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The content supply chain is slow and complex. Adobe’s Amit Ahuja explores how generative AI can alleviate these issues.
The content landscape is changing rapidly. Demand for content that drives personalized experiences has skyrocketed, doubling in the past two years. It is predicted to grow at least five times over the next two years.
adobe works with global entertainment companies that manage and update over 1 million assets, including high-definition video content. Another luxury car brand is showcasing his 13 million assets in the used car business online. That’s the scale of the digital-first brand’s content portfolio.
At the same time, most budgets and teams are not growing, straining content developers and marketers to their limits. Highly Functioning Content His Supply Chain is key to creating the wide range of content needed to deliver effective experiences where your customers are. However, most brands’ content operations are a complex web of inefficient processes and disconnected applications that simply cannot keep up. With customer relationships at stake, organizations across all industries need to organize their content supply chains.
Fortunately, a new generation of technologies incorporating generative AI is helping businesses bring together their people, tools, and workflows to create and deliver more relevant content at the speed and scale that customers expect. Helpful.
A comprehensive approach to addressing content supply chain issues
Most brands’ content creation-to-activation cycles require weeks of time and dozens of manual handoffs to deliver everything from web pages to marketing campaigns. Creative and marketing teams have to endure clumsy collaboration and approval processes for everything from quick writing, creative idea generation, content production, channel activation, and return analytics and reporting.
There are four distinct areas that brands need to address to build a high-functioning content supply chain that supports their organization’s goals.
- Planning and Workflow. Streamline and coordinate work with enterprise content workflows to simplify reviews and approvals, optimize spend and resources, improve visibility into capacity, projects, risks, and timelines, and improve downstream capabilities such as storage and tagging. The process is automated.
- creative productivity. Empower your creative team with instant access to existing assets to inform the creation of new content. Save time for creative professionals with AI-powered generation tools for ideation, concepting, and editing. and automate the generation of derived assets.
- Marketing agility. Expand your marketing effectiveness by equipping your team with AI-powered generation tools. This allows you to localize campaigns to your brand, remix existing content without studio support, and quickly generate content for responsive campaigns.
- Activation and analysis. Deliver better customer experiences and campaign performance by allowing your team to easily experiment with variations in copy, images, and channels. Measure content performance to enable continuous optimization.
Safe and responsible content
Like all transformative technologies, generative AI comes with both expectations and concerns. Brands need to ensure that the tools they use are commercially safe and that AI-generated content does not infringe on existing copyrights or contain harmful or biased information. there is. Vendors must implement enterprise-level data policies and governance to ensure that employee and customer information is treated appropriately. Brands should look for trusted partners who can provide world-class solutions and have strong AI ethics processes that allow them to use the technology with confidence.
walk a walk
As a global organization with multiple business units, regional offices, creative studios, and marketing teams, Adobe’s unique content supply chain can be complex and difficult to manage.Use our own GenStudio Our content supply chain solution has allowed our web team to streamline operations and achieve significant efficiencies. For example, you can centralize 10 different digital asset management systems into one source of truth, enable better governance of campaigns, reduce time to market for key digital promotions and activations, and eliminate manual We’ve automated the task. As a result, the team was able to increase the speed of developing promotional plans by 97 percent, while reducing content packaging time by 83 percent and content activation time by 88 percent.
Big changes to personalization
Technology that fosters collaboration, connects systems and data, and automates routine tasks is helping organizations around the world create great content. This allows us to deliver a more personal and impactful customer experience than ever before.
Generative AI will further change the content supply chain for brands, allowing more people to create on-brand assets. At the same time, it gives back time to creative teams to create differentiated content that elevates customer interactions into truly memorable experiences.
Amit Ahuja is senior vice president of products, digital experiences at Adobe.
Image by Amit Ahuja and Airfocus via Unsplash.
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