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By Julien Coatelen, Senior Manager Strategic Transformation Services at Adobe Professional Services
AI continues to be one of the hottest and most talked about technologies among business leaders, thanks to its potential to revolutionize how organizations operate.
As companies strive to stay competitive, AI is proving instrumental in automating processes, creating personalized experiences, and optimizing the entire digital journey. It is a pivotal force in accelerating digital transformation, especially in the realm of customer experience.
Yet despite AI’s immense potential, many businesses still struggle with implementing it effectively. Adobe Professional Services (APS) is uniquely positioned to guide companies through this transformation journey, with an unmatched suite of tools, a proven framework for deploying AI, and a commitment to helping clients avoid common pitfalls and stay ahead of the curve in the rapidly evolving AI landscape.
Adobe’s generative AI (Gen AI) capabilities allow companies to leverage the full potential of digital content. Gen AI is deeply integrated across our content creation, management, and delivery solutions, creating a seamless journey from concept to consumer interaction.
For example, AI-driven tools in Adobe’s Creative Cloud and Adobe Experience Manager (AEM) empower businesses to create, manage, and deliver hyper-personalized, timely content at an unprecedented scale across different formats like email, web, and mobile. Adobe’s Creative API enables clients to create highly differentiated and on-brand content that stands out from generic AI-generated content. For instance, haircare brand Schwarzkopf leverages AI-driven personalization to generate custom content tailored to individual customer profiles, such as hair color preferences in product recommendations.
Our AI capabilities extend even further, providing companies with advanced marketing automation and analytics tools. By integrating tools like Adobe Journey Optimizer and Adobe Campaign, organizations can ensure that the right message reaches the right customer at the right time, across channels.
This comprehensive, end-to-end content supply chain, powered by AI, is central to Adobe’s vision of digital transformation. For companies, it means they can execute at scale while maintaining a high level of personalization—a previously difficult balance to achieve.
One of the most significant challenges companies face with AI is knowing where to begin. Many businesses are unsure how to approach AI integration, lack a clear sense of their organizational "AI maturity," and often do not have dedicated personnel with AI expertise to guide the process.
Adobe Professional Services helps clients avoid these pitfalls by starting with a detailed Adobe Capability Assessment. Adobe’s experts work closely with clients to clarify their strategic objectives, map out potential use cases, and identify the right KPIs that align with their digital transformation goals.
The Capability Assessment serves as a top-down and bottom-up structure, ensuring that every AI initiative aligns with overarching business goals. This reassures stakeholders at all levels—whether C-level executives, department sponsors, or operational managers—that AI investments are strategically relevant and aligned with measurable outcomes.
Adobe Professional Services helps businesses harness the power of AI to drive real results through a structured approach to adoption that starts with quick wins and expands into comprehensive transformation.
1. Rapid value delivery: Adobe Professional Services can quickly implement proof-of-concept (POC) projects to demonstrate the value of Gen AI. By focusing on achievable goals and measurable outcomes, businesses can realize benefits fast, typically within 90 days. For example, a company may implement AI in one brand or for a specific use case, measuring KPIs like time and cost savings before and after AI integration.
2. Centralized governance: We help clients establish a Center of Excellence at global level to centralize AI initiatives. This model coordinates AI use cases across multiple brands or regions and standardizes best practices, ensuring that the value generated in one area can be replicated in others. For instance, Adobe has supported global clients in scaling successful AI-driven projects from one market to their entire portfolio, allowing them to maximize efficiency and effectiveness across regions.
3. Rapid deployment packages: To simplify adoption, Adobe Professional Services offers rapid deployment packages tailored to a company’s size and specific needs. These packages allow businesses to scale AI adoption at a manageable pace, providing options for small-scale implementations or expansive rollouts, depending on organizational goals and resources. This flexibility ensures that every client, from startups to large multinationals, can benefit from AI-powered automation without overwhelming their operations.
4. Supporting content factories: As content demand continues to grow, our team assists clients in developing "content factories"—internal frameworks for managing, scaling, and deploying digital assets efficiently. This model ensures that every piece of content, whether created in-house or generated through AI, is effectively managed and ready for omnichannel distribution, aligning with digital and data-driven strategies. Adobe’s governance model supports content factory development, equipping companies to deliver consistent, high-quality content at scale.
5. Ensuring authenticity and brand safety: Adobe takes a unique stance on authenticity, ensuring that content generated by AI is both brand-safe and commercially viable. With protections against copying existing artistic styles and a pioneering approach to identifying AI-created content, Adobe addresses emerging concerns about authenticity and intellectual property. This approach is essential as companies look to build trust with customers in a landscape where the origin and authenticity of digital content are increasingly scrutinized.
With AI evolving at an unprecedented pace, Adobe is committed to staying at the forefront of innovation. By partnering with leading large language modelling providers such as OpenAI, we help clients stay ahead of the curve.
With a dedicated team focused on testing, deploying, and refining new AI functionalities, Adobe clients gain access to cutting-edge solutions that keep them at the forefront of digital transformation. As a result, they benefit from a future-proof approach to AI, gaining not only the tools needed for today’s challenges but also the innovations of tomorrow.
For companies invested in maintaining a competitive edge, partnering with Adobe Professional Services provides a reliable path to sustained growth and transformation.APS also prioritizes knowledge-sharing and collaboration with clients. By engaging clients in discussions around Gen AI, Adobe builds deep, trust-based relationships that foster curiosity, mutual learning, and co-innovation. These interactions not only keep clients informed about new features and use cases but also help refine our AI-driven solutions to better meet real-world business needs.