Adobe aims to change the way marketing works with its new AI tool

Jane Anderson
Jane Anderson
Adobe GenStudio for Performance Marketing

Adobe has launched GenStudio for Performance Marketingan application that allows creation of ads, creative content or emails using generative artificial intelligence. The tool is presented as an ally for marketing professionals to help them boost their workflows and the impact of their campaigns.

As the company points out, GenStudio for Performance Marketing users will find a platform for creating ads on social networks, banners, display creatives, email marketing campaigns and other pieces. Thanks to generative artificial intelligence, Production processes will be faster and more agile.

In addition, professionals will be able to upload their own content and resources, aligned with the needs of their brands. Adobe points out that the tool can be used both by creative teams that define the static and voice of the brand across different channels, and by marketing teams that require variations of those pieces for different media and touchpoints. .

The platform is supported by Firefly, Adobe’s family of artificial intelligence models; and is designed to protect the brand and provide brand safety. Thus, he points out that the tool is capable of inspecting the generated content and notifying teams when it does not comply with brand standards or requires revisions. This is made possible through integration with Workfront, which provides an additional layer of oversight before materials are delivered to the client.

GenStudio for Performance Marketing also integrates with Google’s Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok, so teams can quickly activate their campaigns and obtain direct analysis and information about their performance.

In this regard, the company assures that artificial intelligence is capable of discerning which attributes or elements that make up an image or video, such as the background colors, the type of shot or the typography style, are the ones that best resonate with the users. users. This way, teams will be able to adjust and optimize content in real time.

Additionally, in a statement, the company notes that it is collaborating closely with its broad ecosystem of partner agencies, including Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell and WPP, to drive growth. workflows and marketing productivity and enhance the adoption of the platform in different industry sectors.

The main goal of GenStudio for Performance Marketing is to reduce inefficient and cumbersome processes and allow teams to focus their potential on non-mechanical tasks. “Adobe GenStudio for Performance Marketing allows creatives to focus on delivering powerful creative designs that amplify a brand, while allowing their marketing counterparts to create the high volume of content variations needed to drive customer engagement.”
customer, personalization and conversion,” said Varun Parmar, General Manager of Adobe GenStudio.