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Brands want to use generative AI to personalize their marketing efforts — but they’re also deeply afraid that AI will deviate from their message and destroy their brand. At its annual conference in Las Vegas, Adobe today announced GenStudio, a new app that helps brands create content and measure its performance, with generative AI — and the promise of brand safety — at its center.
Currently, the tool is mostly focused on helping social media, paid media, and lifecycle marketers who want to create social media posts, email campaigns, and display ads, with support for creating full websites coming soon.
Adobe wants GenStudio, which is what they want first Previewed last September, to be a comprehensive solution to help marketers customize their content to suit different channels and audience segments. Includes tools for content creation, campaign management, and analytics. But to create personalized content, you need a supply chain that makes it easy to create a lot of branded content — and then the tools to measure the performance of that content.
Image credits: Adobe
“I think the majority of customers we talk to are incredibly excited about GenAI but they also have a lot of fear about GenAI in a lot of different ways, ‘Hey, what’s the state of my data?’ ‘What’s the data I’m using, the state of the models,'” Amit Ahuja, vice president, told me. “It’s led to — and we just did a survey on this — a lot of them being in almost an isolated beta mode. I think the opportunity for Adobe is: How can we achieve this more directly with the right security safeguards and with full compliance with the tools that these people are using?”
As brands try to reach these potential customers across an increasing number of channels and, at the same time, try to personalize their messaging, there is significant pressure on the end-to-end content supply chain. This of course is where generative AI comes in, because it can dramatically speed up the content creation process.
Image credits: Adobe
“If you think about the amount of content required for personalization, experimentation, and all the channel fragmentation, that in itself is going to put a huge burden and demand on the content supply chain and the business processes around that,” Ahujia said. “Put GenAI on top of all that, and now it’s like, ‘” “Hey, now I can produce more content” and you’ll have this kind of rapidly expanding content machine.
Image credits: Adobe
GenStudio takes parts of other brands’ Adobe Enterprise services like project management platform Workfront and Journey Analytics for cross-platform insights and Experience Manager and combines that with parts of its creative tools like Adobe Express and, of course, Firefly Forms. Organizations already using these services can connect them to GenStudio, but new users don’t need to use these tools to get started with the new service.
However, having these integrations means that marketers can immediately start working with existing brand assets. In the context of GenStudio, this means they can remix them with new AI-generated backgrounds to create a new Instagram post, for example. With this, a brand like Coca-Cola can use an existing image of a Coke bottle and superimpose it on a background created by Firefly. Firefly and similar models wouldn’t be very good at creating that bottle with the correct Coca-Cola logo, after all.
For additional modifications, there is a lite version of Adobe Express built right into the service.
Image credits: Adobe
Brands can put their own guidelines into GenStudio to ensure that the content produced by the system is brand-safe, both for visual and textual content that the system can generate — and there’s always a human in the loop, too. The tools also continually verify that anything a user creates in GenStudio falls within the brand guidelines.
What’s also important here is that brands can bring their own style combinations and create custom models based on their existing assets. Adobe is actually using a set of new APIs to power many of these capabilities that are now also available to third-party developers.
For data-driven marketers, integrated analytics may actually be the highlight of this new service. These insights start at the campaign level, but users can drill down to the nitty-gritty and see why a particular campaign performed the way it did — and then adjust their next ad or social post accordingly.
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