[Music] [Purnima Rachoor Roy] All right. Hi, everyone. Thank you for joining us for today's session. It's day two. I hope all of you are energized and inspired from all the sessions and activities that you've been attending. I'm super excited to be here and share with you the latest innovation has been working on this past year. You saw it on the main stage yesterday, and you'll get a little bit more of a double click today.
First, I want to do some quick introductions as you see me, as well as several others on the stage here today. My name is Purnima. I drive product marketing and strategy for Gen Studio for Performance marketing. With me I have Hannah Jilk from University of Phoenix, Daniel Fehrenbach from Adobe's own Global Marketing organization, and Tim Furlough from Lenovo. Each of them have been testing and using Gen Studio for performance marketing over the last several months, and they're here with us today to share their perspective on this new product, both from how it impacts their role as well as the operational impact on their workflows. So let's jump in.
More content, faster. That's the name of the game. And that's what all of you are being tasked with in today's digital first world. When we speak to our customers, all of you, we're hearing that content demand is growing beyond capacity.
It's going to grow 5x in the next two years. 5x. Take that in for a moment. The amount of content that all of you are being asked to generate is growing exponentially.
So what's really driving that? What's really driving this need for more content? It comes down to personalization. You want to better reach your audiences and your customers with more relevant and personalized experiences. You want to have one-on-one conversations with your customers. In a world that's polluted with digital noise. And that requires a lot of content. Let's take a look at this example of a campaign where you're promoting a modest product line of eight products. As you combine that with marketing channels, languages for global activation, look at how that number starts to grow.
Now I want to pause here at variations. Variations are really key for personalization, but most companies today can do about three variations. However, digital platforms like Meta, for example, ask for ten variations to run through their algorithms and optimizing engagement so they can make sure they're putting the right experience in front of the right user. Now look at how that number goes up. Most companies can't scale to that today. Lastly, in a digital first world content shelf life is very small. Most companies today refresh content 3 to 4 times a year. But when content becomes scale on certain platforms in three days, and I've even heard ten minutes, you can't afford to refresh content so little times. Now, just refreshing on a monthly basis gets you to half a million assets for this small campaign. You're being asked to do a lot more with less. You're being inundated with manual and repetitive tasks, and you have very little time to focus on the things that you want to do. The real creative work.
Enter generative AI with this new technology, we have an opportunity to automate and scale content creation at a speed and scale like never before. Adobe's really harnessing this technology to equip creative and marketing teams with tools to transform the way we think about content creation, so they can really fulfill the demands that are coming in today.
And that's where our newest innovation, Gen Studio for Performance Marketing comes in.
It's a brand new gen AI-first application that we have purpose built to enable creative and marketing teams to work together to scale the creation of on brand content for page social email display ads and banners. We know this is where the biggest demands are coming in for content, and that's why we're starting with these channels. first. Now, not only is this content on brand, but we need to make sure that it's personalized. It's optimized so that it's going to do the job that you want it to do: really connect and engage with your audiences.
Now with Gen Studio for Performance Marketing, we really think about three use cases that it can help you drive.
We talked about content shelf life earlier. With this new product, you can now address all of the ad fatigue that we see in market by being able to easily and quickly refreshing existing content on a more ongoing basis. You don't have to kick off a creative brief every time you need a piece of content. The creative team's already provided you with all of the wonderful, amazing hero content. As a marketer, you can quickly go in self-serve and swap out the images or the copy and refresh and put it back into market easily.
Next we also talked about personalization. Personalization requires a lot of content variations because as you know, the same content that resonates with you may not resonate with me. Now, with Gen Studio for performance marketing, I can again access all of my brand approved assets from my creative team and quickly create multiple variations for activation. Now, we also want to make sure all of these variations are performing, and that's where the experimentation comes in. We also have access to insights and creative performance data, so that you can see what is actually resonating with your audiences and why. So you can continually optimize the creative that you're you're generating.
The last one is the ability to localize content for regional use. Most of our customers have a global presence. They're creating campaigns that they want to be able to activate globally, not just in one location, or have it created across different regions. So with Gen Studio for performance marketing, you can now quickly create consistent campaigns across your global regions by taking your existing global content or regional content and quickly adapting it for your regions.
Do you guys want to see the product? Yeah. All right. Let's do it. All right. So here's we've landed in the product. Now, before I jump in, this is actually Adobe's own instance of Gen Studio for performance marketing. This is what we're using in our global marketing organization to generate content and actually put it into production today. So you'll see you'll recognize some of our products here as well. Now before I go into the hero flow, the creation, I actually want to orient you on a couple of things in the product. Now we're talking about content creation here. And something needs to inform that content, that creation of that content. So I'm going to first talk about these three components here. And bear with me because I have to look down at the screen here. So we have three components here that I want to walk you through.
Brand personas and products. So let's talk about these for a moment. Here you'll see brands and brands. All of you today have really rich brand guidelines and brand books. Today that you're leveraging for all of the content that you're generating. Now you want to make sure that all of that can come into the product, because everything that you create in the product has to be on brand. So here if I click into Adobe's brand here, you can see our brand voice guidelines. You can see our tone of voice, our brand values, editorial guidelines, editorial restrictions, things you don't want the copy to say. Here for tone of voice, for example, you can see we want to make sure our copy is optimistic, clear and concise and confident. So I can take all of this and bake that in as it's generating the copy. We also have channel specific guidelines, because the content you're creating for email, the copy or creating for email, it's not going to be the same as the way you want to create from ads or display ads. And here you can get very specific in terms of the different guidelines that you have for each of your different channels.
Next, let's take a look at personas. Personas are all of the different audiences that you want to reach with the content that you're generating. Here you see all of the different personas that Adobe has. Let's take a look at one of them. Here we've got the hobbyist for this persona. You can see the description and the messaging preferences and the all of this is going to be leveraged by the AI to adapt the copy to the specific personas that you want to reach with the content you're generating.
Next, we have products. Products are all of the things that you want to actually create the promotional content around, whether it's emails, meta ads, things like that. Here are all of the products that Adobe has. Let's take a look at one that you guys might be familiar with. Let's take a look at Adobe Photoshop here.
Here in Adobe Photoshop, the product description, you can see an overview of the product as well as a value proposition. Now this is going to be really helpful for the AI so that it understands what the product is, what the benefits are, what the value is, so that as it's generating the copy, it can tailor it to your product description.
All right. So we've got our brands. We have our personas and we have our products. All of the information the AI needs to generate the content that's tailored to your brand and your your content. So let's go ahead and jump in to create. All right. Here you can see we have the ability to create emails, meta ads as well as display ads. We're going to go ahead and create and create a meta ad, a Facebook ad today to promote, to create emails for our Photoshop campaign that's coming up to promote our new feature. Generative Expand.
All right. So we first start with selecting the meta. And then you can see here we have three templates. Templates are what you as a creative team can provide your marketing team so that they can ensure that anything that's being generated is on brand. So I go ahead and select my template here.
From there you recognize the brand personas and product. Here I can go ahead and select each one of those. So selecting Adobe Brand I'm going to select my persona. And I'm going to select my product as Adobe Photoshop.
All right. Now we also have a lot of great content approved assets that the creative team has already provided us. I want to be able to select those and bring those directly into my generation as well. So I'm going to go ahead and hit select from content here. I can see all of the great assets that my creative team has already put in here. So I can go ahead and select from here. I'm going to go ahead and just put a quick filter so I can get to the assets that I need.
And from here I can go ahead and select. Now anytime we do a generation we're going to be able to get four variations. So I'm going to go ahead and select four images. I really like these images. They're really fun. So they look so vibrant on the canvas. And we we use these for our Photoshop campaign. So I'm going to go ahead and select these four. And I can go ahead and hit use. All right. So now we have all of our parameters and we have all the content that the creative teams provided me. Now I just need my prompt. I have a prompt ready to go. I want to generate an ad to promote our new general gen expand feature. And I'm going to hit generate.
So as I said, any time we do a generation we get four variations on the canvas. It's now taking all of the information that we've given it with the brand, the persona, the product. Combining that with the prompt that we've provided along with the content, the images that we've selected to start generating our Facebook ads. So in a moment, you'll start seeing the copy rendering as well as the images starting to populate. I'm going to just stop for a moment and let you guys take in the magic.
And there you have it. In moments, you now have four Facebook ads generated ready for your review, ready for you to go ahead and get started with. So now you have your four Facebook ads, and I want to talk to you about a couple of things. You can see the copy here that's been generated based on what you've put in. You can see the images here. You can see the call to action based on the template we've selected.
You also see something I want to point out at the top. here are the numbers. These are what we call brand scores. The brand score is basically giving you a score of, checking all of the ads against the brand guidelines that you've put into the system and telling you how on brand this is. So if there are, opportunities for you to go ahead and as a, as a marketer, go in and edit any of the brand, guide any and edit any of the components of the ads to make sure that you can increase that brand score and feel really comfortable with what you're putting in market. And now that you have your four ads, once you're comfortable with them, you can quickly go ahead and send it for approval. And I see someone from my creative team has just entered the audience. So I'm going to go ahead and send it to him and have him I'm going to have him approve that review and approve it. Now here you can see the review approval panel here. So as the person is reviewing and approving the content You go ahead and you'll get the notifications. You can see comments annotation. And once that's actually approved you can actually go ahead and export it and activate it downstream. All right. Now let's say once we activate the content. Great, we've generated the content. We're able to push it downstream. But the story is not over there. We also want to understand how our content is performing.
Now, because this is Adobe's instance, I can't show you our data, but what I can show you is something from our demo instance on what what types of insights you're going to be able to access and see now here in insights, when we jump over to that workflow, you can see all of the different campaigns that we have running in Meta Okay. From here I can also go to assets and actually see all of the different assets that we have active in market. Now we're using the weekend brand here. So you can see a lot of fun images here, associated with that brand. And so here you can see the rich visual reporting. And you can actually see what assets are in market. Now here you can see the spend associated. But you can actually very easily filter. And if you want to see click through rate cost per click. You can also filter for that data. Now when I click into an asset I can see the asset as well as all of the different places, different campaigns that this asset is being used in. I can also now this is a really cool part, what this product does is it's taking that asset, it's breaking down all of the metadata components. And you can see all of them here because it's taking the performance data and actually attributing it to each of those attributes or their metadata tags. Now, what that allows us to do is not only see insights at this asset level, but we can actually go back. We can actually get extremely rich data at the attribute level, because what this allows you to do as a creative persona is that I can actually understand, oh, are there certain photography genres, are there certain foreground colors? Are there certain components of this assets that are driving the performance of the creative that I'm putting in market? Because now what this allows you to do as a creative person is that you can go in and you can take all of this information and really inform the generation of future content.
All right. So that was the demo, all the way from how you go ahead and put in all of your brand guidelines to generating content to seeing the performance data as well. And you've heard enough for me. I'd actually like to have our guests come up now. So I'm actually going to go ahead and first start with Hana.
Come on up Hana. [Applause] I did want to very quickly say that Hana is from University of Phoenix. They have been working with us to beta test the product and Hana's here to talk about how this is all right. Perfect. How this is impacting her role as a creative persona. And also what, what value it's been adding to her workflows. So thank you. Hana. Yeah.
[Hannah Jilk] What's up creatives. How are we feeling? Yeah. You? Well, excited or maybe a little anxious? Yeah. Well, yeah, it's a lot. That was a lot. It's all really good stuff, but it's new and hopefully we're going to be feeling a little bit better by the end of this. I know that was pretty awesome, but also a little intimidating. So a little bit of background on me. My name is Hannah I've been writing for the University of Phoenix for almost four years. Before that I was working at ad agencies in Chicago, also working on their creative team. So I've been working both in-house and in agencies, so I feel like I have a little bit of, experience to be able to talk to this for both sides of that aisle.
All right. So Purnima touched on this a little bit, but I really do want to dig into some of the challenges that we as creatives are facing today. Can I get a quick show of hands of the people who are creatives in this room? Or like making content? Sick. Welcome. Very excited to be with you. So to put it plainly, we are seeing a major increased demand for content testing, experimentation, which is a fancy way of saying testing, and personalization. I think we are all feeling the pressure. We're all feeling the heat. The briefs are getting bigger. The asset quantities are getting larger. And quite frankly, the budgets, timelines and personnel are pretty much staying the same. I don't know about you guys. As much as I love my leadership team, they're not giving me five times more money to make five times more content. And that's okay. I do not expect them to do that.
So as a result, because we are getting this increased demand with how much increase in support, we are spending more time on repetitive, redundant tasks and assets rather than the true concepting and creative thinking that they literally hired us to do. So what does that mean for us? It means we're barely staying on top of our current workload, and as a result, we're not able to even get ahead on the projects that really need our creative brains and our creative thinking, which is kind of a perfect storm for burnout, right? I don't think any of us really got into this industry to make banner ads, and now most of our day is making that stuff. It's fine. It's great. Right? If it's performance marketing, they work. It's annoying that they work, but they work. But now we got to make them. So, enter Gen AI. What a tool like this has the opportunity to do is take a good portion of some of the more in-demand, monotonous and time consuming assets that we have to make for platforms like email, paid social and display so we can free up more of our time to do the projects that require the actual creative problem solving and concepting that we got our degrees in and that we were praying we would do when we were first hired. Right? So I like to think of a tool like this as having, you know, like a little creative assistant that allows me to basically creative, direct toward getting the best possible outcomes for these assets that really do drive our brands forward as much as we don't maybe like making them, they do work, and they're would help keep our organization moving and making money, and that is our time.
So as a creative, one of the things that I care about the most and what my art director partner cares about the most is are these assets that we're basically delegating to an AI going to be on brand? Because if they're not, I have a one on one on my calendar from my executive creative director being like, why is this an market? Where did this come from? And I got to be looking around like, what? So the tldr of this is, yes, they are on brand. You know, as with a generative AI tool, you know, you can and ingest your brand guidelines. Think about the demo we just had and ingest your brand guidelines, the ones that we spent hours making, that 45 page PDF with all of our brands and fonts and when to use it and when not to use it, and when we should use it, that's important. And adjust them well.
We also are able to provide in locked in templates for a lot of these cases. So the stuff that you worked on in Photoshop and InDesign, that is stuff that that's going to be able to be incorporated into a generative AI tool.
Specific personas, in other words, for audiences and product information, we are seeing a huge demand for individual audience segmentation. You know, whether it's a 20 year old dude who's into F1 or a single mom who works two jobs and loves her kids, it never stops, right? These are the people that we are advertising to, and they all have different needs and want to hear something different and it's on us to make it different. But it's so time consuming. A s a result, like Purnima also touched on the way that we would talk in email is different than the way that we would write for display, which is different than the way we would write for social.
So, like any generative AI tool, the more you give it to work with, the more likely you are to get the results that you want, and the less hard you'll have to work within the prompts you give it. So as a result, you can train a very capable AI model to create on brand quality content and quantities that would take much longer to do with just human creation alone. And that's not to say I can just give it a prompt, let her rip and walk away. I still need to work with this. Work with the results, make sure that it's on brand. Give it that certain degree of finessing and polishing that really requires our creative eyes and our knowledge, deep knowledge of the brand and where we want to take it. But what this also means is with tools like this, that our responsibilities in our day to day is, as creatives are going to change, and good.
how is this going to impact us? So this is going to free us up for a lot more time for the actual creative work that we like to do. We're also going to be able to deliver more high quality assets without burnout. Right? That is big. We're going to be able to stay ahead of our workloads and focus on more of the big picture, creative thinking that we wish we had more time to do but don't. And as a result, that's going to improve our quality of life as creatives majorly. Okay, how many times have you spent the entire workday working on email, paid social and display and then 4 p.m. rolls around and you have used all of your creative energy toward assets that could be delegated to something like this. And then you have projects like really important video campaigns, Concepting for bigger stuff, and you don't have the creative energy or even the emotional energy to really dedicate the time to those things, the stuff that matters to your brands, the stuff that makes them who they are.
I want to give you guys a little bit of an analogy. I was talking to my husband about this technology as we've been working on it for the last couple of months, and I use an example of something that was like, there used to be a place that I only had to go every day, and I was only able to walk there. And now there is a public bus that gets me 75% of the way to my destination. And frees up so much of my time. Yeah, I still got a little bit of walking to do on the end. It drops me off at my stop. It doesn't take me door to door, but the time that that frees up in my day, being on that bus to do things that really matter to me, that's a huge quality of life upgrade.
So I know there is a feeling of anxiety amongst us about what I could mean for our jobs and the future of our careers. I would strongly resist that feeling of fear and embrace this technology. Think about how much more creative energy you could have to dedicate to the projects that AI can't do, the projects that actually need creative thinking, and that go beyond writing and 125 character primary text, 40 character description, and 25 character image text. Come on, that is not why we got into this industry. You did not get a creative writing degree or a graphic design degree so that you could be making display ads. Truly think about when you were first interviewed for your organization. When you got that email and said, hey, we'd love to talk to you about building creative stuff, you were in bed the night before and you were like, oh my God, think of all the cool stuff I'm gonna be able to make. I'm going to be able to think of big ideas, think of what I could do, the impact I could make. That is the feeling. I urge you to come back to with this technology, because you are spending a lot of your time creating work that you don't really care about. It's important. Don't get me wrong, it drives performance. It makes our organizations happy, makes us money. But it's not the work that you truly care about and you want to do. And that's what this technology is going to be able to let us do. It's big.
One more analogy before I move this thing along, when I was first introduced to AI earlier this year, might have been last year Oh, time is a blur. I was thinking about the calculator and how when that was invented, the calculator did not make mathematicians obsolete. It literally freed up so much time for them to go and create new math. They're still making new math, which is insane to me. But that math led to the creation of software, which led to the creation of events like this. That is big. That is what this technology has the ability for us to be able to do as creatives. I think it's going to be able to help us level up our game and support the work that we really want to do, so that we can have it do some of the stuff that we don't. I think it's really exciting and I'm excited and I hope you'll be excited with me. So with that, I'm going to hand it back to Purnima.
[Purnima Rachoor Roy] Amazing. Thank you Hannah. All right, next we have Daniel Fehrenbach. There we go. All right. Daniel is from Adobe. He is part of our global marketing organization. I'll let him introduce himself. But his team has been using Gen Studio for performance marketing to create content and put it into production. So Daniel, over to you.
[Daniel Fehrenbach] Thank you. Purnima. [Daniel Fehrenbach] As I mentioned, my name is Dan Fehrenbach or Daniel. It's the formal, but I am in the Adobe Global Marketing organization, and we oversee all of our Adobe emails. Anybody Adobe emails fans? Yes. Okay. If not, you should subscribe. That's my one plug. But we've been test driving and partnering with the Gen Studio team to test drive their products over the past six months. And today, I'm here to talk to you about the challenges and the things that it's unlocked from a marketing perspective and a marketer's lens. So with that, let's talk about unmet needs. There's a lot of them, first off, from a marketing perspective, our biggest is speed to market as a marketer. If I have a new email I want to send out, I need to develop a brief get sign off on brief. Get inputs. We all like inputs. And then I need to deliver it, have a kickoff, go through multiple rounds of review with our studio and creative team. And that just consumes not just hours. It takes weeks just to get a single piece of content for email. Speed to market is number one. Number two is scale because it takes 2 to 3 weeks for me to get a single piece of, content or an email. I'm not able to speak to as many audiences as I want to. I'm not able to cast the net as wide. There's a lot of audiences and they're not slowing down. But because of just because of the speed alone, I'm not able to tap into those users.
And last, speed and scale enables too, is personalization. That's a huge goal of ours. And really, because of the headwinds from my content generation perspective, I'm not able to I have to prioritize, you know, our top to top three audiences that I want to personalize to. Versus creating a more 1 to 1 user experience and have that content within our emails be relevant at a user level. So those are the three biggest challenges from a marketing perspective. They're pretty big ones. So how is Gen AI addressing this? Let's talk about testing. Today or before Gen AI and before Gen Studio. We're really limited in testing. I'm going to give a specific example in the next slide. But really, because of the time it takes to create content test variants, we are really limited to, you know, two variants, at max or AB testing specifically. And it would take us a long time to version that content out or get a winner and get it out into the market to users. The second is tapping into those audiences, and creating unique content for those users. If there's category or audience category around in Photoshop, illustrator, etc. that we know you're interested in.
Gen AI is now allowing us to reach out to those audiences and tailor the messaging, the imagery, everything about the email to those users. Third, is control and independence.
It's giving marketers a lot more independence, and it's giving us a more self-serve model to work out of, which is really powerful because we have a vision. We know what we want to say or have an idea of what we want to say. And Gen Studio is letting us get right into the tool and control the outputs, and refreshing and reuse of content. Hannah talked about versions and variations. That's super critical. For marketer's email specifically. I know display social is even more of a need, but with Gen Studio, we're able to quickly adapt, create new versions on the fly. Purnima showed those four variations. If we like all those variations, we can put them out in the market today, which is huge, versus spending hours and weeks, and lots of time engaging with our studio team to manually hand curate those versions. And then real time marketing and responsiveness, we're able to be more proactive. in what we put out in the market and we're able to respond quickly. I'll give an example later on. But, it's really increased in that speed to market. And last and Tim will touch on this more is measuring creative performance. We're able to see in real time what messaging is resonating with users, what imagery is performing well. And we're able to turn that around, and leverage those insights to really supercharge, the emails that we're putting out on the market.
So let's take a look at an example: testing. So this is an example of a campaign we did for illustrator. And it was across email and paid social prior to Gen AI, prior Gen Studio, we would have to brief this and with our agency with studio and we would have to hand curate each of these versions, which in studio we were able to create five distinct, unique assets, and we were able to test them head to head. As a result, we saw a 57% boost and click through rate, and we're able to take that winning variant and get in the market in real time, which is super powerful. It's helping us accelerate our ability to keep up with testing velocity. The desire to do that.
Second, use cases around refresh, content variation and versioning.
This is huge for email because we send millions and billions of emails, and users receive that and, they're seeing that content day in and day out. And what we really aim to do is make sure that the content that users are seeing is fresh. It's engaging, because, you know, we want to drive clicks. We want to make sure that users aren't unsubscribing because we're sending the same content over and over again, which in Studio, you know, we're able to tap into an extremely robust dam of content, everything that I've created within Gen Studio, that my team has created within Gen Studio, whether it's email, display, social, marketers are able to tap into that. So I could take something that, you know, paid social ran and I could fit that to email templates and put that in the market in a matter of days, which is super powerful because I'm getting that fresh new content, in a such quicker manner than it was before. And addressing, you know, I'm giving users a lot better experience with the channel.
And then last is tapping into new audiences. At the beginning of the quarter, our team made a goal as a really robust goal. But we said, hey, what a better way to scale Gen Studio than to use it for all of our emails within North America for the entirety of the quarter. And what that's allowed us to do is, you know, before we would be focused on, you know, six audiences. Now, we've doubled that because of the speed and scale that we have within the Gen Studio or through Gen Studio tool. Another part of this is the responsiveness and being able to, for example, this past summer, the Olympics are going on before we wouldn't be able to respond in a quick fashion and hit that, you know, three week window that the Olympics were happening. We were able to go into Gen Studio, create ads, social campaigns, and create a whole campaign around the Olympics at that point in time. And that's huge. That's something that we haven't been able to do, and that marketers are going to be able to do in the future.
So speed, scale, lots of content from marketing. And how am I making sure it's on brand? I don't want to get in trouble. I don't want to get an email from legal saying, you know, the messaging wasn't right, or it wasn't on brand. And I want to make sure that we're partnering closely with our creative team to make sure that's the case. The first thing that enables marketers is the brand validation functionality. I am able to prompt see outputs, and I'm able to get scores on whether or not a piece of content is on or off brand, which is super critical. If it's on brand, I can push through if it's off brand or if there are concerns, there's a seamless review and approval workflow where I can have others review the piece of content. So I have a piece of an email I want to get out. I can go ahead and send it directly to my creative agency. Or I can include legal product teams directly within that workflow and get real time feedback and make those edits in real time and continue along the content generation process.
Last is also using that same functionality within our team. I might have a need that I need to get an Illustrator campaign out the door. Maybe I don't as close to Illustrator features from a marketing perspective, I could go ahead and tag someone who sits on the Illustrator product team, or someone who is a marketer sits closer to those features and ask them for input. Asks them what the, you know, messaging hierarchy is, making sure that it's the brand, tone and voice that we want for those specific features and that we're capturing those accurately.
So those are the steps. keeping things on brand from a marketers perspective.
In terms of how it's I mean, really, all of this technology and functionality is pushing marketers to think and operate differently. I know from my end it definitely has pushed, me to think differently. My team, others and other services and channels, the first way is really around control and flexibility, We're now able to use the self-serve functionality, the self-serve model, and give marketers the control to create content quickly, seamlessly, and on the fly to keep up with the constant need to get emails out the door, the constant need to serve, you know, user needs. Second is on time. We went from 2 to 3 weeks for a single email, single piece of content, to 2 to 3 days That's it, that's huge. Because now I'm able to take from a marketer's perspective, I'm able to take those time savings. I'm able to tap in and use the time to tap into new audiences to attack the problem around personalization, to focus on triggers, strategy, things that you know from a marketing perspective. I want to focus on and spend my time on, versus content generation.
Third is around testing velocity. I mentioned this earlier. We talked about the use case for illustrator. The appetite for testing velocity is not going to slow. It's only going to get higher and higher. And so Gen Studio and in this new era of AI, we're able to keep up with that. And we're actually able to work in a smarter way around, not only testing quicker and more hypotheses, but getting to a winning variance sooner and turning that around and getting that out in the market and then continuing that process and that cycle, which is really powerful from a marketing perspective as well as, you know, content effectiveness and performance.
Last is around personalization. Because of the speed it's equipping us with. And that time that I'm not spent generating, working on briefs, going through the fourth review of a single piece of content. I'm with my creative team. I'm now able to dig into content personalization and tap into messaging that is specific around what we know about the user. Their intent signals what they've done on the site, what products they've engaged with. I'm now able to give them tailored, relevant content that is personalized and more of a 1 to 1 relationship.
So that's a lot. And that's a lot of what Gen Studio equipped marketers and how we're thinking differently. And so, with all that being said, I would just say, from a marketing point of view, that self-serve has changed the game. It's really giving marketers the control and ability to deliver and scale on-brand content in a way that it has never done before. So, with that, thank you. I'll turn it back to Purnima. [Applause] All right. [Purnima Rachoor Roy] Thank you. Daniel. [Purnima Rachoor Roy] So we have one more guest up here. We've got Tim from Lenovo. Tim and his team have also been, using the product beta testing this, and they've been really excited and focused on the insights. So I'd like to have Tim come up and talk about that.
[Timothy Furlow] Hello. [Timothy Furlow] I'm excited to be here. And this microphone is pretty low. Let me put this up here. So we're going to talk a little bit about analytics. And we're going to talk about Gen AI and why it's going to help you and make you closer to your content supply chain than ever before. I actually think that analytics, especially in Gen Studio, keep you closer to everyone in your department than they've ever been before instead of driving you apart. So let's talk about some questions here.
So one of them is, is how do you talk to the creator? A lot of analysts right now, probably the top tier in the field. If they can't talk to you and actually communicate to you, are they really the top analyst. So I always say I'll take a mid skill level analyst that has a high communication radius over a highly skilled analyst who doesn't want to communicate to anyone.
So when you think about this, you're probably saying like, okay, I deal with analysts all the time. I don't want to necessarily talk to them. They're a little bit overwhelming, right? They're like, you, I'm like, okay, okay, what if we could talk in the same communication pattern? But that's something we'll talk about a little bit more. And then when we actually talk to each other, how is it going to be actionable? How are you going to actually have a meeting with an analyst and be like, I'm going to walk away with this from a creator perspective, and I'm actually going to understand how to improve my strategy and my time going forward.
These are some difficult questions right? And then scale. Almost every vendor that's approaching you right now as a creator is trying to tell you you should scale your content. Not a lot of them are talking about, though. When you scale your content, are you actually going to measure it and keep it accountable? Because you can launch 5.000 assets, but if you don't actually communicate how they're performing and have some strategic way of communicating back, you're just going to create a bigger problem. And that's one thing that I think is fascinating with the content supply chain.
So you need a lot more automation than you ever had before. If you just increase scale, you need scale to actually increase accountability as well.
And then walled gardens, our favorite topic overall, a lot of the times that you're talking to someone working on Facebook or someone working on a different vendor website, there's many different ways which your data is siloed. So you're having communication from one type of team. You go to another team. They say they love your creative. You go to another team. They say, hey, I didn't perform so well. Then you get a little confused, right? You get CPC all the time, you get cost, you get all these metrics that don't really necessarily communicate to you. How can we do better? And then when you look at Lenovo specifically, and this is a challenge to us, and some of you may be in global organizations as well. We may be doing the same thing in 30 to 40 countries at the exact same time. About a ThinkPad.
How do you actually take all those insights together? Mash them up when you have all these different strategic channels which you're activating on? How do you actually take the creations that you're creating and have some level insights back? And that goes back to Center of Excellence? Hopefully some of you have it if you don't think about it because you can actually communicate globally around what you're doing.
Now to put this in an image, a lot of you probably work in something called a content supply chain at one step or another, right? It takes you one hour to create this creative or it takes you one hour to create this copy and you function around that. So a lot of analytics around content have historically always been operational for scale, trying to make it more operationally efficient. What Gen Studio starts asking the question is, what if we just looked at content in general, cross-Channel, and we actually said we're going to attach metadata to it, AI generated metadata around your content, and this can be areas like people, categories. Did your content feature people? It could be the tone of voice, right? It could be all these different categories that you would normally have to manually enter in around your imagery to actually be able to analyze them properly. And what if you could do this at scale? Well, if you can do that scale, you could develop a COE. And then based on that COE, imagine you having multiple Facebook accounts. You can then transcend and say, hey, this type of color scheme on background and foreground is the most efficient for actually getting more clickthrough or getting more revenue. Imagine you can actually talk to the creator using the attributes that make sense to them. Instead of me saying this is the cost, this is the CPC. I'm actually talking about color schemes and what's the most efficient. That's radical, right? We normally couldn't be able to do that, but with metadata AI, you can actually scale your content and scale your analytics at the same time, which I think is revolutionary. I think it's the perfect thing that we need for disruption in this industry.
Now, you're probably telling me, okay, Tim, give me a real life example of this. So we actually had the beta for Gen Studio, and we got to work with some wonderful people in the Adobe team. And what we were able to do is we extracted the data from Gen Studio, and we actually said, okay, if we can take all of this information on our Facebook with metadata attributes attached, what would be the most valuable overall? Right. So I won't go into the details of the data science formula and all that jazz, but what I'd like to reference there is we found out that two categories for the most impactful people categories and tone. So many of you today are probably using some type of people imagery, and you probably can say, how effective is that? As a creator? Maybe you don't know, maybe they don't even look at that way. Maybe they're just looking at the campaign or the product. They're not actually looking at the imagery and how that evolves.
So we were able to take this information. And now when the content creators are working on Facebook, they actually have some strategy to their content creation and they can say, hey, when we use people categories, we're much more efficient and they can look at that from many different categories. And let me just give you a real example of some Lenovo content. All of the metadata for women, men and social group is all generated by Gen Studio. These are actual images from our Facebook and these are categories automated. I didn't make these on my own. This is all from automated metadata. Now imagine if someone comes to you again instead of saying, hey, this is the cost, this is the CPC of your campaign. You're saying, well, people categories, especially around women, are actually more efficient to get click through on Facebook. Then it kind of actually diffuses that complex answer and actually starts talking to creators in their creative language. And I think that's something very important to resonate with, because if we just go forward in terms of always speaking the same old analytics jargon, you're going to have a lot of great analysts that can't communicate. I really want to stress that communication can open doors and actually create a much better creative atmosphere to affect creative strategy, and I think that's something special.
I'll finish with this. To me, Gen Studio is analytics made easy for creatives at the end of the day. Thank you.
[Purnima Rachoor Roy] Thank you Tim. [Purnima Rachoor Roy] So you all just heard three different perspectives, three different personas, all of the different workflows around Gen Studio for performance marketing and how it can really drive value for you as a creative, as well as all of the other personas that you're working with in the organization to scale and create powerful content. Now we're also asking you, with this new technology, this new product, to work differently, to think differently, right? That also requires you to embrace new skills and to support that Adobe's not just creating a product, but we're also creating a platform. We're creating a platform to help you upskill and get the skills that you need to be able to get the most value out of this product. We are also launching Adobe Gen Studio Academy that enables you to go in And how do I write a great prompt? How do I know how to put my brand guidelines in here so that it's actually adjusting the content to my brand? So check it out We have the QR code here. Register You can go ahead and start taking the training, even if you don't have the Gen studio for performance marketing yet. We'd love to see you there. So I hope that was an informative session and you can also check us out on our website. There's more demos, more content you can learn more about, the product there as well. That's a wrap. Thank you all for joining us for today's session. [Applause]
