The Future of Marketing Automation: AI-Powered and Human-Driven

There’s no doubt that AI will heavily define the future of marketing. A recent McKinsey study found that aside from sales, marketing is where AI will have the most financial impact. Already, 86% of marketers say AI saves them at least an hour per day, and 75% of marketers use AI to reduce manual tasks.

Today AI is often used for simple tasks like generating copy or brainstorming. But as AI grows more sophisticated, it’s evolving into a powerful tool that merges creative capabilities with data-driven precision.

Adobe Experience Cloud (AEC) stands at the forefront of this new frontier, leveraging generative AI and language learning models to help brands deliver consistent, high-quality customer experiences at scale.

Adobe GenStudio for Performance Marketing, Adobe’s newest application for AEC, offers marketers unparalleled capabilities to streamline workflows, optimize personalization, and improve campaign results.

A new approach to content creation: GenStudio

GenStudio is a generative AI-driven tool that’s reshaping how brands approach content creation and management. With an emphasis on brand compliance, personalization, and content optimization, the platform lets marketers plan, execute, and refine digital campaigns with remarkable efficiency.

Instead of managing multiple teams and workflows, marketers can now generate a variety of on-brand content across platforms using a single tool. By leveraging templates, marketers can quickly customize campaigns for different audiences, minimize bottlenecks, and maximize time high-value strategy.

Here’s a look at a few key features:

• Generative AI creation: Quickly generate copy, assemble assets for campaigns, personalize content for target audiences, and create variations on existing content.

• Brand compliance: Build a strong brand with the help of AI, which follows brand guidelines and creates content that matches voice, tone, and channel-specific direction.

• Campaigns: Drive successful campaigns with tools that organize assets into a single view, optimize assets for better performance, and integrate with Adobe Workfront for additional insights.

• Content: Easily find, upload, edit, or repurpose content with a built-in asset repository, then create new variations using AI.

• Activation: Automatically send approved content to third-party platforms like Meta, TikTok, and Google Campaign Manager 360. (Feature in development)

• Insights: Optimize campaigns using content tagging and reporting, then use those insights to create even higher-performing content in the future.

Personalization and customer experience in the age of AI

Today’s marketers have limited resources for building personalized content and reaching diverse audiences. According to Adobe research, 59% of marketing teams are overwhelmed by the demand for creative teams to create new versions of content.

Adobe Experience Cloud and GenStudio help marketers overcome this challenge making it easier than ever to personalize content using a single prompt. Marketers can quickly alter target personas to create on-brand variations across channels for unique audiences.

In fact, one marketing team used GenStudio’s AI to double the number of digital experiences and audiences they serve, allowing them to reach previously untapped audiences with content that resonates.

Meeting customer needs with cross-channel automation

As customer expectations continue to evolve, cross-channel consistency is vital for brands that want to stay competitive.

McKinsey research shows that more than a third of Americans value omnichannel features, and younger buyers see seamless experiences as a must-have. Omnichannel customers shop also more — and spend more — than those using a single channel.

Adobe Experience Cloud helps marketers create that consistency customers crave by simplifying cross-channel automation and enabling more unified digital journeys.

With AEC, marketers can repurpose content with minimal adjustments, saving time and resources across formats. A series of Instagram posts could be adapted for email or digital ads with just a few tweaks, or a digital banner ad could be adapted for Facebook with a quick prompt.

GenStudio also integrates with third-party data to offer insights on content performance, such as click-through rates and engagement metrics. These valuable analytics help marketers fine-tune campaigns to better resonate with diverse audiences and drive an ever-increasing return on investment.

Balancing authenticity and efficiency

AI-driven automation enables a faster, more scalable approach to marketing. But these efficiency gains don’t outweigh the importance of human-centered authenticity, which is why GenStudio emphasizes tailored, brand-specific marketing.

Adobe’s AI references brand guidelines for all generated content, empowering marketers to create high-quality, authentic content at scale. Embedded brand-check and approval workflows ensure consistency for initial outputs, and an ongoing iteration process allows AI to learn from marketer feedback during the review cycle.

The result is an AI-driven output that feels personal and genuine, maintaining the careful balance between automation and the human touch that customers value.

Getting AI-ready

For organizations new to Adobe Experience Cloud, preparing for AI-driven automation is vital. Here are some tips to ensure successful implementation:

• Organize and document brand assets: Gather and organize brand guidelines, visual assets, and content libraries in an AI-accessible format. This gives AI the foundation it needs to generate accurate, on-brand content.

• Centralize data sources: Evaluate CRM data and other sources to make sure relevant insights are easily accessible to AI. By centralizing sources, AI can personalize content based on real-time, actionable insights.

• Establish clear goals: Define challenges, priorities, and goals for AEC, such as boosting engagement, reducing workload, or improving personalization efforts. Specific, clear goals will help guide strategy and measure long-term success.

• Train AI on brand guidelines: Leverage past content and brand guidelines to train AI on voice and tone. This step ensures all content stays true to the brand and aligns with overarching organizational messaging.

• Create a scalable content repository: Keep an updated, organized library of approved content and assets so AI can pull relevant elements. Doing so will speed up content creation and maintain consistency across channels.

Keep in mind — Adobe’s AI improves with feedback. By running regular tests, monitoring performance, and providing input, marketers can refine AI outputs and meet organizational goals.

Maximize the power of AI with Rightpoint

Adobe Experience Cloud and GenStudio offer a promising look into the future of marketing automation — one that’s human-guided, AI-powered, and more impactful than ever before. With these tools, marketers can improve efficiency while also expanding their creative and strategic role. Ultimately, AI will empower marketers to build more personalized customer experiences at scale.

If you’re eager to see how AI can help you streamline workflows and optimize marketing results, get in touch with Rightpoint. As Total Experience experts, we’ll help you get AI-ready and maximize the power of emerging tools for your brand.