Cognizant and Adobe are launching a global strategic partnership to embed generative AI in creative and marketing workflows.
Cognizant and Adobe are partnering globally to help businesses create, manage, and scale content and customer experiences with generative AI. The collaboration combines Adobe’s creative and experience platforms with Cognizant’s approach to AI implementation, industry knowledge, and managed services.
The focus is on operationalizing AI faster in existing processes. This should reduce the gap between experiments and production environments. The parties are explicitly focusing on organizations with high compliance requirements and complex workflows.
Content demand is rising, processes are struggling to keep up
Adobe refers to its own research among 1,600 marketers worldwide. In it, 96 percent say that content demand has doubled in two years. In addition, 71 percent expect that demand to be more than five times greater by 2027. This growth puts pressure on traditional creative and marketing processes. Teams need to create more variations for more channels. At the same time, they must monitor brand and legal guidelines.
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Cognizant and Adobe state that generative AI can help with this scaling challenge. They emphasize governance and reusability. This is relevant for sectors where communication is often controlled, such as financial services and healthcare.
AI in workflows
The collaboration is based on a joint go-to-market and delivery model. The partners want to integrate generative AI into customers’ workflows via, among other things, Adobe Firefly Services, Firefly Custom Models, and the Substance 3D collection. Adobe Professional Services and an engineering team support the joint rollout and product development.
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Organizations would be able to develop ideas and produce content faster through platform integration, model customization, workflow automation, and ongoing support. Cognizant mentions benchmarks for efficiency gains, such as 30 to 70 percent faster concept development and 70 to 80 percent more efficient content production.