THE WHAT? Henkel and Adobe have expanded their partnership with a view to delivering personalization at scale across the German manufacturer’s global brand portfolio via the power of generative AI.

THE DETAILS Using Adobe Firefly Custom Models, Henkel will be able to train and fine tune Firefly generative AI models using its own assets to create on-brand content, accelerating content production and streamlining repetitive tasks.

Meanwhile, Adobe’s Experience Platform and Real-Time Customer Data Platform will allow the manufacturer of Schwarzkopf to leverage other generative AI capabilities to orchestrate journeys with auto-generated message variations that drive consumer engagement.

THE WHY? Michael Nilles, Chief Digital & Information Officer at Henkel, explains, “Generative AI is disrupting economy and society similar to the internet – but at lightspeed. We must adapt to and capture these new technologies early on to drive innovation and open up new opportunities for Henkel. Together with our strong partner Adobe, we will significantly advance our content and marketing workflows using responsible generative AI, innovating how we produce assets at scale and deliver personalized, omnichannel experiences.”