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Tag: Adobe

  • Estée Lauder brushes up digital creativity with Adobe Firefly AI

    Estée Lauder brushes up digital creativity with Adobe Firefly AI

    MUMBAI: The world of beauty is getting a digital makeover as The Estée Lauder Companies (ELC) partners with Adobe to redefine marketing campaigns using Firefly, Adobe’s generative AI suite. By integrating Firefly into its Creative Cloud workflows, ELC aims to speed up campaign execution, empower creative teams, and streamline content production across its prestigious brands, including Mac Clinique, and Jo Malone London.

    With digital campaigns demanding hundreds of thousands of assets yearly, ELC is embracing AI-powered automation to eliminate repetitive tasks and refocus designers on crafting stunning, high-impact visuals. Firefly’s Generative Expand feature will ensure content resizes seamlessly for different digital platforms, enhancing ELC’s Beauty Reimagined strategy, its bold vision to become the world’s most consumer-centric prestige beauty brand.
    “Maintaining mindshare on digital channels such as social media is important in the competitive beauty industry, but oftentimes the content requirements for each platform stresses our ability to deliver new campaigns,” said Mac Cosmetics vice president for global digital creative and brand image Justin Edwards. “The Mac Cosmetics team was the first to explore the potential of generative AI for the company through Adobe Firefly Services, and we believe it will remove hurdles that currently prevent our designers from focusing on their craft.”

    “Adobe Firefly Services APIs surface decades of Adobe innovation across our foundational AI models and applications such as Photoshop and InDesign, to assist with daily tasks that are crucial but can often be repetitive and time-intensive,” said Adobe Genstudio and Firefly for Enterprise general manager Varun Parmar. “The Estée Lauder Companies have shown an incredibly compelling and practical application of generative AI, which allows design teams to focus more time on their craft and ideating eye catching creative for its portfolio of nearly 25 brands.”

    “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,” said The Estée Lauder Companies vice president for creative center of excellence Yuri Ezhkov. “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.

    Alongside AI adoption, ELC is revamping its Digital Asset Management (DAM) system using Adobe Experience Manager Assets to optimise image storage, search, and performance insights. This upgrade allows for faster content creation and real-time insights, ensuring that campaigns stay ahead of trends in the ever-evolving digital space.

  • Mandhir Bhatia moves to corporate marketing to handle website user experience at TCS

    Mandhir Bhatia moves to corporate marketing to handle website user experience at TCS

    MUMBAI: Tata Consultancy Services (TCS) has named Mandhir Bhatia as user experience journey for tcs.com in corporate marketing corporate marketing. Bhatia, who joined TCS in  as senior engagement manager in March 2023 , brings over 18 years of experience in driving business growth through technology-driven marketing solutions. His new position is effective as of November 2024.

    Prior to TCS, Bhatia worked at Adobe for 11 years, holding various roles including enterprise customer success manager and global customer success lead. He also worked at Capgemini Invent as a manager consulting services.

    Bhatia specializes in AI-driven martech solutions, digital transformation, and strategic technology adoption to enhance customer experiences. He holds an MBA in Information Technology from the Institute of Management Technology, Ghaziabad, and a bachelor of  commerce from Delhi University.

    In his new role, Bhatia will focus on leveraging technology to transform marketing and drive business growth for TCS.

  • IndiGo recruits Rashmi Soni as vice-president of corporate communications

    IndiGo recruits Rashmi Soni as vice-president of corporate communications

    MUMBAI:  Low cost carrier IndiGo  has announced the appointment of Rashmi Soni as vice-president of corporate communications, effective immediately. Soni replaces C. Leekha, who has decided to leave the company to pursue external opportunities. 

    Leekha had stood up like a rock over the past six years she was with the company, and she helped see It past the low of the Covid lockdowns.

    Soni joins IndiGo from PayU, where she was the chief brand & communications officer. With over 28 years of experience in leadership roles with multinational technology brands, she  brings a wealth of expertise in strategic communications, brand management, and corporate social responsibility.

    IndiGo  CEO Pieter Elbers said: ” Rashmi’s rich professional experience and expertise will be invaluable in helping us take IndiGo to the next level as a global aviation player.”

    Soni has previously worked with prominent companies such as Adobe, Tata Teleservices, Ericsson, and Vistara, where she was part of the airline’s launch team. She is a Stanford certified project manager and has completed leadership programs from Indian School of Business and National Institute of Personnel Management.

    On her appointment, Soni said: “I look forward to contributing to the company’s remarkable growth journey and leveraging my experience to take IndiGo to new heights.”

  • Adobe unveils 2025 creative trends: Escapism meets reality in surreal visuals

    Adobe unveils 2025 creative trends: Escapism meets reality in surreal visuals

    Mumbai: Adobe’s 2025 Creative Trends Forecast explores how imagination and reality collide, highlighting top trends like surreal visuals, humour, and immersive experiences. This year’s trends reflect a growing desire for escapism and authentic connection in creative storytelling.

    Here’s a closer look at the key trends set to define creativity in 2025.

    Key 2025 creative trends

    Fantastic frontiers

    The Fantastic Frontiers trend invites audiences to explore magical, uncharted worlds where imaginative and unreal new visuals reflect our desire for escapism. Fantastic Frontiers merges technology and culture, signalling a future in which our imaginations are truly limitless. Years of digital world-building, especially in gaming, have prepared us for this shift, fueling consumer appetite for these dreamlike images. Generative AI is also revolutionising creativity, allowing artists to make the extraordinary possible. And we are seeing this trend now in traditionally produced commercial projects just as often as in AI-generated content.

    Levity and laughter

    Humour has long been the media’s secret sauce, with 90 per cent of consumers more likely to remember funny ads over serious ones. At the 2023 Cannes Film Festival, 52 per cent of category-winning films were comedies —up 43 per cent from 2022 — highlighting humour’s universal appeal.

    Representing the next wave of comedic perspectives in brand messaging, the Levity and Laughter trend is characterized by the use of humour to make content more engaging and memorable. Brands are discovering that memes and other funny posts are shared more often than serious posts on social platforms, so they’re crafting humorous posts to reach larger audiences. By embracing the casual, playful tone we use online, companies are building more personal connections with consumers, making their brands feel more relatable and human.

    This trend also allows creators to approach serious issues without being heavy-handed or divisive, boosting engagement with sharable experiences that are at once joyful and meaningful.

    Time warp

    As the space economy surges, reaching an estimated US $1 trillion in annual revenue by 2040, we’re seeing a similar rise in retrofuturism.

    Turbocharged by AI, the Time Warp trend blends futuristic components with historical and vintage elements, pulling styles from ancient Rome, the roaring twenties, the groovy seventies and beyond, to create a nostalgic yet fresh aesthetic. Generative AI has played a key role in popularizing this style by making it easier to experiment and combine elements from different eras. But as this aesthetic has gained mainstream engagement, we are seeing a surge of traditionally produced (non-AI) commercial projects in this style as well.

    This juxtaposition of past and future is even capturing the attention of Gen Zers, who are increasingly showing interest in, and even yearning for, a past they didn’t experience firsthand. The world is changing rapidly and Time Warp remixes eras and reimagines history for the future.

    Immersive appeal

    As we spend more time on screens, there’s been a corresponding demand for multisensorial experiences. The Immersive Appeal trend offers a powerful solution by creating interactions that spark joy and wonder. From immersive art installations and theme parks to experiential shopping, examples of this trend can go far beyond the visual to involve touch, sound, and even smell.

    With consumers craving more sensory involvement and today’s technology making it possible, we’re seeing a rise in marketing campaigns that surround us. Brands are using a strategy known as ‘world-building’ to transport us into their fully realized universes. The best-known example of this is the Barbie marketing phenomenon, which encompassed a blockbuster movie, real-world events, and a variety of themed “Barbie-core” experiences.

    Immersive Appeal cures screen fatigue by inviting audiences to enter fantastic interactive worlds and prioritizing profoundly felt experiences over passive consumption.

  • Adobe study: Indian brands lead in generative AI, transforming team structures

    Adobe study: Indian brands lead in generative AI, transforming team structures

    Mumbai: Adobe released the Digital Trends 2024 Asia Pacific and Japan (APJ) report indicating how Indian brands are embracing the generative AI deployment. Brands across the Asia Pacific and Japan region are set to make major near-term organisational changes to scale up adoption, revealing a dynamic shift in the region’s digital landscape. As per the findings of the report, Indian brands are leading the charge, showcasing their exceptional data capabilities and unwavering commitment to governance frameworks. These strengths are driving their prominent position in the adoption of generative AI, setting them apart as pioneers in technological innovation. The report also highlights India’s role in shaping the future of AI, emphasising its influence in advancing industry standards and ensuring the ethical use of emerging technologies.

    According to executives among Indian brands, 52 per cent leverage data and algorithms to deliver personalised website experiences, the highest in the region. Additionally, 38 per cent employ generative AI to craft customized emails, messages, and other content, further demonstrating their leadership.

    Stage of generative AI adoption within the organisation according to senior executives 
    (evaluation vs implementation of full or initial solutions/pilots)

    However, while executives are confident their generative AI rollouts are advancing to plan, many day-to-day users hold a different view. Across APJ, just 4 per cent of executives say their organisation doesn’t have a formal generative AI adoption strategy, which rises substantially among practitioners.  In India, 45 per cent of Indian organizations have generative AI solutions in place and are assessing their effectiveness, while 27 per cent have pilots underway.

    Agree that no formal generative AI adoption strategy exists 
    (senior executives vs practitioners)

    “Indian brands are confidently deploying generative AI while enhancing their productivity on a larger scale. This innovation offers a distinct path to integrate data, anticipate customer needs, and provide more targeted and timely content delivery. However, despite a broad desire for adoption, only a few brands are adjusting their strategies to fully leverage these benefits. Those at the forefront are leading with higher consumer loyalty, efficient conversion, and trust,” said Adobe India’s director of marketing Anindita Veluri.

    As a leader in AI and a trusted partner, Adobe is working closely with brands across Asia Pacific as they transition generative AI initiatives from experimentation into enterprise-level deployment. By integrating generative AI into the Adobe apps that marketers already use including Adobe Acrobat, Adobe Photoshop and apps within Adobe Experience Platform, it can more easily be adopted into exiting workflows, all in a commercially safe way, backed by enterprise-grade security, privacy and compliance.

    The report confirms that among APJ brands, generative AI integration is a key digital initiative that is most likely to support brand growth in 2024. As a result, most brands are developing guidelines for responsible use of AI (73 per cent) and aligning a comprehensive AI roadmap with broader business goals (71 per cent). In India, 70 per cent of senior executives feel well-prepared to implement governance and ethical guidelines for generative AI, and 58 per cent are actively investing in governance frameworks—14 percentage points above the APJ average.

    Brands to adapt organisation structures, skills and data capabilities for AI era

    Brands anticipate significant changes to operating models and organisational structures to support generative AI adoption.  By the end of 2024, Indian brands plan to leverage generative AI extensively for content production, demonstrating their commitment to enhancing digital customer experiences. Specifically, 80 per cent of Indian brands expect to use generative AI for idea creation and concepting, allowing skilled employees to finalize these concepts. Additionally, 76 per cent aim to utilize generative AI to auto-update live content—ranking highest globally—and to adapt existing content for different audiences, products, and regions.

    Changes to organisational structures expected by mid-to-end of 2024 to support generative AI adoption

    Executives are also prioritising initiatives to help employees upskill and provide clear guardrails for using generative AI. The top-rated is advanced AI skills training for key staff (47 per cent), followed by policies for ethical and secure generative AI usage (45 per cent).

    Over two-thirds of APJ brands also believe that generative AI will transform data analytics and management more than any other part of the organisation. They also recognise that data capabilities and governance are a cornerstone capability, with most planning to increase investment in customer data management in 2024. Within APJ, this is highest in India (75 per cent).

    Sub-regional highlights and comparisons

  • OpenAI joins C2PA steering committee

    OpenAI joins C2PA steering committee

    Mumbai: The Coalition for Content Provenance and Authenticity (C2PA) announced that OpenAI, a leader in artificial intelligence research and deployment, has joined the C2PA as a steering committee member. This marks a significant milestone for the C2PA and will help advance the coalition’s mission to increase transparency around digital media as AI-generated content becomes more prevalent.

    Joining other steering committee members that include Adobe, BBC, Intel, Microsoft, Google, Publicis Groupe, Sony and Truepic — OpenAI will collaborate to further develop and promote the adoption of Content Credentials, an implementation of the C2PA’s open technical standard for tamper-resident metadata that can be attached to digital content, showing how and when the content was created or modified.

    The announcement today builds on OpenAI’s previously shared initiatives to improve transparency around digital provenance. Earlier this year, OpenAI began attaching Content Credentials to images created and edited by DALL•E 3, the company’s latest image model, in ChatGPT and the OpenAI API. In addition, the company also announced its plans to attach Content Credentials to video generations from Sora, the company’s text-to-video model, when the model is ready to be deployed to the public.      

    OpenAI’s membership and implementation of Content Credentials serve as a strong endorsement for the C2PA technical specification and advance the collective mission to help restore trust in the digital ecosystem.

    “C2PA is playing an essential role in bringing the industry together to advance shared standards around digital provenance,” said Anna Makanju, OpenAI’s VP of Global Affairs. “We look forward to contributing to this effort and see it as an important part of building trust in the authenticity of what people see and hear online.”

    “OpenAI is a long-time supporter of the C2PA’s mission and we’re thrilled that they’ve deepened their engagement by becoming a Steering Committee member,” said Andrew Jenks, C2PA Chair. “OpenAI’s existing adoption, advocacy, and ongoing commitment to Content Credentials will bring an important voice to our membership’s working efforts to guide the development of the C2PA standard.”

     

  • Adobe unveils the future of customer experience management in the age of Gen AI

    Adobe unveils the future of customer experience management in the age of Gen AI

    Mumbai: On 27 March, at Adobe Summit – the world’s largest digital experience conference – Adobe (Nasdaq: ADBE) unveiled a suite of innovations for the enterprise that will empower brands to deliver one-to-one personalization at scale through generative AI and real-time insights. As the global leader in Digital Experience Platforms and a trusted partner, Adobe’s latest products expand the customer experience management (CXM) solutions that enterprises have relied on to bring data, content, and customer journeys together to delight customers and build loyalty over time. In the era of generative AI, Adobe is providing a roadmap to help brands activate AI to deliver customer value and capture the massive opportunity in driving personalisation at scale.

    Major innovations across Adobe Experience Cloud and Adobe Creative Cloud will deliver business value from generative AI by driving insights based on unified customer data, scaling the production of personalised content and boosting customer engagement through journey orchestration. This includes an upcoming Adobe Experience Platform AI Assistant that supercharges the productivity of experience practitioners, democratizing access to extended teams through a conversational interface and enabling them to unleash new ideas. Adobe GenStudio is a new generative AI-first offering that will allow marketing teams to quickly plan, create, manage, activate, and measure on-brand content. Adobe also unveiled Journey Optimizer capabilities to enable both B2C and B2B brands to enhance journey orchestration with timely, personalized experiences. A new capability in Adobe Firefly, Adobe’s family of creative generative AI models for safe commercial use, called Structure Reference brings users a new level of creative control.

    Adobe Experience Cloud is the industry’s leading platform for delivering, measuring and personalising customer experiences, now relied upon by 11,000 customers globally across industries, with support from 4,500 global ecosystem members and over 500 partner integrations in Adobe Experience Platform, which brings an organisation’s data and content together under a common language model.

    “World over, businesses are prioritizing their digital investments to improve marketing agility and customer engagement, while driving growth and profitability. Adobe products are playing an essential role in driving the digital economy, and today at SUMMIT, we’re excited to be joined by our customers and partners from India, as we showcase our next in line innovations that will pave the way for customer experiences of the future.” Adobe India VP & MD Prativa Mohapatra.

    “Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” said Adobe president, digital experience business Anil Chakravarthy. “The ability to personalize every interaction has become the key growth driver in Customer Experience Management for enterprises around the world, and Adobe is leading the way in making this a reality with powerful generative AI deeply integrated into existing workflows.”  

    “Creating richer and more relevant experiences within a connected customer journey is fundamental to success in today’s marketing climate and Adobe Experience Cloud has been our partner of choice in Customer Experience Management,” said General Motors chief marketing officer Norm de Greve. “Adobe’s enterprise applications allow our teams to deliver real-time, highly personalized touchpoints at scale for customers engaging with our brands.”

    In the era of generative AI, Adobe is the technology partner of choice for brands to unify customer data, scale content production, and enhance customer engagement through journey orchestration.  

    New Data Innovations

    Adobe’s latest product releases help brands with data management in the age of generative AI, creating a foundation to activate insights and deliver true personalization at scale. This is anchored in Adobe Experience Platform, which enables brands to activate customer data across various enterprise systems through an integrated set of applications.

    1   Adobe Experience Platform AI Assistant provides a simple conversational interface that can answer technical questions and will automate tasks, simulate outcomes and generate audiences and journeys within applications such as Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer and Adobe Customer Journey Analytics.

    2   Federated Audience Composition provides data management flexibility and efficiency by allowing teams to federate audiences and data directly from enterprise data warehouses and data platforms (Amazon Web Services Redshift, Azure Synapse, Databricks, Google BigQuery and Snowflake) to augment real-time and cross-channel use cases in Adobe Experience Platform. This enables teams to minimize data copy, govern the use of sensitive data and get the most out of their existing IT investments for powering customer experience workflows such as profile enrichment, audience segmentation and personalized communications.

    3   Adobe Real-Time Customer Data Platform (CDP) Collaboration is a new clean room application for brands and publishers to collaborate in a privacy-safe way to discover, reach and measure their high-value audiences in a world without third-party cookies. Real-Time CDP Collaboration is expanding and evolving the value of a CDP to include data collaboration as a critical and necessary component of customer data management in a cookieless world.

    New content innovations

    Adobe provides an integrated set of best-in-class products that enable brands to accelerate their content supply chain, the end-to-end business process that every company needs to deliver content required for marketing campaigns and personalised customer experiences. It is composed of five key building blocks: workflow and planning, creation and production, asset management, delivery and activation, and insights and reporting. With Adobe GenStudio, Adobe will be releasing a generative AI-first offering for marketers to quickly plan, create, manage, activate and measure on-brand content, with native integrations across Adobe Experience Cloud and Creative Cloud.

    1   Workflow and planning: Adobe Workfront Planning will provide every user a unified view into all activities across the marketing lifecycle, to ensure organizations plan strategically and accelerate delivery.

    2   Creation and production: Adobe Firefly Services and Custom Models unlock personalization at scale for enterprise content creation and production, eliminating manual tasks while ensuring generated outputs remain on-brand.

    3   Asset management: Adobe Experience Manager (AEM) Assets content hub allows teams to easily distribute brand-governed assets across their organization and external partners. Content hub forms a seamless connection point between GenStudio and AEM Assets, where any user can search for an asset and create personalized variations with Firefly in Adobe Express, the all-in-one content creation application.

    4   Delivery and activation: Adobe Experience Manager (AEM) Sites variant generation, powered by generative AI, enables brands to create personalized variations of marketing assets with copy that is audience-centric and on-brand. With Edge Delivery Services, brands can deliver the fastest possible page load times. Document-based authoring in AEM Sites also allows the broader team to author webpages in Microsoft Word or Google Docs.

    5   Insights & reporting: Adobe Content Analytics will create an essential feedback loop for brands to understand which assets (including AI-generated assets) and campaigns are performing best, down to the attribute level. These insights help build a more complete view of the overall customer experience, building on top of Adobe Customer Journey Analytics which measures web, streaming, in-product and more.

    New Customer Journey Innovations

    For both B2C and B2B brands, the ability to enhance customer engagement through journey orchestration hinges on a unified and real-time view of the customer. This ensures that as brands interact with consumers on channels such as the web, social media and mobile, any real-time changes in user behavior or preferences are captured, triggering new experiences. Adobe is uniquely positioned to help teams harmonize both brand-initiated and customer-initiated moments, with new offerings to orchestrate personalized journeys that drive impact.  

    1   Adobe Experience Platform and Adobe Journey Optimizer unified experimentation uses enhanced statistical models to help marketers, product managers and developers leverage experimentation and decisioning capabilities within journeys, driving reuse of offers across communication channels or optimizing the ideal path a customer should take to maximize conversion.

    2   Adobe Journey Optimizer (AJO) provides enhanced brand-initiated journey orchestration by helping brands connect their audience-centric campaigns with real-time customer signals, so that the right customers are engaged and mistimed marketing communications can be avoided.

    3   AJO B2B Edition is a new application built on Adobe Experience Platform, with a unique focus on account specific buying-group journey orchestration that will reimagine sales and marketing collaboration throughout the B2B revenue lifecycle.

    New firefly capabilities

    Today, Adobe is shipping a major update to the Adobe Firefly web application (web and mobile) that will bring users a new level of creative control. Structure Reference enables users to easily apply the structure of an existing image to newly generated images. Using an existing image as a structural reference template, users can now generate multiple image variations with the same layout, eliminating the trial and error process of having to write the perfect prompt to get an output that matches your imagination. By combining Structure Reference with Adobe’s Style Reference – an existing Firefly capability that takes a style reference image and applies it to your prompt – users can reference both the structure and style of an image to quickly bring ideas to life, delivering a new level of creative control and state-of-the-art visual quality.  

    Partner and customer momentum

    Adobe continues to expand its robust partner ecosystem and extend the value of Adobe Experience Cloud. Adobe announced today an expanded partnership with Microsoft to deliver generative AI capabilities for marketers that bring powerful Adobe Experience Cloud customer experience insights and Firefly generative AI directly into Microsoft applications to reinvent workflows and ignite productivity. An expanded partnership with OneTrust integrates consent management into AI-powered customer journeys. Adobe is also working with agency partners including Havas, IPG, Omnicom, Publicis and WPP, and system integrators including Accenture, Deloitte, EY and IBM to accelerate generative AI investments, processes and workflows across creative production and digital marketing.

    Adobe Summit 2024 is a hybrid event with both an in-person and online presentation powered by Adobe Experience Cloud. Luminary speakers and industry leaders presenting at Summit include General Motors CEO Mary Barra, Pfizer chief digital and technology officer Lidia Fonseca, Delta Airlines CEO Ed Bastian, TSB Bank CMO Emma Springham, MLB chief operations and strategy officer Chris Marinak, founder and CEO of Zaia Ventures Ukonwa Ojo, author and entrepreneur Nina Schick, and Shaquille O’Neal, host of Adobe Sneaks where Adobe unveils the latest research and development innovations.

  • Yuvaa partners with Adobe to support underrepresented stories & storytellers

    Yuvaa partners with Adobe to support underrepresented stories & storytellers

    Mumbai: Yuvaa, India’s first Gen Z-driven youth media, insights and impact organisation, has partnered with international software giant Adobe, as well as the Adobe Foundation, to support and empower underrepresented stories and storytellers from India, as part of the first-ever Adobe Film & TV Fund of $6 million.

    The only South Asian organisation in the cohort, Yuvaa joins some of the world’s most renowned nonprofit and impact organisations like NAACP, The Sundance Institute, Easterseals, Gold House and The Latinx House, to drive greater representation in the film industry by providing resources, community and support to underrepresented creators on-screen and behind the camera, with funding for short and feature films.

    The Adobe Film & TV Fund aims to address the inequity in funding, career and training opportunities across multiple communities in the industry with grants, contributions, and fellowships. In the first year of the Fund, Adobe and the Adobe Foundation committed to $6 million in grants, contributions, and Adobe Creative Cloud product donations with the goal of tracking inclusion in the industry and directly accelerating the careers of thousands of global creators, and ultimately increasing inclusion in film and TV series, that reach millions worldwide.

    The Film & TV Fund Adobe builds on its long-standing collaboration with the Sundance Institute and the continued support and momentum the company has achieved for inclusivity, access, opportunity and creativity for all. The announcement was made at the ongoing 2024 Sundance Film Festival.

    Adobe VP marketing strategy and communications and member of the Adobe Foundation board Stacy Martinet said, “Diversity in front of and behind the camera is key to unlocking more diverse and more inclusive storytelling across TV and film. Through our new Film & TV Fund, Adobe is looking to leverage its leadership position in the creative industry to unlock new opportunities for underrepresented creators.”

    Yuvaa co-founder and chief Nikhil Taneja, “Over the last 5 years, Yuvaa has worked with several marginalized communities, including women and the LGBTQIA+ community in India, to leverage the power of storytelling and the internet, to co-create stories that must be heard and that must be told. With an incredible partner like Adobe, who are committed to creating meaningful opportunities for representation, we are looking to scale our impact with long-form storytelling, so we can, at once, collaborate with an eclectic mix of talent and creatives from diverse backgrounds, and work towards telling a story that deeply matters to us as individuals, and us as a society.”
     

  • Adobe and Havas expand partnership

    Adobe and Havas expand partnership

    Mumbai: Adobe and Havas have announced an expanded partnership, transforming the agency’s end-to-end content workflows and paving the way for a smarter and more responsible content supply chain. The collaboration will enable all Havas agencies to leverage Adobe generative AI, and more efficiently deliver unparalleled personalised customer experiences.  

    Havas agencies will adopt Adobe GenStudio – Adobe’s breakthrough enterprise content supply chain solution that brings together best-in-class applications across Adobe Creative Cloud, Express and Experience Cloud. The integration will enable agencies to accelerate the content process from ideation to delivery, while also giving them direct access to Adobe Firefly, Adobe’s family of creative generative AI models, so they can generate content that is designed to be safe for commercial use.

    Using Adobe GenStudio, Havas agencies will be able to choose which content creation techniques and practices they employ, as well as how they prefer to leverage generative AI when activating new and variant content. They will also gain access to audience-specific data insights, enabling impact-based content optimization, and Adobe GenStudio’s seamless collaboration features, which empower cross-functional teams to create, edit and deliver customer experiences in real time.

    On the heels of the recent launch of Prose on Pixels, Havas’ global content at scale network, this collaboration reaffirms Havas’ commitment to driving transformative change in the content production field. It will also help Havas agencies keep up with growing demands for real-time personalized content without compromising quality or brand consistency and while reducing waste.

    “In today’s rapidly evolving digital world, where the boundaries between creativity, technology and communication are constantly shifting, it is imperative to be at the forefront of innovation,” said Havas Chairman and Global CEO, Vivendi chairman Yannick Bolloréi. “This partnership will enable us to harness the latest technologies, combining the strength of Adobe’s cutting-edge software with the deep well of Havas’ brand expertise to create a ‘meaningful AI’ that not only meets but exceeds the expectations of our clients.”  

    “The digital world runs on Adobe products, and Havas is a strategic partner, delivering stand-out digital work for brands that are household names around the world,” said Adobe digital experience president Anil Chakravarthy. “We’re excited to see how Havas redefines content creation and innovates with our solutions to embed sustainability and generative AI with Firefly into their content supply chain.” 

  • Prativa Mohapatra named Adobe India MD and VP

    Prativa Mohapatra named Adobe India MD and VP

    Mumbai: US tech giant Adobe has named Prativa Mohapatra as vice president and managing director for Adobe India. In this role, Mohapatra will lead Adobe’s India business across Adobe Experience Cloud, Adobe Creative Cloud and Adobe Document Cloud. She will report to Adobe’s president for the Asia Pacific, Simon Tate.

    Adobe said its strategy for unleashing creativity, accelerating document productivity, and powering digital businesses gives brands a competitive advantage, enabling them to engage customers across every digital touchpoint. With a track record built on innovation, category leadership, and rapidly expanding market opportunity, the firm said Adobe India is poised for continued growth.

    Mohapatra commands over 25 years in the technology industry. She joins Adobe from tech firm IBM, where she served as vice president of digital sales for APAC. Prior to that, she led sales for IBM India and South Asia where she was responsible for driving revenue for the company’s portfolio of solutions and services. 

    Through her various strategic roles at IBM since joining the company in 2002, Mohapatra has a wide range of experience. This includes leading business transformations, scaling teams to meet hyper-growth and evangelising artificial intelligence technology with customers. She started her career at the professional services firm PwC India.
    “Digital has become mission-critical for businesses and Adobe’s market-leading technologies are seeing strong momentum,” said Simon Tate. “Prativa’s passion for technology, and ability to build stellar teams, will take our India business to the next level of growth.”

    “Adobe is uniquely positioned as an enabler for everyone- students, creative artists, small businesses, government agencies and the largest brands- to design and deliver exceptional digital experiences,” said Mohapatra. “I am thrilled to join the world-class team at Adobe India and propel our business vision in the country.”