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Adobe unveils AI innovations to transform content supply chain
Wed, 27th Mar 2024

Adobe has rolled out major product innovations aiming to enhance the entire content supply chain with artificial intelligence. The announcement was made at the Adobe Summit, touted as the world's largest Digital Experience Conference.

The content supply chain, the critical end-to-end business process for delivering the necessary content for marketing campaigns and personalised customer experiences, often struggles with disconnected workflows, teams and systems. With the upsurge in demand for personalised and engaging content, Adobe’s new AI-based solutions promise to streamline these processes and prevent breakdowns.

The content supply chain is underpinned by five significant components: Workflow and Planning, Creation and Production, Asset Management, Delivery and Activation, and Insights and Reporting. Adobe offers an integrated set of best-in-class products designed to assist companies in automating and optimising each of these aspects of the content supply chain.

In this vein, Adobe is set to release Adobe GenStudio, a new AI-first application that allows marketing teams to swiftly plan, create, manage, activate and measure on-brand content. Emphasising the potential of the innovation, Eric Hall, Chief Marketing Officer for Adobe Experience Cloud, stated, “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 personalisation at scale."

Successfully optimising the content supply chain can yield significant benefits, and several leading brands and agencies are partnering with Adobe to harness these advantages. For example, Pharmaceutical giant Pfizer leverages the power of digital and AI innovation to generate content pertinent to its life-saving drugs. Lidia Fonseca, Chief Digital and Technology Officer at Pfizer highlighted that their partnership with Adobe has been instrumental in "creating better, faster and more personalised information."

New product incorporations encompass Adobe Workfront Planning, which provides a unified perspective on all marketing activities through visually striking campaign calendars and dynamic briefs. New creation and production capabilities include Adobe Firefly Services and Custom Models, which are designed to revolutionise how brands create and deliver personalised content on a grand scale.

Enhancements to the Adobe Experience Manager (AEM) Assets content hub enable teams to distribute brand-governed assets across the organisation, partners, agencies, and more. Furthermore, Adobe’s AEM Sites variant generation and Journey Optimizer email generation make dynamic content personalisation possible, allowing brands to take a single asset and modify it for various audiences based on their characteristics and preferences.

Lastly, Adobe Content Analytics enables brands to grasp the performance of AI-generated content comprehensively via a feedback loop that ensures AI-generated content aligns with business objectives.