Adobe’s generative AI technologies, including Firefly and Sensei, are revolutionizing customer productivity, delivering nearly 40x efficiency improvements, according to a top executive at the global software giant.
Ajay Joseph, Head of Sales Channels & SMBs, Digital Media India & SA at Adobe, highlighted how these AI tools are transforming industries at the second edition of Moneycontrol Startup Conclave in Bengaluru on August 9. He provided a specific example from the banking sector, where institutions have used Adobe AI to tailor messages to different customer segments.
“One of the challenges banks faced was the need to personalize core messaging and imagery for different customer cohorts, which traditionally required significant time and resources,” Joseph said. “With Adobe Firefly, we extended the application programs and interfaces that allow banks to create personalized content at scale for these different segments. This led to a nearly 40x improvement in productivity, reducing time to market from nearly five weeks to just one week, which is a significant impact.”
Joseph also noted that students using Adobe’s Acrobat AI assistant have seen significant time savings. Tasks that once took an entire day, such as synthesizing information for an article, can now be completed in just 10 minutes.
Adobe’s Long-Term Vision for AI
Despite the rapid progress in AI and generative AI in recent years, especially after OpenAI released ChatGPT, Joseph noted that Adobe’s journey in AI has taken more than a decade. He stressed that the company is poised to benefit from the long-term investments that generative AI will bring.
“The generative AI market is expected to reach $17 billion by 2027 and is expected to contribute $350 billion to $400 billion to global GDP by 2030,” Joseph said. “This growth is largely driven by productivity gains, improved customer service, and faster product monetization.”
Adobe has positioned itself as a key player in AI-driven transformation, catering to startups and micro, small and medium enterprises (MSMEs) in India. Its tools are designed to enhance creativity and evolve marketing experiences for businesses.
India: a strategic market for Adobe
As Adobe expands globally and competes with next-gen competitors like Canva, India has emerged as a crucial market for strategic investments. Prativa Mohapatra, Managing Director, Adobe India, previously noted that the country has made significant progress in digital adoption, making it a priority for Adobe’s growth plans.
In March 2024, Adobe CEO Shantanu Narayen discussed the company’s efforts to collaborate with customers, partners, and other industry leaders to develop broad industry standards for generative AI. The company is also focused on building high-quality baseline AI models in areas where it has deep expertise and plans to form strategic partnerships to address a broad range of customer needs. These initiatives are supported by Adobe’s strong intellectual property, privacy, and governance protocols.
