IBM reports significant productivity gains with Adobe’s AI tools


    6th March 2024 – (New York) International Business Machines (IBM) has reported notable enhancements in its marketing campaign development process, attributing the success to its initial adoption of Adobe’s generative artificial intelligence (AI) technology. This development marks a key trial of Adobe’s strategy to offer AI tools with a unique promise of legal protection against potential lawsuits, leveraging its proprietary data as a competitive edge to attract corporate clients.

    IBM’s integration of Adobe’s generative tools, which can create images from textual descriptions, has streamlined the ideation phase for its marketing initiatives. According to Billy Seabrook, IBM’s global chief design officer, the AI-assisted process has substantially reduced the time taken for campaign creation.

    “Our design cycle time has been transformed from a fortnight to a mere two days,” Seabrook relayed in a statement to Reuters. This accelerated pace is reflective of the potential for a tenfold increase in designer productivity, enabling professionals to focus their efforts more on creative development and narrative construction, rather than on the production of multiple design variations.

    In the immediate future, Seabrook anticipates that the primary effect of these tools on employment within the design industry will be the enhancement of output by existing teams rather than a reduction in workforce numbers. The AI tools are expected to free up resources, allowing teams to address a wider array of challenges and creative endeavours.

    “There is a newfound capacity to tackle problems previously set aside due to resource constraints,” Seabrook commented, highlighting the strategic shift in workforce deployment.

    While the short-term implications appear to be positive, the long-term effects on employment within the design sector remain uncertain. Recent survey data from IBM indicates that business leaders continue to value designers highly, seeing them as essential arbiters of taste and quality controllers for AI-generated content.

    “Designers are becoming integral in shaping the output of generative AI, ensuring that it resonates with a human touch,” Seabrook explained.

    Despite this optimistic view, there is a consensus that the rise of AI could lead to a contraction in job availability. Seabrook acknowledged the concerns, noting, “There’s unanimity in the belief that job numbers will decline. We’re observing the situation as it evolves.”