SAN JOSE, California — October 14, 2024 — Adobe (Nasdaq:ADBE) today announced the general availability of Adobe GenStudio for Performance Marketing, a new generative AI-first application that enables brands and agencies to accelerate the delivery of global advertising and marketing campaigns. The new offering addresses one of the biggest challenges facing businesses today, where the need for highly personalized, on-brand and performant content – across a myriad of channels and geographies – outstrips available resources. In fact, nearly two-thirds of marketers* believe that between now and 2026, demand for content will grow by at least five times, driven by consumers who expect brand experiences that are dynamic and tailored to their interests.
With GenStudio for Performance Marketing, brands have a single self-service application to create paid social ads, display ads, banners, marketing emails and more – all with a new level of speed and agility – leveraging pre-approved, on-brand satisfaction. It brings together creative teams that define the basic requirements of a brand, including guidelines around brand voice, channels and images, with marketing teams that must deliver variations at scale for demanding channels such as paid media.
“Delivering impactful global campaigns depends on the ability to bring marketing and creative teams closer together with generative AI-powered workflows that eliminate cumbersome and inefficient processes,” said Varun Parmar, general manager, Adobe GenStudio. “Adobe GenStudio for Performance Marketing enables ad creatives to focus on delivering deep creative designs that reinforce a brand, while allowing their marketing counterparts to create the high volume of content variation needed to drive customer engagement, personalization and conversion. “
Robust features in GenStudio for Performance Marketing allow users to find brand-approved assets and create content variations with generative AI tools such as Adobe Firefly and third-party large language models to create copy in emails, paid media and display ads – all while helping users ensure compliance with defined brand standards. Through expanded, integrated partnerships with Google’s Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok, teams will soon be able to quickly activate campaigns and gain direct performance insights. This enables marketers and creatives to see what resonates with consumers and the key reasons why: Adobe’s AI capabilities can distinguish attributes that make up an image or video, including objects in the content, background and foreground colors, presence of people, sound genres and more.
Adobe also works closely with its broad ecosystem of agency partners – including Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell and WPP – to drive customization, integration and value-added needs for clients on across industries.
GenStudio for Performance Marketing is the latest application for brands and agencies within Adobe GenStudio, Adobe’s end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. This includes applications across Adobe Experience Cloud and Adobe Creative Cloud, such as Adobe Workfront, Frame.io, Adobe Firefly Services, Adobe Firefly Custom Models, Adobe Express, Adobe Experience Manager and Adobe Content Analytics.
Adobe GenStudio for Performance Marketing enables brands to:
- Find and reuse brand-approved assets: A built-in content repository allows users to find brand-approved assets (images, logos, videos and more) to create marketing content such as paid social content, display ads, banners and emails. For brands using Adobe Experience Manager Assets, two-way sync ensures that assets can be easily reused across campaigns without having to start from scratch.
- Create and remix on-brand content: Creative teams are often tasked with adjusting and creating large amounts of content variation for their marketing counterparts. With GenStudio for Performance Marketing, marketers can self-service routine tasks and free up creative resources to focus on higher-value work while ensuring strong brand adherence. Users can create and remix content through tools like Adobe Firefly – to generate images designed for safe commercial use – or through third-party language models to create copy. The content can then be matched to different audience segments to drive personalization at scale.
- Protect brand equity: Millions of dollars are invested every year to create and define a brand. As generative AI reshapes content creation, teams need hardened bumpers. Brand guidelines (fonts, tone of voice, channel requirements) can be easily uploaded and standardized across the new application – along with any pre-defined templates. A brand check feature, powered by AI, inspects automatically generated content and alerts creative and marketing teams when content potentially out of brand compliance may require additional attention. Automated multi-step reviews, powered by a native integration with Adobe Workfront, then provide an additional layer of monitoring before any content is delivered externally.
- Enable Promotions (Coming Soon): Users will soon be able to publish content experiences directly to social media channels, including Meta, TikTok and Snap, or through display ad campaigns on Google’s Campaign Manager 360 and Microsoft Advertising properties. Integration with Adobe Journey Optimizer, when released, will also allow users to enable experiences on their own channels such as email and web. The ability to automatically activate new content will accelerate the delivery of advertising and marketing campaigns, allowing teams to adjust experiences in real time as trends or needs change.
- Uncover actionable insights: Customer preferences change constantly, often on a daily or even hourly basis. GenStudio Insights provides attribute-level insights, localizing colors, objects, styles, audio genres and more that resonate with audiences. Users can also bring direct performance insights from Meta and will soon be able to connect to additional partners including Microsoft Advertising, Snap and TikTok, creating a holistic view of campaign performance so teams can adjust and optimize content in time. Integrations across Adobe Experience Cloud applications such as Adobe Journey Optimizer, which is in development, will allow users to bring insights to ensure consistency in how customers are engaged at every touchpoint.
Global technology leader Lenovo participated in the GenStudio for Performance Marketing beta program. As Lenovo communicates with their customers through dozens of channels and platforms, the company recognizes the need for hyper-personalization to connect their products with the right audience. See how they will utilize the new application here.
Collaboration with technology partners
Adobe has collaborated with its technology partners to bring activation and insight capabilities coming soon to GenStudio for Performance Marketing:
“From generating high-quality leads to building awareness, Campaign Manager 360 helps marketers reach their desired audiences across websites, apps, video content and more to achieve their business goals,” said Stephen Yap, CEO, Google Marketing Platform . “Having compelling creative content tailored to the right audience is key to driving engagement, and Adobe GenStudio for Performance Marketing enables brands to do this at scale across all ad formats offered by Google. “
“We believe in the power of generative AI to unlock advertisers’ full creative potential and rapidly build creative at scale,” said Cynthia Dinh, director of strategic monetization partnerships, Meta. “Our integration with Adobe is one of the many ways we’re working to make the creative ad process as seamless and efficient as possible for businesses.”
“Generative AI is a powerful tool to enable richer insights, deeper personalization for consumers, greater efficiency and performance for marketers, and a more empowered advertising ecosystem,” said Lynne Kjolso, vice president of global partnerships and retail media, Microsoft Advertising. “Our engagement with Adobe GenStudio will bring our joint innovations to a broader set of marketers, helping them reach high-quality audiences with ease and greater impact.”
“Snapchat gives marketers a dynamic way to reach a valuable, highly engaged audience where they naturally have fun talking with friends and consuming content,” said Ali Rana, global head of business development, revenue and product partnerships, Snap Inc. “The ability to optimize ad content based on changing trends and market conditions is key to helping marketers achieve their business goals. With Adobe GenStudio for Performance Marketing, we offer brands a way to not only create compelling ad experiences quickly and easily, but also to support them with actionable engagement insights.”
“At TikTok, we’re always looking for ways to help marketers create impact,” said Lorry Destainville, global head of monetization and product partnerships, TikTok. “We are excited to further expand our partnership with Adobe, giving marketers the tools to scale and optimize their content for their performance campaigns.”