Currys helps 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,” says 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.” 

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,” says 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.

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.