Adobe announces major update to Workfront, including AI assistant for marketing teams

Adobe Inc. Today announced the general availability of Workfront Planning, a new update to its Work front platform for marketing teams that allows work to be centralized, automate planning and scheduling campaigns across all organizations.

The company says that as teams move faster than ever to deliver personalized customer experiences, there are a lot more moving parts to keep track of. Workfront Planning is trying to solve this problem by providing an easier way to visualize daily marketing experiences by providing what Adobe calls a “marketing system of record.” it was used in finance and energy planning.

“The modern marketer’s day-to-day work has become increasingly complex as different teams launch individual campaigns without much visibility into each other’s efforts,” said Amit Ahuja, senior vice president of digital experience at Adobe. “The net result is a fragmented marketing operations that spends too much time trying to align programs and stakeholders, a problem that Workfront Planning solves.”

Adobe’s Workfront product is born the company acquisition of the marketing software company of the same name for $1.5 billion in 2020. The cloud-based marketing platform is currently integrated with Adobe’s Experience Cloud and is used to manage personalized marketing campaigns, content delivery, analytics, data, advertising and customer journeys. The tool is currently used by brands including T-Mobile US Inc., ADP Inc. and Coca-Cola Co.

New features in Workfront Planning include organized visualizations that allow teams to view daily marketing work in an easy-to-understand format, including a timeline that shows all active campaigns. Users can map these items in a timeline format to view campaigns targeting a specific audience, such as loyalty program members, or a specific goal, such as holiday promotions. They can also view them in spreadsheet format to drill down into campaign data to understand project status, contributors, and overall health.

Adobe also included a new generative AI assistant with conversational capabilities who can Take previously static plans and create dynamic campaign recordings and briefs. Users can upload assets to create campaign recordings and have the assistant create a marketing brief, who will provide everything from marketing tactics to relevant assets and deadlines.

The AI ​​chatbot interface allows users to “talk” to their campaign and ask for details about the plan at any stage. It can also automatically create and update records based on conversations as plans evolve. Marketers can upload a Word document containing new data with relevant campaign details, and the campaign record will be automatically updated.

Images: Adobe