Accenture teams with Adobe, Nvidia to fuel brand content with generative AI

Dive Brief:

Accenture will co-develop industry-specific solutions for creating personalized content at scale and transforming content supply chains with Adobe Firefly, the company'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 demonstrate how Accenture Song, the consultancy's marketing services division, is working with leading tech companies to meet marketers’ rapidly evolving needs around generative AI.

Dive Insight:

With its latest two announcements, Acccenture is building on its $3 billion investment in AI by collaborating with companies that are leading the 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 different 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 companies scaling their product data and images in e-marketplaces worldwide, or healthcare providers ensuring brand standards for patient safety, the demand for scalable generative AI solutions is increasing,” the executive said in a statement. “By bringing together Adobe technology with Accenture Song’s tech-powered creativity, we can help democratize the ability for teams to develop creative assets and accelerate content supply chain transformation.”

Accenture will also leverage the partnership in its own marketing, training a Firefly Custom Model on its own 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 luxury 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 around the automaker's global marketing operations and JLR's strategic partnership with Nvidia.

The partnerships demonstrate how consultancies — like agency holding companies — are teaming with tech companies 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 next three years to better position its business around generative AI, while WPP said it would commit about $318 million annually to drive AI transformation.

WPP last year teamed with Nvidia on a new content engine that uses the technology. Nvidia last month hit a $2 trillion stock market valuation as the chipmaker capitalizes on the accelerating interest around AI that it helps power.