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German Multinational Henkel Expands Relationship with Adobe for Generative AI

By Tracey E. Schelmetic March 25, 2024

Henkel, a German multinational chemical and consumer goods company, recently expanded its partnership with Adobe to advance Henkel’s content supply chain with generative artificial intelligence. The goal of the expansion is to deliver personalization at scale across the company’s global brand portfolio. For this purpose, the Adobe Firefly and Adobe Experience Cloud solutions will be used in Henkel's digital business platform RAQN.

Like many companies today, Henkel has seen growth in customer demand for high quality and personalized content that meets the needs of digital marketing and omnichannel campaigns and product launches. With Adobe Firefly Custom Models, Henkel 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, it will allow teams behind Henkel’s hair care brand Schwarzkopf to create a variety of visual assets to support true one-to-one personalization around product recommendations, based on a consumer’s hair color, style or length.

Henkel maintains a single, unified view of its consumers and customers through its existing digital business platform RAQN, which is powered by Adobe enterprise applications including Adobe Experience Platform and Adobe Real-Time Customer Data Platform. With the expansion of the relationship, Henkel will be able to leverage other generative AI capabilities embedded in Adobe’s product landscape to orchestrate journeys with auto-generated message variations that drive consumer engagement. When combined with visual assets created in Adobe Firefly, Henkel can quickly deliver personalized marketing campaigns, website creative, and mobile experiences that strengthen consumer loyalty and prevent messaging fatigue.

“Generative AI is disrupting the economy and society similar to the internet – but at lightspeed. We must adapt to and capture these new technologies early on to drive innovation and open up new opportunities for Henkel,” said Michael Nilles, Chief Digital and 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 personalized, omnichannel experiences.”

Edited by Alex Passett
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