Adobe and Microsoft partner to bring new generative AI capabilities to marketers as they work in Microsoft 365 applications

Microsoft and Adobe are partnering to bring contextual marketing insights and workflows into Microsoft Copilot to deliver generative AI-powered capabilities that enable marketers and marketing teams to achieve more, all in their natural flow of work.

These new integrated capabilities will connect Adobe Experience Cloud applications and Microsoft Dynamics 365 natively within productivity and collaboration tools such as Outlook, Teams, and Word while using Copilot for Microsoft 365 to accomplish a range of marketing activities such as developing creative briefs, creating content, managing approvals and more.

Marketers need next-generation AI

The marketing discipline is fractured, specialized, and siloed with many different marketing tools, and many marketers, especially in the enterprise, don’t use specialized tools at all. As a result, teams often don’t succeed.

Connecting Adobe Experience Cloud workflows and insights with Microsoft 365 Copilot to deliver generative AI-powered capabilities enables modern marketers to:

• Boost marketing efficiency with easy access to insightful data. AI creates marketing briefs, content, and internal reporting all based on insights from your marketing and planning meetings.
• Save hours spent toggling between multiple tools. Enhance effectiveness across marketing activities with quick Q&A. AI answers top-of-mind marketing questions ranging from project status to campaign effectiveness within minutes to democratize knowledge across teams.
• Empower marketing teams to always stay current, right in the flow of work. AI summarizes notifications and tasks across the marketing lifecycle and surfaces them in the Microsoft 365 tools marketers frequently use, enabling them to stay on top of any updates and assignments.

Create and access data-driven campaign briefs in Microsoft 365 apps

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Marketers want to craft data-driven briefs that specify attainable outcomes, target audiences, marketing mix, messaging, imagery, and style with confidence that the campaign will move the business forward.

Often, the data needed to find insights and build data-driven campaign briefs is hard for those writing the briefs to retrieve or explore to get insights.

Marketers will be able to:

1. Create data-driven briefs and sub-briefs in Word, PowerPoint, and Excel. With access to marketing data, Copilot can generate the insights marketers need to achieve the ideal objective or goal, the key target audiences, the best tactics to reach them, and the ideal tone and voice. From a high-level brief, Copilot can jump-start the creation of all the sub-briefs.
2. Campaign brief Q&A chat in Copilot in Microsoft 365 apps. Campaign context is readily available to marketers in their Microsoft 365 applications. Chat with Copilot about what campaigns are live or being developed to gain access to the campaign briefs. Ask about the KPIs, audiences, and messages for a brief and receive a summarized response.

Provide, manage, and respond to feedback and approvals on marketing artifacts in Outlook and Teams

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Feedback and approvals often delay go-lives or updates as they can get lost in email, create confusion across different versions of a marketing artifact, and require going to tools that are disconnected from the artifact itself. It is often difficult to find the artifacts to approve, and challenging to determine their approval status and what is required to finalize the approvals.

Marketers will be able to:

1. Use Copilot to summarize stakeholder feedback and automatically create action items across multiple sources including meeting transcriptions, emails, and document comments, and reconcile them with centralized approval systems. For documents (Word, Excel, PowerPoint), Copilot provides feedback summaries and action items right within the document itself.
2. Get approval, Q&A, and notifications in Copilot for Microsoft 365. Understand status, outstanding items, documents or artifacts that require review or approval, and receive proactive notifications of actions and deadlines right from within Microsoft 365.
3. Connect a brief with feedback and approval tools right from Word, PowerPoint, and Excel. Reconcile, access, and trigger feedback and approvals in work management systems right from within the briefs in Microsoft 365.

Track, manage, and report on work progress in Microsoft 365 apps

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Marketing teams need to track and report on the progress of campaigns and their components. This is required across roles, including marketing ops, content marketers, creatives, agencies, analysts, project managers, and owners of channel and journeys. Being able to track all marketing projects, their goals, and team member capacity and output can be difficult, impeding proper prioritization, and making it hard to estimate when a project will be completed.

Marketers will be able to:

1. Access work management Q&A and chat-based work item updates via Copilot in Microsoft 365 apps. Get quick answers to project progress and completion dates, dependencies, and more. Managers or execs looking to understand the state of the project, or individuals wanting information from their work items, all can use Copilot in Microsoft 365 apps to seamlessly access and update work items in Teams or right where they are working in Word, Excel, or PowerPoint.
2. Report on project work progress in Outlook, Teams, or PowerPoint. When sending a status report, creating an exec presentation, or sending a quick summary in Teams, these capabilities generate what is required across progress, time spent, completion, capacity, and key dependencies right in the apps marketers are using.
3. Receive work item notifications. Proactive notifications right in Teams provide a summary of resources that may be sitting idle, summary of changes in a work item, and changes that affect other teams with dependencies including completion or event dates.
4. Turn a brief into a project plan. Automatically generate plans, work tracking, and meeting cadences in a work management system and Outlook. Create work items based on feedback, track work completion, and notify the team of changes along the way.

Understand and communicate campaign effectiveness in Excel, Outlook, Teams, and PowerPoint

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Marketing departments are always looking to deliver efficient programs and campaigns that have high ROI. Yet, getting answers about the results and KPIs of a campaign, and insights into what is driving those results, can be difficult and require multiple tools and people to answer, consuming both time and resources.

Marketers will be able to:

1. Access marketing analytics Q&A chat via Copilot in Microsoft 365 apps. Enable marketers and business leaders to get direct answers to their questions in everyday words, in the Microsoft 365 flow of work. This includes descriptive (“Show me currently live campaigns,” “How much revenue has this campaign generated,” or “How much have we spent?”), diagnostic (“Why is journey X underperforming?”) and predictive (“Will this campaign hit its goal by next week?”). For business leaders, instead of trying to “find that link,” they can simply ask Copilot questions they have about campaign or business KPIs and get answers right in Teams, with links to the full dashboards and last reviews.
2. Report on campaign effectiveness in Outlook, Teams, Excel, or PowerPoint. When sending a status report, creating an exec presentation, or sending a quick summary in Teams, this solution will generate what’s needed across key outcomes and key metrics (such as spend, sends, open rates, impressions, leads, and revenue) right in the apps marketers are using.
3. Use a research canvas to discover insights into effectiveness. Use a generative AI-first research canvas within Microsoft 365 to write an email, prepare a presentation, or create a brief in Word or Excel to discover insights about effectiveness to share with the team or to inform future campaigns.

Author marketing content in Word and PowerPoint

Powered by Adobe Experience Manager Sites, Adobe Firefly

Marketers often ideate on experiences within Microsfot 365 applications because those are the tools they use every day. Generating content can be time consuming, and it can be difficult to find inspiration that aligns to campaign objectives. Additionally, marketers often aren’t able translate their ideas directly into customer-facing experiences. Their contributions are typically mediated by technical team members who create final content and activate it in the delivery tools. This mediation can lead to lengthy communication cycles and slow time to market.

Marketers will be able to:

Generate marketing content and update websites with relevant context. With Adobe Experience Manager Sites capabilities integrated into Copilot for Microsoft 365, marketers can create imagery with Adobe Firefly generative AI, generate copy for marketing experiences directly in Word, and then publish to channels such as web and mobile.

For more details about the Adobe and Microsoft partnership click here.

As Senior Director of Experience Cloud Product Management, Daniel Sheinberg drives cross-product initiatives, including content supply chain, as well as the unification of the user experience across Experience Cloud. He and his team also lead customer feedback programs, user guidance, and product measurement across Adobe’s Digital Experience portfolio. Earlier in his Adobe career, Daniel led product management for Adobe Target where he was responsible for the product strategy and roadmap for Adobe’s experimentation and personalization engine. Daniel joined Adobe in 2013 from Microsoft, where he led yield management and the advertising exchange for Microsoft’s display advertising business.