ELC, Adobe partner to revolutionize digital marketing operations 

USA – The Estée Lauder Companies (ELC), an American multinational cosmetics company, has collaborated with Adobe to revolutionize its digital marketing campaigns using Firefly Generative AI.

The collaboration aligns with ELC’s strategic vision, “Beauty Reimagined,” which emphasizes transformative innovation and consumer-centric engagement.

By integrating Firefly into its existing Adobe Creative Cloud workflows, ELC aims to enhance efficiency, accelerate campaign execution, and allow creative teams to focus more on developing innovative artistic concepts. 

The generative capabilities of Firefly will enable ELC to resize and reformat marketing assets intelligently, streamlining content production across various digital channels.

Yuri Ezhkov, Vice President, Creative Center of Excellence, The Estée Lauder Companies, stated, “At The Estée Lauder Companies, we need to keep pace with a changing environment where an increasingly large share of transactions is happening through digital channels such as mobile devices.”

“We have a trusted partner in Adobe to provide generative AI technologies that are safe for commercial use, with tools that enable our design teams to operate more nimbly and be free to focus on ideating.”

With Firefly’s generative AI capabilities, the company can efficiently produce high-quality content at scale, meeting the growing demand for diverse formats required for digital campaigns. 

A central aspect of this strategy is fostering transformative innovation to enhance speed to market and increasing consumer-focused investments to drive new customer acquisition.

By utilizing Adobe’s Firefly capabilities to optimize content production, ELC strengthens its commitment to delivering impactful, consumer-centric engagement at scale. 

Leveraging Adobe Firefly Services—a suite of creative and generative APIs—ELC can transform content creation to meet the growing demand for digital-first consumer interactions.

ELC also sought to upgrade its digital asset management (DAM) system, which houses the company’s entire library of images, logos, and patterns essential for creating digital content.

To achieve this, ELC has adopted Adobe Experience Manager Assets as a Cloud Service, enhancing its DAM system and improving operational efficiency. 

This upgrade accelerates asset uploads, enhances search functionality for quick access, and reduces the time required to create and launch digital campaigns.

Through this strategic partnership with Adobe, ELC reinforces its commitment to innovation, efficiency, and consumer engagement in the evolving digital landscape.

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