Integrating Generative AI into AT&T’s Creative Workflow with Adobe Firefly
Summary
As generative AI began redefining the creative industry, I took the lead at AT&T to research and test a wide range of AI tools — from image to text to video — and identify practical applications for our internal creative team. After exploring multiple platforms, I rolled out a scalable training program centered on Adobe Firefly, helping the team incorporate AI-driven content creation into their day-to-day workflows.
The Challenge
AT&T’s creative department was beginning to explore generative AI, but lacked clarity on:
Which tools were reliable, compliant, and effective
How these tools could be applied to real workflows (without creating noise or rework)
How to get buy-in and adoption from a large team of designers with varying comfort levels around new tech
The creative team needed a clear path to adoption, not just experimentation.
My Role
Researched a broad set of emerging AI tools, including ChatGPT, Midjourney, Runway, and Adobe Firefly
Designed rapid prototypes to test visual and content outputs
Aligned with enterprise-level constraints around brand, security, and copyright
Created a formal onboarding and training structure focused on Adobe Firefly
Led internal education through demos, walkthroughs, and ongoing supportProcess Overview
Process Overview
1. Research & Prototyping
Explored the strengths and limitations of several AI tools for creative teams
Focused testing on Adobe Firefly due to:
Integration with Creative Cloud
Commercial-use-safe content generation
Familiar UI/UX for Adobe-native teams
2. Workflow Mapping
Identified use cases across:
Social content ideation
Moodboard generation
Background and texture creation
Creative exploration for campaign themes
Built side-by-side examples comparing manual and AI-assisted creative tasks
3. Team Enablement
Created documentation and live demo decks for Firefly’s features (text-to-image, generative fill, style transfer)
Hosted live sessions and async tutorials focused on:
Prompt engineering
Ethical AI usage
Time-saving creative workflows
Passed knowledge and process ownership to internal champions after program rollout
Impact
Adobe Firefly became the standard generative AI tool for AT&T’s in-house creative team
Accelerated creative exploration and campaign concepting
Reduced time spent on early-stage visual development by up to 50%
Increased team confidence and adoption of AI tools in a safe, brand-aligned environment
Created a replicable structure for onboarding future design hires into generative workflows
Reflection
Firefly helped us unlock faster creativity — but the true impact was in building a team culture that wasn’t afraid to experiment. Teaching AI through the lens of craft, not replacement, made the transition feel empowering rather than disruptive.