Adobe unveils new GenAI tools to help marketers deliver more personalised experiences

Adobe entered the red-hot generative AI space last year by introducing a family of creative AI models called Firefly

Software giant Adobe has set its sights on becoming a one-stop shop for brands looking to leverage generative artificial intelligence (AI) technology to create and deliver engaging digital experiences to their customers.

This goal comes a year after Adobe entered the red-hot generative AI space by introducing a family of creative AI models called Firefly that has been integrated into its creative apps such as Photoshop, Illustrator, Adobe Express, and Adobe Stock among others. Adobe also added a conversational engine to its document management apps Reader and Acrobat last month.

At its annual digital experience conference, Adobe Summit, held in Las Vegas on March 26, the software firm unveiled new products and feature enhancements for its Experience Cloud business. These advancements bring generative AI capabilities to the platform, helping brands meet their content and campaign needs.

“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” Anil Chakravarthy, president of Digital Experience Business, at Adobe said.

"The ability to personalize every interaction has become the key growth driver in Customer Experience Management for enterprises around the world, and Adobe is leading the way in making this a reality with generative AI deeply integrated into existing workflows," he said.

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Adobe GenStudio

At the conference, Adobe unveiled Adobe GenStudio, a new generative AI application that enables brands to create content, access brand-approved assets and measure the performance of campaigns among others.

The app will also have integrations to Adobe's Experience Cloud and Adobe Creative Cloud applications, thereby enabling teams to manage an end-to-end business process to deliver the content required for marketing campaigns and personalised customer experiences, which Adobe calls an organisation's "content supply chain".

GenStudio's capabilities include workflow and planning tasks such as allowing users to track and view campaigns, managing campaign briefs and direct connection to Adobe Workfront, its project management software.

Adobe said that brands can find images and generate variations through Firefly along with support for custom models that finetune Firefly with a brand's assets. Brands can also create different variations of marketing assets for different distribution channels while ensuring that the content is on-brand. If the content is not on-brand, the application will provide suggestions on how to remedy it.

GenStudio will also have integration into the company's digital asset management system, Adobe Experience Manager Assets, which is used by brands to manage their library of images, videos and other content. People can search for an asset and create personalised variations with Firefly in Adobe Express, the company said.

The application will also be connected to Adobe Customer Journey Analytics, helping brands holistically measure customer experiences across channels such as web and mobile.

In addition, Adobe's content management system Adobe Experience Manager (AEM) Sites now allows brands to create numerous variants of a single marketing asset that can appeal to different audiences. For example, teams can generate variants of a web page that are personalised for personas across different industries, job roles, and age groups.

Adobe also introduced a new AI assistant for its Adobe Experience Platform, that can answer technical questions, automate tasks, simulate outcomes and generate new audiences and journeys within Adobe Experience Cloud applications, a move that is expected to help a larger group of marketers use these sophisticated tools along with boosting their productivity.

Eric Hall, Chief Marketing Officer, Digital Experience Business at Adobe said the assistant is powered by the company's generative experience AI models, which include large language models, custom brand AI models with data provided by the customer and Adobe's own AI models.

(The reporter was in Las Vegas at the invitation of Adobe)

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