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Deloitte Digital's Global Rebrand Powered by Artificial Intelligence

Deloitte Digital recently announced a global rebrand that leverages generative artificial intelligence (AI) to demonstrate how the technology can simplify creativity, processes, and approvals on a worldwide level.

Deloitte's latest move coincides with the launch of their new tool, Orb Foundry. This tool allows teams from 30 different countries to create fully rendered 3D brand assets for use in different channels and campaigns.

At the recent Adobe Summit, Deloitte showcased their rebrand and internal tool. This demonstration illustrated how agencies can utilize generative AI tools to efficiently produce assets that align with brand guidelines on a large scale.

Growing Demand for Marketing Content

In 2023, the demand for marketing content increased by 1.5 times, yet marketing teams were only able to meet this demand 55% of the time, as reported by Deloitte Digital's research. With the continuous expansion of marketing channels and the rising need for personalization, marketers and agencies will have to find ways to cope with the increasing demand for content. Deloitte Digital executives suggest that their rebranding efforts could offer a potential solution.

"Every brand leader faces the same challenge - how to refresh their brand, make it accessible to all, while still maintaining consistency and control. Deloitte Digital is tackling this challenge by utilizing GenAI for brand personalization. This innovative approach is revolutionizing content creation, allowing creatives to focus on more in-depth and creative work. Mark Singer, U.S. CMO at Deloitte Digital, shared how they are using GenAI for their own brand and inspiring others to do the same."

Deloitte Digital's rebranding journey began in June 2023, as they explored the potential of generative AI to enhance their creative processes. This experimentation led to the creation of a series of orbs, inspired by Deloitte's iconic "Green Dot." These orbs embody color, personality, and movement, symbolizing innovation and transformative thinking according to the consultancy's vision.

The need for personalized, timely, and relevant content and visual branding in today's marketing landscape is highlighted by the rebrand and rollout of Orb Foundry. Quick execution while adhering to specific branding guidelines is essential in this modern age, as emphasized by Deloitte Digital's findings that generative AI can drastically reduce the time taken for such processes from months to days.

Consultancies, agency holding companies, and marketing services providers like Deloitte and Deloitte Digital are all seeking ways to offer brands expertise in generative AI. Accenture recently collaborated with Adobe and Nvidia to address the demand for technology that can enhance brand content creation.

Editor's P/S:

Deloitte Digital's global rebrand is a testament to the transformative power of generative AI. By leveraging Orb Foundry, Deloitte has streamlined the process of creating brand assets, enabling teams to produce high-quality content that adheres to brand guidelines with unprecedented speed and efficiency. This innovative approach addresses the growing demand for marketing content and the need for personalized, timely, and relevant visual branding.

The rebrand also showcases Deloitte Digital's commitment to exploring the potential of generative AI and its application in the marketing and advertising industry. By partnering with Adobe and Nvidia, Accenture is also demonstrating the increasing adoption of generative AI among consultancies and agency holding companies. As generative AI continues to evolve, it is poised to revolutionize the way brands create and distribute content, enabling them to connect with audiences in more meaningful and engaging ways.