where you can take PDFs and query the documents in natural language. Adobe is partnering with IBM to expand that to Red Hat OpenShift, as well as with the Adobe Experience Platform (AEP) and the AEP Assistant, bringing in watsonx so clients can utilize IBM’s platforms, Red Hat’s platforms and keep their data in one place.

Describe your partnership with IBM.

It’s a deep and broad partnership. We’ve worked with IBM on content supply chain for years with successful client implementations and worked with IBM iX, the experience design partner within IBM Consulting, on Adobe Workfront. We’ve also become closer in terms of IBM using Adobe Firefly to generate thousands of renditions that save hundreds of hours of time in creating marketing content.

CIOs want more control over their company’s data and where it’s located. How has that impacted focus on private and hybrid cloud platforms?

At Adobe, we make sure our clients can leverage the technologies which make sense for them. Whether clients are in regulated industries or are very advanced in their data and generative AI standard strategies, we want them to be able to choose the models which are best for them and be able to work seamlessly with our marketing, creative technologies, and document technologies.

How is Adobe using generative AI?

Adobe is highly infused with generative AI in terms of what we call creative productivity. We’ve gone from bringing out typography into PDFs, into document clouds, into creating and getting messages out in the Adobe Marketing and Adobe Experience Clouds. Now, our creatives can leverage generative AI to go even further than they could before. To accomplish this, Adobe has to be part of the generative AI revolution. We’re connecting all of our capabilities and teams together, using generative AI to advance Adobe research and getting things out to market.

This is a special time in our long-term collaboration with Adobe. As IBM CEO Arvind Krishna recently said “We’re moving from a generative AI era of experimentation to one in which the enterprise looks toward implementing AI’s benefits at scale. IBM’s partnership with Adobe is key to unlocking this next stage.”

Click here to learn more about IBM's Adobe Consulting Services.

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