Adobe GenStudio Generative AI for the Content Supply Chain

At Adobe Summit, Adobe emphasized a gamut of new and evolving products and features across the solution set. Rising above the rest, the AI-powered digital workspace GenStudio has the greatest potential impact on the enterprise by enabling a robust and efficient content supply chain.

GenStudio and its AI tools will further democratize content creation and accelerate content velocity so enterprises can meet growing content demands in the digital economy.

However, GenStudio and the touch-of-the-button content creation features Adobe emphasizes are not a panacea for solving an organization’s ability to meet content demands. Furthermore, many examples in brand and publishing exist where these tools can cause detriment if carelessly used.

We advise brands to remember fundamental guideposts of digital transformation when determining how best to incorporate new features and products from Adobe, and here we apply those guideposts to GenStudio.

1. Adopting new processes and technology must align with enterprise strategy.

2. Investment should return measurable value (e.g., revenue, operational efficiency, improved CX).

3. Involve the right people across the organization to support transformation.

4. Define a new process first, and then apply the technology to the process.

Adopting new processes and technology must align with enterprise strategy

Marketers have been striving for years to reach greater levels of personalization at scale. Brands have invested in defining various customer journeys, implementing a web of marketing technology, and getting data pipes plumbed and customer data flowing. However, the bottleneck to personalization at scale is often the availability and readiness of content suitable for distribution across channels.

In other words, delivering “the right content, at the right time, at the right place” usually fails because suitable content isn’t actually available.

GenStudio promises to widen the bottleneck. However, before opening the faucet by “automagically” generating thousands of variant images, advertisements, and calls to action, an organization should assess how doing so will align with enterprise strategy to service existing clients, evolve customer journeys, or enter new markets.

Creating an overwhelming amount of content without clear direction is not the goal. Creating “the right content” is the goal.

Investment must return measurable value (e.g., revenue, operational efficiency, improved CX)

In any business environment, particularly today’s, where budgets are often more constrained, defining how an investment in process or technology will provide a measurable return to the organization is critical.

GenStudio can help an organization create ten thousand variants of a brand image or advertisement within minutes. But brands must ask, to what end? And do they really need that?

When considering the power of GenStudio to accelerate content velocity and volume, tie the content creation process to measurable outcomes. 

• How will the content move customers along the journey or down the sales funnel?

• How will nuanced content better enable conversion?

• And how will we use GenStudio and AI tools to automate for operational efficiency?

With GenStudio providing greater capabilities for content analytics, brands should set a benchmark today and estimate how that benchmark will be positively impacted.

Involve the right people across the organization to support transformation

Adobe has long served creatives. However, outside of the creative world, the cluster of Adobe partner agencies, and enterprise marketing practitioners, Adobe is mainly known by laypeople as the PDF company.

GenStudio helps enable business users, not just creatives, to become content creators. Therefore, adopting GenStudio allows enterprises to consider more broadly the stakeholders who will be impacted by the revised process, involved in the adoption of technology, and engaged in creating value from new ways of working.

Marketing has traditionally been of service to sales, product, and other teams, and marketing has often looked for ways to create centralized templates and content libraries for these teams to self-service. GenStudio presents new opportunities for enabling self-service, alleviating the burden of marketing being of service.

In the early stages of GenStudio adoption, involving a broader audience to help define requirements and reimagine ways of working will be critical to successful adoption and value realization.

Define a new process first, and then apply the technology to the process

We often metaphorically refer to the marketing technology stack within an organization as a zoo. Each product is an animal (sometimes a beast) that requires care, feeding, and nurturing. Some of these products, if neglected or uncaged, will wreak havoc. Therefore, we always press our clients to consider carefully whether they are ready to bring a new animal (product) into the zoo.

To best answer this question, an organization should consider which process it aims to improve by introducing new technologies.

Operational efficiencies can often be found in modified processes without introducing new technology. However, if an organization can define a new way of working that would clearly benefit from technology being applied to fill process gaps, automate tasks, or accelerate production, it strengthens the case for the continuous care and feeding of new technology.

Simply purchasing GenStudio will not solve the content challenges facing many enterprises. An organization needs a defined vision for a revamped content supply chain and a clear articulation of where technology will enhance the process.

Engage an outside partner in digital transformation

The demands for content in the digital economy border on insatiable, and surveys of enterprise marketing leaders show content requests are climbing and will continue to do so.

To complete, enterprises will need to adopt new processes and technologies to enable a content supply chain that meets organizational and customer demands.

Reimagining ways of working can be difficult for in-house teams who are potentially insulated from new ideas and don’t regularly see how other organizations tackle similar issues. This is where an outside partner can provide invaluable insights and guidance.

At Oshyn, we bring significant consulting experience from many enterprises to inform organizations on evolving marketing processes and adopting new marketing technologies.