ADOBE'S NEW GENSTUDIO TOOLS IS DESIGNED TO GIVE MARKETERS A BOOST BY CREATING CONTENT WITH GENERATIVE AI

Adobe wants to give your marketing team an artificial intelligence upgrade. At Adobe's two-day summit in Las Vegas this week, CEO Shantanu Narayen announced new generative AI-powered tools designed to help companies mass-produce digital marketing content. Narayen said that the tools would empower marketers and creative teams to dramatically speed up the process of producing new content. To demonstrate how, Ann Rich, Adobe's senior director of design, platform, monetization, and GenStudio, pointed to a fictional example from a company that was given early access to the software: Coca-Cola. Using Adobe GenStudio, a new portal application designed to help enterprises rapidly create new content for marketing campaigns with generative AI, Rich played the part of a Coca-Cola marketer, tasked with using GenStudio to create ads for a campaign. First, Rich showed how the company had uploaded key brand information to the portal, such as logos, fonts, colors, and copy examples. This established a baseline for what kind of content was considered on-brand. She then searched through a library of the company's assets to find a few specific products for Coca-Cola Dreamworld, the limited-edition drink the campaign was advertising in this example. Finally, Rich applied a customized AI model that had been trained on the art for the Dreamworld campaign, selected Gen Z as the target demographic, and added the prompt "highlight the power of Coca-Cola to transport you to dream-like worlds." Instantly, she generated four distinct, on-brand ads, complete with copy. Beyond just creating content, GenStudio is also useful for analyzing existing content and using the best-performing parts to create even better content. By visiting the portal's analytics tab, Rich viewed which of the Dreamworld ads were generating the most clicks. She went even further by analyzing individual aspects of each piece of content. For example, GenStudio found that images classified as "surreal" had a 0.89 percent click-through rate. Rich selected a particularly high-performing Facebook ad and generated multiple variants of the art in the form of ads for LinkedIn, Instagram, Pinterest, and email. "This is a dream come true" said Rich. "I went from one channel to four channels in seconds." Adobe GenStudio isn't available to the general public yet, but is expected to release in full later this year.