Adobe has announced the release of Adobe GenStudio for Performance Marketing, designed to accelerate the delivery of advertising and marketing campaigns by utilising generative AI technology.
The new tool is part of Adobe's GenStudio suite and is intended to address the increasing demand for personalised marketing content across diverse channels and geographies. It aims to streamline the process for marketers and creative teams, allowing them to organise, generate, remix, and evaluate content variations using Adobe Firefly and other language models.
This is particularly relevant as studies suggest the demand for content will increase fivefold by 2026.
Varun Parmar, General Manager of Adobe GenStudio, noted the importance of collaboration between creative and marketing teams in delivering effective campaigns. "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," he said.
"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, personalisation and conversion."
GenStudio for Performance Marketing provides users with a single platform to create advertising materials such as paid social ads and email marketing, using pre-approved content to maintain brand consistency. The integration of robust AI features allows for brand compliance checks and facilitates the creation of on-brand content. This includes the use of Adobe Firefly for image generation and third-party models for text creation.
Adobe has also expanded its partnerships with major firms, including Google, Meta, Microsoft Advertising, Snap, and TikTok, allowing brands to activate campaigns across multiple platforms swiftly and adjust them based on performance insights.
"From generating high-quality leads to driving awareness, Campaign Manager 360 helps marketers reach their desired audiences across websites, apps, video content and more, to accomplish their business goals," Stephen Yap, Managing Director of Google Marketing Platform, said.
The incorporation of GenStudio Insights provides additional value by offering attribute-level insights to help marketers understand what resonates with their audience and why. This feature will eventually include integration with performance data from partners like Meta.
"We believe in the power of generative AI to unlock advertisers' full creative potential and quickly build ad creatives at scale," Cynthia Dinh, Director of Strategic Monetisation Partnerships at Meta, commented.
"Generative AI is a powerful tool to enable richer insights, deeper personalisation for consumers, greater efficiency and performance for marketers, and a more empowered advertising ecosystem," Lynne Kjolso, Vice President of Global Partnerships and Retail Media at Microsoft Advertising, added.
The service, part of Adobe's end-to-end content supply chain solution, also offers a synchronised asset repository for reuse and remix of brand-approved assets.
In the near future, capability will expand further to allow direct social media publishing and real-time campaign adjustments.
Ali Rana, Global Head of Business Development at Snap, highlighted the importance of adapting ad content in response to changing market conditions. "The ability to optimise ad content based on changing trends and market conditions is key to helping marketers drive their business goals," he said.
Further emphasising the commitment to empowering marketers, Lorry Destainville, Global Head of Monetisation and Product Partnerships at TikTok, said, "We are excited to further expand our partnership with Adobe, giving marketers the tools to scale and optimise their content for their performance campaigns."
Adobe is also working closely with leading agencies like Accenture Song and WPP to customise and integrate technology for various industry needs.
As businesses navigate the ever-evolving marketing landscape, such collaborations are seen as crucial in delivering more personalised and effective marketing strategies.