Apr 18, 2024

Generative AI in marketing operations: Navigating the next frontier

Jay Proulx

Jay Proulx

Generative AI in marketing operations: Navigating the next frontier

The digital marketing landscape is undergoing a seismic shift, propelled by the advent of generative AI, that’s transforming the way we create, manage, and personalize content. At the heart of this transformation is the reimagining of creative production and audience engagement strategies.

Adobe Summit 2024 highlighted many ways to leverage generative AI. But the critical takeaway was that generative AI is not merely a tool for content creation but a strategic asset for delivering highly personalized marketing on an unprecedented scale.

A catalyst for creative innovation

Generative AI has emerged as a transformative force in marketing operations, offering the ability to automate content creation and generate variations at scale.

The concept of “generation for origination” involves using generative AI to create entirely new content pieces from scratch, fostering innovation and brand uniqueness. Conversely, “generation for variation” leverages AI to produce multiple versions of an existing concept or piece, enabling marketers to personalize content and test its effectiveness across diverse audience segments.

The distinction between generation for origination and generation for variation underscores the dual role of generative AI in augmenting creative roles and automating the creation of content variations, thereby fostering a new era of marketing creativity and efficiency.

Adobe's introduction of GenStudio, alongside Firefly Services (which facilitate the generation or enhancement of images through simple text prompts), heralds a pivotal advancement, enabling marketers to swiftly plan, create, and manage on-brand content.

GenStudio does this by providing brand-approved templates for marketers to easily generate high-performing content. Having trained on an organization’s branding, customer personas, and product descriptions, it then ensures that AI-generated copy and images are relevant and on brand before they’re sent for approval and use across distribution platforms.

After the content is deployed, the iterative nature of generative AI, combined with robust analytics, opens new avenues for measuring ROI and campaign effectiveness.

By implementing a cycle of creation, deployment, measurement, and optimization, organizations can continually refine their content strategies based on solid data insights, ensuring that investments in generative AI directly contribute to improved marketing outcomes and tangible business value.

Revolutionizing the content supply chain

The content supply chain, a concept at the forefront of Adobe's innovations, encapsulates the end-to-end process of content delivery, from ideation and creation to distribution and analysis. Integrating generative AI into this framework automates and optimizes these processes, allowing for real-time personalization and significantly reducing campaign cycles.

This seamless integration not only accelerates time-to-market but also ensures content relevance and engagement, tailored to the unique journey of each consumer. Tools like Adobe Workfront and AEM Assets facilitate this through the tracking and transfer of metadata at the campaign and task levels, making sure each piece of content is accurately tagged and categorized.

This metadata serves as the foundation to automatically match content with audiences, leveraging first-party data strategies to connect creative artifacts with the right individuals at the optimal moment.

But organizations need that content to not only resonate with their audience but also adhere to brand standards and regulatory requirements—governance and oversight are paramount.

Implementing robust review and approval processes, along with continuous performance measurement, ensures that the innovation in automation complements human creativity, maintaining quality and compliance across all content.

Evolving capabilities from foundational to advanced

Amid the rapid adoption of generative AI, the future of marketing operations is not just about embracing new technologies; it’s also about strategically integrating them into your workflows. Credera’s Content Factory Engagement Framework stands at the vanguard of this integration, offering a scalable, structured approach to enhance operational efficiency, content personalization, and customer engagement across different teams.

This framework, with its Essentials, Professional, and Enterprise tiers, guides organizations through the "crawl, walk, run" methodology, facilitating a seamless evolution in capabilities from foundational to advanced levels of digital marketing and content management prowess.

Our specialists support our clients in harnessing the full potential of generative AI within their marketing operations, paving the way for innovation, efficiency, and unmatched customer experiences in the digital realm.

The bottom line

As we navigate the disruption brought about by generative AI, the integration of generative AI into the content supply chain presents an opportunity to redefine marketing operations.

By embracing these advancements, organizations can enhance efficiency, personalize at scale, and achieve a competitive edge in the digital age. The journey ahead requires a strategic approach to leverage generative AI, manage metadata effectively, and maintain governance, setting new benchmarks in marketing excellence.

Schedule a call with our specialists to talk about how the Content Factory Engagement Framework can redefine your marketing landscape and drive your organization toward unprecedented growth and success.

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