It is not yet the age of maturity but generative artificial intelligence has reached a milestone, 18 months after the appearance of the first players, OpenAI in the lead. Arriving on the market a few months later with its Firefly tool, Adobe now wants to bring this disruptive technology into the daily lives of marketers, whom the American giant brought together on March 26 and 27 in Las Vegas for its annual event dedicated to customer experience, the Adobe Summit.
“2024 will be the year when generative AI leaves the playing field and enters the production processes of brands”explained David Wadhwani, president of digital media at Adobe, during the opening keynote. “Generative AI will enable hyperpersonalization on a large scale, that’s the challenge today”added Anil Chakravarthy, president digital experience.
It is in this context that Adobe announced a whole range of new features and solutions, starting with Firefly Custom Model. This will allow brands to train the image generation model with their own assets, so that the visuals created by Firefly respect the brand’s graphic universe. With Firefly Services, marketing departments will also be able to create hundreds of visuals in just a few seconds, which will respect their graphic territory as defined with Firefly Custom Model.
“Until now, we have never had the ability to create so many variations of images in such a short time. This is something that will profoundly change content creation”insisted Wes Hopkins, principal technical evangelist at Adobe.
According to the IBM study “GenAI and the future of work”, presented at the Adobe Summit, 56% of marketing managers surveyed believe that content creation is the marketing function that will be most impacted by generative AI. “To be able to offer hyper-personalized experiences, brands will have to produce an enormous amount of content. By doing this, generative AI will allow marketers to free up time to focus on important and creative tasks”estimated Karen Feldman, vice-president of marketing and communications at IBM.
Unmanageable volume of content
Along the same lines, Adobe announced the creation of GenStudio, which intends to bring together everything a marketer needs to design and manage their campaigns. “Today, the volume of content required is becoming unmanageable. We are asked to deliver more, with stable or reduced budgets in certain cases. Using generative AI, GenStudio aims to make it easier and faster for marketers to create content for their brand. In one click, for example, you can transform a Facebook campaign that works very well into a complete email »detailed to Strategies Don Bennion, senior director de GenStudio.
Another announcement, the integration of AI Assistant into Adobe Experience Platform. Concretely, this conversational assistant will be able to respond in natural language to questions asked by marketing professionals, whether they relate to past analytics or any other data on which it has been trained. A sort of ChatGPT of corporate marketing in short.
Directions and good practices
The 11,000 marketing professionals who gathered in Las Vegas during these two days were also able to discuss their vision of generative AI and the way in which it will probably change the CMO profession. Few use cases yet, this technology being very recent, but a start of ideas and good practices, which were shared during the various conferences by customers of Adobe solutions.
“In addition to content creation itself, generative AI simplifies how it is reviewed and validated”, explained on the big stage Lidia Fonseca, executive vice president, director of digital and technology at Pfizer. The pharmaceutical laboratory used generative AI to create the texts and images of its new site dedicated to cancer, Let’s outdo cancer, designed “in just three weeks”as well as to translate its sites into different languages. “Websites are a central element in reaching out to patients. Content is at the heart of our transformation and, with generative AI, we have completely changed our content production chain”she emphasized.
To accelerate the use of generative AI in the company, the CEO of Pfizer has also set the objective of the managers directly reporting to him to develop two use cases each, Lidia Fonseca said.
New business models to invent
Within the Tapestry group, owner of the luxury Coach brand, generative AI was used for inspiration, thanks to the Firefly Custom Model functionality. “We started by trying to create a Coach bag in Firefly, from around twenty visuals of our bags. Quickly, the result was very close to our bags. This is extremely promising. We then shared the generated images with our creative team; it can inspire them”detailed JJ Camara, senior director within Tapestry’s digital product creation department.
In advertising creations, however, there can be a risk in overusing generative AI, warns Rachel Mercer, MD customer experience & design at JP Morgan Case: “Most AI-generated content looks the same. Brands will therefore have to integrate their own visual identity or highlight their heritage into the images generated. This is the only way they will differentiate themselves in the use of generative AI. »
Beyond content creation or product design, the challenge of generative AI is much broader, according to Amit Manurkar, VP digital content & martech within the Marriott group. “AI is going to make a shift: we are going to move from a gain in efficiency to something that will really change the rules of the game. There are new business models to be invented with AI. The combination of generative AI and machine learning will open new horizons”, he sketched. Marketing and more broadly businesses are at the beginning of a revolution to which Adobe intends to contribute.
2024-04-03 03:31:19
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