The next era of performance marketing — intent-driven, omnichannel and insight-led.

The assumptions and paradigms that governed enterprise marketing for the past 25 years won’t apply moving forward. As generative AI plays a bigger role in consumer and B2B journeys, it will challenge marketing teams to move faster and perform better.

Adobe has been at the forefront of generative AI for many years, but over the past few we've developed some of our most exciting innovations. Our flagship Adobe Firefly models surpassed 22 billion generations this year. We recently launched multiple Adobe Experience Cloud agents and our general availability of Adobe GenStudio for Performance Marketing just 12 months ago has empowered marketing teams to move faster, generate more personalised content and improve their campaign performance.

Now, I’m thrilled to share the latest features and upcoming innovations that teams can use in GenStudio for Performance Marketing.

Here are the top innovations we’re releasing and announcing.

1. Content Production Agent. Marketers can go from campaign intent to personalised content in minutes by using a conversational UI agent designed to understand their campaign objectives, brand and creative types.
2. Video ad assembly. Marketers can launch paid social video ads in minutes, leveraging Adobe’s reframe, resize, overlay and stitching features.
3. Creative intelligence optimisation. Using ad performance data and AI-tagged creative attributes, marketers will be able to refresh their creative campaign so they can double down on what’s working and replace what’s fatiguing in just a few clicks.
4. Content authenticity. Brands will be able to retain Content Provenance and Authenticity (C2PA) credentials when they upload assets into GenStudio for Performance Marketing.
5. Omnichannel insights. GenStudio for Performance Marketing centralises ad performance data from multiple advertising platforms and ad servers including LinkedIn, TikTok and Innovid (formerly Flashtalking) so that marketers can continually optimise their campaigns across platforms.
6. Personalised creative using Adobe Real-Time Customer Data Platform (CDP) audiences. Content performs better when it’s personalised to the right audience, journey stage and persona preferences. In addition to personalising content by messaging preferences and channel type, marketers will be able to select an audience from Real-Time CDP directly in GenStudio for Performance Marketing to enhance their content for their marketing objectives.

Below are more details about Adobe’s flagship releases and announcements. You can see a full list of our recent and upcoming product innovations here.

Content velocity is now a requirement, not a luxury. If you need to wait six weeks to get new creative for an ad or email campaign, you’ve already missed the moment. That’s why the GenStudio for Performance Marketing team has launched a new agent purpose-built for marketers.

The Content Production Agent is your marketing campaign copilot, designed to receive inputs such as campaign brief documents, objectives and channel requirements and quickly develop ready-to-activate creative in minutes.

Meet the Content Production Agent, available now in beta to all licensed GenStudio for Performance Marketing customers.

1. Start with any input — such as a campaign brief, objectives or a prompt context — for the campaign you’re running.
2. The agent will synthesise your documents and prompt them into a strategic direction, which you can approve or refine.
3. The agent will assist in recommending personas and products to include in your content generation flow.
4. The agent will recommend templates stored in GenStudio for Performance Marketing and creative assets from your digital asset management (DAM) libraries for selection.
5. Finally, the agent will generate all versions of campaign creative onto the canvas according to your brand guidelines so you can refine and edit before sending for approval and activation.

Video ads are the engine of modern performance marketing, driving 1,200% more shares than static content and accounting for nearly 80% of social media ad spend. Yet the process of producing a single video asset remains slow and costly, often taking thousands of dollars per campaign. This bottleneck is compounded by the rapid decay of social ad effectiveness— most assets lose relevance within three to six weeks — leaving brands scrambling to avoid wasting ad dollars on stale creative.

GenStudio for Performance Marketing removes these hurdles with a suite of new video ad features designed for speed, scale and creative control. Marketers can instantly stitch branded intro bumpers and outro end cards to their hero videos, ensuring every asset is on brand and compliant across platforms, such as LinkedIn and TikTok.

The platform’s intuitive UI lets users add text and logo overlays, highlight key messages and personalise content for different audiences — all without complex editing tools.

These capabilities build on the existing AI-powered reframing and subject detection APIs in GenStudio for Performance Marketing, enabling rapid creation of size and language variants for global campaigns.

The result is a dramatic acceleration in speed to market and content production, empowering teams to adapt, localise and optimise video ads in minutes rather than weeks. Marketers can now produce high-quality, engaging and personalised video ads at scale, driving higher campaign performance and revenue growth.

Performance marketers are plagued by ad fatigue and inefficient ad spend. Unfortunately, it can take weeks or even months to refresh or update campaigns with new creative and there’s no guarantee those creative versions will perform better than the previous iteration.

Fortunately, for performance marketers, the days of watching impressions drop, cost-per-action rise and return-on-ad-spend decline are numbered. With creative intelligence optimisation capabilities in GenStudio for Performance Marketing, marketers can quickly diagnose which media are fatiguing and why.

Within the same application, performance marketers can quickly refresh those fatiguing ads using campaign performance data to help rebound their campaigns. They can also create new content using the attributes of their highest performing creative types to keep all campaigns performing at their best.

This is possible due to the AI-powered tagging available when you connect a LinkedIn ads account, TikTok or Innovid accounts within GenStudio for Performance Marketing. There are several types of tags included.

• Image tags, such as colour tone, image style, objects in image, people, photography genre and scene type.
• Video tags, such as audio mood, video category, music category, objects in video, people, scene type and video style.
• Text tags, such as tone, emotional appeal, narrative style, readability score, emoji count, hashtag count, word count, sentence count.

In advertising, there are hundreds of channels to choose from. This creates a remarkable opportunity to reach the right audience, on the right platform, with the right message. However, it also creates a nearly impossible and expensive task for marketers to measure campaign performance across these many channels.

So, it’s no surprise that only 54% of marketers are confident in their digital ROI measurement.

With our latest innovations in GenStudio for Performance Marketing insights, marketers can now understand and act on performance data in real-time.

• What campaigns are performing or underperforming? GenStudio for Performance Marketing imports live ad performance data from every ad platform you connect, including LinkedIn, TikTok and Innovid.

• Where are ads performing? GenStudio for Performance Marketing unifies disparate channel data into a single campaign view across channels so that you can rationalise return-on-ad-spend, cost efficiency metrics and conversion rates as well as helping you to isolate which channels are contributing the most to your success.

• Why are certain ads performing well or underperforming? GenStudio for Performance Marketing uses artificial intelligence to tag each ad with creative attributes such as image type, video type, audio attributes and text analysis. This allows marketing teams to refresh ads with higher performing creative attributes or double down on what’s working faster with our creative intelligence optimisation capabilities.

This is possible because instead of relying on out-of-the-box ad labelling from ad platforms, GenStudio for Performance Marketing automatically tags your ads with campaign and business logic that you control. These intelligent tracking IDs are included when you publish an approved ad from GenStudio for Performance Marketing to downstream channels. This automated tagging system allows you to measure performance of your ads based on criteria you define and unlocks cross-channel measurement.

Audiences increasingly expect clarity about how media is made — and they hesitate when they don’t receive it. In a new national survey, 76% of Americans say it’s important to know whether pictures, video or text were made by AI, yet 53% say they’re not confident they can tell. That confidence gap doesn’t just raise abstract trust questions — it depresses persuasion, slows decision‑making and adds friction at every step of the customer journey.

The authenticity mandate is here — and it’s accelerating.

The ecosystem is quickly standardising on clear provenance signals — and marketing teams who embrace them are already eliminating approval bottlenecks and preventing avoidable rework.

• TikTok partnered with The Coalition for Content Provenance and Authenticity (C2PA) to automatically label AI-generated media uploaded from other tools via content credentials.

• The EU AI Act (Article 50) establishes transparency obligations for synthetic media — requiring AI-generated outputs to be marked in a machine-readable, detectable way and encouraging interoperable standards for provenance.

Why CAI and C2PA matter.

Together, these shifts put content authenticity on equal footing with privacy, accessibility and brand safety — an operating requirement for modern performance marketing.

Adobe founded the Content Authenticity Initiative (CAI) to restore trust and transparency online through open, interoperable provenance. The movement’s technical heartbeat is C2PA— the cross-industry standard that lets creators, tools and platforms attach tamper-evident content credentials that travel with images, video and audio across the ecosystem.

With CAI integration, GenStudio for Performance Marketing brings these provenance credentials into the workflows where performance content is planned, created and approved — so trust isn’t a last-mile afterthought, it’s built in by design.

1. Preserve credentials upon asset import. Available now, existing C2PA certified assets uploaded into GenStudio for Performance Marketing will retain these credentials in the application, empowering marketers to verify the provenance of the assets they’re using.
2. Provenance at publish. In 2026, brands participating in the Content Authenticity for enterprises beta can apply their own C2PA brand credentials when users save approved experiences or export experiences from GenStudio for Performance Marketing.

Content performs better when it’s personalised to the right audience, journey stage and persona preferences. In addition to personalising content by messaging preferences and channel type, marketers will be able to select an audience from Real-Time CDP directly in GenStudio for Performance Marketing to enhance their content for their marketing objectives.

Velocity isn’t just about getting more content faster — it’s about closing the gap between audience intent and creative development. Adobe GenStudio for Performance Marketing will close this gap further with Real-Time CDP.

The Real-Time CDP integration will allow marketing teams to build content that starts with the entire customer context, including messaging preferences, buyer segment, journey stage and behavioural data to tailor ad creative and email copy by activatable segments in Real-Time CDP.

Audience integration from Real-Time CDP can now be applied to even more channels and formats using GenStudio for Performance Marketing.

Featured below is a list of innovations available now and coming soon to GenStudio for Performance Marketing.

Available now

• Content Production Agent. Adobe’s Content Production Agent leverages agentic AI and conversational UI to automate and accelerate the entire creative production cycle, empowering teams to move faster and stay on brand — in beta now.

• Video ad assembly. Scale video ads without the reedit tax. Adapt source video across formats with intelligent reframe, add intros and outros and apply text and logo overlays — so every placement looks polished, fast.

• CAI credentials. GenStudio for Performance Marketing supports CAI credentials, helping brands validate the provenance of digital assets and build trust with audiences in an era of AI-generated content.

• TikTok integration. With over one billion monthly active users, TikTok is a powerful channel to reach consumers with video. TikTok ad integration with GenStudio for Performance Marketing allows marketers to assemble TikTok ads, publish to TikTok ad manager and analyse performance insights, helping them to reach audiences on one of the fastest-growing ad platforms.

• LinkedIn integration. Our integration now includes ad performance reporting and support for LinkedIn single image and video ads, enabling B2B marketers to optimise campaigns and reach LinkedIn’s 1 billion+ professional members.

• Innovid integration. Innovid serves billions of impressions monthly, powering dynamic ad experiences for global brands. GenStudio for Performance Marketing integrates with Innovid to streamline activation and unify insights, enabling marketers to optimise display campaigns across channels.

• Photoshop plugin. The Photoshop plugin bridges creative and marketing workflows, allowing designers to work in their preferred environment while marketers access ready-to-use, on-brand content for rapid deployment.

• Express template support. Enhanced template support in Adobe Express ensures every asset remains on-brand, while giving teams the flexibility to test, experiment and adapt content across formats and channels.

• Adobe Campaign integration. Integration with Adobe Campaign V8 streamlines email and cross-channel campaign creation, activation and reporting, ensuring marketers can deliver personalised experiences at scale.

 
Coming soon

• Real-Time CDP integration. Direct integration with Real-Time CDP enables marketers to personalise campaigns with precision, pulling audience-level data to ensure creative assets are tailored for maximum impact.

• Google Campaign Manager 360 integration. Activate video ads assembled in GenStudio for Performance Marketing to Campaign Manager 360 in Google Marketing Platform.

• Creative intelligence optimisation.  Empower marketers to double down on what works by identifying high-performing creative assets and the specific attributes that drive results. GenStudio for Performance Marketing not only predicts when ads are at risk of fatigue or content decay, but also enables rapid creation of fresh, on-brand variants — ensuring campaigns stay relevant, effective and always ahead of the curve. This closed-loop workflow transforms performance insights into actionable creative, maximising impact across every channel.

• HTML5 display ad banners. Support for HTML5 carousel and animated ad banners maximises campaign impact, enabling marketers to deliver engaging, high-performing creative across paid media channels.

Visit Business.Adobe.com for more information about GenStudio for Performance Marketing or view our documentation to learn more about our latest features.

Ed Kennedy is a product strategy and product marketing leader at Adobe. Ed has spent over fifteen years in consulting and enterprise software and has overseen more than 200 implementations of enterprise marketing and commerce solutions for the world’s largest brands. Prior to joining Adobe, Ed was a product strategy director at Optimizely and held previous executive positions at global consulting firms and creative agencies.