Adobe Continues to Bring Out GenAi Capabilities Across Their Platform

“When we think about the magic and value of AI, we know that it actually comes only from a seamless integration into the workflows that you, as customers, already know and love.”

That was the message Adobe CEO Shantanu Narayen delivered to his audience at the 2024 Adobe Summit, where he announced the integration of Adobe Firefly Services (the company’s flagship genAI solution) across Document Cloud, Creative Cloud, and apps with Experience Cloud, Adobe’s marketing and CX suite.

“Through every era, Adobe has tried to transform each of the experiences you can deliver across the entire customer end-to-end journey.” Adobe’s own journey to merge the art of creativity and the science of marketing began in 2009, according to Narayen. The goal was to establish a unified marketing stack that integrated content, analytics, and journeys. According to Narayen, content, analytics, and journeys will continue to be central to how organizations engage with their customers.

“Over the years,” he explained, “we’ve continued to expand and deliver on that vision of connecting all the dots across the customer experience value chain.” We believe that the era of artificial intelligence will bring about another transformation in customer experience management.”

The subject of Summit has been the intermeshing and rising interdependence of Adobe apps. There was a period when Adobe’s marketing cloud solutions appeared to be nearly entirely separate from its creative capabilities, such as Photoshop and Acrobat. That is now far from the case.

These are the important product announcements.

Adobe GenStudio is designed for the content supply chain.

Adobe also demonstrated an uninterrupted “content supply chain” approach from inspiration to publication and reporting, further integrating its long-standing creative solutions and experience management offering. The AI-powered Adobe GenStudio is a key innovation here, allowing business users to take content from planning and workflow (it integrates with Adobe Workfront) to creation and production (using Adobe Firefly), management (it integrates with Adobe Experience Manager Assets), delivery, and performance evaluation. GenStudio will be ready in Q3 2024.

A demonstration demonstrated the ability to create a huge number of brand-approved assets in a matter of minutes, adapting them for a variety of channels (email, social, etc.). The new Adobe Experience Manager Sites variant generation tool enables the rapid creation of versions of existing content tailored to diverse audiences.

A new copilot.

The new Adobe AI Assistant is threaded throughout the Experience Platform and appears to be capable of appearing practically anywhere. When the user clicks on its icon, a simple conversation box appears, allowing them to input natural language inquiries and directions. The goal is to democratize a variety of functions, making them accessible to all corporate users. These include job and workflow automation, the creation of new paths and audiences, and outcome simulation. During a demonstration, the AI Assistant was utilized to narrow and focus audience segments using conversational interchange.

PDFs, of course, are a sweet zone for Adobe, and AI Assistant can be used to evaluate or make summaries of any length of document, as well as transform them into presentations.

Journey Optimizer for B2B.

Adobe Journey Optimizer will now be able to combine brand-initiated and customer-initiated interactions, enabling the creation of real-time tailored experiences across channels.

A new solution, Adobe Journey Optimizer B2B Edition, will allow marketers to target individual buying groups within accounts, which is regarded to be more focused than broad account-based marketing. It will be fully connected with Marketo and able to send customer data back to Adobe Real-Time CDP.

Composability and a data cleanroom.

Real-Time CDP is on its way to becoming more composable. Responding to concerns about the requirement to import or copy data into the CDP for activation, brand data can now be ingested straight from data warehouses or lakes such as Snowflake, Google Cloud, AWS, and others.

Adobe also announced Adobe Real-Time CDP Collaboration, a data clean room that allows brands and publishers to share and work on audiences without jeopardizing their privacy.

Firefly is developing new capabilities.

Adobe Firefly, the generative AI package that debuted in beta a year ago, is constantly developing new capabilities. One eye-catching example demonstrated how, in addition to replicating an image style at the user’s request, it can now mimic an image’s structure (the tools are called Style Reference and Structure Reference). The ability to use an existing image as a structural template will allow businesses to hasten the creation of variants based on a brand-approved original.

Partners and sponsors.

Adobe is expanding on its long-standing cooperation with Microsoft, by integrating Experience Cloud customer insights and Firefly genAI directly into Microsoft applications.

It was also worth noting that significant agency holding organizations such as IPG, Omnicom, Publicis, and WPP had a strong presence on the Summit expo floor and were among the event’s primary sponsors. Adobe is collaborating with these organizations in diverse ways as they transition from traditional agencies to AI-powered consumer engagement.