Adobe has announced Adobe GenStudio, a new end-to-end solution that brings together best-in-class applications across Creative Cloud, Express and Experience Cloud, with Firefly generative AI at the core to help brands meet the rising demand for content.
Adobe has unveiled customisation features, as well as APIs, designed to ensure content is on-brand and scalable across marketing and creative workflows. By optimising content supply chains— the process of producing and delivering the content that fuels effective customer experiences — brands can drive business growth through scaling personalisation efforts and cementing loyalty.
“Demand for content shows no signs of slowing, with nearly two-thirds of customer experience professionals expecting demand to rise five-fold over the next two years,” said Amit Ahuja, senior vice president, Digital Experience Business at Adobe. “Adobe GenStudio can take tasks that would normally take hours or days down to minutes, providing speed without any compromise to quality or brand consistency.”
GenStudio provides a comprehensive offering spanning content ideation, creation, production and activation. In Adobe Experience Manager Assets—the number one digital asset management system in the world — brands can leverage Express and Firefly to make instant edits on digital content that is designed to be safe for commercial use. To support seamless collaboration across teams, GenStudio brings together Adobe Workfront, Frame.io, Creative Cloud and Experience Manager to drive integrated workflows, content reuse, and accelerates and optimises a notoriously lengthy, cumbersome and expensive process without impacting business requirements.
Power of Generative AI
GenStudio uniquely unlocks the power of generative AI. Natively integrated, Firefly is designed to generate content that is commercially safe. Companies can now rapidly move from ideation to content delivery across any channel delivering amazing customer experiences. Adobe is including in GenStudio:
- Commercial use: Leverages Firefly to enable businesses to generate content that is designed to be safe for commercial use.
- Custom models: Adobe is working with customers to enable them to customise models using their own assets and brand-specific content.
- Extensibility: Includes access to Firefly APIs that can be used across various platforms to supercharge workflows and automations.
- Integrated Workflows: Enables seamless connectivity for AI-generated content to critical services around editing, collaboration and activation.
- Content Insights: Provides analytics to gain deep and instant insights into content performance across channels.
Customisation of Firefly Models and New Automation Capabilities
From colours to characters, brand identity is one of the most valuable assets that an organisation holds. Today, Adobe is releasing a set of new features that empower enterprises to customise and fine-tune Firefly, Adobe’s family of creative generative AI models, using a brand’s own style, characters and objects. For example, with 10 to 20 images, teams can instantly tailor Adobe’s powerful Firefly models and enable anyone in an organisation to generate on-brand content that is designed to be safe for commercial use. Additionally, strict governance and security controls ensure a brand’s content, data and workflows stay within the organisation.
In addition, Adobe is releasing new automation capabilities based on APIs, allowing enterprises to fully integrate customised Firefly models into their Creative Cloud workflows and automate production work. The integration allows businesses to optimise and dramatically accelerate their content supply chains while personalising customer experiences at scale using customer data via Adobe Experience Cloud. For specific campaigns, targeting a specific region or marketing channel for instance, teams can produce on-brand content lightning fast and in a much more cost-efficient manner.
“Personalising experiences at scale is key to building consumer trust while helping expand access to financial services,” said Lilly Raymond, head of marketing technology and operations at Prudential Financial. “We have had great success working with Adobe to optimise our content supply chain, and Adobe GenStudio allows us to unlock the power of generative AI in accelerating the delivery of new content experiences.”
Adobe leverages GenStudio for digital marketing
Adobe has been leveraging GenStudio to accelerate its own content supply chain, powering digital marketing and event productions like Adobe MAX. For instance, using Generative Fill in Photoshop, reducing production times for social media campaigns by 33% for platforms such as Instagram and TikTok; and using Firefly generated images and Generative Fill, doubling the volume of content created for Adobe’s social media. Adobe is using generative AI for its email marketing, using Firefly to generate different image variations for a test campaign, resulting in a 12% lift in the average clickthrough rate. For Adobe MAX, events teams are leveraging Photoshop with Generative Fill to quickly ideate and augment imagery and videos used for keynote sessions on the mainstage, a visual spectacle that is a highlight of the event.