With Adobe Summit in the rearview mirror, we've gathered insights on what enterprises are struggling with—and conquering—in the race to leverage Generative AI for competitive advantage. One theme became clear throughout Summit: GenAI can play a dramatic role in automating the content supply chain, but using it effectively and responsibly presents a challenge.
At Adobe Summit, we heard from many organizations struggling to streamline their content creation workflows. We know that meeting the ever-increasing demand for personalized, quality content is a high priority for today's marketing leaders, but we also know that implementing GenAI can be daunting. Deloitte Digital has developed guidance, in collaboration with Adobe, to help your business get started.
Great content marketing generates powerful business results—and marketing leaders know it. But as consumers look for more meaningful connections with brands, today’s marketing and digital experience leaders are tasked with producing:
1. an ever-increasing volume of personalized content
2. without sacrificing quality,
3. with lower budgets than ever before.
If you are struggling to keep up, you are not alone. The traditional process to produce advertising and marketing content is fraught with challenges, with repetitive planning and design steps, lengthy review and approval backlogs, and disconnected distribution and management systems across channels.
It is hard to believe it has only been one year since Adobe announced Adobe Firefly, its new family of Generative AI models focused on creativity and productivity. For many organizations, marketing and creative use cases are a top choice for implementing GenAI, and the productivity and effectiveness gains make it clear why.
Generative AI’s potential contributions to content production for the enterprise are evident. Our recent survey of GenAI early adopters revealed that they have seen immediate value, such as beating their revenue goals by 14% (versus only 2% for non-adopters), as well as being able to meet their content goals 1.5x as often as their non-adopter counterparts. GenAI is demonstrating it can shorten the time from insight to action, accelerating content ideation, production, and distribution for marketers and advertisers.
With Adobe’s portfolio of solutions like Firefly, Workfront, and Journey Optimizer (within Adobe Experience Platform), the production and distribution of personalized content can be automated across the customer journey. Deloitte Digital Content Studios is already leading the way for clients, leveraging Adobe technology to produce on-brand personalized content at scale.
Whether using these tools or others in the market, the potential benefits of GenAI are clear. The content supply chain opportunities that can be unlocked for your organization include accelerated production times, personalized content, and cost savings for your bottom line—all at scale. Future-ready leaders know this. However, the practical and regulatory considerations at play also mean that organizations cannot simply dive head-first into GenAI. This powerful, evolving technology needs guardrails established by trusted, experienced leaders to ensure it is implemented responsibly and effectively.
When it comes to risk and governance, GenAI is unfamiliar territory that poses several new questions and potential complications. The fundamental challenge leaders face is how to harness the power of artificial intelligence for their content supply chain and how to best prepare for it. They should remain committed to monitoring AI systems to identify new risks and maintain brand safety. This requires buy-in from the C-suite and a top-down value system throughout the organization that prioritizes testing, security, and compliance.
Marketing and digital experience leaders are looking for a concrete, long-term plan for GenAI implementation and governance. Embracing GenAI in content production can improve productivity, increase audience engagement, and, most importantly, elevate content marketing experiences for the consumer.
Read our recent report on GenAI for content supply chains, and be sure to watch our LinkedIn Live session to get insights directly from our leaders.
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Efficiency unbound: How to make the leap with Generative AI
