Adobe has announced plans to transform the enterprise content supply chain with new generative artificial intelligence (GenAI) features in its GenStudio and Firefly products.
This marks a significant step in addressing the traditionally complex and disconnected workflows, teams and systems that often lead to inefficiencies in the content supply chain, the company said in a Tuesday (March 26) press release.
According to the release, marketers can quickly plan, create, manage, activate, and measure on-brand content with Adobe GenStudio, an AI-first solution. It improves productivity and collaboration by providing native integrations between Adobe Experience Cloud and Adobe Creative Cloud.
As per the release, Adobe Firefly is a collection of services and customized models that let brands create content at large quantities while maintaining personalization. Businesses can use Firefly to train and customize it using their you assets, including characters, products, campaign styles, and brand guidelines.
According to the press release, Adobe’s new offerings cover workflow and planning, creation and production, asset management, delivery and activation, and insights and reporting. These features give businesses a cohesive and easy-to-use content supply chain. For example, Adobe Workfront Planning facilitates strategic planning and expedited campaign delivery by providing a unified view of all activities across the marketing lifecycle.
According to the release, top brands and agencies have already acknowledged the effectiveness and scalability of the company’s generative AI solutions. For instance, Pfizer and Adobe have teamed up to change Pfizer’s content supply chain and give doctors and patients pertinent information about Pfizer’s medications and vaccines.
According to the press release, Eric Hall, chief marketing officer of Adobe Experience Cloud, “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.”
During the company’s quarterly earnings call on March 14, Adobe executives announced that the company has been implementing GenAI features throughout its digital media, digital experience, publishing, and advertising product lines.