[Music] [David Wadhwani] Thank you, Laura. [Music] How's everyone doing? [Applause] [David Wadhwani] Do you guys want to see some product? No product for that. You guys want to see some product? Thank you, thank you. Now, you've heard a lot from Shantanu, Anil and Laura about content today, how content is fueling your growth and the growth of the global economy, how digital content is absolutely exploding, and the best way to stand out is through personalization and how the world and social in particular, is increasingly dynamic, and how the speed to market can make all the difference for your companies.
But personalization and agility is really hard at scale. We need a lot more content as everyone talked about. You need tons of variance because a single hero asset turns into thousands of variations when personalized across products and geographies and languages, and demographics. You need to refresh that content very frequently, because its shelf life is getting shorter every single year. In fact, studies now show that efficacy on social of your content drops after just a week. And you need it to be cost effective because unlike the demand for content, your budgets are not growing as fast and you have a lot of pressure to deliver that content with less budget and more efficiency. But with all of that demand and all of that intensity that you all feel, studies are suggesting that creatives are spending 21 hours a week on repetitive design tasks that could be automated, and that 80% of large companies say that they don't have end-to-end visibility over the end-to-end campaign supply chain. And that's why we built GenStudio and all of the solutions that wrap that. GenStudio is a solution that helps you control your content supply chain all the way from workflow and planning, and ideation to creation and production to delivery and activation, to reporting and insights. GenStudio gives you end-to-end visibility across all of your campaign activities. That's also why we built Firefly Services, and you heard Shantanu talk about this earlier. Firefly Services is a solution that helps you produce content at scale. Firefly Services lets you train on your own custom models for your own proprietary content, and it provides you with a broad array of generative capabilities through automation like image generation, video generation, voice, vector translation, and a lot more. Now, as Laura mentioned, I run the digital media business at Adobe. The digital media business is about 17 billion and it includes all of our creative products. And we sell those creative products to a lot of audiences in a lot of different countries through a lot of different channels. And our biggest conference is called Adobe MAX. It's a lot like Summit, but it's for creative professionals. So fewer beards and more tattoos. And MAX London is just four weeks away. And I thought it would be actually interesting to show you how we're using GenStudio to build our campaigns to promote MAX London. Now, as you can imagine, we are customer zero for almost everything that we talk about at Summit, including GenStudio and Firefly Services. So our teams right now are in the throes of prepping and deploying that campaign. And we're going to run through all of the process and where they are right now in the content of creation. We're going to start by talking about how we did planning in Workfront. We'll then turn our attention to creation and production using our Creative Cloud applications like Photoshop, to deliver and develop the hero assets. We'll talk also about Firefly Services and how we use it to quickly scale production. We'll next talk about how we deliver and activate content using Express and GenStudio for performance marketing before getting to the metrics and insights. And now ultimately how we use that insight to actually improve future campaigns. Now, one thing I want to call out is that we deliver content in two ways. The first is what we refer to internally as agile delivery. We create content to empower our employees and our partners to personalize and distribute more and more on-brand content in their own voices to their own audiences. And second, we follow a more structured process for performance media. And we're going to show you both of these in the demos ahead. So let's get started at the beginning. We now want to start with how we create a content brief and that launches tasks and actually gets the process for developing the campaign in motion. And for that I want to welcome up Ann. Ann is going to play the role right now of a marketing ops manager. Ann. [Ann Rich] Thanks, David. I am so excited to walk you all through the Adobe MAX London 2025 campaign, leveraging Adobe GenStudio and the content supply chain solutions that enable content velocity, scale production and end-to-end campaign delivery. Now, as a marketing and operations leader, I typically spend every day chasing everyone and everything. With Adobe's recent innovations, I'm able to streamline mine and my collaborators work, and I do this by starting in Workfront Planning. Workfront Planning allows me to see the full end-to-end campaign delivery. I can see what's in flight and what is still being planned. It shows me my plans, how I want to execute on those plans and attaches marketing and metadata governance. And for today, we're going to spend our time in this Adobe MAX London campaign. I've already done quite a bit of work, but there's still some left to do. So jumping in, I have a full view of my campaign. I have the brief, content, projects, and, of course, key collaborators. Now, the brief is the foundation of every great campaign. It lets everyone know the expectations and how I want the goals to work. So right now I've added ingredients like objective, purpose, persona, key messages, and channels. This is looking really good. Jumping to content, I have everything, every asset connected to my campaign. And what I'm really excited to show you today is the AI-powered Content Advisor. There're already eight assets that have been found and a little bit about how this works. It's taking my campaign metadata, historical performance and context to let me know what might work well in this campaign. Let me take a look.
These first four are looking really good. Let's select those and then add them to the campaign. Now these are here for reference to let everyone know and align on the creative delivery. Now one of the hardest things about running a successful campaign is streamlining and tracking the work. Luckily, with Adobe Workfront, we have automated AI-powered templates that I use to start this campaign, and these templates pull from my organizational templates. Now I use the Corporate Events template right here. With a few tweaks I now have a full project plan. When I'm ready to kick off the next piece of the project, I just select where I want to go, Asset Production is where we're headed, and then I simply switch Not Started to Ready. And this sets off a whole bunch of automation, including emailing Wes, notifying all the other stakeholders that we are in the next phase and that creative has started. Back to you, David. [David Wadhwani] Thank you, Ann. So one of our... You can give her... [Applause] [David Wadhwani] I will tell you, this has changed our lives. One of our campaign managers at Adobe talked about kicking off a campaign as playing a game of DuckDuckGoose. You go and you tag the creative person in, and they run away from you as fast as they can because they have so many other things to do. So now, with the streamlined brief, we have the ability to onboard an entire campaign and assign tasks out based on what we know people are already working on. But we're not alone. We've seen an enormous benefit from this. But we're not alone. We have thousands of customers that are using Workfront for this very purpose. T-Mobile, as you see here, streamlined their task management and their review and approval process. So it's been a huge shift for us and everyone using it in terms of the efficiency and the alignment we have across our company and across the supply chain. Now that the campaign has kicked off, the notification has gone out to the Studio team, and the Studio team is now going to go build the content that we need. Now, before we demo that, I want to make sure everyone knows what Firefly is. We talked about it a little bit but let me spend a little bit more time on it. Firefly is our family of generative AI models. Things like images and videos and vectors, voice and design and more. Everything that you produce in Firefly is commercially safe. So everything you see us demoing here is something that you can use not just for ideation, but actually in production as well, and know that you're protected from IP issues. It's also highly customizable. I talked about earlier this idea that you can train Firefly on your own custom models and develop your own training models so that you can take content that is proprietary to you and make sure Firefly is able to generate that content. So let's take a look at how all of this happens. Let's, please, invite Wes on stage. He's going to play the role of a creative professional in the Studio team. And he's going to create and publish content to Express. And then Ann is going to change hats, and she's going to be a regional marketer in Europe. And she's going to show how she can take the content that Wes creates and actually use it to run regional campaigns. Wes? [Wes Hopkins] Thanks, David. So as a creative on our Studio team, I'm responsible now for updating the templates for Adobe MAX London. And I've received a notification here in my email. Now, I'll head on over to Photoshop where I have the original templates from MAX Miami, so the design is still good, but we want to switch out the artwork, which you can see in the bottom right. Now, let's go take a closer look.
It's a beautiful piece, of course, but perhaps it's a little bit tropical for London. No problem. I can go and create a brand-new image with Adobe Firefly. Let's head on over to www.firefly.adobe.com. And the first thing I'm going to do is I'm going to select my Adobe MAX backgrounds custom models. And so what this means is that when I enter my prompt, an abstract cityscape, and hit Generate, I'm now going to get a brand-new image in the MAX style. Looking pretty good. But now let's dial it in a little bit further. How about this? Of landmarks from London, England, and Generate. So again, in a few seconds, I now have a brand-new set of images, commercially safe, on-brand, and on demand. So I mean, we can keep going with this, but I'm going to pick this one here with the Tower Bridge in the bottom, copy that over to my clipboard, head on back to Photoshop, paste that in, and then when I save it up, Bam! That new background rolls across my entire design. You can even see we've got the Tower Bridge here in the background. So this is perfect. This is the exact type of rebrand that I want to do, and now I want to be able to take these designs and give wide access to it across the company for my colleagues in sales, marketing, communications, and so on, to be able to craft their own on-brand messages with without losing control of the design. And I can do that effortlessly with Adobe Express. So I'm going to head on over to Adobe Express, where I'm now going to upload my Photoshop document.
And once I've brought it in, I can now set the precise level of creative flexibility that I'd like to be able to offer to my colleagues. Now, I don't want them changing the logo, for example, so I'm going to lock this. But I do have a placeholder image where I want them to upload their own photograph for themselves and change that. So we're going to lock that, but allow replacement, of course, we're going to need a title, so let's keep it in place, but allow them to change what it says.
So with these creative guardrails in place I have confidence that we're going to have on-brand content. I can now share this design as part of my Adobe MAX brand library for my colleagues to be able to get access to it. And I can also put some additional creative controls here. So for example, stick to the Adobe colors, use the Adobe fonts, don't add anything new to the composition, and don't take anything else away. And with those guardrails in place now, I have the complete confidence that I'm able to democratize this design across the entire company for teams everywhere to be able to use it, and colleagues like Ann to be able to craft their own on-brand messages with.
[Ann Rich] Excellent! [Applause] [Ann Rich] Excellent! I have so many amazing templates from Wes. And as a marketer in Europe, I need to send specialized messages out across Europe to a bunch of different people. And with theses designs and layouts, I can do just that. Picking the one I want, I can preview it and then use it. And now here, I can easily see what I can't change and what I can. The first thing I'm going to do is replace the image. I just go to Replace Image, and I have all of my assets attached to my project. I'm looking for Bart, and it's right it. So I add him. Now, update the speaker name, Bart Van de Wiele. Great. Now, the speaker session.
Discover new ways. And... Photoshop, Illustrator and InDesign. Great, this is looking fantastic. Now, from here, I need to send this out all over Europe, which means I need a bunch of different languages. And luckily, I have the ability to translate right here. I go into Translate, and I simply select the languages I need. Now, I'm going to start with French, German, let's do Danish, Dutch, and Finnish. Excellent! I have my languages, and then I translate.
Fantastic! I have all of them here. Let's just spot check a few, French and German looking good. Now, I have this full set ready to go. Now, from here, I could easily share, send for approval connected natively to Workfront, or download. And downloading would allow me just to post it and go. Now, this is an awesome single extension of Express, but there are so many more. So going back to our designs, I can see all the different layouts. And I'm going to show you a few ways my colleagues have used these. Starting first, with a sales colleague that wanted to send out specialized agendas to all of their clients and customers. They can do that right here. Next, a corporate communication friend looking to update the internal website and email banners for our employees to learn more about the Adobe MAX London. And last, a product marketing manager looking to send out on LinkedIn a specialized post about their session. All these different activations from super simple, easy to use designs and layouts that are ready, on-brand and within creative guardrails. [Ann Rich] David? [David Wadhwani] Thank you, Wes, thank you, Ann. [Applause] [David Wadhwani] This agile production flow that we talked about is having huge benefits to us because it frees up our Studio team to do what's most important, and it empowers all of our employees and partners to be advocates for our brand and our activities. In fact, Red Hat, we have thousands of customers using this today. Red Hat doubled their campaign capacity when they started using Express. So I really encourage all of you to give this a shot, too. So now, let's take a look at the more structured flows and how we create content at scale for those. As we mentioned, Firefly Services is in market. In fact, we launched Firefly Services a year ago at Summit. And it's been an amazing year. It's probably one of the fastest adoptions I've seen of a product in enterprises. But the top requests that we've had is that it's been great to use Firefly Services to generate all kinds of variants that you can use in production at scale. But the one missing piece that everyone seems to want seems to want is video production and reframing and resizing of video so you can do video at scale because it is the most cost impactful change that we could do. And as we all know, video performs incredibly well. So with that, Wes, let's show them what we're doing with video in Firefly Services. [Wes Hopkins] Sounds good. With the templates out of the way, it's time to turn my attention to scaling video production for our international audiences. Now, here's the catch, though. I only have one source video to work with for MAX London finished already. I'm going to roll it for you to see what we're working with.
[Narrator] Adobe MAX London. Get inspired by industry-leading experts, learn practical techniques, and explore the latest trends and tools. In-person attendance is limited, so book early! [Music] [Wes Hopkins] So it's an awesome video. It's 16:9, it's finished, and it's in English. And I've not only got to be able to take this message and put it in multiple different languages and different aspect ratios for different channels, which is an extremely time-consuming process, pan, track, zoom, to say nothing of organizing the effort around translation. But now, thanks to Firefly Services, I've been able to greatly accelerate the workflow. So let's start. On the left, you can see my inputs. The video we just watched, the aspect ratios that we're going to go into, the 10 different languages that we're going to translate, as well as my campaign. And on the right, these are the steps which are now Adobe Firefly, which I would normally have to do as a creative by hand, creating static titles, translating videos, reframing, and then sending the results for review. But now, Firefly Services. Let's check it out.
So behind the scenes, here's what's happening to the video. We're taking that audio and we're separating it into music and to dialogue. The dialogue, we're translating it and then dubbing it into 10 different languages, putting it back together. And with the video, we're going scene by scene, pan, track, zoom, normally heavily manual, now, automatic. Now, it's very fast and it's powerful, but it isn't instantaneous. Video still takes time to process. So I'm going to skip ahead and show you some of the results that I computed earlier. So here I am in Frame.io, our collaboration surface for review. And you can see I've got my results, different aspect ratios, the different languages that are represented. And I want to show you here this one in French. So you'll notice, before I start, it's now square. The action is front and center. The dialogue is in French. And well, let's take a look.
[Narrator] Adobe MAX Londres. Laissez-vous inspirer par des experts de l'industrie. Apprenez des techniques pratiques. Et explorez les dernières tendances et outils. La participation en personne est limitée. Alors réservez! [Music] [Wes Hopkins] Now... [Applause] [Wes Hopkins] Yes, yes. [Applause] [Wes Hopkins] I mean, I want to emphasize, this isn't movie magic. This is the real deal. I made these outputs with the APIs, so it's amazing. Now let's take a look at one more. We're going to squeeze this a little bit more extreme with a 9:16 vertical ratio for your tall phones. And the language is in German, let's take a look. [Narrator] Adobe MAX London. Lassen Sie sich von branchenführenden Experten inspirieren. Lernen Sie praktische Techniken kennen und erkunden Sie die neuesten Trends und Tools. Die persönliche Teilnahme ist begrenzt. Also buchen Sie!
[Wes Hopkins] Pretty cool. [Applause] [Wes Hopkins] So that's two languages down. There're only eight more to go, shall we? No? Okay. But since we started from Workfront I still have all the context. So for all the campaign metadata that I'm able to attach for findability and trackability, as well as content authenticity credentials for provenance. Now that's just video, Firefly Services is multimodal. We have digital imaging, we just saw audio and video, we can do print and coming soon in 3D. And so massive assembly work, multivariate content creation, Firefly Services' forte. So again, another example here, where we've created a bunch of different banners at scale, targeting different audiences with different messages, across different time periods and different channels, etc, etc. And we have, of course, the original layer documents, because it is in our creative tool. So we can bring them back if we need to make any last mile edits. So I still have complete creative control. So once I give my creative approval on my assets, they're now packed up and shipped off to the destination where they're needed. AEM Assets, Content Hub, or any other platform where we need it. And now my team can go pick it up and run with it in their activations. And this is the power of Firefly Services, helping me create content at extreme scale and still keeping me in complete creative control. [David Wadhwani] Great, thank you, Wes. [Applause] [David Wadhwani] So Firefly Services has been an absolute game changer for us. Those kinds of processes in the past would take us months, and frankly, be somewhat error prone. But now it happens in minutes or hours, and it's really made us much more agile in terms of what we can do. In fact, you see that it's actually made us much more effective, not only in terms of the speed with which we generate things, but also it's giving us a 30% lift in open rates when we send these, because we are able to do more of them and personalize them much more effectively than we were in the past. And we're not alone. We have agencies around the world picking up Firefly Services and GenStudio to make sure that the content that they're working with you on is increasingly effective as well. Monks, as an example, use Firefly Services and reported a speed up in content delivery, and a 78% increase in click-through rates for one of the campaigns they ran for a client. So, video support is now available. This really is a game changer and excited to see what you do with it. Now we have all this ability to create this content at scale now. So the question is, how do we start to take that content and deliver it more effectively? So Ann is going through all of our personalities on stage. Now she's actually a performance marketer. And so Ann is going to show us how she uses GenStudio for performance marketing, to take all this content and actually deliver and activate it. Ann. [Ann Rich] Great. So as a performance marketer, I need a ton of variations to ensure the greatest return on performance/media spend. And with everything Wes created, I have that all right here, including the banners, scaled video, social, everything is here. But unfortunately, what I want to test, Wes didn't create it. What I think would perform really, really well, is this Countdown to MAX content, but with video. And I don't have that. Luckily, with Adobe GenStudio for Performance Marketing, I can create and test that right here. I simply find the asset, go to create variations, and then select the channel I want, in this case Meta. And now I'm taken directly into the creation canvas, and I have all of the aspect ratios for both Facebook and Instagram right here with marketing copy generated thanks to the fine-tuned models for copy generation. This is fantastic, but I still don't have video. Luckily, I can go to the image, select video, and now I'm taken directly in to Image to Video, powered by Adobe Firefly. I just need to enter my prompt, make it feel like London and Generate. Now this is taking my reference image, my prompt, any other context, and generating a video. Wow, this is incredible. It understood the abstract bridge, made it a bridge with people walking, the boat, the river, I encourage you all to try it. This is awesome! Image to Video. Now I need to create new ads because I don't want to replace what I had. So I create new. And I'm taken directly in, and now I have static and video ads, side by side. Now, one thing about GenStudio for Performance Marketing, is I know that I'm always on brand. You can see the brand check right here. Now though, it's not just brand. We also have channel and compliance check, with compliance being done by third parties integrating into the platform. So we have brand channel and compliance. I know that my content is on brand, compliant, performant and customized. I am now ready to send for approval to Wes. Just Request approval. Let's find Wes. Great, there he is, and Send. Now while Wes is approving, this approval service is connected through Workfront, ensuring transparency and connection across my campaign. And just like that, Wes has approved, thank you, Wes. And now I'm ready to publish. So when I publish this content, I am taken into a modal to add meta data. Now everything Wes did, and I generated, including the prompts, the brand, everything is here. And this is saved with the content and so when I publish, I'm taken directly into Content, I have the full experiences. This is connected to Adobe Experience Manager. So this is here and available across the organization. These experiences look fantastic. Now I'm ready to activate. And this is a newly released activation tab in Adobe GenStudio for Performance Marketing, where I can activate directly to platform. Starting with Meta and Google CM360 today, with more coming soon. I simply go into Meta, and I have a few fields to fill out. But starting with my creative, I can go in, select them all, and add them. The creative has all of that amazing metadata so that is brought in automatically. So I have all the metadata here. And this is looking really good. Now at the end I have a tracking ad name, which allows me to tie this creative in this ad, and understand the performance across campaigns, which is huge. And with that, I'm ready to send it to Meta. And we're ready to go. [David Wadhwani] Great, thank you, Ann. [Applause] [David Wadhwani] So GenStudio for Performance Marketing launched in October of last year, and it's great to see how fast partners are lining up to make the platform richer and richer. It's great to see, of course, Meta and Google CM360 available today. And with many more ad platforms coming in the very near future. But the other thing, when we spoke last year at Summit around everything, we're doing with GenStudio, that we got asked a lot in addition to the brand checker, which I think was the hit of the show last year, was around compliance. All of you have to work, especially those of you in highly regulated industries, have to work with a legal and compliance check. And it's been great to see partners like PWC develop an AI solution, for medical, legal and regulatory reviews for the pharma-industry as an example and integrate that directly into the compliance checks that we do in GenStudio. So we're very excited about the partner ecosystem building around this. And GenStudio, again, has been a huge difference for us. We've been using it very significantly actually well before it launched. Dentsu is another agency and a partner that has a great example of how they've embraced this. They're delivering assets 70% faster across 145 markets using GenStudio for Performance Marketing. So, excited about what this means and really encourage all of you to learn more about it at the show. Almost done, so we now have our campaigns in market. The big question then is, how do you measure the campaigns and track true performance, not just at a macro level, but get into the actual efficacy of the content itself? And now we're going to go back to Ann for her final debut, to talk a little bit about how she takes all of this work that's in-market and starts to analyze the benefits that it's having, or ways to improve it. Ann. [Ann Rich] I am so excited to jump forward to running this campaign. Note, the data you're going to see is fictitious, but the need is very real. So back in Adobe GenStudio for Performance Marketing, I have a view of my campaign's performance assets and approvals. This gives me and my executive team a snapshot of everything going on. But we're here to see how the campaign is doing. And for that we're going to jump to Insights. Now, in Insights I can see how everything is performing with visual reporting right here. But I can understand not just what, but actually why this creative is doing well, and why the ad is doing well. I could create variations, run optimizations and new experiments, all right here. And this is awesome. But sometimes I need to have more data to do more in-depth analysis, to understand across ads and audiences. And for that, I'm super excited to announce Adobe Content Analytics launching now. So what's amazing about Adobe Content Analytics is I have performance insights, and these AI-powered insights are telling me so much information I can understand conversion trends, forecasts, I could see anomalies, I can see high performing assets and potentially low performing assets with content fatigue, these amazing attributes, I can see how the different colors are performing. I can see tone of voice, so much information here. But what's great is that this information isn't just here, it's connected across all of Adobe, so it's connected across the Adobe Experience Platform and the data you just saw in GenStudio for Performance Marketing. This is incredible. Now, from here, one of the most powerful things that I can do in Adobe Content Analytics is understand these performance insights by campaign and region, but also by audiences. This is awesome, and before today, I couldn't do this. To do it, I just find the audience I'm looking for, and then I simply drag it up to the filter, and then all of my information is filtered by that audience. So now I have performance insights for the Adobe MAX London campaign in the UK for students. And you can see I have a whole new set of AI generated insights, as well as updated assets and color palettes. So if I wanted to target students in the UK for Adobe MAX, I know that I should be using more green than red. Now, this is amazing, and connecting all of these insights allows me to have a new view of data, experiences and creative assets across Adobe.
Back to you, David. [David Wadhwani] Thank you, Ann, and thank you, Wes. So I will tell you, this has fundamentally changed the way that we operate and the way we think about it. We used to look at campaigns and whether a campaign was working or not, but now to be able to track not just the effectiveness of the campaign, but the effectiveness of the content in the campaign is a game changer for us. And not just the content, but the attributes, the colors that are actually driving the most activity in action, the semantics of the images, are dog images selling better or cat images? Always dog images. But the question ultimately is how do you then start to take this and really leverage it in your organization? Well, the best way to do that is to try it. I'm excited to say that Content Analytics is available this month, but not just that, we're also announcing today the introduction of GenStudio Foundation, which is in beta now. It gives you a single view into the end-to-end experience across all of these products that we talked about, so that you can have a single cockpit to really drive the end-to-end experience of your campaigns and everything that goes into building a successful campaign. So we have covered a lot in the last 25 minutes. I'm going to give you a quick harbor cruise to just put it back in your head before I leave. One, we did workflow and planning in Workfront to get things started and make sure that the campaign was effectively kicked off. We used obviously, Creative Cloud and Photoshop to develop the hero assets, and then we use Firefly Services to take those hero assets and develop all these variations at scale. We used Express for agile delivery and activation to empower all of your partners and your employees to advocate on your behalf. We used GenStudio for performance marketing, for structured delivery across all of these different networks and activation, and of course, all of this is built on the underpinning of Adobe Experience Manager. So a lot to take in. This has been an amazing evolution in terms of how we run our marketing activities and programs globally. I hope you give it a try if you're not already using it.
