‘If that went away, that would be horrific’: Why GenAI will help, not hinder, creatives

Communication – or lack thereof – is an issue that continues to hinder the relationship between brand marketers and creative agencies, according to one of Adobe’s top executives.

To coincide with this week’s announcement of Adobe GenStudio – “a new generative AI-first offering that will allow marketing teams to quickly plan, create, manage, activate, and measure on-brand content” – Duncan Egan, Adobe’s vice president of DX marketing, APAC and Japan, said the new innovation is a huge turning point for marketers and creatives.

Speaking to Mumbrella on ground at the 2024 Adobe Summit in Las Vegas, Egan said “oftentimes things come down to lack of communication and clarity of communication” and that the efficiency of GenStudio can change that when it launches in quarter three of this year.

“So, I think two things as I see it. So, one is particularly around having a documented brief -having it in a system of record work front so that not only you and I can see it, but the teams can see it and we can point back to it and we can say ‘Hey, I’ve got a question’ or someone else,” he said.