Adobe GenStudio enhances AI features for marketers

Adobe has announced new features in its Adobe GenStudio, aimed at addressing the growing need for scalable and personalised content in marketing and creative sectors through enhanced AI capabilities.

The updates to Adobe GenStudio focus on making it easier for marketing teams to personalise and streamline content production by introducing AI agents designed for optimising content supply workflows and production processes.

Adobe GenStudio Foundation is now providing a unified interface integrating data from Adobe's content supply chain applications, facilitating a comprehensive overview and actionable insights into campaign plans, projects, assets, and insights.

New integrations with key platforms such as Google, LinkedIn, and Microsoft allow teams to easily create and activate personalised experiences within Adobe's ecosystem.

Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe, commented, "The content supply chain for most brands is a complex web of interlocking teams, workflows and systems, with many points of failure slowing down the process of delivering content that powers great customer experiences. Adobe GenStudio applications are widely used by creatives and marketers and are the only solution that can unify workflows across teams, with natively integrated generative AI capabilities that unlock speed and efficiency."

Ryan Asdourian, Chief Marketing Officer at Lumen Technologies, also shared his thoughts, stating, "The Lumen fiber network is designed to accelerate AI innovation for businesses, and we are investing in digital marketing to capture the massive opportunity and continue to accelerate demand. Personalisation is critical to driving marketing performance, and Adobe is helping us optimise our content supply chain by unlocking generative AI to streamline repetitive tasks - and quickly produce the high volume of assets that are needed for channels such as social media."

Adobe's innovations are driven by its AI platform, uniting AI agents and models across Adobe and integrating these with customer experience data and AI Agent orchestration in the Adobe Experience Platform. This integration allows for advanced personalisation at scale.

The company has introduced several new capabilities to boost productivity and collaboration.

The Workflow Optimization Agent helps teams manage AI agents from Adobe and third parties, improving resource planning by monitoring project health and streamlining processes. Moreover, the unified review and approval experience supports collaboration between marketing and creative tools, facilitating smoother project updates.

Adobe has also enhanced its content production capabilities with a Content Production Agent in GenStudio for Performance Marketing.

This feature automatically suggests visual styles and tactics based on uploaded marketing plans, helping teams efficiently create on-brand marketing assets. Additionally, API integration, such as Adobe Firefly Services, supports video and 3D workflows, optimizing tasks like video translation and asset variation creation.

To facilitate content delivery and activation, Adobe has partnered with advertising and compliance service providers to aid effective marketing asset creation, particularly in regulated industries. New reporting features, such as Adobe Content Analytics, provide insights into content performance, helping businesses align their marketing strategies with engagement and conversion goals.

Furthermore, Adobe is expanding its offering to include non-Adobe AI models, giving creators flexibility in the ideation process.

Models from companies like Black Forest Labs, fal, Google, and Runway are being added, allowing for a broader range of creative possibilities for enterprise users.