ITG Brings Adobe Firefly Services Into Storyteq, Doubles Down on AI-Ready Content Operations
Date: 16/01/2026
ITG is integrating Adobe Firefly Services into Storyteq, its content marketing platform. The bet is simple: AI creates real value when it's embedded into the operational systems teams already use, not parked in separate tools.
According to CEO Andrew Swinand, the move brings Adobe's generative AI models straight into Storyteq's everyday workflows, giving users a seamless way to create better content, faster, and at scale.
What the Firefly Services integration changes for operations
- One workflow, fewer handoffs: Firefly's generative capabilities now sit inside Storyteq's CMP, so creators, reviewers, and approvers don't need to jump between tools.
- Briefing to approval gets leaner: Expect efficiencies across content briefing, workflows, approvals, and compliance. Less rework, tighter cycles.
- Asset lifecycle gets smarter: AI-enabled Smart Tagging classifies assets by visual elements and brand compliance. That improves search, reuse, and audit readiness while cutting duplication.
- Personalisation at scale: Pairing Halo Intelligence with Firefly means the system can suggest what to produce and for whom, based on performance data by channel and segment.
- Global consistency: The same AI capabilities extend across Storyteq and ITG's global creative services for uniform standards and faster delivery.
Learn more about Adobe's generative models here: Adobe Firefly.
Third-party validation that matters to ops
Gartner has named Storyteq a Leader in the Magic Quadrants for both Digital Asset Management (DAM) and Content Marketing Platforms (CMP). The platform is also recognised as #1 for Completeness of Vision in both categories, indicating strong alignment with where customer needs are heading.
For operations leaders, that translates to lower implementation risk, stronger roadmap confidence, and better odds your processes won't outgrow the platform in 12 months.
The platform backbone: CMP + DAM working as one
Storyteq's CMP is built on an integrated DAM. Smart Tagging makes assets easy to find and govern, helping teams reuse what exists, reduce duplicated work, and extract more value from every file created.
Halo Intelligence analyses performance data and surfaces the right content for each channel and segment. That means more versions where they matter, fewer everywhere else.
Leadership to deliver at scale
ITG has appointed Steve Shaw as chief product & technology officer for ITG and Storyteq. He now leads global product and technology R&D across Creative Automation, DAM, and CMP.
Shaw worked with the original Dotdigital founders from 1999, later led technology for UK horseracing's governing body, then rejoined Dotdigital to lead product and technology through the company's growth to $100m ARR. He holds ITIL, Lean Six Sigma, and PRINCE2 certifications and is active in sustainability initiatives.
For operations leaders: how to act now
- Map your workflow: From brief to publish, document steps, SLAs, and handoffs. Set baselines for cycle time, reuse rate, and compliance turnaround.
- Pilot high-volume use cases: Start with variants and localisations, social cutdowns, or email modules. Keep scope tight (2-3 workflows) and measure time/cost per asset.
- Codify governance: Define prompt libraries, brand rules, approval gates, and metadata standards. Include guidance for model usage and sensitive content.
- Close the data loop: Feed performance data into Halo Intelligence. Set weekly experiment cadences and clear thresholds for "keep, iterate, kill."
- Enable the team: Set role-based permissions, RACI for reviews, and short training sprints for creators, reviewers, and legal.
- Prove ROI: Track cost per asset, reuse %, time to market, and compliance exceptions. Report wins monthly; reinvest in the workflows that outperform.
Why this matters
Many AI projects stall because tools live outside daily workflows. This move embeds generative capability into the content engine you already govern-briefs, approvals, metadata, and performance data all connected.
If your team needs practical upskilling to operationalise AI across content workflows, explore role-based programs here: Complete AI Training - Courses by Job.
Bottom line: ITG is shipping the hard stuff-day-to-day integration, external validation, and leadership to keep delivery on track. For operations, that's the mix that cuts cycle time and scales content without chaos.
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