To help marketers face the challenge of delivering seamless and relevant experiences to customers, we introduced Adobe GenStudio for Performance Marketing at Adobe MAX 2024. GenStudio for Performance Marketing is a transformative solution that empowers enterprises to plan, create, activate and optimise on-brand content at scale using generative AI.

Now we are launching the next phase of our product — Add-ons in GenStudio for Performance Marketing.

Why enterprise products need Add-ons.

GenStudio for Performance Marketing solves common content supply chain challenges by providing integrated workflows across content creation, asset management, review and approval, delivery and activation and reporting and insights.

Now, Add-ons enhance those experiences further for enterprise customers by connecting the GenStudio for Performance Marketing application with the rest of their content marketing stack.

Meeting enterprise customers where they are.

GenStudio for Performance Marketing is designed for enterprise businesses with diverse marketing ecosystems and complex product stacks. These organisations depend on a variety of tools, including digital asset management (DAM) systems, content review and approval platforms, compliance tools and ad distribution networks. Rather than requiring customers to adopt a stand-alone new solution, Add-ons enable them to seamlessly integrate GenStudio for Performance Marketing into their existing workflows, ensuring a more connected and efficient marketing operation.

Key use cases for Add-ons.

Compliance for regulated industries.

Content compliance is a major challenge for industries such as pharmaceuticals, consumer packaged goods (CPG), financial services and other regulated industries. These industries have strict marketing content approval processes that require adherence to industry laws. For example:

• Pharmaceutical companies may need to comply with medical, legal and regulatory (MLR) reviews before publishing content.
• Financial institutions may need to meet SEC and FINRA guidelines for customer-facing materials.
• CPG brands may need to meet consumer protection regulations and advertising laws.

Generative AI has significantly increased the pace of content generation for these industries. So, while the speed of content generation has increased, reviews have become a major bottleneck in the approval processes.

GenStudio for Performance Marketing helps enterprise businesses address part of the compliance problem by natively supporting brand, channel and ADA compliance. But regulatory, legal and medical compliance may require additional support. So, we are working with our solution and technology partners to expedite content approval processes by connecting their compliance tools using Add-ons in GenStudio for Performance Marketing. As Add-on apps, these compliance tools can:

• Embed rules and guidelines directly into the content generation process.
• Provide AI-driven, automated compliance reviews and suggestions to reduce manual errors.

Embedding rules and guidelines.

Our Creation extension point allows customers and partners to build Add-on applications for users to select approved claims data, compliance guidelines and regulatory statements during content creation through a pop-up modal, so that AI-generated content is aligned with industry standards.

These guidelines can reside inside any third-party system or customer repository or inside Adobe’s own repositories.

Providing AI-driven compliance review and suggestions.

We are introducing new side panel extension point to allow partner apps to access all content experiences in GenStudio for Performance Marketing — enabling those apps to review, validate and integrate their medical, legal and regulatory (MLR) compliance systems directly in the GenStudio for Performance Marketing user interface.

• Users can see potential guidelines or claims violations and fix them.
• Users can manually edit generated content, with automated highlighting of potential violations.
• Users can add disclaimers and source references to provide content transparency and accuracy of claims.

By enabling effective creation followed by real-time validation of any new content, enterprises can speed up campaign and ad approvals, reduce risks and support consistent regulatory adherence across all marketing materials.

Seamless integration with digital asset management and marketing automation tools.

Enterprises use various third-party systems to manage marketing content. In the future, our Add-ons will allow integrations with:

• Digital asset management platforms
• Workflow management tools
• Marketing automation tools

Integration with digital asset management (DAM) systems.

Users will be able to select their images from third-party digital asset management (DAM) systems to provide additional context to content generation. We already support Adobe Experience Manager Assets in our product, but coming soon this Add-on feature will allow customers to use their own DAMS to bring in assets.

Integration with marketing automation tools.

We will soon provide extensible micro frontends (MFEs) to pull in approved experiences automatically to cloud marketing platforms, delivering seamless content distribution across marketing and sales pipelines.

GenStudio for Performance Marketing will also support APIs to seamlessly embed approved experiences into third-party platforms, enabling content workflow automation, data synchronisation and multisystem interoperability.

Integrate with third-party review platforms.

We will be introducing the ability to export draught from our content creation canvas to third-party workflow systems for human approval of content and track their approval progress. These extension capabilities eliminate silos, allowing marketing teams to work with GenStudio for Performance Marketing within their existing marketing tools ecosystem while maintaining efficiency and consistency.

Enabling translation and localisation for global campaigns.

Enterprises with a global presence require content that is translated and localised for different markets. Add-ons will enable enterprises to:

• Integrate with third-party translation services.
• Automate language adaptations for different regions.
• Support language-specific rules and style guidelines.

Integrate with third-party translation services.

We provide interfaces and APIs to integrate with third-party translation services, in addition to our out-of-the-box translation capabilities. Adobe uses its own translation service, which we are supporting to generate translated content within Adobe using GenStudio for Performance Marketing.

By making translation workflows seamless, brands can accelerate international campaign launches and ensure that content resonates with local audiences, all without manual intervention.

Expanding reach — Add-ons for email and paid social channels.

Add-ons in GenStudio for Performance Marketing will enable enterprises to seamlessly integrate with additional email and paid social media channels, ensuring that content can be activated across a wide range of platforms with minimal effort.

Add-ons will soon support the ability to bring in customised metrics specific to enterprises by building connectors with Adobe Experience Platform.

Phased roll-out — starting with Compliance Add-ons.

To ensure a smooth adoption process, GenStudio for Performance Marketing is rolling out the Add-on framework in phases.

• Phase 1: Compliance Add-ons (launching at Adobe Summit) — allowing partners to build compliance integrations and do content export.
• Phase 2: DAM integrations and translations — connecting GenStudio for Performance Marketing with third-party tools for seamless asset management and localisation. This is coming soon.
• Phase 3: Workflow and API enhancements — enhancing global campaign automation and connectivity. This will be for later this year or next year.

This phased approach gradually supports adoption of Add-on capabilities, aligning it with their business priorities and operational strategies.

All user interface Add-ons are Adobe App Builder applications and they are visible in Adobe’s exchange application marketplace.

Add-on applications with customers and partners.

As GenStudio for Performance Marketing expands its Add-on capabilities, our partners are already building Add-on applications to integrate real-time compliance reviews, MLR workflow automation and digital asset management so their content remains brand-compliant and regulatory-ready while accelerating production timelines.

Key partners to power compliance and customisation.

Adobe has built a robust partner ecosystem, bringing together technology and solution partners to build these Add-on applications for our customers. Several technology partners have already started developing compliance solutions specifically for regulated industries, including:

• IntelligenceBank — Marketing compliance by IntelligenceBank is an AI-powered solution that helps compliance and marketing teams find regulatory and brand risks and errors across nearly every type of content — up to 30 times faster than a traditional manual review. IntelligenceBank is building a compliance integration solution for regulated industries that can be accessed within GenStudio for Performance Marketing.
• Lithero — Lithero, a leading AI company focused on life sciences marketing, is working with Adobe to integrate Lithero's LARA into GenStudio for Performance Marketing. This collaboration will make it easier for life sciences marketing teams to ensure their content created in GenStudio for Performance Marketing meets compliance standards.
• Saifr — Saifr, a leading AI model compliance solutions provider created by Fidelity Investments’ innovation incubator, Fidelity Labs, empowers financial institutions to better manage regulatory compliance of broker-dealer communications and investment advisor advertising. Saifr is building a financial compliance solution using our Add-on framework.
• Stensul — Stensul is an email and landing page creation platform used by teams to accelerate and safeguard their content creation workflows. This new integration with Adobe GenStudio for Performance Marketing empowers users to leverage AI to quickly generate email concepts within Stensul modules and templates and then sync the desired email content back to Stensul to author production-ready code for deployment through any enterprise email marketing platform.

Beyond technical partner integrations, we are also working closely with Adobe solution partners such as PwC, IPG (Acxiom) and Rightpoint. These partners are developing industry-specific compliance, digital asset management and workflow integrations.

• PwC — PwC and Adobe are collaborating to meet the unique demands of the pharmaceutical industry. With its deep knowledge of the pharma sector, PwC has developed an AI-powered solution for MLR reviews. Integrating these capabilities with GenStudio for Performance Marketing offers a seamless, automated and compliant end-to-end content lifecycle solution.
• IPG (Acxiom) — IPG’s Compliance Accelerator App, activated within GenStudio for Performance Marketing and Adobe Workfront, enables marketers in regulated industries to shift to personalisation-at-scale by addressing three significant constraints: content variations, velocity and volume.
• Rightpoint — Rightpoint is developing a GenStudio for Performance Marketing extension that acts as a universal connector, enabling third-party marketing applications — including workflow and approval systems, work management platforms and digital asset management solutions — to seamlessly integrate with the solution.

Transforming performance marketing with Add-ons.

GenStudio for Performance Marketing is not just about content creation. It’s about scalability, compliance and seamless integration into existing enterprise workflows. With Add-on framework, Adobe allows marketing teams to customise workflows, implement compliance processes and connect with the tools they already use, making GenStudio for Performance Marketing a truly enterprise-ready solution.

With Add-on applications within GenStudio for Performance Marketing’s user interface, compliance and content validation is seamlessly integrated into the creative process, reducing risks while accelerating approvals.

Similarly, with APIs, interfaces and micro frontend components, enterprises can connect GenStudio for Performance Marketing with other content management systems, workflow tools, translation systems and CRM platforms like Salesforce, creating a fully integrated marketing ecosystem.

As Adobe Summit marks the launch of compliance integrations, additional enhancements — such as asset management and localisation integrations — will soon follow. GenStudio for Performance Marketing is redefining how enterprises approach performance marketing, delivering speed, compliance and efficiency at scale.

Now is the time for enterprises to embrace GenStudio for Performance Marketing’s Add-ons and elevate their marketing strategies. Are you ready to transform your content supply chain workflows?

Learn more about Add-ons and how to build Add-on applications with Adobe GenStudio for Performance Marketing.

Hironmay Basu is the director of product for GenStudio for Performance Marketing, extensibility and integrations at Adobe. Basu has a strong background in building platforms and integrations, along with deep expertise in life sciences and healthcare. Previously, he was VP of platform products at BrightInsight, leading their platform and mobile strategy. Prior to that, Basu spent five years at Veeva, where he played a key role in scaling the Veeva Vault Platform into a leading cloud enterprise content management system for healthcare. He has also held product and engineering roles at Syncplicity (EMC) and Oracle, focusing on platform development and integrations. Basu holds a master’s in computer science from UC Irvine and a BS from IIT Kharagpur.

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