Deloitte Digital rebrands itself to show off new generative AI tool

Dive Brief:

Deloitte Digital unveiled a global rebrand of its company that is powered by generative artificial intelligence (AI), showcasing how the tech can be used to streamline creativity, processes and approvals on a global scale, according to a company announcement.
The move is timed to the unveiling of the consultancy’s new tool, Orb Foundry, that enables teams in 30 international markets to generate fully rendered 3D brand assets that can be used across various channels and campaigns.
The rebrand and internal tool, which Deloitte demonstrated at 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.

Dive Insight:

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 continue to proliferate and the need for personalization grows, marketers and agencies are going to need to find a way to keep up with those increased content demands. Executives at Deloitte Digital believe their rebrand points to a possible solution.

“Every brand leader is presented with the same challenge. How do you refresh your brand, democratize it, but also 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 innovative work. We're showing exactly how we are using it on our own brand, to help others imagine how they can use it for theirs,” said Mark Singer, U.S. CMO at Deloitte Digital, in the release.

Deloitte Digital’s rebrand concept began in June 2023 when the firm was experimenting with how to harness the power of generative AI to accelerate its creative outputs. The experimentation led to a series of orbs, inspired by Deloitte’s signature “Green Dot,” that demonstrate color, personality and movement and also 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 modern age, which must be done quickly while also following specific branding guidelines. According to Deloitte Digital, using generative AI cuts a process that once took months down to days.

Like agency holding companies, consultancies and marketing services providers like Deloitte and Deloitte Digital are looking for 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.