Adobe Brings AI Features for Performance Marketing
Analytics India Magazine (Supreeth Koundinya)
Adobe has announced expansions to its content platform, GenStudio, introducing AI-enabled features for ad campaigns, brand content and performance marketing.
With the ‘Video ad creation’ feature set to be released soon, businesses can automatically reformat existing videos for different ad formats and generate short videos from static images.
Additionally, AI-generated images that can be used in display ads, marketing emails, and more are now available in beta. Teams will also be able to maintain brand consistency.
Adobe GenStudio now streamlines creative marketing workflows by integrating Workfront with Express for a simplified review and asset approval process.
It also provides Firefly Services APIs for various tasks (resizing, video, 3D, avatars), no-code automation, including resizing and colour grading, and ‘Custom Models’ that offer enhanced image quality and style.
Besides helping teams generate creative assets, the platform now also helps them optimise it for multiple platforms, including Amazon Ads, Google Campaign Manager 360, LinkedIn and Meta.
“Leading businesses and agencies, including The Coca-Cola Company, Dentsu, The Estée Lauder Companies, Lumen Technologies, Newell Brands, and Publicis Groupe are leveraging GenStudio solutions to accelerate marketing campaigns and create impactful customer experiences,” said the company in the announcement.
“Marketing teams face growing demands for fresh and compelling content delivered across many channels, driven in part by the explosive growth in formats such as video,” said Varun Parmar, general manager, Adobe GenStudio and Firefly Enterprise.
“Our AI platform helps businesses connect creative vision with marketing goals to deliver personalised experiences faster and more efficiently,” he added.
Adobe also said that 71% of marketers expect a five-fold increase in digital content needs by 2027, and the company is focusing on regularly upgrading its tools and platforms to meet the demand.
The company reported record revenue of $5.87 billion for the second quarter of its fiscal year 2025, an 11% increase over the previous year. The increase was attributed to the ongoing demand for AI-driven software solutions that create images and video content.
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