Adobe GenStudio: Powering the Next Era of Content Creation

It’s no secret that personalized omnichannel marketing campaigns require incredible amounts of content. What remains a mystery for some marketers, though, is how to create usable, engaging, on-brand content with limited time and resources.

Adobe GenStudio for Performance Marketing, Adobe’s latest application for Adobe Experience Cloud, is the solution. Marketing teams can bolster their content supply chain and serve a wider range of customers with brand-approved, personalized content. But in order to take full advantage of GenStudio's capabilities, teams need to do some prep work.

In this article, we’ll discuss GenStudio for Performance Marketing’s most impactful benefits and outline key steps teams must take to prepare for GenStudio implementation.

What Is GenStudio for Performance Marketing?

Adobe describes GenStudio for Performance Marketing as “a generative AI-first application that lets marketing teams create their own ads and emails to drive impactful, personalized marketing campaigns.” GenStudio allows marketers to self-serve on-brand, audience-specific content, freeing up creative teams to focus on more complex or time-intensive projects.

With GenStudio, marketers and creatives alike benefit from greater speed, scale, and efficiency within the content supply chain. Here’s how GenStudio delivers on these benefits.

On-brand content

Creative teams enter brand specifications to ensure that GenStudio delivers content that meets brand approval. Marketers can include specific channel directives — key for delivering optimized content in an omnichannel campaign. The templates ensure that content generation meets brand and channel requirements before getting final approval.

Performance

By importing data from specific paid media accounts, GenStudio helps your team understand which content and images drive the most engagement. Real-time insights allows marketers to capitalize on marketing moments much more quickly than they could if waiting for creative teams to create new content.

Personalization

In addition to brand specifications, marketers can also create customized content by setting target personas. GenAI takes cues from the personas your team dictates to create custom content for target audiences. The efficiency and speed of GenAI provides more opportunities to generate relevant content for all audiences, even lower-priority groups who may have fallen by the wayside in the past.

Built-in review and approval workflows allow for efficient collaboration between marketing and creative teams, ensuring that new or revised content meets organizational standards prior to publication.

With GenStudio, performance marketers can:

• Refresh campaign content: Update existing, brand-compliant marketing material for different audiences. Remix for different channels or campaign packages without using more of your marketing budget.

• Experiment with variations: Easily create multiple variations to test for audience appeal and conversion effectiveness. Quickly alter and optimize based on real-time insights.

• Localize for regional use: Adapt global content for local use cases — for example, AI-driven translation of copy into local language — and enable regional/local marketers to self-serve global content via templates.

GenStudio Readiness Tips for Enterprises

Although GenStudio is currently geared toward performance marketers, this solution will continue to evolve and introduce other impactful capabilities and functions. Preparing to implement GenStudio now means your team can capitalize on new integrations for optimized omnichannel marketing campaigns sooner than the late adopters.

The following tips can help prepare marketers to fold GenStudio into their current content supply chain processes.

1. Assess current processes

Evaluate your typical content timeline by listing the steps for creating new assets in different formats. Here’s an example:

Ideation → Creative Brief → Production → Review/Approve → Revision → Publication

Note that the review/approval and revision stages aren’t always linear; take into account the average time spent between each review/revision interaction and identify where bottlenecks occur the most. Consider how these steps change when reusing/repurposing existing content — does the process take just as long, or are there opportunities for time savings?

Process evaluation should also include a close look at your typical testing process and ability to respond. How quickly do you receive performance data, and can your team take advantage of important marketing moments?

2. Assess current systems and tools

Consider how well your current systems and tools work together. Whether you use Adobe Experience Manager products or other software solutions for DAM, analytics, channel activation, here are a few questions to start your evaluation:

1. Do our current systems share data seamlessly, or have we created workarounds for inefficiencies? Could another tool effectively do the work of two or more of our current solutions?

2. How does our asset management help or hurt the content creation process? Can the right people easily access assets for either repurpose or publication?

3. Where is relevant performance data stored? Is it easily accessible so that we can take action on notable insights quickly?

By evaluating integration capabilities with complimentary systems, you can begin to improve efficiency by streamlining collaboration with better, more connected tools.

3. Align teams and stakeholders

At minimum, marketing and creative teams must be aligned on the purpose and function of GenStudio in order to get the most benefit from using it. GenStudio is designed to support content creation at scale, foster collaboration, and simplify the creative tasks that are appropriate for automation. Clearly defining the product’s role from both a marketing and creative perspective can help both teams better understand how to approach the new process.

4. Establish goals and metrics

GenAI tools are already being used by marketing teams for a wide range of services, from creating personalized marketing content to automating repetitive tasks to enhancing concepting sessions. Defining clear, measurable goals for GenStudio at each stage of content creation will help teams determine what’s working and where further improvements are needed.

5. Pilot group or channel testing

Introduce GenStudio in a small, low-risk, experimentation-focused environment before rolling out enterprise-wide usage. Planning a pilot test with either a specific group or marketing channel allows team members to familiarize themselves with the technology and address any potential concerns that could impact other parts of the content creation process. Pilot testing can instill confidence in team members as they continue to use GenStudio, helping to create advocates who can guide others going forward.

Pilot testing should coincide with a phased rollout plan, either of further pilot testing or a clear segue into everyday, widespread adoption of GenStudio.

Get Ready for GenStudio With Rightpoint

Adobe GenStudio for Performance Marketing is in its early stages, but additional integrations with Adobe products and other widely-used software solutions are just around the corner. With the right partner, you can power your content supply chain with brand-approved, audience-specific content at scale now and establish a plan for reaching business goals.

With Rightpoint as your guide, your team can expertly navigate all of the features that GenStudio has to offer and create a roadmap that meets your needs. Reach out to our Adobe experts at Rightpoint today.