Currys Partners with Adobe Firefly

Currys helps its marketing team by embedding Adobe Firefly generative AI tech into creative workflow.

Currys says that it is boosting the way it creates campaigns with Adobe Firefly, using generative AI to produce on-brand content faster, more efficiently, and at lower cost, without compromising creativity or control. 

A staple of the British high street since 1927, it serves over 73 million in-store customers and 1.7 billion online visitors annually. 

“There’s a big story to tell, and together, words and pictures have to engage customers in a short space of time,” said Stuart McDonald, Head of Creative Services at Currys. “Adobe Firefly enables us to bring that functionality to life quickly and impactfully through creative campaigns with an abundance of possibilities.” 

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For its recent ‘New Term’ campaign, Firefly helped Currys’ team rapidly develop visuals and templates that aligned with their signature look, resulting in a campaign that captured attention during a key retail period. Previously time intensive design stages were sped up through tools like Composition Reference and Generative Expand. This builds on Currys’ viral TikTok series that aims to blend self-aware humour with cultural relevance. 

“Firefly, and its integration with Adobe Creative Cloud, has allowed us to do something that was a step up from what we’ve done before,” said Ben Hickman, Senior Digital and Creative Design Manager at Currys. “Demonstrating our level of creativity and that we’re at the forefront of innovation was very rewarding.”  

“We’ve worked with Adobe for years. It’s a company and technology that we trust. If you’re using Adobe software, you know you are on the cutting edge of technology. It’s the best in class for a reason.” 

The retailer plans to expand its use of Firefly across upcoming campaigns.

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