Oliver Ireland, part of The Brandtech Group, has joined a group wide partnership with Adobe to introduce the latter’s Firefly Services into the group’s existing proprietary AI platform which is called Pencil Pro.
The partnership means that clients of Oliver Ireland and the wider Brandtech Group will be able to interoperate seamlessly between Adobe Photoshop, Adobe After Effects, and generative AI workflows within Pencil Pro.
According to Oliver, “this is a game-changing leap forward in a platform that, uniquely, already allows users to do everything from creating insights to generating creative content at massive scale, predicting performance and quality scoring, to media deployment and creative optimisation. In addition, Oliver will be able to leverage Adobe Custom Models to provide content curated for clients’ specific brand requirements.
“The partnership provides brands using Pencil Pro with a deeper level of creative production technology with Adobe Firefly Services, which are backed with the quality, trust, safety and brand confidence that comes from using Adobe. Since its launch, Adobe Firefly has driven incredible customer excitement with over 9 billion generations created, making Firefly the most popular AI image generation model designed for safe commercial use.”
According to Oliver, Pencil Pro, aggregates all the best of today’s large language models, and provides an “end-to-end platform that creates a finished asset – not just the visual or video output, but right from the customer insight through to the media where Pencil plugs directly into various ad accounts, such as Facebook, Instagram and TikTok.”
“This news further enhances the Brandtech and OLIVER as a leading global Gen AI marketing company. We are very excited by the opportunities this offers our clients in 2025,” says Mark McCann, CEO of Oliver Ireland.
