Adobe Workfront's New AI Capabilities Transform Marketing Operations

Adobe Summit 2025 made it clear that the challenges for marketers are mounting. Vast quantities of data to analyze, increasingly fast campaign cycles, fragmented tools, and limited resources are making it harder than ever to deliver impactful results. Traditional marketing models are not just falling behind—they’re fundamentally misaligned with reality, resulting in inefficiencies, confusion, and missed opportunities that prevent organizations from reaching their full potential.

The solution lies in alignment that brings harmony across an organization’s strategy, structure, people, and processes. While this concept is simple in theory, achieving it in practice has been a significant challenge.

At Adobe Summit 2025, Omnicom Precision Marketing Group (OPMG) introduced a way to achieve this alignment with Choreo, a groundbreaking framework for AI-powered marketing operations that features Adobe Workfront at its core. Built on five foundational elements—people, process, platforms, purpose, and performance—Choreo provides a tangible blueprint for designing, building, and optimizing a fully connected marketing ecosystem.

Adobe Workfront—a powerful tool that reduces friction, automates workflows, and delivers continuous insights into operational performance—was showcased throughout the event as the ultimate solution for unifying fragmented marketing operations. Its ability to align strategy, streamline processes, and integrate seamlessly with other Adobe tools stood out as game-changing for modern marketers.

Here are some of the notable updates and features announced at Adobe Summit 2025.

Omnicom’s Key Takeaways from Adobe Summit 2025

Workfront Planning enhancements

Building on the success of Workfront Planning, introduced in 2024, Adobe has expanded its capabilities to create a stronger connection between planning and execution. Workfront Planning now integrates more deeply with Workfront Workflow, allowing teams to bring planning records into intake and request workflows. This seamless flow from campaign planning to project creation enables better automation and efficiency.

Additionally, Workfront Planning is evolving into a unifying metadata layer for the content supply chain, enabling centralized management of metadata taxonomies across Adobe tools like GenStudio, Assets, and Sites.

AI-powered workflow intelligence

Adobe Workfront is leveling up workflows with powerful AI-driven features, including:

• AI Project Health Advisor: Provides actionable insights into project health.

• Smart filters: Allows users to filter tasks using natural language, such as “show late tasks,” for faster results.

• Catch Me Up: A new feature that uses AI to summarize project updates, helping users focus on actionable insights rather than sifting through irrelevant details.

• AI-driven task prioritization: Ensures teams focus on the most impactful work by intelligently prioritizing tasks.

These innovations simplify project management, reduce manual effort, and enable marketers to respond to changes in real time.

Automation and integration

Workfront continues to push the boundaries with expanded automation and integrations, including:

• Automated campaign briefs: Marketers can auto-generate campaign briefs from pre-existing documents using AI, speeding up the planning process.

• Streamlined resource assignments: Templates, blueprints, and automated workflows make repeatable processes faster and error-free.

• Seamless handoffs: Downstream processes, like folder creation and metadata transfers, are now automated, reducing errors and expediting project launches.

• Native integration with AEM Assets: Teams can search, find, and link assets directly within Workfront; metadata and assets are synced seamlessly across projects, ensuring consistency across campaigns.

• Deeper GenStudio integration: Workfront Planning data, such as campaigns, products, and personas, now surfaces directly in GenStudio for Performance Marketing, enabling multi-stage review workflows and streamlined collaboration.

• Frame.io integration: By syncing assets and comments between Frame.io and Workfront, marketers can manage creative workflows more efficiently. Review links generated in Frame.io are now available in Workfront, creating a unified experience that connects creative work-in-progress with broader marketing operations.

• Enhanced financial and resource management: Managing budgets, resources, and timelines becomes easier with new features, including:

  • Overtime rules and retainer projects for more accurate resource planning

  • Time-phased views and non-labor resourcing to track progress and costs effectively

  • Integration with Microsoft Dynamics Finance and Operations for streamlined timesheet management

The bottom line

Adobe's 2025 Workfront innovations represent a significant leap forward in marketing operations management. Key developments like enhanced planning capabilities, AI-powered workflow intelligence, and expanded automation and integration features enable organizations to streamline their operations, from campaign planning to execution, while maintaining consistency across all marketing activities.

Our team members specialize in helping our clients maximize their technology investments and streamline their workflows. Our expertise in Adobe Workfront and marketing operations can help you navigate these powerful new capabilities and achieve meaningful change in your organization.

Contact us to talk about putting Choreo, powered by Adobe Workfront, to work for you.

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