Here's how Ogilvy is putting Adobe's gen AI tool Firefly to use

"For years, the use of Adobe's range of software has been standard among professional creatives. There are very few creative agencies worldwide that forgo a subscription to Creative Cloud. So, when it leaves beta stage (certain embedded features have already shipped), Adobe's generative AI software Firefly, which is integrated directly into Photoshop, stands a strong chance of becoming the most widely used generative AI software in the world. At least in the advertising community."

"Teams at Ogilvy and WPP sister agencies had early access to a standalone Firefly browser beta, as well as to features embedded in the Creative Cloud suite. The Drum understands that the agency group is developing a dashboard, tentatively named WPP Imagine, that collects together several generative AI tools into a single platform to allow staff to use the tech without falling foul of legal concerns."

"The dashboard is intended to make the tech accessible to creative and non-creative professionals throughout the group and provide a level of legal assurance to the business. If staff use AI tools through the portal, agency bosses can be sure they're using software licenses that allow commercial usage, and that they're not inadvertently sharing client data or proprietary information with another company's servers (as would be the case for users of ChatGPT's free version, for example.)"

Adobe's generative AI tool Firefly is integrated directly into Photoshop and benefits from Adobe's widespread adoption among professional creatives. Firefly remains in beta but could become the most widely used generative AI tool in advertising once fully released. Ogilvy and WPP sister agencies received early access to both a standalone Firefly browser beta and embedded Creative Cloud features. WPP is developing a dashboard called WPP Imagine to centralize generative AI tools, ensure compliant commercial licences, and prevent inadvertent sharing of client or proprietary data with third-party servers. Ogilvy has already used Firefly alongside traditional campaign assets.

Read at The Drum