(credit image/Adobe)Adobe announced Adobe GenStudio, a new solution to combine the best of content ideation, creation, production and activation. Adobe suggests the new solution will revolutionize the enterprise content supply chain with the power of generative AI. By connecting Adobe’s solutions across Creative Cloud, Firefly, Express and Experience Cloud, marketing and creative departments can:

  • Create and activate new and variant content with Firefly generative AI and Express in an interface connected to Enterprise data. The solution supports real-time collaboration across the entire company.
  • Create Enterprise content workflows. This enables content re-use through a single Enterprise portal via Workfront, Adobe Experience Manager (AEM) and Creative Cloud.
  • Activate content through any channel and immediately gain insights into content performance through Adobe Experience Cloud.
(credit image/linkedIn/Anil Chakravarthy)
Anil Chakravarthy, President, Digital Experience Business at Adobe.

Anil Chakravarthy, president, Digital Experience Business at Adobe, said, “Generative AI has the potential to integrate high-velocity creative expression with complex enterprise activation. This will deliver a modern content supply chain that can meet the promise of personalisation at scale.

Adobe GenStudio gives creative and marketing teams what they need to take full advantage of generative AI. It transforms the creative-to-activation process within a seamless solution.”

GenStudio utilises generative AI, smart automation and agile editing into the Enterprise content supply chain. The solution enables teams to work in real time to collaborate on creative ideas and decisions to deliver personalisation at scale.

With Firefly integrations across Creative Cloud and Experience Cloud, Adobe is transforming the creative-to-activation process. It turns ideation, edits and versioning cycles into minutes instead of hours and days.

Power of Generative AI

GenStudio unlocks the power of generative AI. Natively integrated, Firefly provides commercially safe content generation. Companies can rapidly move from ideation to content delivery across any channel, delivering amazing customer experiences. Adobe plans to include in the GenStudio:

  • Commercial safety – Leverages Firefly to enable businesses to generate content that is designed to be safe for commercial use.
  • Custom models – Adobe is working with customers to enable them to customize models using their own assets and brand-specific content.
  • Extensibility – Includes access to Firefly APIs across various platforms to supercharge workflows and automations.
  • Integrated Workflows – Enables seamless connectivity for AI-generated content to critical services around editing, collaboration and activation.
  • Content Insights – Provides analytics to gain deep and instant insights into content performance across channels.

Enterprise Agility

Digital content requirements have grown rapidly to meet the needs of digital marketing, product launches and campaign personalisation. Digital marketing has become increasingly personalised and shifts to social platforms with entirely new digital experiences.

As a result, winning Enterprises require tools that scale marketing workflows, empower new stakeholders and enable real-time content deployment. GenStudio offers enterprises dramatic acceleration in speed and agility without compromising quality or brand consistency.

Through Express integration with Experience Cloud, more people in an organisation are now empowered to meet rising content demands quickly. Experience designers and marketers such as campaign marketers, website managers, social media marketers and product managers can create, edit, and version brand-approved assets for immediate personalisation.

GenStudio puts agility in the hands of digital experience managers while ensuring brand standards and overall governance are maintained.

Efficiency and spending optimisation

As all organisations seek to optimise content creation, brands need to reduce complexity across workflows. This is needed to drive productivity and cost savings while measuring content impact. Adobe says GenStudio changes the production economics at every step of the creative and activation process.

Through the integration of Workfront, Firefly and Adobe Experience Manager, GenStudio accelerates and optimises a notoriously lengthy, cumbersome and expensive process without impacting business requirements.

Enterprise Times: What this means for business

Content still remains king. This is another seriously interesting innovation from Adobe. For any business across the globe, the typical content creation-to-activation cycle requires weeks or even months of time. It can involve extensive manual handoffs to deliver a web page or marketing campaign.

Creative and marketing teams go through long processes of writing briefs, creative ideation, collaboration and review, production, channel activation, content, re-versioning and analytics and reporting.

GenStudio utilises generative AI, smart automation and agile editing into the Enterprise content supply chain. Adobe says this empowers teams to work in real-time to collaborate on creative ideas and decisions to deliver personalisation at scale.

The integration of Workfront, Firefly and Adobe Experience Manager enables GenStudio to accelerate and optimise the creative process. It is a process which can be time-consuming, challenging and expensive. Adobe says the solution combines the best of content ideation, creation, production, and activation that revolutionizes the enterprise content supply chain. All this is achieved with the powers of generative AI without impacting business requirements.


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