Henkel expands its partnership with Adobe to tap Firefly generative AI for personalisation push

Adobe has announced an expanded partnership with German multinational company Henkel.

Henkel will use Adobe Firefly and Adobe Experience Cloud to advance its content supply chain with generative AI, with the aim of delivering personalisation across its global brand portfolio.

With Adobe Firefly Custom Models, it will be able to train and fine-tune Firefly generative AI models using its own assets to create on-brand content, accelerating content production and streamlining repetitive tasks.

For example, teams behind Henkel’s hair care brand Schwarzkopf will be able to create a variety of visual assets to support true one-to-one personalisation around product recommendations, based on a customer’s hair colour, style or length.

Via its existing digital business platform RAQN – powered by Adobe enterprise applications including Adobe Experience Platform and Adobe Real-Time Customer Data Platform – Henkel has a single, unified view of B2B and B2C customers.

With that, it will be able to leverage generative AI capabilities embedded in Adobe Journey Optimizer, built on Adobe Experience Platform, to orchestrate journeys with auto-generated message variations that drive customer engagement.

When combined with visual assets created in Adobe Firefly, Henkel says it can quickly deliver personalised marketing campaigns, website creative, and mobile experiences that strengthen customer loyalty and prevent messaging fatigue.

In the past, digital marketing campaigns were often restricted to limited variations of assets and copy variations.

With generative AI, Henkel can combine and tailor content for different channels and increase the volume of tailored messages. Content production tasks that would have taken hours or days, can be brought down to minutes, helping Henkel quickly create consistent, on-brand, compliant, and commercially safe content.

“Generative AI is disrupting the economy and society similar to the internet – but at lightspeed. We must adopt to and capture these new technologies early on to drive innovation and open up new opportunities for Henkel,” says Michael Nilles, Chief Digital & Information Officer at Henkel.

“Together with our strong partner Adobe, we will significantly advance our content and marketing workflows using responsible generative AI, innovating how we produce assets at scale and deliver personalised, omnichannel experiences.” 

“Generative AI is reshaping what we thought possible to deliver personalisation at scale across data, content and customer journeys,” says Luc Dammann, President of EMEA at Adobe.

“With Adobe Firefly and Adobe Experience Cloud, Henkel is leveraging natively integrated generative AI capabilities to power its digital strategy and set a new standard around efficiency, reshaping how its iconic brands approach content production, campaign optimisation, and personalised customer experiences.”