Adobe pledges to ‘raise the bar’ for marketers with new AI innovations
Adobe wants marketers and businesses to lean into the rise of generative AI and has pledged to help shift the technology from a “shiny new toy” into something that is used by all with confidence.
Kicking off the 2024 Adobe Summit in Las Vegas this week, led by chair and CEO Shantanu Narayen, the tech giant announced innovations for Adobe Experience Cloud and Adobe Creative Cloud, an upcoming Adobe Experience Platform AI Assistant and Adobe GenStudio – “a new generative AI-first offering that will allow marketing teams to quickly plan, create, manage, activate, and measure on-brand content” – that is set to launch officially in quarter three of 2024.
Speaking at the opening keynote on Wednesday, Narayen said Adobe has challenged itself to “personalize that digital experience to the exact individual rather than the segment or the cohort that we’re engaging”.
“AI will empower companies to look more broadly at partnerships to link supply chains and identify new values so that it surprises as well as builds loyalty across a set of brands,” Narayen said to the thousands in attendance.
Shantanu Narayen at the Adobe Summit 2024
“And AI will enable us to automate and scale resource intensive processes to drive simple solutions. We will raise the bar on establishing and maintaining trust that is so near and dear to all of us. But at the end of the day, AI will empower all businesses to rethink the customer engagement platforms that have fixed us for decades and to tackle them in more efficient ways.”
The new AI app aims to fast-track the content supply chain; an area that Adobe’s digital experience president, Anil Chakravarthy, said has proved to be a major problem for many companies.
In fact, of the businesses that use Adobe, Chakravarthy revealed that 90% of organisations have struggled to manage content.
“Content production seems to be slow, with many manual processes, lots of add-ons and reworks…” he said.
“And virtually every plan goes through this and seems to start all over for the next campaign. Now this is where the AI will be transforming, and will help you automate and optimize the entire internet process.”
Anil Chakravarthy
Using a fictional demo with Coca-Cola as the brand, Adobe’s senior director design, GenStudio, platform and monetization, Ann Rich, took the audience through the app to show the process from start to end.
“Adobe GenStudio brings together everything marketers need in one place,” Rich said.
“By having creation, content, campaigns, activation, and insights together, marketers can create and scale on brand and enterprise based content in seconds.”
Also announced at the Summit on Wednesday, Amit Ahuja, SVP experience cloud, platform & products, digital experience, announced that Adobe and Microsoft have teamed up “to bring Adobe Experience Cloud workflows and insights to Microsoft Copilot for Microsoft 365 to help marketers overcome application and data silos and more efficiently manage everyday workflows”.
Ann Rich
“The demand for personalized content across social media, mobile and other fast-moving channels has been exploding, pushing marketers to drive greater efficiency and productivity in their everyday work,” Ahuja said.
“Marketers spend a great deal of their day working across Adobe and Microsoft applications, and the partnership provides a unique offering for marketing teams, streamlining daily tasks across planning, collaboration and campaign execution.”
Mumbrella is attending this conference as a guest of Adobe. Keep an eye on mumbrella.com.au as we cover the Summit on ground in Las Vegas.
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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