Henkel and Adobe have joined forces to expand their partnership, aiming to revolutionize Henkel’s content supply chain using the potential of generative AI. This collaboration will enable Henkel to deliver personalized experiences across its global brand portfolio. Leveraging Adobe Firefly and Adobe Experience Cloud solutions within Henkel’s digital business platform, RAQN, the company is set to meet the growing demand for high-quality and personalized content in the digital marketing landscape.
By utilizing Adobe Firefly Custom Models, Henkel gains the ability to train and fine-tune generative AI models to create on-brand content using its own assets. This advancement significantly accelerates content production and streamlines repetitive tasks. For instance, Henkel’s hair care brand, Schwarzkopf, will be able to generate various visual assets to support individualized product recommendations based on consumer-specific factors such as hair color, style, or length.
Michael Nilles, Chief Digital & Information Officer at Henkel, emphasizes the importance of adopting and harnessing the potential of generative AI early on. He acknowledges the disruptive impact of generative AI on the economy and society, comparing it to the rapid transformation brought about by the internet. Their collaboration will revolutionize asset production at scale, facilitating the delivery of personalized and omnichannel experiences.
Luc Dammann, President of EMEA at Adobe, highlights the transformative power of generative AI in reshaping the possibilities of delivering personalized experiences across various elements such as data, content, and customer journeys. By leveraging Adobe Firefly and Adobe Experience Cloud, Henkel taps into the integrated generative AI capabilities that underpin its digital strategy. This empowers Henkel’s iconic brands to reimagine content production, campaign optimization, and personalized customer experiences with efficiency.
