[Music] [Joe Karp] Okay. So we're here to talk about scaling content with some of our preeminent solutions at Adobe GenStudio for Performance Marketing, Firefly Services, and Express. You've probably heard about those over the last couple days and maybe even before and so we're going to go a little deeper today.
So if you attended yesterday's keynote we packed a lot into that okay? We talked about the entire content supply chain. We did a demo where we had several products firing at the same time talking about how we can streamline end-to-end workflows, okay? And we talked about three products in particular that we're going to go deeper in today and those are the ones I mentioned. What we want to do with you today is three things. Number one we want you to walk away with an understanding of what these products do because a lot of times in these demos there's all sorts of information coming at you all different products that are firing. We want to basically take out a part for you and help you understand what these products do. Secondly we want to help you understand what types of problems these products solve for you. And most importantly which is why I hope you came today is that we're going to help you understand the unique value that bringing all three of these products together will help you in terms of scaling content. I will be your guide on the journey today along with my colleague Vik Viswanathan who is the Product Marketing Manager for GenStudio for Performance Marketing. I dare you to try to say that five times quickly. It's very challenging. And then Ben Vanderberg who's our platform evangelist and he knows more about every single Adobe product than I can even imagine. So that's what we're going to do today. There's plenty of room up here if you want in the front so let's get started. Okay. First a quick show of hands. Number one we've got a lot of marketers in the room here. So how many of you felt like your marketing efforts have been limited because you do not have enough content? Anyone have that challenge before? You wanted to personalize for more segments. You want to do more localization. Okay. Good. Show of hands. Secondly, how many wish you had deeper insights into all of your campaign content? Analytics about what's performing well. Okay, good. So a lot of people would love to see a little bit more in terms of their ROI. Okay. Finally, how many of you marketers have ever had that point where you look at some content that's out there in the ether? It could be in public facing communications. It could be in some internal content or brochures. And you look at the brand represented and you say, "Oh, my God, dear God, I want to cry." Anybody see the brand represented poorly? Okay. So we see that to you as product marketers and it definitely makes us shudder. We want to address each of those three things today as we talk about these solutions that we have for the content supply chain in GenStudio for Performance Marketing, Firefly Services and Express.
First a little context. This will come as no surprise to anyone in this room but over 80% of customers say they prefer brands that give you a personalized experience. But that's not enough. You have to meet those customers in the channels and platforms where they're doing business with you and then expect all of those experiences to be personalized in all of those different channels.
But doing that is a huge challenge. Right? If you think about all of the products that you have and then how you have to create different versions and renditions for different channels such as TikTok, such as YouTube, such as Facebook, such as your email, such as your website and then you have to think about all of the localization for different geographies. And I don't just mean translation but I mean the actual images too because a street scene here in Las Vegas is going to look a lot different than a street scene in Prague. When you want to connect with your customers you want to make sure the entire recipe of what you're sharing with them is localized for their particular geography so that you can connect and engage with them. And then you need to create different variants for segments, right? You have a number of audience segments that you're targeting today. You've heard a lot about Adobe's different solutions and how we can give you data and analytics about your customers so you can personalize forevermore a number of segments in ways that you couldn't before. And then finally you have to do refreshes. These things don't just happen once a year. It's not just like you launch the brand then it's over. You've got seasonal campaigns, you've got refreshes going on for new product launches and you've got different types of promotions that you're running. So these refreshes happen all of the time. And then this whole tableau of content it needs to be on-brand. If it's not on-brand then you have some reputational risk. And this is one of the biggest challenges that our customers face is making sure that each of these pieces of content across all of these different stages stays on-brand so they prevent any type of reputational risk.
What happens inside of the organization? It'd be great to see if this resonates with you because this is what a lot of our customers are telling us. The marketers they're running much fewer campaigns than they'd like to. They just don't have the content to be able to do it in a personalized way and the experiences that they want. That's the marketing team. And then you've got the creative operations and the marketing ops teams. They're the ones who are trying to broker all of that content as it moves back and forth between the studio teams and the marketing teams. They're facing higher costs and they're facing a lot of challenges in terms of delivering that content at velocity.
And then the creative teams. Some of you may work directly with them. Some of you may actually oversee some of these teams. But they are stuck doing all sorts of very tedious type of work. This is not why they joined the marketing or the creative team. They're doing a lot of cutouts, they're doing a lot of clipping paths, they're doing a lot of re-toning. What they really want to be doing and what you want them to be doing is investing in your brand. You want them to be doing innovation strategy things that are really going to help you grow but they're stuck doing cutouts. And it takes a lot of time. And then let's not forget, when we see our brand portrayed in the market in some way or within our company in some way that is just completely off-brand then it creates problems for all of us. Everyone is a steward for the brand inside the company. And I'm thinking about teams like sales. They are doing all sorts of presentations to customers. You're talking about sales enablement teams who are putting content in front of their internal teams. You can think about HR and you can also think about teams like field marketing where your teams if you're in a global brand type of situation you're actually giving content to some of those teams. They'll often modify it in ways that maybe you don't want to have it. So these are the different teams that are affected by this challenge of scaling content and what we want to talk about as we go deeper is how are we going to solve this.
So those of you who have seen and been with Adobe for a while will recognize this. This is our framework for the content supply chain. We hope it is a warm fuzzy blanket for you at this point that will help you understand how to really optimize this supply chain end-to-end. Today we want to go deeper into what we call of the creation and production part of these building blocks with a scenario. This is a very basic workflow that I think everyone's probably familiar with, right? When you're starting a campaign you have a campaign kickoff. It's a brief hopefully it's coming out through Workfront and then that will trigger someone in the creative team to actually start creating content. These are all of the hero assets that you're creating that are going to be then versioned through all different channels. But before they get there they have to go through reviews, right? And you've seen this probably before. A lot of these reviews happen over email sometimes over Slack. It's very cumbersome. As you go through the review and approval process then you need to take those hero assets and you need to scale them. Five assets quickly become 5,000 just for one campaign for all those different channels, all those different geos, all of those different segments. And finally it moves downstream to publishing and delivery. What we're going to do today when we think about the applications and solutions that we're talking about is we're going to focus on the content production stage, right? A few hero assets get scaled up very quickly to thousands and then deployed.
There's really three different solutions and let's go over them one-by-one. So Firefly Services. This is our collection of generative and creative APIs, right? Headless services that organizations can use to scale content production. The second one is GenStudio for Performance Marketing. This is a workflow application, right? It helps you go through that entire workflow where you bring creatives and marketers together...
To create, activate and optimize content for any digital campaign. And then finally we talked about the rest of the organization. That's where Express comes in. Express is the quick and easy app that allows anyone in the company to create on-brand content. So how can we pull these things together in a way that's going to make it in a real-life type of scenario? We've created through our WKND which is a retail lifestyle brand, a fictitious retail lifestyle brand. We're going to talk to you about how you're going to launch something called the Trail Bag and it's going to be a campaign and we're going to take you through each one of those different solutions to do that. And that's where friend Ben is going to join us and take us through the entire flow. [Ben Vanderberg] All right. So good morning everyone. And what I'm going to do is I'm going to first walk through a little bit of how Firefly Services works. And so to start off here, I'm a creative. And as I'm looking at some of these different bags that we have in our offerings here, I'm looking at this and realizing that there's a lot of cool bags but they're a little bit inconsistent. So some of them we see in different sizes and dimensions. Some of them have white backgrounds. Some of them are in scenes. Some of them are going to need a little bit of work. And the challenge is that as a creative team in order for us to get up onto our different storefronts, up to our different websites, up to our different promotional materials I need to take these and normalize them remove the backgrounds or adjust them, put them in the right sizes and dimensions. And a lot of times this is a one-by-one. Now I'm looking at about 17 different items here but a lot of times we're talking about hundreds, a thousands different ones that we need to do. We need to put them in different settings. We need to put them in different backgrounds and so forth. And this all takes a lot of time and that's a one-by-one time of a person sitting there and going through these. So the dream is for me to be able to take that and be able to run it through some magical automated process to be able to do what I do over and over and over again automatically. And that's what Firefly Services can help me with. So to start off here I can go into Workfront and I am going to start a request that is essentially for an item here that we have which is Trailbag Ads. And I'm going to go here and I'm going to upload my items that I have which is my images. And as I upload them into here what it's going to do is, I'm going to then be able to take these and it's going to use these as the basis to trigger an automated workflow. Now this automated workflow is going to utilize a low code platform called Workfront Fusion. And what Workfront Fusion is it allows you to be able to take your different connectors to your different applications like Firefly Services, Photoshop APIs, Firefly APIs, Workfront, Adobe Experience Manager Assets, Frame.io and connect those all together into a workflow. But as I look at these different images what I also want to do is I want to take them and I want to put them into some specific lifestyle settings and areas. So here we can see we have a number of different images for a little bit more of the Red Rock area, little bit of climbing maybe up in the mountains, maybe a little bit further up in the mountains in the snow. So all of these different images are the ones that I want to be used to be able to create these in different landscapes so I can appeal to a broader audience for my different products. So we're going to kick off our workflow process here. Again this is Workfront Fusion. It's that low code platform that's going to run and take each of those different images that were uploaded into Workfront and run that through our process. And as that is running let me just explain a little bit of what that's doing. So it's taking our different images. It's uploading that to our Firefly Services which are those headless APIs to then take that remove the backgrounds on those images, upload those reference images that we saw there before and then it's going to generate those images in the styles of those different scenes. And that is using Firefly our Generative AI models to be able to generate and merge those different images together. Then what it's going to do is then it can take those and export those out into the different formats sizes and dimensions that I need whether that's JPEG or PNG or the number one thing that creatives think about on this is "You're going through an automated process. We want to make sure that we can go back and make some last mile edits and changes because things happen in automation. You do need to still review things." So being able to still have that, things like Photoshop files that are editable files for them to be able to make those last mile edits is awesome and huge. So as it runs that then that can then push those into Frame.io for review and approval into Adobe Experience Manager Assets or any other storage system or application. Because these are headless APIs they can integrate seamlessly into the Adobe ecosystem but also into the ecosystem of other applications that are part of your tech stack. So what that then looks like is here I am inside of Frame.io. We see a number of the different images that are rolling in. And it's not just generating one. It's generating a number of different variations in sizes and dimensions. So as I look at this one, this one generated. Okay. So now let's look at some of the other ones that are inside of here. We will see-- This one, again, if you're looking at the review of this you might say that this isn't quite exactly right. The shadow isn't particularly great. So maybe I want to communicate back to my creative team to do some adjustments on that. So what I can do is I can go in here and I can add a comment in Frame.io here and say, for example, this is going to be no shadow. And then I can go up and I can change the status of this to be needs review because while I might like this image we need to make a little bit of adjustments on this. But now if I go back into here and we have a look at a different image, like the one right here that one's looking pretty good. It generated the shadows, generated the lighting and pretty good. So we can go ahead and we can approve this. Now through that automated process what we can also do is integrate it so that when I approve that then that's going to push that to my DAM so that it's ready to be used on my website, ready to be used in other contexts, in that case. Now if I go back we can see a number of the other images that were generated within here. So we can go ahead here and take those different images and we can actually go and approve all of these and push those into Adobe Experience Manager Assets. And so then what we'll see inside of here is, inside of AEM those start rolling in through an automated process to be able to push those because those are the approved ones that we like. And that's Firefly Services and being able to take the ability to take manual repetitive processes and turn them into automated workflows to be able to easily create that fresh new content different variations using Generative AI to be able to merge and blend things into different areas. And even you can extend that beyond to different channels whether that is to print digital or other channels to create different variations on that content at scale.
[Vik Viswanathan] Thank you, Ben. What we saw Ben do there as a creative was to create these variations of some primary assets. You saw that we'd started with those bags and added backgrounds and that's awesome. Now you have a great collection of assets which can be used for your campaigns. But as a marketer creating marketing assets is more than just the visual assets, right? You want to be able to create-- You might want web banners, you might want social media ads and you might want to send emails. And being able to put all those together that's where GenStudio for Performance Marketing comes in. GenStudio for Performance Marketing is as you heard Joe describe it's a workflow application. And really what we're trying to do is how do you take all of these great visual variations add copy to it, be able to put it in the right template for different types of marketing assets whether it's an email, it's a meta ad, it's a LinkedIn ad and be able to activate it directly from the application and also see the insights on how they're performing. So at the end of the day you're trying to create, activate and optimize in one workflow within the application. And I think what better way to see it than actually bring it to life with the same example that Ben was showing. So Ben. Awesome. All right. Thank you. So now I have switched roles. Taking one hat off. Now I am the marketer. And one of the biggest things that I want to do is be able to take some of that content that was created and be able to then turn that into content that is going to be maybe content that's owned media like emails and banners or paid media that's going on to social, say the meta platforms or other platforms, LinkedIn and so forth so that I can deliver that out quickly and easily. So I'm in GenStudio right here. And first off one of the great things about this is that I have all of my different campaigns available in here for me to be able to see. This also ties into Workfront for me to be able to see exactly what it is that are different campaigns that I'm working on. And for me to create content it's simple and easy for me to be able to do this. And here you can see that I have the ability to create stuff for my owned media like the emails and banners and then the paid media here. So in this example we're going to create some Meta ads. So if we go open this up here the first thing that we see is that we have a number of different templates that have been created. My creative team will have already created these templates for me so that I don't have to create fresh templates. These are available for me to have as a menu to choose from so I can select the one that I want to utilize. And then at this point in time this now can then help me create a new set of ads for my campaign. So we're going to call of this Trailbag Ads. And as I am creating this content you'll see that it gives me a few different parameters in here. First off I can choose my brand. So I might have many different brands and each one of those brands has a slightly different voice, a slightly different aspect to it. So I can choose specifically my brand that I want for that. I can choose my persona that I'm wanting to target for this content. In this case it's going to be my WKND Adventurer. And I can also choose my specific product. Now each one of these different items are then things that help train our models on specifically our own brand voice that is associated with that so that it's helping create that fresh new content rather than something that it's just doing it without any context. And that can then help us then create an optimized fine tune model for specific areas in this case for the America's paid media that we have here. What I can then do is then I can upload my assets that I have. So here we can see all of our different assets that I can access and access also from Adobe Experience Manager Assets. So I'm going to choose some of my different ones here. I like that one, that one and we'll choose-- That one's pretty too. So let's select that one. Now we're doing retail bags here and so forth, but if you're in more regulated industries, like financial services, health care, life sciences, there's a lot more additional regulation that you might have in how you communicate some checks that you need to make sure that the content that's going out is proper. So what we also have is the ability for you to have add-ons that our partners can offer that can be fine-tuned specifically for those industries to help you create that content and have those checks in there.
At this point in time, now it's just a simple prompt. So I can say, "Ads for trail bags that promote active outdoor activities like hiking and walking." So now when we click on Generate, it's taking a combination of the brand. It's taking a combination of that product, the persona and our brand voice bringing those together to then generate new content variations that then I'll be able to use. So here we can see in real-time it's generating the post. It's going to be generating the content and we'll see in a quick second as that comes together on that. And the one thing, Ben, I think I would add here is the point about these compliance checks. So what you will see is that we check in the application for three things. We check on the brand score, you'll see a brand score up there which talks about how much on-brand you are. We also check for the channel you're activating the content to make sure that it's a Meta ad. Does it meet the guidelines for Meta ads? So that you as a marketer can be confident that it's not going to get rejected for some reason. And the third one we also do a native accessibility check for the content being generated. And what Ben had alluded to earlier, we have 10 partners who've actually already created add-ons for GenStudio for different industries. So the MLR review, if you're in the health care industry or if you're financial institution, you have additional regulation checks for anything your company puts out in terms of ads need to be regulated. So what typically happens is the companies have internal processes systems for how they do their checks. What we allow you to do is work with a partner or use some of these add-ons to bring in those checks into this process. So you don't need to spend additional cycles in getting this content approved before it goes out and gets published. Yeah. So here we can see the content that was generated. So it generated the body here. It generated the actual visual imagery in here based on our assets that we chose in here. Now the great thing about Generative AI is it took all of my different elements to be able to help create this. But we still want to make sure that this is on-brand. And a lot of times what would happen in this internal review process before GenStudio is I might take that send that around to be able to get some approvals, emails back and forth.
That slows down a lot of the process. And what this can do is, as Vik was mentioning, we actually have our content check right here that is checking on how does that align to my brand voice? How does it align to Meta and what is appropriate for that platform? And how does that align to accessibility? So as I look at, say, this one each one of these have those scores so I can help judge that on there. And then it also tells me what are some of the things that it sees as issues that need to be reviewed? So as I look at this it says that for this one the content does not adhere to the guideline because Trailbag is capitalized at the beginning and violates the sentence requirement. Okay. So what we can do is we can go ahead and change this. Now one of the nice things is I can actually use rephrase because it is after all early in the morning and I haven't quite turned on my writing brain for this. So I can actually use rephrase to help create new content for me and help remix that a little bit. So then when I do that then I can say recheck score. It's going to then see how that looks.
All right. That looks great. So it helps me be able to quickly check and help guide me towards creating on-brand content. Now you get the idea for that. We don't have to go through all of the other ones here but you can see that process of being able to check and validate that. The next step that I might have before I push this out is I might want to go through a review-- An approval process. And that might be something where I want some different teammates to review that. So I can say request approval here and I can then allow people to be able to review this. Now we have this review available in GenStudio. If you are also a user of Workfront, it also integrates with Workfront so you can also tie that into reviews within Workfront. And what that's going to do is that's going to send notifications for people to review. And directly within here, then that allows people to be able to comment and provide feedback. They'll get notifications as we see like this here and we can say this looks great. I can't wait to get this out to market.
Obviously, somebody else would have more feedback for that. But then once we're ready for that we can click on Review and Approve and push it back if we need to. Or we can say Approved and that is then going to kick it off to the next step which is to publish those assets.
Quick second. We're getting a little bit of a pause there. Some of this stuff at Summit we've launched is you can now do LinkedIn Ads. GenStudio is an app launched in October at MAX with Meta ads and emails. And now we've added LinkedIn as well. And you will soon be able-- So you can now publish directly to LinkedIn and soon you'll be able to do that same for Google Ads as well as Microsoft and a couple of other platforms, TikTok and Snap as well. Right. And the other thing is that also for some of your own media, like being able to create emails or banners, it's the same idea. You can tie it to your brand. You can tie it to those different elements. It'll help you create that content much faster. So the next stage of this is you want to be able to activate this content. So conveniently within the navigation here now we can go to Activate and we're going to activate with Meta. Now Meta is the first partner that we have that has created an integration in GenStudio to be able to tie that directly to activation but we also have coming soon additional activation partners including Google, Microsoft, Snap and TikTok as we see within here. So now we can create a new activation. I'm going to call this Trailbags Ads. And we can choose our media from here. We can upload it from our computer or once again from our content. And then this allows me to be able to choose my different size and dimensions here.
We're going to use those. And that can then be used for the different dimensions, so for square, vertical, horizontal, etcetera.
Now we can choose this for different previews that we want to use for the Meta platform whether that's for the feed, profile, Instagram, Messenger, etcetera. This gives me an easy way to be able to help create content for the different areas in Meta. So we're going to say as an example this is going to be, "Explore the wilderness with Trailbag." We could choose our call to action, give our website here.
And we can then also, because it is important to then tie this back to your metadata, you have all of the details here that you can tie it to your metadata whether it is your brand, your products, time frame, region, etcetera, so that you can better track and manage and understand these different activations. You can then tie it directly once again, because it's integrated with Meta you can then tie it to your accounts here. You can then deliver it to the specific ad sets that you want to be able to put it into queue there.
Once you then publish this, this is then going to push it over into the queue over in Meta where then as part of your Ad Manager you can then have those queued up to deploy there. But it's that simple. So you can go from creating your content. You can activate that content inside of Meta here and it makes it simple and easy for you to be able to do that. Now the final step is great. So I send it out into the wild. I want to know how it actually performed and how many people have sent stuff out and you don't quite always know how well that actually performed, especially, how well that comes back to actually creating content again or does it sometimes go into just one direction of, we get the content out there, we see that it performs but it doesn't communicate back to creating better more informed content. So insights here, this then gives me that information that I'm looking for. So as I go in here I can see all of my different channels and ads. And inside of here this will give me my details that I'm looking for. What is the click-through rate? What is the cost per action? What is the spend? And not only that, it also will give me the additional information of what text tags were related to that. What was the emotional appeal? What images and what were the aspect of that imagery? So it gives me even more telemetry to understand that better understand how to create new content. And then really dive down to go, "Oh, this is the content that performs better. So maybe I need to create more content similar to this to help better create better performance, better click-through rates that deliver as part of that." And that's really where GenStudio helps make that happen from being able to help easily create the content, help easily be able to activate that content and deliver that, and then be able to get the insights to measure and understand that content, so you can do it all over again and create new content that is the most performant content that you can have out on the market. Thanks, Ben. I think the one thing I'll add to that is what you saw Ben show in terms of how the content is performing and the attributes on the left. What I'd like to-- If you want to keep that on for a second.
- Scroll down to attributes. - Yeah. So a lot of this data, if you have content on Meta LinkedIn all of these platforms, you will get your click-through rates, the CPCs, the spend data, all of that's available on your-- If you have on your Meta account. We are pulling that in, right? Great. So you get visibility and it's visual. But what we do and what Ben pointed out on the left side with the attributes that's something else we do on top. So we run our AI models on the piece of asset to understand what's in the asset. It's the same models we use in our generation with Firefly. We use those, flip them around and try to understand what is in the image. And what that lets you do is pull out attributes which are associated with that piece of content. And now actually if you look at what you can do with that analysis-- I saw a lot of hands go up on, you want more insights.
You can run analysis on the attributes across channels to understand which attribute was most correlated with performance. So think about you could say the red backgrounds worked. Or in the fall campaign orange worked with mountains. Or you were able to do certain kinds of musical genres or moods and the emotional appeal. You just now have a richness to the data which will help you explain why a piece of content performed. And that's where we are in that promise of being able to create, activate and optimize content. That rich insight is then taken back in to say, "In your creation process in the app we can give you additional information on can I create more like this particular piece of content which performed really well?" So just to connect the dots on that whole create, activate and optimize content.
Thanks. That's awesome. So we saw how a marketer is able to use GenStudio for Performance Marketing to be able to create the marketing assets. You assemble copy, visual content and you're able to see the insights. Now beyond that you have the rest of your organization who also need to be creating on-brand content. For those of you who attended the Keynote yesterday you saw David talk about the two ways in which you can get content out in your organization for marketing, right? The first was the structured way which we just saw Ben walked us through with GenStudio for Performance Marketing where you want to make sure that you go through the reviews, the approvals, the brand checks, the compliance checks. Are there insights? All of that to make sure-- Because it's a machine for the money you spend in terms of ad dollars and marketing dollars to make sure that your entire operation's working and getting the return that you want.
But there is another process that David talked about which is the Agile Marketing Approach, which is letting anybody be able to take an asset which is available and be able to make edits to it and quickly push it out. So this could be a field team. It could be your sales team. It could be your comms team or HR who wants to take an asset and quickly create a variation of it. You don't need to go through the entire Performance Marketing workflow for that. All you need is access to your brand assets and the power of Adobe's creative tools simplified for you so you're able to use that. And that's where Adobe Express comes in. It's the quick and easy app to create on-brand content for anyone in your organization. So this includes teams which are outside of even the creative or the marketing organization but they still want to be creating on-brand content. And Ben's going to walk us through an example there. All right. So here I am in Adobe Express. And what you're seeing right now is what we call our brands in Adobe Express which is a central place that gives us all of our content to help drive our brand whether it's logos, colors, fonts some of the different assets as well as templates. Now I'm going to walk through three different personas...
That are across our supply chain of people who need to create content but they're not creative pros. They just need to be able to quickly create content and make sure that they're on-brand here.
These brands are also the same ones that are also shared with things like GenStudio and things like Creative Cloud so that content can be used across and all of those different things can help create that on-brand content. So first role that I'm going to talk about is a Store Manager for WKND here. So a Store Manager, again, their responsibility is to make sure that the store is going off without a hitch and they want to create content for the store that they might do locally here. And I've created a couple examples here. One might be the Manager Discount. One time only this weekend which is-- And so that might be a sign that he might need to create locally but once again we don't want it to be something that he just went into Word, put a little bit of Comic Sans on a white piece of paper and threw it up on the wall. No. We want it to be on-brand.
The templates in here give my store manager here a set of a menu of templates that he can use that has guardrails to help him. So we're going to choose this Manager Discount. We can start that new file in here. And then what that's going to allow them to be able to do is instead of being able to change anything in here now this is giving me guardrails to say, "You know what? Things like the logo here you can't change that because in fact that is a locked template." So my designers can easily import this into here as a locked template and you can import it as Photoshop files, Illustrator files, InDesign files, PDF files, PowerPoint files. You can import them in and you can create a lock template in here. And so then what you could do is even up here above I don't want them to be able to change that part but I do want them to be able to change things like the image here. So we can allow them to be able to change the image from my brand and maybe I have a specific set of approved images for them to be able to access here where then we want to then change it out to be for our-- Sorry, give me one second here.
We want to change it out to be for our biking helmet so that we can change that out there. Now it has a white background on that but it can be a quick one click to be able to remove that which again as a store manager I might not know how to usually do that but it's one click to be able to do that. Then I can go and change this. And because I am a very gracious manager I can say manager discounts 20% off. And I can then download that if I need to. Or what I can also do is if I need to also save that to some of the other cloud platforms that I might utilize like Google Drive, OneDrive, Dropbox or AEM, I have all those different connectors there to be able to get it to where I need. But it makes it easy for me to be able to create that content there.
Another example here might be some of those different tags that you might show up in a boutique where again I want to make sure that it is on-brand so I can easily go ahead and create a new one. And it is locked so that I can just change the things that I need, change out the images that I need. So as a store manager it's easy. It's a menu of items. As a brand, I'm deploying out those templates for people to be able to choose from and quickly use.
Let's go through another example. My sales team going to different things for as part of my resellers. I need them to be able to stay on-brand and have the latest stuff that's going to look good and impress. So the other thing that you can also do in Express is you can also create presentations and create standout presentations that utilize any of that brand content as well and helps them also stay on-brand with guardrails so it makes sure that it keeps the same, the right colors the right fonts, etcetera, to be able to help deliver that.
Let's give this a quick second.
Apparently, Adobe Express was also out last night in Vegas having fun. So we're going to go to the one other demo here. We'll wait for it to catch up which is the example of my regional marketing team that might need to create some flyers that you need to do to help promote maybe the actual use of our bag in here. So we want them to be able to go in and let's say they have activities for hikes on the weekend here. So they can go in and say, "Hiking in Zion National Park this weekend," or something like that. We could have the text that would go in there. Any of these elements are editable but they are ones that I can't change some of the other elements that I locked down. Now again to access any of the images that I might want to use I can have images that I have available in my brand. Or if I'm using Adobe Experience Manager Assets I can also find any of my-- I can access AEM directly from in here. So I can find the images that I'm looking for within this and once again use that to be able to drag my content into here.
So let's go ahead and we're going to take-- Where did my image go? We're going to take-- We're not into surfing on this one. So we'll take-- There we go this one.
All right. So that one's looking pretty good. Maybe we'll change that to biking. Now the other thing about this is, I might also be utilizing this and I want to create this in different languages because I want to take something and I want to reuse this in different contexts. Or especially in tourism you have a lot of different people that are going to be visiting at the same time that have different languages. So let's add a little bit more text here. "Come enjoy an amazing hike in Zion National Park and enjoy epic views. And it's fun for the whole family." All right. So as part of this I might want to be able to go in and translate this. Now instead of going around the office finding someone who speaks all those different languages, I can go up to Translate here and I can then choose from over 40 different languages that I'll use AI to translate this into. So how many people here speak German? Any German speakers? A little-- Okay, so good. Any French? All right. We've got some French.
Any Hindi? Ah, good. Awesome. All right. We'll do some Hungarian, Italian, Japanese. I could keep going, keep going, keep going. Now what this is going to do is when I translate this, this is using AI to translate all of the different elements inside of here and we will see that. And I'm going to use all of you to test to make sure that things are looking good in that language. So let's have a quick look once this finished translating here. But this applies to any content, whether it's print-based content, digital content that you produce in here. Here we can then see-- All right. Let's just zoom in here. "Biking in National Park," in English. Okay. In German-- [Speaking in German] Radfahren im Zion Nationalpark dieses Wochenende. Let's see. Now this one is French. Thank you. How's French look? [Man] Okay.
How's the Hindi? All right. So here we can see that it gives us all those different languages and it allows me to be able to create those different variations quickly and easily. And so as a regional marketer, it even allows the benefit of sometimes you have that bias of your own marketing team that might generally create stuff within one language and then push that out to their local teams. It helps them be able to translate quickly into their regional markets. Now going back to that salesperson as we look at the different things as part of this presentation we can see that it creates a beautiful presentation that we can utilize. Again just like we saw in things like GenStudio if we want to take some of our things like this and we need to rewrite this we can simply just use things like our rewrite tools to be able to edit inside of here quickly and easily to create our presentation that we're looking for.
And we can also go in here and let's say I have a picture of my team that I also want to drop inside of here. Now once again this is something that might be a little bit difficult for me to be able to create myself to remove the background before Express. But again it's a simple one click. So I can just say Remove Background, and it's simple and easy to do that. Now one other thing that I might want to do is as part of this presentation, sometimes there are things in a presentation that are not necessarily on-brand but you still want to get a little bit of that opening, a little bit of that relaxed thing to just open the conversation. Maybe as part of this-- The start of my presentation is I want to talk about My Weekend and why I use WKND bags all of the time and it is because I love going and finding the most amazing places to get honey. All right. What's the right image for that? What I could do is I can go in and I can add an image here and I can choose from a bunch of stock premium images or I can also generate using Firefly in here. So I can go in and say I am looking for cupped hands with honey in them and snow covered mountains in the background. Now I'm definitely not going to have a stock image and my creative team does not have time to create something like that for me. But with Firefly it can then generate that image for me. So then give it a quick second here. We will see our results.
I might want to change this to be maybe more photorealistic. So we can change that.
And there we go. Looks pretty good. If I want to crop this, very easy to do.
And if I even want to animate it, it's simple to be able to animate this to make this look good. So add another animation just to add a little bit of a-- Wait for it. You're going to get a-- There we go.
And then we can present that. Things look good. We can create that great first impression. The other nice thing is that all of those assets, like the images as I drop those in, especially, if I'm talking about product images, like the ones we see here those are linked. As I drop images into here, if my brand team then goes and says, "Hey, there's a new image," or "there was an issue with that," that can automatically update inside of my presentation. So those presentations are not, "Oh, my sales team is using the template that we used two years ago and they're still using the same slides," and, "Oh, no, that's not on-brand," that can be linked to our assets so that it is the latest and greatest content and it helps them stay on-brand. So we saw an example of how we can create decks, how we can create regional content for our regional marketers and how we can even deploy this to other teams like store managers who just need quick easy ways to create content. Express makes it easy for anyone to be able to create that content while helping them stay on-brand with those guardrails. Thank you, Ben. So that was Express, the quick and easy app to create on-brand content by anyone in your organization. Now very quickly I just want to run through what you saw Ben walk us through where you had the creative team set up variations in Firefly Services, the GenStudio team, the users be able to create marketing content with it for activation. And then you had other teams, the store managers and the sales presentations all able to be built-in Express. The same approach can be applied to other use cases. For example, WKND is an international brand. So you might have regional teams who want to take this content and be able to leverage it, right? So you can see the workflow where creatives are able to create localized variations of these images we saw. So maybe in EMEA they want to have more locally relevant images that they can generate with Firefly Services and use them along with these bags. And then the GenStudio for Performance Marketing users can take those assets. And just like you saw with Express you can translate content in GenStudio as well. So you'll be able to create these Meta ads or LinkedIn Ads or emails assembling copy and images together, where you have the locally relevant content images. But also you can create it in the languages that you need it to so that you can push it for the local regions. And thirdly, you could have store managers in these regions as well be able to use the similar workflow of using Express to make those last mile edits which they need without actually going through a structured workflow. So those were just the other example of how you can use these three products together in order to drive campaigns in the regions.
So what we saw today, just to wrap it all up for you.
We heard about Firefly Services, the headless services. It's a collection of our creative and Generative AI APIs which allow you to create scale production where the creative team can create a ton of variations of the visual content. We saw how GenStudio for Performance Marketing is able to let you take those variations combine them with copy and be able to create, activate and optimize that content for your marketing workflows. And then we saw how Adobe Express, the quick and easy app to create on-brand content allows anybody else in your organization to be able to grab that asset and make changes and use it for their needs. So hopefully you got a good sense of how these products all work together. We've had some very exciting announcements for all of them at Summit this week. I don't want to walk through each one of them. But what you'll see is that Firefly Services we launched Firefly Creative Production. We added a whole bunch of new APIs. Now you have the Custom Model API which allows you to leverage the custom models your organization's creating. GenStudio for Performance Marketing, it was our biggest release ever. You might say it's just your second release but it's bigger than the first one. And we had a ton of new features which we launched in terms of event channels insights and we have a lot more coming. And then Adobe Express, we announced the ability to actually do review and approval workflows in Adobe Express and also the Workfront Integration's coming soon. So what I would encourage you is to-- There's Joe, Ben and myself, come find us if you have any questions about any of these products. Please go check out our booth. There's a ton of folks out there who'll help you walk you through some of these demos again and learn more about the product. And I'll say that for GenStudio for Performance Marketing, just to plug I am doing a fireside chat with Lenovo's CMO for online. And they were one of our early customers. We're going to walk through a bunch of use cases of how they saw value.
Thank you so much for coming at 8am in the morning. Have a wonderful Summit and see you all soon. [Music]
