Brands want to use generative AI to personalize their marketing efforts, but they are also afraid that AI will hijack their message and ruin their brand. At its annual Summit 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 – in its center.
Currently, the tool primarily aims to help social media, paid media, and lifecycle marketers who want to create social media posts, email campaigns, and display ads, with a plug support for creating full websites soon.
Adobe wants GenStudio, which it first previewed last September, to be an end-to-end solution to help marketers tailor their content to different channels and audience segments. It includes tools for content creation, campaign management and analytics. But to generate personalized content, you need a supply chain that makes it easy to generate a lot of branded content, and then tools to measure the performance of that content.
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“I think the majority of customers that we talk to are incredibly excited about GenAI, but also have a lot of concerns about GenAI in different ways: ‘Hey, what’s the state of my data?’ What data I’m using, the state of the models,” Adobe’s Amit Ahuja, the company’s senior vice president for its Experience Cloud platform, told me. “This has resulted in – and we just did a survey on this – that many of them are in a sort of almost siled mode of experimentation. I think the opportunity for Adobe is: How can we integrate this more directly with the right security safeguards and with all the compliance required into the tools that these people are using? »
As brands attempt to reach these potential customers across more and more channels and, at the same time, personalize their messages, the pressure is on across the entire content supply chain. This is, of course, where generative AI comes in, as it can significantly speed up content creation.
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“If you think about the amount of content required for personalization, experimentation, and all the channel fragmentation, that, in itself, will put a huge load and demand on the content supply chain and business processes surrounding it. Put GenAI on top of that, where it’s now like, ‘hey, I can now produce a lot more content,’ and you have this kind of rapidly expanding content machinery,” Ahuja said.
Image credits: Adobe
GenStudio takes elements of other Adobe enterprise services for brands like the Workfront project management platform and Journey Analytics for cross-platform insights and Experience Manager and combines that with parts of its authoring tools like Adobe Express and, of course, its Firefly models. Businesses that already use these services can connect them to GenStudio, but new users do not need to use these tools to get started with the new service.
However, these integrations mean marketers can immediately start working with a brand’s existing 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 Coca-Cola bottle and pin it onto a Firefly-generated background. After all, Firefly and similar models wouldn’t be very good at creating that bottle with the correct Coca-Cola logo.
To make additional changes, a lite version of Adobe Express is integrated directly into the service.
Image credits: Adobe
Brands can set their guidelines in GenStudio to ensure that content produced by the system is brand safe, both for visual and textual content that the system can create – and there’s always a human in the loop too . The tool also constantly checks that everything a user creates in GenStudio complies with a brand’s guidelines.
What’s also important here is that brands can bring their style kits and create custom designs based on their existing assets. Adobe actually uses a set of new APIs to power many of these features that are now available to third-party developers as well.
For data-driven marketers, the built-in analytics might actually be the highlight of this new service. This information starts at the campaign level, but users can drill down to the finer details and see why a certain campaign performed the way it did, then adjust their next ad or social post based on that.
