- Accenture will co-develop industry-specific solutions for creating personalized content at scale and reworking content supply chains with Adobe Firefly, the corporate’s generative artificial intelligence (AI) models, per a press release.
- In a separate announcement, Accenture Song debuted a collaboration with Nvidia around content production, conversational intelligence and interactive personalization via an activation with Jaguar Land Rover (JLR) brand Defender.
- The collaborations reveal how Accenture Song, the consultancy’s marketing services division, is working with leading tech firms to meet marketers’ rapidly evolving needs around generative AI.
With its latest two announcements, Acccenture is constructing on its $3 billion investment in AI by collaborating with firms which might be leading the best way in developing technology and solutions for implementing generative AI.
In a move that deepens its existing relationship with Adobe, Accenture will integrate Adobe Firefly Custom Models into the marketing services offered by Accenture Song, training bespoke models on proprietary data and brand guidelines for various industries. The partnership is initially focused on retail and consumer goods, automotive, financial services and health industries. The move comes as brands move beyond experimentation with AI to implementation, said Accenture Song CEO David Droga.
“Whether it’s consumer goods firms scaling their product data and pictures in e-marketplaces worldwide, or healthcare providers ensuring brand standards for patient safety, the demand for scalable generative AI solutions is increasing,” the chief said in a press release. “By bringing together Adobe technology with Accenture Song’s tech-powered creativity, we will help democratize the flexibility for teams to develop creative assets and speed up content supply chain transformation.”
Accenture can even leverage the partnership in its own marketing, training a Firefly Custom Model by itself brand style and design language to customize content across the 19 industries it serves.
In a separate move, Accenture is using Nvidia technology to apply generative AI and real-time graphics capabilities to the luxurious client experience through an activation for Defender. Accenture Song is using Nvidia’s Omniverse platform to generate high-fidelity models of Defender vehicles for marketing purposes and creating cinematic, three-dimensional environments via Nvidia Edify-powered models. The collaboration builds on Accenture Song’s relationship with JLR across the automaker’s global marketing operations and JLR’s strategic partnership with Nvidia.
The partnerships reveal how consultancies — like agency holding firms — are teaming with tech firms to boost their offerings around generative AI, a tool that has taken the marketing and tech worlds by storm. In January, Publicis Groupe announced plans to invest about $325 million over the subsequent three years to higher position its business around generative AI, while WPP said it could commit about $318 million annually to drive AI transformation.
WPP last yr teamed with Nvidia on a latest content engine that uses the technology. Nvidia last month hit a $2 trillion stock market valuation because the chipmaker capitalizes on the accelerating interest around AI that it helps power.
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