Currys put AI inside the creative pipeline
The UK electronics retailer built Adobe Firefly into its campaign workflow — generating concepts, iterating visuals and spinning up on-brand variants instead of waiting days for each round of assets.
The lesson is not “add an image tool.” It is that AI belongs at the slowest step of a process you already run, not bolted onto the end of it.
Reported by Adobe. Figure is the company’s own.