Adobe Inc. said today it’s enhancing its popular GenStudio platform for marketing teams, adding artificial intelligence agents, tools for building custom large language models and content optimization, in order to accelerate branded content creation.

The updates were announced at Adobe MAX, the company’s annual conference for creators, and are said to embed more automation into creative workflows while streamlining content delivery.

Adobe GenStudio bundles a suite of generative AI tools designed especially for marketing teams. It helps them to create, manage and optimize branded content that can be used for advertising campaigns across almost any channel, including social media and email. Besides accelerating the content creation process, it also provides tools for campaign management and collaboration between marketing and creative teams, helping them work together more effectively.

The company has revamped almost every aspect of the GenStudio platform, adding enterprise-grade features to its Firefly Creative Production for Enterprise application. These include a new workflow builder for creating reusable production workflows, plus tighter integration with Adobe Experience Manager Assets and Frame.io to simplify how media assets are exported and imported to and from the platform.

On the agentic side, Adobe has made its new Content Production Agent available in beta. The company said the agent is integrated with GenStudio for Performance Marketing, a suite of generative AI tools aimed at scaling on-brand ads and emails. The agent is capable of interpreting complex marketing briefs and automatically creating relevant brand-aligned content for the desired channels.

To create custom models, Adobe has integrated its new Firefly Foundry service with GenStudio. Firefly Foundry, launched last week, sees Adobe’s experts work alongside customers to enable “deep tuning” of its basic Firefly LLMs using specific imagery, videos and styles, so they’ll generate content that incorporates distinctive brand elements.

“AI Foundry gives brands the means to rearchitect Adobe’s Firefly model to include their tone, tenor, voice, brand guidelines and visual identity ssystems, among other things,” said Liz Miller of Constellation Research Inc. “It’s ideal for large enterprises with massive content needs across images, video, audio and even 3D content. Think brands like Disney, Netflix and Paramount. Adobe is offering them a managed service for companies to build their own Firefly models that reflect their unique styles.

Aside from enhancing creativity, the updated GenStudio comes with a bunch of new capabilities aimed at delivering optimized content experiences to consumers across multiple advertising platforms. For instance, GenStudio is now integrated with Amazon.com Inc.’s Amazon Ads platform, so users will be able to create new advertisements and export them directly. In addition, GenStudio now allows users to activate image and video ads directly within Google Campaign Manager 360 and LinkedIn’s and TikTok’s respective ad platforms.

Adobe GenStudio and Firefly Enterprise General Manager Varun Parmar said the updates will help to cement its status as the go-to generative AI platform for marketing teams at companies including The Coca-Cola Company, Estée Lauder Co., the National Football League, Pepsi Co., Prudential Financial Inc., Qualcomm Inc., IBM Corp. and Henkel AG & Co. KGaA

“GenStudio brings together the capabilities for businesses to remain competitive in an attention-based economy, dramatically shortening the time it takes to deliver on-brand experiences at scale,” he said.

Image: Adobe