Marketing teams have transformed how they plan campaigns, manage workflows, create content, and measure performance. Yet one critical process remains fragmented — developing marketing strategy.

Strategies are still mapped on whiteboards and assembled across presentations, research, performance reports, meetings, and disconnected conversations. Customers have told us they can spend four to eight weeks gathering past campaign plans, customer insights, brand guidance, market intelligence, and competitive analysis before strategic work can begin. That's before teams begin connecting the information, evaluating opportunities, and aligning around a clear direction. Great strategy depends on collaboration, but the people, ideas, evidence, and decisions needed to create it rarely come together in one place.
No more blank pages, and no more strategic silos — that’s what Adobe is aiming for.

Introducing Ideation Space in Adobe Workfront Planning.

Ideation Space is an AI-powered collaborative canvas in Workfront Planning where marketers bring together people, data, and ideas to develop campaign strategy.

Instead of gathering information in one place, exploring ideas in another, and aligning through disconnected conversations, teams can develop strategy together on a shared canvas. AI helps them uncover relevant insights, explore and compare strategic directions, challenge assumptions, and turn shared thinking into actionable campaign briefs that guide planning.

Deep connectivity across Adobe applications, enterprise systems, and external sources brings relevant knowledge and business context directly into that process.

Ideas remain connected to evidence. Feedback remains connected to decisions. Teams remain connected to shared objectives and a common vision.

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Build strategy together.

Bring strategists, analysts, brand leaders, creatives, and business stakeholders together on one shared canvas to shape a campaign strategy. A strategist identifies an opportunity, an analyst builds on it with supporting evidence, and brand and creative teams refine the positioning, messaging, and direction. Business stakeholders help prioritize the most impactful path as the team develops a shared approach.

Share the canvas with teammates as editors, commenters, or viewers. View who has access and permissions and comment directly on items, keeping feedback connected to the ideas and evidence being discussed.

AI helps the team explore ideas, connect evidence, compare alternatives, and refine the campaign collaboratively. This creates more than a shared artifact. It creates a shared understanding of what the campaign needs to accomplish and why.

Start from prior knowledge or start from scratch.

Use AI to synthesize previous campaign performance, audience insights, and campaign learnings to understand what worked, what didn’t, and where to go next. For new opportunities, draw from adjacent campaigns, market intelligence, customer insights, and organizational knowledge to identify patterns and explore new directions.

Whether evolving an existing campaign or developing something entirely new, teams begin with relevant context rather than a blank page.

Bring connected knowledge into the strategy process.

Strategy should start with insights, not weeks of searching for them. Ideation Space puts relevant knowledge at your fingertips. AI draws on native connections, external systems your organization makes available, and documents you upload to find and synthesize relevant information and bring it into the shared canvas.

Teams choose which sources inform the work and can review the prompt, AI-provided reasoning, and supporting documents behind generated insights. That visibility helps teams evaluate the work with confidence and review it against brand, business, and regulatory requirements. In the end, it means your teams will spend less time gathering and more time strategizing.

Explore and evaluate strategic directions with AI.

AI helps teams move beyond the first idea by generating possibilities, synthesizing insights, surfacing relevant evidence, comparing alternatives, and challenging assumptions. Teams can ask AI questions about any item or combination of items on the canvas, drawing on that content and available context to explore new directions. Marketers remain in control of the decisions while itAI accelerates the synthesis, exploration, and refinement needed to reach an aligned direction.

Deliver strategy in the formats your teams need.

Turn shared strategic thinking into a campaign brief tailored to the way your organization works. Ideation Space automatically structures the brief based on the Workfront Planning record you provide or a brief template you supply. Audience insights, positioning, objectives, messaging, supporting evidence, and strategic decisions come together in a familiar structure, rather than becoming fragmented across separate artifacts.

Preserve your North Star through planning and execution.

One of the greatest challenges in marketing isn’t creating a strategy. It’s preserving it.

Turn your chosen campaign brief into a new Workfront Planning record. Teams can continue their established planning workflows and move into execution without recreating the objectives, insights, rationale, or decisions behind the work.

The record remains connected to its original Ideation Space canvas as teams expand plans, align stakeholders, coordinate execution, and activate delivery. They can revisit the supporting evidence and strategic thinking as plans evolve, keeping the campaign’s original direction within reach.

Move the work forward while keeping the strategy connected.

The people doing the work maintain sight of the campaign's North Star, from the first strategic conversation through delivery.

Great campaigns don't emerge from isolated documents or disconnected teams. They emerge when the right people work together around the right information, with AI accelerating the path from insight to aligned action. That's the future Ideation Space was built to enable.

Learn more about Ideation Space in Workfront Planning.

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