Brands want to use generative AI to personalize their marketing efforts, but are also deathly afraid that AI will send a message that will undermine their brand. Adobe today announced GenStudio, a new application that helps brands create content and measure its performance, with a focus on generative AI and the promise of brand safety, at its annual Summit conference in Las Vegas. did.
Currently, the tool is primarily focused on helping social, paid media, and lifecycle marketers who want to create social media posts, email campaigns, display ads, and will soon support the creation of entire websites. It is scheduled to be done.
Adobe wants GenStudio, which it first previewed last September, to be an end-to-end solution that allows marketers to tailor content to different channels and audience segments. It includes tools for content creation, campaign management, and analytics. But generating personalized content requires a supply chain that can easily generate large amounts of branded content, as well as tools to measure the performance of that content.
Image credit: Adobe
“I think the vast majority of customers that we talk to, while they are very excited about GenAI, have a lot of concerns about GenAI on a number of fronts: “Hey, what about my data? What’s the status?’ What data are we using? The status of the model,” Amit Ahuja, SVP of Experience Cloud Platforms at Adobe, told me. “As a result, we just surveyed people about this, and a lot of them are really stuck in siled experimentation mode. , I think it's about how we can directly implement it into the tools that these people are using.”
There is tremendous pressure on the entire content supply chain as brands seek to reach these potential customers through an increasing number of channels, while at the same time personalizing their messages. Of course, this is where generative AI comes into play. Because it can dramatically speed up content creation.
Image credit: Adobe
“When you think about the amount of content required for personalization, experimentation, and fragmentation across all channels, that alone puts a tremendous strain and demand on the content supply chain and its associated business processes. When you put GenAI in there, you're like, 'Okay, now we can create a lot more content,' and you have this kind of rapidly expanding content machine,” Afuzia said.
Image credit: Adobe
GenStudio takes some from other Adobe enterprise services for brands like the Workfront project management platform and Journey Analytics, which provides cross-platform insights and Experience Manager, and combines it with Adobe Express and other Adobe enterprise services for brands. Of course, it will be combined with some of the creative tools such as the Firefly model. Businesses that already use these services can connect them to GenStudio, but new users do not need to use these tools to start new services.
However, having these integrations means marketers can start working with a brand's existing assets right away. In the context of GenStudio, this means that you can, for example, remix it with a new AI-generated background to create a new Instagram post. This allows brands like Coca-Cola to use an existing image of a Coke bottle and pin it to a Firefly-generated background. As it turns out, Firefly and similar models aren't very good at creating bottles with the correct Coca-Cola logo.
A lightweight version of Adobe Express is embedded directly into the service for additional editing.
Image credit: Adobe
With GenStudio, brands can set guidelines and ensure that system-generated content is brand-safe, for both visual and textual content. Humans are also always involved. The tool also continuously checks whether what a user creates in her GenStudio is within the brand's guidelines.
What's also important here is that brands can bring in style kits and create custom models based on existing assets. Adobe is actually using a set of new APIs to power many of these features, and these features are now also available to third-party developers.
For data-driven marketers, integrated analytics could actually be the highlight of this new offering. These insights start at the campaign level, but users can drill down to see why a particular campaign performed the way it did and adjust their next ad or social post accordingly. Masu.