Adobe is integrating generative AI and AI agents directly into content production workflows, the company announced today, with the aim of streamlining experience delivery through integrations with Amazon Ads, Google Marketing Platform, Innovid, LinkedIn and TikTok.
The updates, announced at the Adobe MAX creative conference, include expanded functionality for Adobe GenStudio. The improvements aim to address a major challenge creative and marketing teams face: the insatiable demand for content.
What’s new in Adobe GenStudio?
Adobe Firefly Creative Production for Enterprise extends the Firefly web app’s ability to quickly resize and reframe thousands of assets. New enterprise-level capabilities include a workflow builder for creating reusable production workflows; integrations with Adobe Experience Manager Assets and Frame.io to streamline asset import and export; and more than twenty generative and creative actions, including object composition and brand controls.
Adobe’s Content Production Agent is now available in beta within GenStudio for Performance Marketing. The AI-first app helps scale the production of branded ads, emails, and other assets. The agent interprets marketing instructions and automatically generates content tailored to different channels, aligned with campaign goals and brand guidelines.
Adobe Firefly Services APIs now support video reframing and object composition, while the new Content Authenticity API (beta) embeds verifiable digital credentials to help protect brand integrity at scale.
Teams can automatically build, activate, and optimize experiences across major advertising platforms through GenStudio for Performance Marketing. New and expanded integrations include:
- Amazon Ads: Activate display ads directly (now generally available).
- Innovate: Activate and measure display campaigns with performance insights (in beta).
- Googling: Activate video ads through Google Campaign Manager 360 (coming soon in beta).
- LinkedIn: Export video and image ads directly to Campaign Manager and use performance data to optimize assets (now generally available).
- TikTok: Create and activate image/video ads across the platform and access performance insights (in beta).
Dig deeper: how to turn internal documents into content that converts
Adobe will help brands develop unique AI models
Adobe also introduced Firefly Foundry, a service that allows companies to work directly with Adobe to create generative AI models customized to their brand. These proprietary models are trained on the company’s own IP and are built on top of commercially secure Firefly models.
Firefly Foundry models support all major asset types including images, video, audio, vector and 3D, accelerating content delivery for brand campaigns, performance marketing, media production workflows and more.
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