Adobe Max 2024 Unpacked: Redefining Content Creation with AI

The future of content creation is here. Are you ready?

The Rightpoint team recently had the opportunity to see firsthand how the latest innovations are reshaping creative technology at the 2024 Adobe Max event.

Adobe Max is an event that showcases the latest Adobe innovations in creative technology. This year's focus was, unsurprisingly, on artificial intelligence (AI). The event highlighted the importance of data-driven designs and team enablement while providing interesting perspectives on AI as a tool to enhance, rather than replace, the human element crucial in design.

In between soaking up the beautiful Miami sun and rubbing elbows with impressive creative minds, we had some great takeaways.

Which Tools Are We Most Excited About?

The latest Adobe offerings are focused on merging the worlds of creatives and digital marketers. This connection aims to enhance the efficiency of content creation while providing faster, more actionable insights (insights that actually make sense to us non-analysts…)

Gone are the days of operating in silos, passing tasks from team to team, and playing guessing games on which content is really driving your business outcomes. Collaboration is now more important, and easier, than ever.

GenStudio for Performance Marketing

We cannot wait to bring GenStudio for Performance Marketing to our clients to drive their Content Supply Chain to the next level. Continuing the theme of helping creatives and marketers work hand-in-hand, GenStudio for Performance Marketing combines GenAI to expedite on-brand content creation with actionable insights to inform your business.

Here’s how it works:

1. The creative team defines approved assets, core templates, brand guidelines, key personas, and product benefits inside GenStudio for Performance Marketing.

2. The marketing team can then create a new email, social ad, or display ad by selecting the brand, persona, and product to target. They add a prompt for exactly what they want. Then within seconds, GenStudio for Performance Marketing creates 4 variations to choose from, each with a score for how closely it aligns with the defined brand guidelines.

3. The marketer chooses a variation and, directly inside GenStudio for Performance Marketing, sends the asset to the creative team for final approval. Upon approval, the creative assets can be activated across your marketing channels, including paid social, paid digital media, and email campaigns.

The best part is the insights that can be tracked once the new content is out in front of your customers. The detailed insights help enable analysts and creatives to speak the same language to truly empower data-driven design.

For example, via automated metadata, the GenStudio for Performance Marketing Insights can show you which ad performed better and why. Was it the subject matter? The tone? The color palette? Insights will guide the way and inform the next batch of content.

Performance marketing is just the start. We’re excited to see which use cases could be next as Adobe continues to expand this offering. Think sales enablement, internal communication, client onboarding...oh my!

Adobe Express

We can’t leave out a mention of Adobe Express.

Adobe Express was created for those team members that don’t need the powerful features of the full Creative Cloud Suite but could still have a hand in creating content for the business.

Via a super easy to use interface, Adobe Express is designed to empower marketers to create the content they need without relying on creatives for the repetitive day-to-day updates. This frees up time for creatives to focus on the bigger picture projects that drive a brand forward while allowing marketers to act quickly.

And fear not! Brand adherence is still fully controlled by the creative team via approved templates and approval workflows to make sure any content that goes out represents the true voice of the brand.

With content demands expected to increase 5x over the next two years, Adobe Express enables the entire organization to contribute to and prioritize this ever-growing need for new content.

How Will AI Continue to Change the Way We Work?

AI is revolutionizing the way we work, the way we think, and the tools we use daily—not just in the world of creative and marketing.

Currently some of the main AI uses cases fall into a few categories:

• Creative use cases for “doing”. Think: ideation, asset creation, post-production.

• Marketing use cases for “summarization”. Think: data insights, performance reports, ad and landing page optimization.

• Internal use cases for “productivity”. Think: transcribing, quickly identifying points from documents, catching up on what you missed.

The change to our standard ways of working can be challenging and, honestly, can seem like more work to figure it all out vs. continuing on with what we know. Not to mention, the underlying fear that our skills are replaceable…

But we may be able to remove some of the resistance and slow adoption by shifting how we think about AI. AI is about enhancing, not replacing, the human touch. Think of AI as just another tool or plug-in that can improve your efficiency so you can spend more time on higher-value work.

I loved an example given during one of the Adobe Max sessions around this concept. The speaker compared the rise of AI to the invention of the calculator. The calculator didn’t remove the need for mathematicians. It freed up their time to focus on more advanced use cases that led to the invention of computers and much of the software we rely on today as well as leading to…the creation of AI.

How Can Your Teams Prepare?

AI presents unprecedented opportunities for content creation that comes with both excitement and a lot of unknowns. So how can your teams prepare for working with AI and taking advantage of the latest and greatest from Adobe?

Prepare Your Brand Content

The more you can give AI to work with, the better your results will be. So, start getting your core content foundations cleaned up and ready to go now. For example:

• Define your brand guidelines including your colors, fonts, tone of voice...etc.

• Define your key personas including demographics, behavioral information, pain points and challenges...etc

• Define your product descriptions including their benefits and value drivers

• Start thinking in the world of templates vs. one-off creations

Help Your Teams Master the Art of Prompt Writing

My friends, like it or not, the world of prompt writing isn’t going anywhere. It is quickly becoming the new normal. Prompt writing can initially feel counterintuitive as we all untrain our brains from the days of one or two word Google searches. But with a little practice and mindset shift, you’ll get the hang of it!

Need some help? Look for free online training or even check out Adobe’s prompt writing guide.

(Pro Tip: When thinking about prompts for asset creation, look to your creative teams! They often have the right vocabulary to use because they understand the nuances of design. Tap into their expertise to establish your prompt guidelines!)

Find an Expert Guide

Adobe’s latest tools are getting easier to implement with built in integrations and easy to use interfaces. But, a tool is only one piece of the puzzle to enable your teams to keep up with the changing technology landscape.

Companies will need trusted advisors to guide them in preparing for the implementation of new tool capabilities, empowering their people via change management and training, or updating processes that are no longer relevant or effective.

Another Adobe Max speaker said, “AI is like we’ve discovered fire. But fire can burn.” Companies must be agile and innovative in adapting to this change. Finding a strategic advisor who can show you the way will be crucial to avoid common pitfalls as you embark on this new adventure.

Hey! I Know Just the Guide…

As an Adobe Platinum Partner, Rightpoint has been at the forefront of supporting teams to establish a Content Supply Chain that helps creatives, marketers (and beyond) work seamlessly together to create the content that powers their business.

If you’re looking for support getting the latest Adobe and AI innovations into the hands of your teams, let’s chat! Contact us here.