- Deloitte Digital unveiled a world rebrand of its company that’s powered by generative artificial intelligence (AI), showcasing how the tech will be used to streamline creativity, processes and approvals on a world scale, according to an organization announcement.
- The move is timed to the disclosing of the consultancy’s new tool, Orb Foundry, that permits teams in 30 international markets to generate fully rendered 3D brand assets that will be used across various channels and campaigns.
- The rebrand and internal tool, which Deloitte demonstrated on the Adobe Summit in late March, gives insight into how agencies might use generative AI tools to create assets that meet brand guidelines quickly and at scale.
The demand for marketing content grew by 1.5 times in 2023, but marketing teams were only able to meet that demand 55% of the time, according to Deloitte Digital’s research. As marketing channels proceed to proliferate and the necessity for personalization grows, marketers and agencies are going to need to discover a way to sustain with those increased content demands. Executives at Deloitte Digital consider their rebrand points to a possible solution.
“Every brand leader is presented with the identical challenge. How do you refresh your brand, democratize it, but in addition maintain a level of consistency and control? By leveraging GenAI in brand personalization, Deloitte Digital is reimagining content creation while freeing up creatives to do deeper, more progressive work. We’re showing exactly how we’re using it on our own brand, to help others imagine how they’ll use it for theirs,” said Mark Singer, U.S. CMO at Deloitte Digital, in the discharge.
Deloitte Digital’s rebrand concept began in June 2023 when the firm was experimenting with how to harness the ability of generative AI to speed up its creative outputs. The experimentation led to a series of orbs, inspired by Deloitte’s signature “Green Dot,” that exhibit color, personality and movement and likewise represent ingenuity and transformative thought, per the consultancy.
The rebrand and Orb Foundry rollout speak to marketers’ needs for personalized, timely and relevant content and visual branding in the trendy age, which have to be done quickly while also following specific branding guidelines. According to Deloitte Digital, using generative AI cuts a process that after took months down to days.
Like agency holding firms, consultancies and marketing services providers like Deloitte and Deloitte Digital are in search of ways to provide brands with generative AI know-how and expertise. Accenture last month teamed with Adobe and Nvidia to help meet needs around brand content with the technology.
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