Adobe Launches GenStudio for Marketing and Creative Teams with Gen AI
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.
It addresses one of the major challenges businesses face today: the increasing demand for highly personalized, on-brand, and effective content across various channels and regions, which exceeds the resources currently available.
According to Adobe, nearly two-thirds of marketers believe that by 2026, the demand for content will surge by at least five times, fueled by consumers’ expectations for dynamic and tailored brand experiences that align with 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. 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.”
GenStudio for Performance Marketing offers features that enable users to find brand-approved assets and generate content variations using tools like Adobe Firefly and third-party large language models. These tools assist in creating copy for emails, paid media, and display ads, while also ensuring compliance with established brand standards.
Additionally, GenStudio will soon integrate with platforms like Google’s Campaign Manager 360, Meta, Microsoft Advertising, Snap, and TikTok. This integration will facilitate quick campaign activation and provide direct performance insights. Adobe’s AI capabilities can analyze various content attributes, such as objects, colors, and audio genres, helping marketers understand what resonates with consumers and why.
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.
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