Adobe has teamed up with Estée Lauder to scale digital marketing with Firefly generative AI.
Takeaway Points
- Adobe has teamed up with Estée Lauder
- The aim is to scale digital marketing with Firefly generative AI.
- The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, and etc.
Adobe and Estée Lauder join forces
Adobe in a news report on Wednesday announced a partnership with The Estée Lauder Companies (NYSE:EL) (ELC) where the company is adopting Adobe Firefly and redefining its process of launching digital marketing campaigns through generative AI. As the parent company to iconic brands such as Clinique, Estée Lauder, Jo Malone London, La Mer, and M•A•C Cosmetics, ELC connects with consumers across roughly 150 countries and territories.
According to the report, by combining Firefly across existing Adobe Creative Cloud workflows, ELC will drive efficiency, improve campaign execution and empower creative teams to reclaim time and focus on ideating and creating new artistic concepts.
Varun Parmar, general manager, Adobe GenStudio and Firefly for Enterprise, said, “Adobe Firefly Services APIs surface decades of Adobe innovation across our foundational AI models and applications such as Photoshop and InDesign, to assist with daily tasks that are crucial but can often be repetitive and time-intensive. The Estée Lauder Companies have shown an incredibly compelling and practical application of generative AI, which allows design teams to focus more time on their craft and ideating eye catching creative for its portfolio of nearly 25 brands.”
Yuri Ezhkov, Vice President, Creative Center of Excellence, The Estée Lauder Companies, commented, “At The Estée Lauder Companies, we need to keep pace with a changing environment where an increasingly large share of transactions is happening through digital channels such as mobile devices. We have a trusted partner in Adobe to provide generative AI technologies that are safe for commercial use, with tools that enable our design teams to operate more nimbly and be free to focus on ideating.”
Other comment
Justin Edwards, Vice President, Global Digital Creative and Brand Image, M•A•C Cosmetics, remarked, “Maintaining mindshare on digital channels such as social media is important in the competitive beauty industry, but oftentimes the content requirements for each platform stresses our ability to deliver new campaigns. The M•A•C Cosmetics team was the first to explore the potential of generative AI for the company through Adobe Firefly Services, and we believe it will remove hurdles that currently prevent our designers from focusing on their craft.”
The Partnership
This partnership aims to drive transformative innovation to increase the market, as well as boosting consumer-facing investments to accelerate new customer acquisition. By harnessing Adobe’s Firefly capabilities to streamline content production, ELC strengthens its commitment to this vision of ensuring impactful, consumer-driven engagement at scale, the report stated.
ELC is now leveraging its Experience Manager Assets as a Cloud Service to enhance their DAM and drive greater operational efficiency and it reduces the time it takes to build and deliver assets for digital campaigns, Adobe said.
About Adobe
Adobe is changing the world through personalized digital experiences. For more information, visit www.adobe.com.
About The Estée Lauder Companies Inc.
The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, the DECIEM family of brands, including The Ordinary and NIOD, and BALMAIN Beauty.
