Adobe announced the general availability of Adobe GenStudio for Performance Marketing, a new generative AI-first application that empowers brands and agencies to accelerate the delivery of global advertising and marketing campaigns. The new offering addresses one of the biggest challenges facing businesses today, where the need for highly personalized, on-brand and performant content—across a myriad of channels and geographies—is outstripping available resources. In fact, between now and 2026, nearly two-thirds of marketers* believe the demand for content will grow by at least five times, driven by consumers who expect brand experiences that are dynamic and personalized to their interests.
With GenStudio for Performance Marketing, brands have a single, self-service application to create paid social ads, display ads, banners, marketing emails and more—all with a new level of speed and agility—by leveraging pre-approved, on-brand content. It brings together creative teams that define the foundational requirements of a brand, including guidelines around brand voice, channels and images, with marketing teams that need to deliver variations at scale for demanding channels such as paid media.
“Delivering impactful global campaigns hinges on the ability to bring marketing and creative teams closer together, with generative AI-powered workflows that eliminate cumbersome and inefficient processes,” said Varun Parmar, general manager, Adobe GenStudio. “Adobe GenStudio for Performance Marketing enables creatives to focus on delivering deep creative designs that amplify a brand, while empowering their marketing counterparts to create the high volume of content variations that are needed to drive customer engagement, personalization and conversion.”
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Robust features in GenStudio for Performance Marketing empower users to locate brand-approved assets and create content variations with generative AI tools such as Adobe Firefly, and third-party large language models for creating copy in emails, paid media and display ads—all while helping users ensure compliance with defined brand standards. Through expanded, integrated partnerships with Google’s Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok, teams will soon be able to quickly activate campaigns and get direct performance insights. This allows marketers and creatives to see what resonates with consumers and the key reasons why: Adobe’s AI features can discern attributes that make up an image or video including objects in the content, background and foreground colors, the presence of people, audio genres and much more.
Adobe is also working closely with its broad ecosystem of agency partners—including Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell and WPP—to drive customization, integration and value-added needs for customers across industry verticals.
GenStudio for Performance Marketing is the latest application for brands and agencies within Adobe GenStudio, Adobe’s end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. This includes applications across Adobe Experience Cloud and Adobe Creative Cloud such as Adobe Workfront, Frame.io, Adobe Firefly Services, Adobe Firefly Custom Models, Adobe Express, Adobe Experience Manager and Adobe Content Analytics.
Adobe GenStudio for Performance Marketing enables brands to:
- Find and reuse brand-approved assets: A built-in content repository allows users to find brand-approved assets (images, logos, videos and more) for creating marketing content such as paid social, display ads, banners and emails. For brands using Adobe Experience Manager Assets, two-way sync ensures assets can easily be reused across campaigns, without needing to start from scratch.
- Create and remix on-brand content: Creative teams are often burdened with adjusting and creating high volumes of content variations for their marketing counterparts. With GenStudio for Performance Marketing, marketers can self-service with routine tasks and free up creative resources to focus on higher value work, while ensuring strong brand compliance. Users can create and remix content through tools such as Adobe Firefly—for generating images designed for safe commercial use—or through third-party language models to create copy. The content can then be matched with different audience segments, to drive personalization at scale.
- Protect brand equity: Millions of dollars are invested each year to create and define a brand. As generative AI reshapes content creation, teams need hardened guardrails. Brand guidelines (fonts, tone of voice, channel requirements) can be easily uploaded and standardized across the new application—along with any pre-defined templates. A brand check feature, powered by AI, automatically inspects generated content and alerts creative and marketing teams when additional attention might be needed for content that is potentially out of brand compliance. Automated multi-step review workflows, powered by a native integration with Adobe Workfront, then provide an additional layer of oversight before any content is delivered externally.
- Activate campaigns (coming soon): Users will soon be able to publish content experiences directly to social media channels including Meta, TikTok and Snap, or through display ad campaigns on Google’s Campaign Manager 360 and Microsoft Advertising properties. Integration with Adobe Journey Optimizer, when released, will also allow users to activate experiences on owned channels such as email and web. The ability to automatically activate new content will speed up the delivery of advertising and marketing campaigns, giving teams the ability to adjust experiences in real-time as trends or needs change.
- Uncover actionable insights: Customer preferences are constantly changing, often on a daily or even hourly basis. GenStudio Insights provides attribute level-insights, pinpointing colors, objects, styles, audio genre and more that are resonating with target audiences. Users can also bring in direct performance insights from Meta and will soon be able to connect to additional partners including Microsoft Advertising, Snap and TikTok, creating a holistic view of campaign performance so teams can adjust and optimize content in a timely fashion. Integrations across Adobe Experience Cloud applications such as Adobe Journey Optimizer, which is under development, will allow users to bring in insights to ensure consistency in how customers are engaged on every touchpoint.
Global technology leader Lenovo participated in the GenStudio for Performance Marketing beta program. Since Lenovo communicates with their customers through dozens of channels and platforms, the company recognizes the need for hyper-personalization to connect their products with the right audiences.
SOURCE: BusinessWire