Heaptalk, Jakarta — Adobe introduced its latest innovation through an integrated set of products to assist enterprises in automating and optimizing their content supply chain, including marketing campaigns and personalized customer experiences.
Powered by generative AI, content supply chain tools will be released in GenStudio, allowing marketers to swiftly plan, create, manage, activate, and measure on-brand content with integrations across Adobe Experience Cloud and Creative Cloud. The content supply chain consists of five elements, spanning workflow and planning, creation and production, asset management, delivery and activation, as well as insights and reporting.
According to the Chief Marketing Officer of Adobe Experience Cloud Eric Hall, global brands and agencies are partnering with Adobe to accelerate their content supply chain as they deliver on a mandate to drive greater efficiency in their organizations. “Adobe is uniquely positioned to combine best-in-class applications across Adobe Experience Cloud and Adobe Creative Cloud with generative AI natively integrated for teams to boost productivity and deliver personalization at scale,” said Eric Hall at the Adobe Summit in Las Vegas (03/26).
Five elements of content supply chain
In more detail, the workflow and planning element provides streamlined and transparent workflows across the entire content lifecycle, accelerates the review and approval process, as well as automates manual workflows. This element features a major release in Workfront and integration of Workfront and Frame.io. “Any time a marketer creates a project in Workfront, a parallel project is automatically created in Frame.io,” Adobe stated.
The creation and production element aims to accelerate ideation and creation that unleashes creativity, scales production, and maintains creative quality. In this element, Adobe added new capabilities of Firefly and Creative Cloud for enterprises with the support of Adobe Express for creating and editing brand content.
The asset management element helps enterprises to easily access and reuse millions of assets while ensuring brand consistency. This element includes Adobe Experience Manager (AEM) Assets content hub which allows teams to easily distribute brand-governed assets across their organization, partners, and agencies.
The next element namely delivery and activation will power experiences and the performance of content and campaigns while supporting quick asset activation and better content performance. With AEM Sites variant generation, brands can take a single marketing asset and create numerous variations of copy for different audiences. Adobe Journey Optimizer email generation enables marketers to generate entire emails including both images and copy by simply defining audience characteristics and campaign objectives.
Lastly, the element of insights and reporting aims to measure content performance across the entire customer journey aligned with business metrics. With Adobe Content Analytics, brands will be able to understand the performance of AI-generated content down to the attribute level.
