Where brand meets demand.

She assembled a pilot team of curious, AI-forward creatives and marketers to explore GenStudio for Performance Marketing. Instead of working in silos, the team collaborated in real time, generating copy, testing creative, and adapting assets in a single workspace.

“We brought in people who were genuinely excited to experiment,” Fredrickson says. “And the results were incredible. We could take a core idea and spin up ten variations in the time it used to take to make one.”

The shift re-energized the creative culture. “I have people coming to me saying, ‘This is the most fun I’ve had in a while,’” she shares. “It brought back that ‘Let’s try something’ spirit. That’s where the best work happens.”

On-brand content, built for performance.

With GenStudio for Performance Marketing, Lumen’s creative engine is now built around speed, structure, and strategy. Designers continue to utilize Adobe Creative Cloud tools, such as Adobe Photoshop and Adobe Illustrator, to create high-quality assets and brand elements. Once templates are set, GenStudio for Performance Marketing uses generative AI to scale on-brand content within the creative teams’ guardrails.

The company’s “Waves” campaign is a clear example of how far the team’s workflow has evolved. The campaign had to launch fast and connect with multiple personas across several verticals. “We needed dozens of personalized versions of that message, ready to go, and ready to scale,” says Fredrickson.

To move quickly, the team abandoned the assembly-line model and embraced a more cross-functional approach. Copywriters worked alongside designers, each writer owning a persona and crafting messaging tailored to specific customer needs. Designers worked in Photoshop and Illustrator to create flexible templates that could adapt to various formats and audiences.

Then they took those assets into GenStudio for Performance Marketing to scale content for each persona. Instead of building every variation from scratch, they quickly adapted creative for LinkedIn, Meta, and display, ensuring each version aligned to the right persona, vertical, and stage in the buyer journey.

Integrating teams, tools, and timelines.

That shift translated into real numbers. Lumen reduced the time required to create four Meta ad variations for two target personas by 65%. “That kind of efficiency lets us respond faster, waste less, and get better results across the board,” says Fredrickson.

From there, the team used GenStudio for Performance Marketing to seamlessly move the assets directly into Adobe Workfront, Lumen’s centralized project management hub, where legal and brand approvals occur within a single, agile cycle.

With approvals no longer stalled in email threads, reviewers could edit and greenlight content all in one place. That meant the Waves campaign was out the door in days instead of weeks, with dozens of tailored versions in market, on message, and on brand.

That speed has reshaped internal expectations. “Stakeholders are more motivated to approve things quickly,” Fredrickson says. “They know that if they green light it now, it can be in market today, not next week.”

At the same time, Lumen started using Adobe Firefly Custom Models. These Firefly generative AI models trained on Lumen’s own IP, quickly generating images aligned with their unique campaign and brand style. “Every time we use Firefly Custom Models, we save a designer an hour,” Fredrickson says. “Multiply that across personas, verticals, and six-week refresh cycles, and it adds up fast.”

The Adobe support team is now working closely with Lumen to help them integrate Firefly Custom Models directly into GenStudio for Performance Marketing. This will allow creators and marketers to generate visuals and copy variations for targeted campaigns in a seamless, brand-aligned workflow.

A stronger creative culture and better results.

For Fredrickson, one of the most powerful outcomes of adopting GenStudio for Performance Marketing has been the cultural transformation on her team. “Content at scale used to mean doing the same task over and over,” she says. “Now, my team gets to be creative thinkers again. They get to lead with strategy.”

Designers now spend more time in the Innovation Lab, which Fredrickson describes as “a space carved out for big ideas and experimental work.” Freed from repetitive resizing and last-minute edits, they’re exploring new campaigns, prototyping templates, and contributing to the next generation of Firefly models.

Copywriters are also working differently. With access to GenStudio for Performance Marketing real-time insights and scoring tools, they can test messaging variations and refine tone based on what content is performing best. This rapid feedback helps optimize campaign outcomes, improving conversions and aligning creative with marketing goals.

Campaigns that once took 25 days from concept to completion are now finished in just 9 days — approximately three times faster. “Content at scale can’t happen through my team alone. AI and automation must power it, and it must democratize content creation in a way that preserves quality and consistency. Adobe GenStudio for Performance Marketing lets us do exactly that,” Frederickson says.

For Lumen’s customers, that means more timely, relevant content and offers tailored to their persona, region, and stage in the buyer journey. With better personalization and faster A/B testing, the right message now reaches the right audience, every time.