Adobe unveils GenAI infused offerings to improve Content Supply Chain for brands

Delhi: At Adobe Summit, Adobe announced product innovations aiming to empower brands to optimise their entire content supply chain with generative AI.

With Adobe GenStudio, Adobe is set to release a new generative AI-first offering for marketing teams to plan, create, manage, activate and measure on-brand content. 

“The world’s leading brands and agencies are partnering with Adobe to accelerate their content supply chain as they deliver on a mandate to drive greater efficiency in their organizations,” said Eric Hall, chief marketing officer, Adobe Experience Cloud. “Adobe is uniquely positioned to combine best-in-class applications across Adobe Experience Cloud and Adobe Creative Cloud with generative AI natively integrated, for teams to boost productivity and deliver personalization at scale.”

“Pfizer has delivered medical breakthroughs for over 175 years, and digital and AI innovation is powering our ability to provide ever more relevant content about our life-saving medicines and vaccines to patients and physicians when and how they need it,” said Lidia Fonseca, Chief Digital and Technology Officer. “Through our partnership with Adobe, we are transforming our content supply chain, helping our teams create better, faster and more personalized information.” 

A release in Workfront aims to provide every user a unified view into all activities across the marketing lifecycle, through visual marketing campaign calendars and dynamic briefs. This new planning module connects records from every marketing campaign such as assets, timelines, project status and performance metrics to ensure organisations plan strategically and accelerate campaign delivery.

Workfront and Frame.io: A natively integrated review and approval workflow will streamline collaboration between cross-functional teams. Any time a marketer creates a project in Workfront, a parallel project is automatically created in Frame.io (where creatives share content and track feedback). Any comments and assets shared will instantly be visible across both applications.

New Firefly Capabilities: Custom Models aim to enable enterprises to further train and customise Firefly based on their own assets, from products to characters to campaign and brand styles. Firefly Services are a collection of generation and editing APIs that can be embedded into any workflow and power the creation of hundreds of localised or personalised asset variations.

New capabilities in Creative Cloud for Enterprise: With Object Composites, creative teams can blend products and objects into a variety of generative scenes, inclusive of tones, colours, lighting, and textures. With Style Kits, teams can create and share style templates to save and reuse Firefly prompts, reference assets and presets.

Adobe Express for Enterprise aims to empower marketers to self-serve in creating and editing on-brand content. With brand style controls and templates, creative teams can set colour, font usage and lock elements such as images for non-creative teams to stay on brand.

Adobe Experience Manager (AEM) Assets content hub: Teams will be able to easily distribute brand-governed assets across their organisation, partners, agencies and more. Users can collaborate and share images, icons, illustrations, PDFs, videos and more, with a unified content hub for all enterprise use cases. Content hub forms a seamless connection point between Adobe GenStudio and AEM Assets, where any user can search for an asset and create personalised variations with Firefly in Adobe Express, the all-in-one content creation application.

AEM Sites variant generation: Brands can take a single marketing asset and create numerous variations of copy that speak to different audiences. Teams can take a web page for instance and generate variants where the copy is personalised for target personas across different industries, job roles, age groups and more. With Edge Delivery Services, brands can deliver the fastest possible page load times, increasing SEO rankings, engagement and conversion. 

Document-based authoring in AEM Sites also allows the broader team to author web pages in Microsoft Word or Google Docs.

Adobe Journey Optimiser email generation: By simply defining audience characteristics and campaign objectives, marketers will be able to generate entire emails including both images and copy. This allows brands to scale content creation in busy periods such as the holiday shopping season where brands look to deliver customised offers through email.

Adobe Content Analytics: Brands will be able to understand the performance of AI-generated content down to the attribute level. The system can analyse and pinpoint elements (colours, objects, styles) that resonate with target audiences. This provides a necessary feedback loop ensuring that AI-generated content also aligns with business goals.