Ogilvy is putting Adobe’s gen AI tool Firefly to use

Agency adoption of gen AI tools is widely varied, as is the maturity of those efforts. The Drum has a great piece showcasing how Ogilvy has been using early-access beta version of Adobe’s gen AI tools, and how it helps the shop navigate some of the most common concerns surrounding gen AI (security, copyright, IP, etc.)

Teams at Ogilvy and WPP sister agencies had early access to a standalone Firefly browser beta, as well as to features embedded in the Creative Cloud suite. The Drum understands that the agency group is developing a dashboard, tentatively named WPP Imagine, that collects together several generative AI tools into a single platform to allow staff to use the tech without falling foul of legal concerns.

The dashboard is intended to make the tech accessible to creative and non-creative professionals throughout the group and provide a level of legal assurance to the business. If staff use AI tools through the portal, agency bosses can be sure they’re using software licenses that allow commercial usage, and that they’re not inadvertently sharing client data or proprietary information with another company’s servers (as would be the case for users of ChatGPT’s free version, for example.)

In the meantime, Firefly is already in use at Ogilvy, both as an add-on to Photoshop and as a standalone tool.