The Estee Lauder Companies partners with Adobe to streamline content creation

THE WHAT? The Estée Lauder Companies is partnering with Adobe to adopt Adobe Firefly and redefine its process of launching digital marketing campaigns through generative AI. By integrating Firefly across existing Adobe Creative Cloud workflows, ELC will drive efficiency, accelerate campaign execution and empower creative teams to recapture time, enabling them to focus on creating new artistic concepts.

THE DETAILS With features such as Generative Expand integrated into existing workflows, images can be intelligently resized and optimized for various formats. Teams can quickly deliver assets with text and imagery intuitively placed, ready for distribution across digital marketing channels.

THE WHY? Justin Edwards, Vice President, Global Digital Creative and Brand Image, MAC Cosmetics, explains, “Maintaining mindshare on digital channels such as social media is important in the competitive beauty industry, but oftentimes the content requirements for each platform stresses our ability to deliver new campaigns. The MAC Cosmetics team was the first to explore the potential of generative AI for the company through Adobe Firefly Services, and we believe it will remove hurdles that currently prevent our designers from focusing on their craft.”

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