IBM says use of Adobe AI tools in marketing boosted productivity

The International Business Machines Corporation (IBM) logo is displayed, during the GSMA's 2023 Mobile World Congress (MWC) in Barcelona, Spain March 1, 2023. REUTERS/Nacho Doce/File Photo

(Reuters) - International Business Machines on Wednesday said that its initial testing of generative artificial intelligence (AI) tools from Adobe has resulted in productivity improvements.

IBM said it was using Adobe's tools, which can generate images from text-based prompts, to help with marketing campaigns. It is an early test of Adobe's strategy to create AI systems trained on its own proprietary data with legal guarantees against lawsuits, a strategy that Adobe hopes will lure in large businesses.