Deloitte Digital announces a strategic shift in its branding approach, harnessing the power of Generative AI (GenAI) for a dynamic global rebrand. This initiative demonstrates how GenAI technology can revolutionize branding and content creation, addressing the increasing demand for content across expanding channels and campaigns.
The Genesis of Orb Foundry
When Deloitte Digital was confronted with the need to rapidly generate supplementary brand assets for its visual identity system, it responded by devising the Orb Foundry . An additional feature, ‘the Orb Foundry,’ helps teams in more than 30 countries generate tailored 3D brand assets on the spot and large-scale. This example of GenAI illustrates the ability to democratize the procedure of building custom brand assets and make it simple for both designers and non-designers to craft new, brand-consistent visuals.
The Demand for Marketing Content
Deloitte Digital’s research indicates that the demand for marketing content surged by 1.5 times in 2023, yet marketing teams could only satisfy this demand 55% of the time. The Orb Foundry addresses this gap, offering a practical solution for brands and marketers ready to advance their GenAI utilization in the face of limited case studies on GenAI-driven branding execution.
The Evolution of Orbs
The orb concept originated in June 2023 as part of Deloitte Digital’s exploration into accelerating creative outputs using GenAI. These orbs, bursting with color, personality, and movement, draw inspiration from Deloitte’s signature “Green Dot.” They symbolize ingenuity and transformative thought within Deloitte Digital, representing a new era of creative and personalized content delivery.
Leadership Perspectives on the GenAI Revolution
Barbara Venneman, Global Head of Deloitte Digital, emphasizes the groundbreaking nature of this rebrand. “This rebrand marks a significant leap for us and the brands we serve. Deloitte Digital’s dedication to pushing the boundaries of Generative AI will open a whole new world of creative possibilities across industries. We’re proud to lead this transformation and provide brands and marketers with the tools they need to accelerate growth in the digital world more easily.”
Envisioning a Transformative Shift
Christina Bieniek, Deputy Chief Executive Officer of Deloitte Consulting LLP, envisions the Orb Foundry as a milestone innovation. “Innovation in GenAI, embodied in our unique ‘Orb Foundry,’ equips us with a compelling value proposition that has the potential to transform not only marketing but also sales, communications, and other business functions. It paves the way for asset customization and personalization at scale across the entire business.”
Reimagining Brand Consistency and Creativity
Mark Singer, U.S. CMO of Deloitte Digital, addresses the universal branding challenge. “Every brand leader is presented with the same challenge. How do you refresh your brand, democratize it, but also maintain a level of consistency and control? By leveraging GenAI in brand personalization, Deloitte Digital is reimagining content creation while freeing up creatives to do deeper, more innovative work. We’re showing exactly how we are using it on our own brand, to help others imagine how they can use it for theirs.”
Deloitte’s Ongoing Commitment to AI Excellence
Following the launch of its Generative AI practice in 2023, Deloitte continues to expand its AI capabilities, forming alliances and rolling out new offerings. With a comprehensive range of AI services and deep industry knowledge, Deloitte supports clients throughout their transformational journeys. Deloitte is also advancing Generative AI within its operations, deploying Large Language Models (LLMs) and chatbots tailored for specific teams and applying its Trustworthy AI™ framework to ensure the responsible use of AI technologies.
Moreover, Deloitte is committed to boosting AI proficiency among its professionals, with over 120,000 individuals trained through the Deloitte AI Academy™ and a significant investment in global technology learning and development.
About Deloitte Digital
Deloitte Digital promises to connect things in new ways, believing that exceptional customer experiences generate greater impact. By elevating the human experience, Deloitte Digital aims to create enduring value for organizations, customers, society, and all stakeholders. To learn more about Deloitte Digital’s innovative approaches and services, visit their website or follow them on social media.
