25. January 2024

Will AI tools like Adobe Firefly make agencies redundant? Evernine shows why their relevance is growing right now

25. January 2024

evernine editorial team

What purpose do full-service agencies still serve today? After all, generative AI tools such as Adobe Firefly massively simplify and accelerate the creation of content in the form of text, images, videos and even audio recordings. You can find the clear answer from Evernine in this article.

What ChatGPT is to text, Adobe Firefly is poised to become to design. The tool is part of the product world of Adobe's Creative Cloud and once again impressively demonstrates how AI will fundamentally reshape the landscape of digital marketing in 2024. It is therefore part of the ongoing AI trend in digital marketing, as our article shows. Adobe Firefly is more than just a new creative tool and clearly stands out from AI-based competitors in the image generation and design sector such as DALL-E and Midjourney.

 Millions of images for legally compliant results

This is mainly due to the data set that was used to train the program. Adobe was able to draw on several hundred million licensed images from Adobe Stock alone. In addition, there is openly licensed and public domain content. This results in the greatest possible variance and enormous quality for the results of the content generated by the AI. At the same time, these images are also legally flawless and commercially usable, which is not the case with other GenAI image tools.

 An idea, realized in a few seconds

The big advantage of Adobe Firefly from an operational point of view is its ease of use. The powerful tool is able to create images and image effects, adjustments and enhancements from simple text input.

Thanks to AI tools such as Adobe Firefly, it now only takes a few seconds from idea to implementation. Image source: Adobe Stock / Andrey Popov

With Adobe Firefly, it only takes a few seconds from an initial idea to the finished design element.

In marketing, the tool offers incredible possibilities, from creating customized advertising to quickly adapting images for A/B testing. Designers and marketers can now create and test a variety of design variations in no time, maximizing engagement and conversion rates. In addition, web developers can generate graphics for websites quickly and cost-effectively.

 A new level of quality or a flood of boring content?

So if ideas can be turned into concrete images in no time at all, what purpose do full-service agencies like Evernine and their experienced creative departments serve? Can't companies now simply create designs for their websites and products themselves?

The answer: they can. And they will, but this will lead to a noticeable drop in quality in the design sector. This is because AI tools such as Adobe Firefly are not able to create new and truly creative content, but only create recurring and therefore largely irrelevant visual worlds based on the familiar.

 The creative power of agencies in the age of AI

What matters, however, is creativity and experience in dealing with and using design elements in the right place. Added to this are strategic and operational know-how and a deep understanding of the needs of customers on the one hand and the requirements of different markets and industries on the other. This is what sets agencies like Evernine apart - and what no AI can replace!

Generative AI tools such as Adobe Firefly or ChatGPT in the area of text creation make the work of agencies easier, but at the same time make the expertise and skills of creative departments and experienced editorial teams all the more important. Only they are able to create high-quality content that stands out from the crowd and place it in a targeted manner. In the new AI world, full-service agencies such as Evernine and its creative brand CAPTAMO are therefore becoming increasingly relevant for companies in order to effectively achieve strategic communication goals with their support.

Evernine and CAPTAMO keep an eye on all the relevant parameters, from conception and creation through to use in the right context. This is what we mean by our content approach. Download our CXO masterclass for more information.

Do you have further questions or need our support in the areas of design, the creation of high-quality text content or the conceptualisation of digital campaigns? Contact us and benefit from our expertise and our broad service portfolio!

Image source: Adobe Stock / salarko

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