Adobe’s GenStudio brings brand-safe generative AI to marketers

Brands want to use generative AI to personalize their marketing efforts, but they’re deathly afraid that AI will spoil the message and spoil their brand. At its annual Summit conference in Las Vegas, Adobe today announced GenStudio, a brand new application that helps brands create content and measure its performance, with generative artificial intelligence and the brand safety promise at its core.

Currently, the tool is primarily focused on helping social, paid and lifecycle marketers who want to create social media posts, email campaigns and display ads, with support for creating full web sites also coming soon.

Adobe wants GenStudio and it wants it first preview last September as a comprehensive solution to help marketers tailor content to various channels and audience segments. Includes tools for content creation, campaign management and analytics. However, to generate personalized content, you wish a supply chain that may facilitate the generation of huge volumes of branded content, in addition to tools to measure the effectiveness of that content.

“I think most of the customers we talk to are incredibly excited about GenAI, but they also have a lot of concerns about GenAI for a lot of different reasons: ‘Hey, what’s the status of my data?’ What data do I use, what is the status of the models,” Amit Ahuja from Adobe, vp of the corporate accountable for the Experience Cloud platform, told me. “The result of this – and we just did a survey on this – was that many of them went through this almost isolated mode of experimentation. I think the opportunity for Adobe is: How do we introduce this more directly, with appropriate safeguards in place, and with full compatibility with the tools these people use?”

As brands try to reach potential customers through more channels and at the identical time try to personalize their messages, there’s a number of pressure on your complete content supply chain. This is, after all, where generative AI is available in, as it will probably dramatically speed up content creation.

Image credits: Adobe

“If you concentrate on the quantity of content required for personalization, experimentation and all of the fragmentation of channels, that in itself will create enormous strain and demand on the content supply chain and its associated business processes. Add GenAI to that, where now it’s like, ‘Hey, I can create so much more content now,’ and you’ve this type of rapidly evolving content machinery,” Ahujia said.

Image credits: Adobe

GenStudio takes elements from Adobe’s other enterprise services for brands, similar to its Workfront project management platform and Journey Analytics for cross-platform insights, and Experience Manager, and combines them with parts of its creative tools, similar to Adobe Express and, after all, Firefly models. Enterprises that already use these services can connect them to GenStudio, but recent users don’t need to use these tools to start using the brand new service,

However, having these integrations signifies that marketers can immediately start working with existing brand assets. In the context of GenStudio, this implies they’ll remix them with a brand new AI-generated background to create a brand new Instagram post, for instance. This allows a brand like Coca-Cola to take an existing Coke bottle image and pin it to a Firefly-generated background. After all, Firefly and similar models would not be excellent at making a bottle with the right Coca-Cola logo.

To make additional changes, a simplified version of Adobe Express is built into the service.

Image credits: Adobe

Brands can set their guidelines in GenStudio to make sure that the content produced by the system is brand protected, each by way of the visual and textual content the system can create – and there’s all the time a human involved within the workflow. These tools continuously check that every little thing a user creates in GenStudio adheres to brand guidelines.

What’s also essential here is that brands can bring their style sets and create custom models based on existing resources. Adobe actually uses a set of recent APIs to provide lots of these features, which at the moment are available to third-party developers as well.

For data-centric marketers, integrated analytics would be the highlight of this recent service. These insights start on the campaign level, but users can drill down to the tiniest details and see why a specific campaign performed the best way it did, after which tailor their next ad or social media post based on that.