Case Study: Currys accelerates creative campaign production with Adobe Firefly

How Currys reimagines and accelerates its content creation with Adobe Firefly’s generative AI

Currys, the UK electrical retailer, needed to speed up campaign concepting and content production while reducing reliance on external agencies and keeping pace with frequent, multi-channel campaigns. Working with Adobe, the in-house creative team turned to Adobe Firefly along with Adobe Creative Cloud tools to tackle tight timelines, rising costs, and the need for more creative variety without sacrificing brand consistency.

Adobe’s Firefly-powered workflow helped Currys generate ideas faster, create assets more efficiently, and scale content safely for commercial use. The results included cutting campaign concept development time in half, saving 50–70% in agency costs for the “New Term” campaign, nearly doubling creative options per campaign, increasing channel-specific templates by 150%, and earning perfect 10/10 scores from both the brand director and internal stakeholders.

Currys

Ben Hickman

Senior Digital and Creative Design Manager