The Adobe Firefly 2023 summit was mainly marked by a presentation firefly, family of generative AI models, which was also the focus of the Adobe MAX 2023 event last October. The Adobe Firefly Summit 2024 was an opportunity for the company to present innovations that will allow brands to optimize content creation and thus the user experience.
Let us remind you that Adobe announced last September commercial release of Firefly with native integration into Adobe Creative Cloud, Adobe Express and Adobe Experience Cloud: “Firefly for Enterprise”. On this occasion, he also presented the new web application Firefly and presented GenStudio, a complete solution for business content management, which connects various Adobe solutions, including Creative Cloud, Firefly, Express and Experience Cloud. Presented in the form of a user interface, connected to company data and enabling real-time collaboration across the company, Adobe has not yet implemented a solution.
Generative AI for personalization at scale
GenAI’s deeper integration into Adobe Experience Cloud and Adobe Creative Cloud enables brands to deliver one-to-one personalization at scale, with real-time insights and more efficient journey orchestration.
Anil Chakravarthy, President of the Digital Experience Business at Adobe, comments:
“Generative AI is enabling a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new. The ability to personalize every interaction has become the primary driver of customer experience management growth for businesses around the world, and Adobe is leading the way in making this a reality with powerful generative artificial intelligence built into existing workflows”.
Custom Firefly templates within GenStudio
Firefly has helped generate more than 8.5 billion pieces of content, according to Adobe, which offers “Firefly Custom Models” so companies can enhance the family of models to suit their needs. They can be found in the GenStudio tool that integrates Workfront and Journey Analytics.
Enabling them to create social media posts, email campaigns and display ads, analytics tools allow marketers to measure the performance of their campaigns, allowing them to adjust their strategies accordingly.
Image copyright Adobe
Adobe Experience Platform AI Assistant
Last February, Adobe announced beta version of the AI assistant for Acrobat and Reader, using Acrobat Liquid Mode technology, which uses proprietary AI models to provide a deep understanding of the structure and content of PDF documents. It recommends questions based on PDF content and answers questions about document content, all through an intuitive chat interface.
AI Assistant for Experience Platform also provides a simple conversational interface for answering technical questions and automating tasks, simulating results, generating audiences and journeys within applications such as Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer and Adobe Customer Journey Analytics.
Anjul Bhambhri, senior vice president of Adobe Experience Cloud, explains:
“Adobe Experience Platform innovations, such as the AI Assistant powered by Generative AI, enable brands to understand the individual context of their customers and generate personalized omnichannel experiences. This increases productivity and encourages experimentation with new ideas, while ensuring brands adhere to strict management and security controls.”
Better orchestration of the customer journey
Adobe has introduced new features in Journey Optimizer, enabling B2C and B2B brands to better understand and connect with their customers throughout the purchase journey. With improved statistical models, marketers will be able to optimize customer journeys in real-time, increasing conversions and strengthening customer engagement.