[Music] [David Loyd] All right. Here we go. Well, thanks for coming on Thursday, you've made it. Did anyone see Shaq last night? Are you ready to see him again this morning? Because we have pictures. Not real Shaq, but we've got some pictures we'll show and-- [Daniel Hayden] Yeah, so thank you for joining us. It's not that easy on the last day, so as David said, we're almost done. Well, I guess we're between you and lunch, right? So what I always like to do, I'm going to be that guy, part of Summit or part of the fun of Summit is to walk away knowing as many people as you want or need. And so we take a minute, just introduce yourself to the person next to you, just to say hello. It's always easier to present to friends. Let's take 30 seconds to say hello to each other. Hello, friends.

There we go. Oh, we have the down the road handshake. That's wonderful. Great moments.

Perfect. Why not? All right. So we're all here to learn about how to supercharge our content, right? SOS, we're still talking. That's good. We're making connections here.

All right, now we got to catch you up. All right, so we're back at it. So again, we're all here for, Supercharge Your Content Supply Chain. So before we jump right into it, I want to introduce myself. I'm Daniel Hayden, based in Atlanta. I've been with Adobe for about six years. Full transparency, I came over with the work for an acquisition, so we're going to learn about that. If you're not familiar, my esteemed colleague, David Loyd. I'm David Loyd. I'm based in North Carolina. I've been with Adobe for going on three years now. Before I was at Adobe, I was actually on the customer side for about eight years and so I have a lot of real world battle scars, both with some of the Adobe applications and also Workfront. And so we hope to not only share about what Workfront and Fusion can do for you, but also how to connect it to your other Adobe applications that you already have investment in. All right. Let's get started. So ultimately, we're all paying in different areas. And we've got a lot of good mix, I should say, of folks that are practitioners in the room. We've got some leaders in the room. We've got people managers in the room. At the end of the day, we all want the same thing. We want to be able to help our organizations, supercharge our content, right? Get content out the door quicker. And as David mentioned, there's a lot of different ways to do that. We're going to focus specifically in between the seams, if you will, where there's a lot of manual effort, duplicative effort, where a lot of our practitioners are finding that they're wasting time, right? So ultimately, we're ready to help you out. Here we go.

Hopefully it will work. All right, so as I mentioned, I've worked with organizations really since my time at Adobe focusing on the work efforts, right? Technology is great. We're going to talk a lot about that today, but there's an element of people and process that is really important in the organization, and we want to make sure we've got foundationally process that we believe in, that we're really confident in before we try to translate that into tech. So we can all put on our alter egos today and ultimately, we want you guys to go back and really be heroes to your organization. Some of you may have to abdicate a little bit more, and hopefully, we're going to give you some tips and tricks to do that. What we're really going to talk about, obviously, is just setting the stage. You probably have heard a lot about content supply chain and GenStudio, set the stage in terms of what that really means because it can be different for different individuals in the organization. After that, we're going to take you through a little bit of a journey, what your marketers, what your creative studio, what your leaders, really those that are owning some of the delivery channels, what that might look like, in a good to great scenario. And then hopefully, we'll have 10, 15 minutes for questions at the end that we can dive deep ultimately answer anything that you guys have.

All right, so let's talk about content supply chain. Just out of curiosity, show of hands, was that new to anybody, or was anybody a little bit confused in terms of what that might mean? It's okay to be honest. Everyone are pretty good? Okay. I was actually in a meeting earlier in the week, and Jeff, our host, actually shared the same question with me. What does that really mean to you? As an individual in the organization that is centered around content, right? Content supply chain is not Adobe owned, right? It's not new to organizations. But what it is? It's ultimately that combination of your people, your processes, the tech, and actually the data flowing through that content lifecycle, right? And so really, what we're going to do is focus on-- I might have to switch with you because I'm farther away from the clicker. Got you. Right. Some of the challenges, and what we have here and you guys may have seen a variant, or maybe you actually resonate with this slide a bit. We all live in a world of chaos, especially for those that may have different, siloed pieces of technology that are managing the process. Some of you may be living in Excel spreadsheets, or Google Docs, or a lot of email, a lot of meetings, right? I see some heads nodding. And so, really, how do we actually focus on providing one single source of truth? Next to that, it's really around, how do we actually, again, remove that manual effort? How do we actually look at each individual stage and see if there's some operational efficiency gains? And so with content supply chain specifically and I love this spaghetti diagram because it's so relevant to all aspects of the business. And a lot of times when we're interacting with clients and we're trying to define content supply chain, we're talking to the creative teams, we're talking to marketing ops teams, we're talking to, not only hands-on keyboards but also VPs. And so, it's really important as you define content supply chain, it's good to be aware that you're probably seeing it with a bias from your perspective lens.

And it's really important in a company, once you start taking it on to define what content supply chain is for you and your team, and how it connects to the broader teams because ultimately, it is solving those needs that Daniel just mentioned. It's how do we go about streamlining this world of chaos, and once you start digging into it, there's many places where hand-offs that should be happening, aren't happening, and those become those key value points that you can say, these are the reasons of why we're doing content supply chain. This is the value that we'll get once we can connect these things together. So again, very important to be clear and really define your own content supply chain, both at your level, but then, ensure that your higher ups know the scope of the supply chain as well. Well said.

All right, so what ultimately takes place if we don't address some of the challenges that David was just mentioning, right? We've got a lot of heartburn within the organizations. Again, as I mentioned, we're really not focusing on that full end-to-end lifecycle, where it actually, may be that we're focusing with our individual creatives, just around the GenAI capabilities. But what often I see is that if you're only focusing on one piece of that entire life cycle, we may just be pushing a problem down to the next group, or the next team, right? And so what we're going to focus on today is making sure that we take into account that entire orchestration element, and really focus on what we can do along each main stage to provide some automation and integration. If we don't address that, and this probably resonates with a lot of, you guys, what ultimately takes place in the organization? You've got low employee morale, right? You've got folks that are ultimately, spending a lot of time on low value non-strategic work, when ultimately, they're especially as our creatives, we really want them to focus on what they love, right? Let's be in the tools and the systems that they love. Let's actually focus on the creative and the strategic elements, how to be more innovative. My favorite stat here is if we think about the amount of time, and you can even put yourself in the seat as well, the amount of time that you're actually spending on what you are hired to do equates to 12 hours, and there's multiple studies that back this up. So you're probably going to scratch your head. Well, what else are we spending our time on? Meetings to plan meetings, we've all been there, right? Admin work for some of the project managers or marketers in the room, chasing down status updates. Those are big areas of wasted time, and ultimately, a lot of studies have shown that, we can automate around 30% of that. And so we've all been there. It all turns into a big headache for all of us. Interestingly enough, if we just focus on the practitioners, our creatives, those that are owning some of the omnichannel delivery, study that came out last year said that 39% of their day-to-day operations is really focused on manual effort of items, right. So they're copying, pasting, moving things around, jumping between systems, so there's big opportunity. And so we're really excited to share some of that capability. So what is our end goal here, right? Why are we all here? We want to ultimately make sure that we're removing the analog, out of the equation, digitizing as much as we can. We're breaking down those silos and the different systems that we're living in, most likely, again, Excel spreadsheets or Google Sheets, and we're moving that into more of an operational system of record. In addition to that, it really is focused on that data element. How do we actually provide, really, the visibility that our leaders need, to make data-driven decisions? I have a lot of conversations with execs, and really, that's an element that they are most pained with, the ability to see what's going on within the organization, as it relates to campaigns, but also how do we actually support the great people, right? Do we have the right people, the right projects, at the right time? So Adobe's content supply chain is really anchored on these three pillars, workflow planning, creative and production, and delivery and activation. So if I take you back to a world before my time at Adobe, I was director of marketing operations, specifically for our email campaigns. Our email teams were getting spreadsheets and emails day after day. As the director of the team, I was like, often like, "Why can't you take these five more requests? What do you mean your plate is full? What are you actually working on? Why is this more complex than what so-and-so told me in the hallway?" And so as that leader, I just became very-- I had a lot more hair at that point in time, I'll say that. But it became like, how do we scope this amount of work, and so that was really where I started getting my hands-on real world experience with it of how do we benchmark what we're currently doing, how do we count and aggregate the work in the right way, so we can even just show what we're putting effort towards. So that, all falls into that workflow and planning space. And then once we are able to do that, we figured out, it takes 7 to 12 days to create an email from assets and HTML to actually getting it on the canvas to get it out the door. The other big aspect that, or the long tent pole in that process was getting the assets from our creative team. And so once we were able to solve for our specific email team, we had to start talking with our creative studio. And the whole studio, they had their own content supply chain process. I don't think there's another creative out there that wants another system to be in. They already have enough, but we are able to again, bring the value of the streamline optimization of the process to getting one or two of their creatives into our content supply chain process. They didn't have to show us all 50 of their creative steps. They could show us we received the work, and we're working on the work, and we can get the work back to you. So they did play a part in our email flow, for that creative process. But excuse me, when we talk about creation production, it's really just the hand-offs from that creative studio back to that activation team. And so once those assets are coming back, then we start getting into delivery and activation. Now that we have all of the work is set up in the email automation tool, we're getting assets from the right teams in the right, hero banners or content body sections. Now we can actually activate on that data, and move it forward.

We can't forget about measurement optimization, right? And there's a big element of data that's flowing through this entire process. It's interesting. A lot of organizations will just focus on ways to automate the delivery and activation element, right? Or some will actually try to re-rig their process to help their creatives, be a little bit more accelerate content, right? But again, I would challenge you to open up the aperture and work with the entire organization because at the end of the day, there's a lot of cross collaboration that's taken place between these teams. I was just in a meeting yesterday, where there was some substantial amount of planning that takes place every six months to get these big campaigns out the door, and it was all being managed and really in someone's mind, right? And so what we're really doing is looking at different ways to not only digitize this entire process, but again, fill in some of the manual effort and the gaps in between their seams from an automation perspective. At that point, we're able to go back to the business, go back to our leaders, and provide really the right information to make some data-driven decisions to pivot with a campaign that may not be performing very well. Or maybe, we're spending substantial amount of effort with an external agency, and we want to make sure we're decreasing spend there, right? What can we do internally to decrease this? Daniel, I've got a great war story on that one. Love it. A big brand, can't say the name at this point, but the CEO was very invested in what was going out for the Super Bowl campaign. And he's like, "Hey, I want to see the creative. I need to see the text. I want to see what's going out there." And all the VPs and SVPs said, "Okay, all right, let's go get that information." And they spent the next two weeks trying to find out, who was actually working on that. It turned out that it was working on a vendor, it was just being managed by lower-level senior manager and that work wasn't documented in a system that they could get. Ultimately, that came back to a big movement after that campaign came out. How do we centralize our work management so that we can create the right visibility, so that anyone can access where that project is at and how it's going to be deployed? So again, with our differentiators, we really want to integrate the different teams. It's not just from email to creative, but it's the video teams, it's paid media teams, it's all different types of teams that can be within the company. There's even on the logistics sides, there's places where we can push over quantities, and items like that. Nowadays, you have the benefit of all of the AI with not only Firefly, but also with other tools in the market that we can tap into, and we'll show a few examples of that. And then content creation, when we talk about that, it's on-brand and on-scale, Daniel's going to show a little bit more of how we can create automated variations, that are on-brand, and then also showing that how we can scale through that. And then from an unmatched breadth and vision is the goal is really to keep investing in workflow automation. How can we have people spend more time doing what they're passionate about, and really just focus on automating the mundane things? The things that people, we don't want to copy this from place A to place B. We want to actually spend the time really designing.

And so if you haven't seen some of the products, Adobe Workfront is the main work management. It's a project management like tool built specifically for marketers. Now there is a tool out there with a J that I won't repeat, but that's specifically for IT groups and that doesn't really work well for marketers. So Workfront is built for marketers. We'll show some integrations. It can integrate to other tools and other teams as well. Our digital asset management tool, that's within AEM, or if you think of our websites, our digital asset management is where we store all of our approved imagery. We also have Creative Cloud, all of the Creative Tools, Photoshop. There's too many tools to name. A big one here in our content supply chain is also Frame.io, and that is really specific to video production, and also with collaboration.

Let's see. We have-- If you haven't heard of Express, Express is really fun, it's a lightweight like Photoshop. It's in the browser. You can move fast and quick with it. There's also 3D like, Substance 3D, and a bunch of other creative tools that we can connect to. Firefly, obviously, there's a lot of tools to mention on here. What we're going to show today is, as we craft the experience, we can leverage Workfront to connect into these tools to automate different functions from one place to the next. I think it's important to underscore as well, you're not living in all of these, however, your organization is. And so you might find a few that you're actually using or you know that your teams are utilizing. Really, our focus and goal today is really to break down some of the, or demystify some of the things that we may have heard, and really look at ways that we can connect these together. So we're going to talk about most of these in our journey here, but we love at the end to open up for questions and really dig into some of the needs that you guys might have had. With that, let's talk about that journey, introduce you to really our fictitious journey today. So everybody, obviously, raise your hand at the very beginning if you went to see DJ Diesel or Shaq, and not for your viewing pleasure today, it's kind of built into our story. And so our journey really starts with-- Oops, in the view of a marketer, right? And so we've got marketing defined, quite a few different ways that interesting discussion yesterday, where marketing managers, obviously, are working closely with the brand, in other organizations, the marketer actually might be a little bit more product focused. And so I want to make sure that we view this in the lens that you're walking through with your organization. So again, we're making the note that marketing may be a little bit different in terms of that role, so think about that more so as the requester, right? Someone that actually needs something from your creative studio team, your internal agency, or maybe really, even the conduit to an external agency. So every beautiful idea starts with a request. And so our journey is going to start with a request, and we're going to go into detail of each step here shortly. In this example, we know you need to get out a massive amount of content that will really highlight our Sneaks campaign, right? And so how many of us saw Shaq yesterday in Sneaks? Did you guys stick around, right? Unfortunately, I didn't get to see that, but can you back up for a moment and think about the massive amount of content it takes our own internal Adobe team to actually produce and get folks excited and educated, right? So we've got folks that have been to Summit, folks that have not been to Summit, right, so two different segments there. We've got 15 different languages that we want to produce this for. We have on top of that, many, many different variations in terms of size and so we've got something for LinkedIn, we've got something for our digital elements, we've got print, right? So if you do back-of-the-napkin math, two different segments, right? We've got 15 different languages, we've got a whole bunch of different variations, next thing we're dealing with hundreds and hundreds of files. And so for your creative teams, think about the amount of time that's being spent just to get the point of manually producing that now, right? So the whole story is wrapped around, how do we actually make their life easier, but then what happens after the creative is done, right? And so we're passing that on to our different omnichannel elements. How do we work with those teams a lot easier? So again, a lot of cross-functional teams are going to be involved here. But when we think about the creatives, how do we use some of those GenAI capabilities to allow them to do their job faster, right? In this case, we're going to produce some backgrounds really, really quick, using Firefly. At that point, we now need to ultimately marry up that background with Shaq's face, right? And so how do we actually do that in an automated fashion? Then how do we actually take that using a template within Creative Cloud or Photoshop specifically and start to create some of those variations very, very quickly. And then ultimately, we've got that translation element. We've got a lot of different language that we need to translate this to. And then, again, how do we push that out to market? How are we actually sending this to our different channels? In this particular case, Dave's going to go into detail, a little bit more about Journey Orchestration and Campaigns, so got a lot of great picture taken. I'll share all of these slides with you as well, but you're welcome to continue to take pictures. We love it. All right, so let's jump right in. David's going to give us a little brief of how all this is connected together. So my main role at Adobe is Enterprise Architect, and so it's my job to know enough about everything, but not everything, which is a fun place to be. But a high-level architecture is really what I always love to start with. On the left-hand side on steps one and two, that's all Workfront native type of applications where we're creating your portfolio there, you are managing your projects there, so think about the Shaq coming to Summit. That's where we would create that type of project. Then down here in step two, okay, how do we start assigning all of the tasks? Then we have to have the email campaign, the paid media campaign, all of different campaigns that are being tied to Shaq at Summit. And so that happens natively. And then as we step up back up to step three in the Creative Cloud, this is where tasks are now assigned to creatives. They can now work within Photoshop, they can see their tasks. Actually, from Workfront, there's some integrations that can happen so creatives don't actually have to jump back and forth in different tools. They're creating assets. That's also the place where they can use and leverage Adobe Firefly because it's coming out within the creative suite.

So once we have all of those amazing assets created, as we move down into step four, that's really where the links to those hosted assets start being routed back to who needs to approve those things, what types of changes or iterations do we need to move or make on those assets? And so from here whether or not, does anything really get approved on the first round? Let's be honest. It can go back to step two and rework its way down, but for story's sake, now let's move on to step five. This is where we have our Adobe Experience Manager, again, AEM for short, that's the websites, but also all of the assets where we're storing those websites. And so there are connections from Workfront where we can push approved assets directly into the right taxonomy for both the storage of those assets and the website itself. And so the goal there is like, hey, once something is approved, we don't want a creative person emailing the assets or files directly to your UX developer. Now we need to keep track of where the approved assets actually are, so that they're searchable and findable for other campaigns. But then, it also just takes that whole element away, and automates it. So it's down here in step five. There's additional, Daniel's got a really cool example, we're going to show you in a few moments to create variations of Shaq. So we're going to multiply Shaq which, I know, we're all excited about. And then from that standpoint, as we move up into step six, this is where we start leveraging some of the out of the box APIs. And again, as an architect, I focus a lot on the Experience Platform tool set. Also, I have a lot of experience with Adobe Campaign and other APIs within our Adobe tool set. There are a number of accessible, usable APIs out within each of our Adobe products. And so when we move from step five to step six, we're talking about, okay, now that the campaign's been approved thus far, we know we have content. We need to start getting people that build the workflows or start setting up the HTML. What level of their work can we start to automate just from the intake request? And we'll show an example of automating to that point in time as well.

And then in step seven, that's also getting the-- I jumped the gun on that one. That's making sure the approved assets are ready in your website storage. And then on the analyze step, no project is complete without analyzing the campaign and what happened. And so here, we'll show it in a few slides, but we have tasks for the analysts to go in and ensure that that create, ensure that that report is built and associated back to the actual intake request. And the goal is there again, when we think about the strategy team and the intake request, where the work is coming from, we want them to be equipped with the whole view of the process, and then ensuring that they have a report of the campaign and how it's actually being activated and its performance.

So how do we do this? In connecting all of those boxes with all of those yellow lines is a level of Workfront Fusion. And so Workfront Fusion is a low code, no code, type of API building tool. And so in here, you can see it on the right side there. There's you drop icons out onto the canvas, and you create those endpoints. This can be done by-- Excuse me. It can be done by marketing teams that are a little bit more technical. Technical teams like it as well because they don't have to write like a full on REST API or a crawl request. And so it gives you the abilities to create these integration points, and that's the core behind this session, and a lot of what we'll show you today is we're leveraging Fusion in an automated way to once something happens, we're going to trigger this workflow, and then it's going to send a payload to a specific endpoint to create an object somewhere else down the line. Kind of the special sauce, we're going to use this as really the backbone to the rest of the story. But it's important to note, as David pointed out, you don't have to be an engineer, you don't have to know how to code. It does support some advanced business logic, right, a lot of, if and else statements, but I'd be remiss not to share that there's substantial number of out-of-the-box connectors that you can actually utilize. If I need to connect even beyond the Adobe suite, if I want to connect them to Salesforce, or I need to connect them to the J word that David was alluding to, or Workday, right? And so there's teams that are beyond just your marketing creative organization that oftentimes will benefit by that data flowing back and forth between, really, Workfront and that other system or remove Workfront out of the picture. And it could be, we're simply trying to move data from one system to the next that is even non-Adobe, right? So we want to make sure, we'd be remiss not to include this, and share a little bit about the how behind it, but again, it's incredibly powerful, and you'll see that as our special sauce throughout the journey today.

So workflow and planning. Let's get into it. So we're going to start off, just like Daniel mentioned earlier, starting off with a campaign brief. All processes should start somewhere. This is a place where, typically, if you were to go looking for it, it's probably in some spreadsheet somewhere that someone has on SharePoint or may be hidden somewhere else. Workfront has the ability to create, essentially a form, and you can create that form and you can edit and adjust it however you need. In this particular place, we have a whole bunch of options to go through.

And so once the form comes up and you can create this new request, we're going to create the new campaign, and as you add in all of the data to the campaign request, it's going to help define the trigger points that's going to, and define the trigger points that'll kick off the automations in the process. I also want to add too, that what you're seeing here, obviously, we're inside of Workfront, and I know this is the developers track. But we've got a really good mix of again, leaders, and people managers, and marketers, and individual practitioners. It's important to note that those that are not familiar with Workfront, you don't have to be a developer to actually maintain. Maybe later I'll call on my friend Stacy and she can talk a little bit about her experience. But again, you don't actually have to be a developer. It's very easy to create these type of forms, completely customizable, and we've got a lot of success. I think half of the people in the room are actually new to Summit, so this may be the very first time that you're hearing, and we've got others that are very familiar with Workfront and live in Workfront every day.

So as that new request comes in, being more technical, like, I never liked to submit the strategy request myself, so here's a great example where, you can actually get help. We can leverage Fusion, as this intake request is happening to reach out and send that prompt out to ChatGPT, and generate an example request and bring it back into Workfront. Now would I leverage all of what ChatGPT says 100% the first time? No. But again, as someone, that is generating requests, I can help give them a copilot or supercharge how they're thinking about just submitting the request being able to connect out to the ChatGPT account. Yeah, just to add, we want to highlight that we don't have to integrate just with Adobe Solutions, right? How do we actually think about making the lives of our marketers faster? I've very rarely met someone who loves writing briefs, right, it is an art and a science to a degree, but especially for those that are maybe newer to the organization and you've got a good structure or template set up real easy to hop on out and help create that description, and so I think we're going to see that more and more as AI technology continues to excel, that we can find different ways, and there's some native ways that we'll touch on, where AI is going to support that end-to-end lifecycle, and there's some creative ways that we can as well.

And so here on this slide, what we're seeing is, the Fusion integration was able to look at the campaign deliverables, see all of the different channels in which it needs to be applied to.

We were able to send that information out and bring that back to the canvas and populate that into the description. And then with this request too, again, being Adobe Summit, we know it's multilingual, and so we wanted to add in, what languages do we need to return back in this request as well. That's going to be a pivotal aspect as we'll show it later in the demonstration.

Another integration that we're talking about here is linking out to the different platforms where audiences are being kept. And so this has been-- If you think about omnichannel audiences, email, and web, and paid media, and you name it. Everyone has their own activation where they're defining audiences in different ways. You probably have a data team sitting on Snowflake or Databricks, and they have their own audiences. And so here the concept is, in Adobe Experience Platform, if you can create that centralized place, these are our global audiences that are approved and ready to use. From an intake request in Workfront, we can reach out and connect to that audience API and say, "Hey, on a daily basis, bring back a feed of approved audiences so that as your strategy person is pushing this request through." They actually can see and know and here is audience one for email marketing, and it has a count of 5,381 and so the idea is to be able to connect to that audience, bring it back, show it to the strategist who's making that request so they have a better idea of what they can leverage and who they can send it to. And so there's, again, multiple APIs in the Experience Platform, also, in Adobe Campaign and other Adobe tools where we can leverage Fusion to connect to those tools and bring back audience counts and audience information. Yeah, if we think about that content velocity, right, what may be a blocker in terms of getting your content out fast? Oftentimes, I find organizations that will not inform the marketer, as well as they could have, and so this is giving the opportunity to upfront in the process, provide visibility to that marketer that, if they don't see an audience that may be close to what they're looking for, they can maybe fire off an additional request or even inside of the same request queue to at least alert the team that owns the audience. Hey, I actually am thinking that there might be a little bit of a different audience that I need. So again, it's that theme of content velocity and really providing the great visibility upfront.

And so in a similar aspect for this campaign, we needed to generate background images because we can't mess with Shaq's space. Who would want to mess with Shaq's space? But we wanted to add some different backgrounds, and so here, during the intake process, we've augmented it so that we can connect to our Firefly APIs that were just released, I think, last week. And here, we wanted to generate some really cool on-brand Adobe themed backgrounds that we can add for Shaq's space. And we're able to, again, bring that leveraging the API calls, bring that back into Workfront, as part of that UI.

All right, so let's pretend we've had that marketer submit the requests, and now the work actually needs to start to take place. So with that, remember, we're following the lifecycle. We've got the submitted request over there on the left, Adobe Summit Sneaks Campaign. And again, through Fusion, what we're actually doing is, looking up or doing a call that ultimately looks at the different templates. These are project templates that ultimately are going to be used to assign resources, high-level timing in terms of duration, and planned hours. But we're automatically going to generate what we refer to as a program or a campaign, so we see that in the upper right-hand portion. So we now have a brand new campaign that has been created. We're not having to manually convert a request into a project. We're not having to duplicate that or work with our teams. We're using some of the intelligence from the past to generate a number of projects based on those original checkboxes, right? Along with that, some of the translation checkboxes that David hit on, that's going to come to life in just a moment. So again, we're saving time by not having to have our project manager or trafficking team, or another party manually create these projects. I mean, I even remember the day where we'd have strategists running around the building like, "Oh, I have to go talk to the email team. Now this team." And they're trying to coordinate just everything in their mind or in the file they're actually carrying or putting it out. Yeah, that's a great point. I'm glad you mentioned that. Those projects that we just looked at, they're really owned by different teams. We may have a social team that owns a project. We may have individual creative studio that owns the development of that banner or the creation of that banner, email marketing team. All of those teams can actually be notified upfront, again, going back to visibility, how do we inform them that we need something? We've all been there, where we know that an event's happening and 30 days prior to the event, all of a sudden, we're asked for a piece of content, right? So the more that we can actually inform those team members as cross-functional team members early up in the process that we need something, the better off that we're going to be in terms of that full campaign execution. Here we want to highlight, we know we need to assign resources, right? This could be our copywriters, or editors, or email team members, but what we want to do is remove that manual equation or manual step of having to look for individual resources. Lean on Fusion with some look-ups and some AI capability to maybe look for a skill set, so maybe David is really good, and he's been here for five years, and he is also available. We can actually utilize some of the AI capability to automatically assign that to David as a resource. So again, we're not manually going through a 150-step project times 6 'cause we have 6 different deliverables for this campaign and ultimately assigning those out.

All right, so now we've got our request, we've now converted that to a number of different projects. Now we want to get our creative studio team involved in the process. We're going to focus in on that creative productivity. So ultimately, when we're thinking about different ways that our team members can really find operational efficiency, we started to allude to the fact that we needed a background and we need to put Shaq's face on that particular creative. So here, we're just highlighting that we've got a great picture that we've brought in, but we now actually need to expand that. Obviously, we need a little bit bigger of a background for Shaq and his profile. So with that, I do want to highlight in the upper right-hand corner, we're not only focusing on where Fusion can help us out. We've got some native capabilities. We're living inside of Photoshop here or Illustrator, XD, InDesign. Our creatives love to be inside of the creative solutions, right? As David mentioned earlier, they're not exactly excited about jumping into a task management or a work management solution. So we like to do everything we can to meet them where they work. And in this particular case, we're meeting them in Creative Cloud, right? In the upper right-hand corner, they can easily see, what task assignment has been made. So they know and they have the confidence that they know exactly what needs to be done here. On top of that, if you're a team that has, maybe internal agency team members that need a log time, they can log time. David mentioned approvals. Nothing ever is approved once, right? So there's a lot of capability natively to really automate the process, inform others, interact, and collaborate with others. So in this case, we want to make sure we're getting that background bigger, so we're going to marry that background that was generated in Firefly with our picture of Shaq. So we've got our foundational image that we're now going to actually have to place inside of other areas, or other pieces of content for variation purposes.

Okay, so we're back inside of Workfront. We've got our project. So again, put yourself in the shoes of a creative team member for a moment. We've got different assignments made out to different people, different roles. They know about when they should start. They know high-level about how many hours it really should take and there's an element that I mentioned earlier around process. Want to make sure that we've talked about the benefits of why work management is important, right? I oftentimes find that the why isn't shared with our creatives, right? We're not trying to micromanage our creatives. We're not trying to weaponize data, but we do want to inform them. Hey, you feel like you're burnt out. Well, it could be because you're actually working more than we want you to work, right? And so this gives us good visibility to the organization. With that, if we focus in on a few of these tasks, specifically, I want you to focus in, if you can see that in the back, on the creative layout, variation automation, right? So this project manager is going to do nothing more than start that task, right? And in order for them to start that task, they can just change the status or change the percent complete. Now why that's important is that, that's going to start a trigger inside of Fusion, and so that trigger is going to take that particular file that we looked at with Shaq and the blue and red purple background, and it's going to start to create the base template. And when I'm talking about the base template, it's actually starting with this inside of Photoshop, right? So where we've talked about the number of different variations, times, the number of language translations that need to happen. The creator's going to do this once, right. They're going to have a template that they can easily swap out, and what we're doing is, we're identifying certain layers, the reason being is that in order to swap out the text and put Shaq's face within this particular layout, we need to start with something as a basis. At that point...

The process, the job or scenario is running in Fusion, and our end result is a great template that now has Shaq's face and a placeholder for that text. In this particular case text-- Excuse me. In this particular case, excuse me, the text is just informing, when is Summit, right, that he's actually going to be in charge or help out with the Sneaks session, and so now we want to move forward in that progression. So as you see, very simply put, that project manager is just changing the status of the next most important task, which is the translation automation. So again, scenario fires off inside of Fusion. And lo and behold, we now have multiple images, French, or translations, French and German, Spanish, Portuguese, we have all of those 15, and we didn't really get a creative involved, and the project manager or the project owner was able to initiate all of these steps.

So now that we have all of those steps and all of the variations created, we now need to get it out into market. And so from that standpoint, we're going to look at like, now that we have the right assets, how can we connect it to automate the job further? Delivering those assets into those different places that we talked about, so this first one is storage and findability. Assuming that all of those assets are approved now, we want to store them in our DAM, which makes it findable for all other teams that need to leverage those assets. Along with that automation process, you can't see it too well here, it's not only the asset itself, but all of the metadata that's associated with it. And so the metadata and the taxonomy with each asset is crucial for, just maintaining a great DAM for the long-term, and it'll eventually play into AI even more and more as we move along. But it's another great way to where you can give time back to creatives, for them not to actually have to drop an asset on a particular folder, and then also manually input that data. To add, I had a customer that I talked with yesterday. He said the best piece of creative is one that can be reused. I thought that was pretty interesting or a nice tidbit. This particular case, we have so many organizations that we work with that just have trouble finding assets, right? How do we actually re-use what we've already generated? Substantial cost could be happening with your external agencies or even internal, where they're not really incentivized to use something in the past, or maybe they're having trouble. It's just better and quicker for them to start over, so everything that we put in from that original request from the marketer can travel with that asset, travel with the entire project into the asset and then ultimately into your DAM, giving the additional marketers a quick way to find those assets. Even some of your partners and suppliers, those that are a little bit more product based. So just want to highlight that this metadata is crucial.

And so in this next integration, what we're really showing is, again, we're leveraging the task that's on the left-hand side. We're leveraging the task to create the offer, and so within Adobe Experience Platform, we have an Offer Decisioning Engine. And it's an omnichannel Offer Decisioning Engine, which means it can receive API calls from emails, from websites, from apps to display content, which is great. But it still requires a technical marketer to set those types of things up. And that's screenshot on the right-hand side. These are all of the different elements of an offer. You have to pick the channel. You have to pick the placement. You have to pick where the asset is coming from, if it's coming from the current DAM or a different one what the call to action link needs to be. There's some setup required that someone would normally have to go through. And so in this case, we're leveraging Fusion to, again, take all of the metadata, take all of that information that was applied to the intake form, and there's a an offer API where you can create an offer, and so Fusion can take all of the information and go ahead and create that offer, so all of these set up to get that information into another Adobe platform can be automated for you.

And then from here, another integration with a very similar integration pattern is leveraging, pushing that same offer information into Adobe Target. And so we've seen, other big companies automate a lot of testing.

So specifically, Adobe Target runs on a website and it starts with A/B testing, but it can also do multivariate testing, it can do recommendations, it has a huge old recommendation engine itself. The concept here with from a testing perspective is most website and UI or UX teams, they have a backlog of thousands of tests they would just love to get through. And the concept is, if you can test something and learn something, you're smarter and hopefully you're getting a greater ROI per test, the more and more you go. The big thing that content supply chain unlocks for the testing team is that testing team often can't get enough creative to test through the variations. They're often bottlenecked. They have more tests than they know what to do with. They just don't have the creative to actually deploy those tests. And so that's where, again, content supply chain really comes in, especially with generative AI, to generate different backgrounds behind your approved lifestyle images or your product images to help the testing teams move farther, faster, learn more on-site, and how to interact with their customers.

And this last one's really fun for me. More particular, I spent eight years as a developer with Adobe Campaign. And again, we're leveraging that same integration pattern. From an email perspective, once a task would come in, a campaign builder would need to build a campaign, set up the audiences and create a placeholder for that email in particular. So that's all of the setup work that we can automate. Again, once that asset is approved with the metadata, we can leverage Fusion to make the API call over to Adobe Campaign to generate the campaign object itself. And what's really cool on that top picture, we've actually added additional metadata to represent the right Workfront objects back in Adobe Campaign. And so this is, if you already have your subject line that's pre-approved, through your approval process, you can just send that on over, and populate it within Adobe Campaign. And then there's also other aspects of the Workfront objects. What did we put in there? We put, what language it should be in, what the primary message focus was, the secondary message, all of these fields within Adobe Campaign specifically are customizable. And again, we're representing similar data over here, just so that our delivery and activation teams are informed with the right level of information that came over. And so with other companies, we talked about, let's have a one-click link to the asset, where we can add it here as well.

And last one, of course, analytics. And so here in this particular dashboard, we're showing email analytics and again, with any project from intake to the analysis aspect, we need that analysis person to create that report. It's probably out there already. And so within their task, they're just adding the link to that report, so that again, your strategy team can be more informed about what's happening with that campaign as it gets deployed into market. I'd like to add to that it's an element of data that we spoke of. And we've got really the marketing performance data. It's highlighted here. But we also want to augment that with better understanding the effort, and we call it the work performance data. How do we augment those two together to provide more of a 360 view of, we spent X number of hours and X amount of hard costs for this campaign. How did it actually perform? And so I've been working a lot with organizations, now how do we bring that back into Workfront as well? In that way, we're empowering the project management team or the campaign managers with real-time data to make decisions, right? We don't want to continue to spend effort with the resources if it's not really going to perform well. I call that superiority of content. Do we have quality in terms of, does it look good, but quality in terms of, is it actually performing quite well? So that takes us through Workfront and planning, creation to production, and delivery, and activation. That's how we think things can be ticked and tied together. Again, of course, being from Adobe, we have a big bias in showing how we can connect with Adobe things, but there's other additional options to connect to if your teams already have their own systems ]that they're working in. As long as there's an API, a REST API, or even a SOAP API, we have the ability to make those connections.

Really just think about a challenge, you as an attendee at Summit, you go back to your organization and think about areas of opportunity across this entire content lifecycle, right? And oftentimes, it's not necessarily just throwing technology at it, right, it's really having good conversation, challenging your leaders, to really look for areas of opportunity when it comes to some of those big items that we saw upfront, right? Are we actually providing quality data back to our leaders? Are we doing everything we can to really provide good visibility in terms of what's comprising your campaign? But the end of the day and I think often overlooked is are we providing a great employee experience? And if we're still asking folks to copy and paste and go to meetings and duplicate effort, it's not a great employee experience. And I always like to work with organizations and just ask, "Can we give two hours?" My 5% of the week back to a particular creative, what would they do with that? Would they be a little bit more strategic or we may not care about that? We may want them to go home and just be with their family, right? And so think about that element of time savings, that ultimately can provide real operational efficiency within the organization. [Music]