The Estée Lauder Companies (ELC) announced on March 12, 2025, a partnership with Adobe to adopt Adobe Firefly generative AI for scaling digital marketing production. This collaboration aims to drive efficiency and accelerate campaign execution across ELC's portfolio of brands.
By integrating Firefly into existing Adobe Creative Cloud workflows, ELC expects to empower creative teams to focus on ideating new artistic concepts rather than repetitive tasks. This is crucial for meeting the demand for hundreds of thousands of marketing assets annually across various digital channels.
ELC is also leveraging Adobe Experience Manager Assets as a Cloud Service to modernize its digital asset management system, enhancing asset upload speed and search capabilities. This partnership reinforces ELC's 'Beauty Reimagined' vision to accelerate speed-to-market and boost consumer-facing investments.
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