Connected content. Smarter marketing.

With Adobe, Best Buy connects AI, governance and content at a massive scale.

1.4

million assets managed

350K

assets ingested in the past year

22

systems reduced to 5 connected systems

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**Stacy Aase**
*Associate Director of Product Management, Best Buy*

As North America’s #1 consumer electronics retailer, serving more than 200 million customers across shops, ecommerce, retail media, marketplace and business channels, Best Buy needs to create, store and distribute thousands of assets across teams and touchpoints without losing control of rights, approvals or brand consistency.

That has made the company’s digital asset management system more than a repository. With Adobe Experience Manager Assets as its enterprise DAM, connected with Adobe Workfront and Adobe Firefly Creative Production for Enterprise, Best Buy is building an AI-ready content supply chain where teams can create, find, govern, reuse and activate content faster.

“The demand for content continues to grow,” said Stacy Aase, Associate Director of Product Management, Marketing Technology at Best Buy. "As AI enables content to be created and consumed faster than ever, our North Star is a connected ecosystem behind the scenes that can continually grow and evolve with our business.”

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Building an AI-powered content supply chain.

Today, Best Buy manages more than 1.4 million assets in Experience Manager Assets and ingested nearly 350,000 assets in the past year alone. Those assets support teams across marketing, ecommerce, retail media, marketplace, PR, Best Buy for Business and international operations.

But scale alone is not the story — the real unlock is activation. At Best Buy, metadata is more than an organisational tool. It’s what makes content activation possible. Best Buy has streamlined its content ecosystem from 22 asset systems to just five connected systems through its optimisation efforts with Adobe. Today, those systems use metadata, taxonomy, approval states and rights information to help teams understand where an asset came from, who can use it, which channels it supports and whether additional review is required.

For example, metadata helps ensure marketplace content doesn't accidentally appear in a retail store campaign, while approved brand assets can be confidently activated across email, advertising, ecommerce and other channels. This connected foundation helps teams find approved content faster, confidently reuse assets across channels and reduce the need to recreate content from scratch.

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Putting AI to work across the content supply chain.

With that foundation in place, Best Buy is bringing AI deeper into every stage of the content supply chain. Adobe Firefly helps Best Buy create and scale on-brand content by generating and adapting assets so the team can produce more variations for more channels with less manual work. Adobe Workfront streamlines creative and production workflows, connecting project information and metadata through the process. Adobe Experience Manager Assets uses AI-powered tagging, search and governance to help teams discover approved content, understand usage rights and confidently reuse assets across channels. Together, these solutions create a connected workflow where content moves seamlessly from creation to governance to activation — reducing manual work while keeping people in control.

“With Adobe Firefly, our creative team can take an asset, use AI to bring elements together and get it 80% of the way there,” Aase said. “Designers then step in to refine the details and deliver the final 20%.”

For Best Buy, that’s where AI becomes most valuable. It does not replace creative judgement. It takes on the repetitive, high-volume production work so the team can put on-brand content in more places, faster — while designers focus where their expertise matters most.

Governance is what makes that speed scalable. Best Buy established an AI task force across legal, creative, metadata and compliance teams to define practical guardrails for generative AI adoption. The company also built governance directly into its DAM through metadata standards, taxonomy rules, approval workflows and rights management practices.

“The technology is the easy part,” said Katie Phillips, Senior Product Manager of Content Management and Creative AI Tools at Best Buy. “The key is helping people see what’s changing, why it’s changing and how it can make their work better.”

That change management matters because the future Best Buy is building depends on connected teams as much as connected systems.

As content demand continues to grow, Best Buy is building an AI-ready content supply chain where approved content can be discovered, adapted, governed and activated faster — helping teams scale creativity without sacrificing quality, trust or control.