IBM has announced its initial testing of generative artificial intelligence (AI) tools developed by Adobe has led to significant productivity enhancements.
The collaboration between the two tech giants aims to streamline marketing campaigns by leveraging AI-generated images based on text prompts, Reuters news report said.
The testing phase, which marks an early adoption of Adobe’s AI systems, saw IBM employing Adobe’s tools to expedite idea generation and variant creation for marketing endeavors.
Billy Seabrook, Global Chief Design Officer for IBM’s consulting division, revealed that the 1,600 designers in his unit utilized Adobe’s AI capabilities to rapidly generate and iterate ideas, reducing the typical two-week cycle for campaign development to just two days.
“We’ve seen a remarkable transformation in our workflow efficiency,” Seabrook said. IBM anticipates a tenfold increase in designer productivity, allowing them to allocate more time to brainstorming and storyboarding, rather than repetitive design tasks.
While the immediate impact on employment in the design industry appears to be the optimization of existing teams to handle greater workloads, the long-term implications remain uncertain. Seabrook highlighted the crucial role of designers as tastemakers and quality controllers for AI-generated content, emphasizing the need for human empathy in refining and curating AI output.
