Scaling the content supply chain with generative AI for personalized customer connections
Great content marketing generates powerful business results — and marketing leaders know it. But as consumers look for more meaningful connections with brands, today’s marketing and digital experience leaders are tasked with producing an ever-increasing volume of personalized content, without sacrificing quality, and with lower budgets than ever before.
If you’re struggling to keep up, you’re not alone. The traditional process to produce advertising and marketing content is fraught with challenges, with repetitive planning and design steps, lengthy review and approval backlogs, and disconnected distribution and management systems across channels.
It is hard to believe it has only been one year since Adobe announced Adobe Firefly, the generative AI model that can take simple text prompts and turn them into new assets. For many organizations, marketing and creative use cases are a top choice for implementing generative AI, and the productivity and effectiveness gains make it clear why.
Generative AI’s potential contributions to content production for the enterprise are evident. Deloitte Digital’s recent survey revealed that generative AI early adopters have seen immediate value, such as beating their revenue goals by 14% (versus only 2% for non-adopters), as well as being able to meet their content goals 1.5x as often as their non-adopter counterparts. Generative AI is demonstrating it can shorten the time from insights to action, accelerating content ideation, production, distribution, and measurement for marketers and advertisers.
With Adobe’s portfolio of solutions like Firefly, Workfront, Experience Manager, and Journey Optimizer, the production and distribution of personalized content can be automated across the customer journey. Deloitte Digital Content Studios is already leading the way for clients, leveraging Adobe technology to produce on-brand personalized content at scale.
Whether using these tools or others in the market, the potential benefits of generative AI are clear. The content supply chain opportunities that can be unlocked for your organization include accelerated production times, personalized content, and cost savings for your bottom line — all at scale. Future-ready leaders know this. However, practical and regulatory considerations also mean that organizations can’t simply dive head-first into generative AI. This powerful, evolving technology needs guardrails established by trusted, experienced leaders to ensure it is implemented responsibly and effectively.
When it comes to risk and governance, generative AI is unfamiliar territory that poses several new questions and potential complications. The fundamental challenge leaders face is how to harness the power of artificial intelligence for their content supply chain and how to best prepare for it. They should remain committed to monitoring AI systems to identify new risks and maintain brand safety. This requires C-suite buy-in and a top-down value system throughout the organization that prioritizes testing, security, and compliance.
Marketing and digital experience leaders are looking for a concrete, long-term plan for generative AI implementation and governance. Embracing generative AI in content production can improve productivity, increase audience engagement, and, most importantly, elevate content marketing experiences for the consumer.
Headed to Adobe Summit ? Continue the conversation in person at the Deloitte Digital booth for our generative AI Q&A session following the Summit Opening Keynote at 11:30 a.m. PT on Tuesday, March 26, 2024. Not able to make it? Follow Deloitte Digital on LinkedIn for live video coverage on the big day.