Cognizant is expanding its partnership with Adobe with the aim of helping large enterprises scale generative AI across content creation and customer experience work while keeping brand and compliance controls “by design.”
The expansion is described as a response to rising content volumes that marketing teams cannot meet with traditional operating models.
In Adobe research covering more than 1,600 marketers, 96% said content demand increased at least twofold over the last two years, and 71% said they expect demand to grow more than fivefold by 2027.
What the partnership adds
The companies said they will run a joint go-to-market and delivery model that integrates Adobe capabilities deeper into enterprise “content supply chain” workflows.
Cognizant said the stack includes Firefly Services, Firefly Custom Models, Firefly Design Intelligence, Substance 3D, Frame.io, and related workflow and automation tools.
Cognizant also said Adobe Professional Services will work alongside Cognizant teams, including a forward-deployed engineering team, to support co-developed product work and speed deployments.
Not just a creative upgrade
The move aims to help firms progress from pilots to production and on to “governed” operations, which they claim is where many enterprise genAI efforts stall.
Cognizant said the operating model is designed to combine platform integration, model customization, workflow automation, and ongoing operations which can be read as positioning the services layer as the control plane for how genAI content is created, reviewed, and shipped at scale.
Adobe says Firefly models are trained on licensed content and public-domain material, and notes IP indemnification eligibility for eligible enterprise plans.
Return of investment so far
Cognizant said its benchmarking across early deployments suggests 30%–70% improvements in ideation and concepting and 70%–80% gains in scaled asset production, alongside faster launches and lower production costs. It also pointed to modeling that suggests “more than” a seven-times ROI.
Adobe separately publishes ROI projections for “AI-enabled content creation and production transformation,” reporting an average 7.1x net ROI over three years in research conducted with Accenture.
What to watch next
Cognizant said the initial industry focus includes healthcare and life sciences and financial services, where regulatory requirements and speed-to-market collide most often.