Currys Accelerates Creative Output with Help from Adobe Firefly

Currys is transforming the way it creates campaigns with Adobe Firefly, using generative AI to produce high-quality, on-brand content faster, more efficiently, and at lower cost—without compromising creativity or control.

A staple of the British high street since 1927, Currys serves over 73 million in-store customers and 1.7 billion online visitors annually. To keep pace with this demand and stand out in a fast-moving digital landscape, the brand has turned to Firefly to help scale content production and bring bold ideas to life more quickly.

“There’s a big story to tell, and together, words and pictures have to engage customers in a short space of time,” said Stuart McDonald, head of creative services at Currys. “Adobe Firefly enables us to bring that functionality to life quickly and impactfully through creative campaigns with an abundance of possibilities.”

How Adobe Firefly is Adding Value:

· Increasing creative variations by 150% per campaign

· Cutting campaign development time from weeks to days

· Reducing agency costs by more than 50%

· Ensuring brand safety with commercially secure, IP-compliant assets

For its recent 'New Term' campaign, Firefly helped Currys’ team rapidly develop visuals and templates that aligned with their signature look—resulting in a vibrant, fast-turn campaign that captured attention during a key retail period. Previously time-intensive design stages were sped up through tools like Composition Reference and Generative Expand.

This builds on Currys’ growing reputation for fresh, audience-first content, including its viral TikTok series that blends self-aware humour with cultural relevance. Adobe Firefly now brings that same energy and agility to larger brand campaigns.

“Firefly, and its integration with Adobe Creative Cloud, has allowed us to do something that was a step up from what we’ve done before,” said Ben Hickman, senior digital and creative design manager at Currys. “Demonstrating our level of creativity and that we’re at the forefront of innovation was very rewarding.”

Safe, Scalable AI for Retail Creatives

Crucially, Firefly gives Currys confidence that every asset created is commercially safe, as it’s built using licensed content from Adobe Stock. This safeguards IP compliance while unlocking greater speed and freedom across campaign development.

“We’ve worked with Adobe for years. It’s a company and technology that we trust,” added Ben. “If you’re using Adobe software, you know you are on the cutting edge of technology. It’s the best in class for a reason.”

With plans to expand its use of Firefly across upcoming campaigns, Currys continues to push the boundaries of what retail creative teams can achieve.