Henkel, a global leader in adhesive technologies, beauty care, and laundry & home care, has announced an expansion of its partnership with Adobe to enhance its content production and personalization capabilities. In a pilot program, Henkel will train Adobe’s Firefly models using its own assets to create personalized content that meets commercial standards and adheres to brand guidelines.
This collaboration aims to leverage generative AI to streamline content creation processes, driving efficiencies and agility in Henkel’s digital marketing campaigns. By training Adobe Firefly with its own assets, Henkel’s teams will be able to rapidly produce personalized content that is safe for commercial use while maintaining brand consistency.
“Generative AI is disrupting economy and society similar to the internet – but at lightspeed. We must adopt and capture these new technologies early on to drive innovation and open up new opportunities for Henkel,” said Michael Nilles, Chief Digital & Information Officer at Henkel.
Henkel has experienced a significant increase in the demand for high-quality, personalized content across its global brand portfolio. With Adobe Firefly Custom Models, Henkel will be able to create on-brand content efficiently, accelerating content production and streamlining repetitive tasks. For example, teams behind Henkel’s hair care brand Schwarzkopf will be able to create visual assets supporting one-to-one personalization based on a consumer’s hair color, style, or length.
Luc Dammann, President of EMEA at Adobe, commented, “Generative AI is reshaping what we thought possible to deliver personalization at scale across data, content, and customer journeys.”
By leveraging Adobe’s generative AI capabilities, Henkel aims to set a new standard for efficiency in content production, campaign optimization, and personalized customer experiences. This partnership highlights Henkel’s commitment to delivering personalized experiences to its consumers through its digital business platform RAQN, powered by Adobe enterprise applications.
With generative AI, Henkel can now quickly create consistent, on-brand, compliant, and commercially-safe content, enhancing consumer loyalty and engagement across various channels. This innovative approach to content production marks a significant step forward in Henkel’s digital strategy and sets a new standard for personalized marketing campaigns.