The News: This year at Adobe Summit 2023, Adobe introduced the world’s first Content Supply Chain solution to empower brands to deliver a personalized customer experience at scale while driving experience-led growth. Read more from Adobe.
Adobe Summit 2023: Adobe’s Content Supply Chain Solution is Worth Being Very Excited About
Analyst Take: Adobe’s news around Content Supply Chain might well be the news coming out of Adobe Summit 2023 that I was most excited about. But that’s probably because a good part of my life revolves around content across our organization and across our family of companies, so it’s no surprise that solutions that speak to challenges that I deal with daily — and if that describes your life as well, I’m pretty sure you’re going to be excited as well.
The Challenges of Wrangling Content
In a recent Adobe study, 88% of marketing and CX leaders said content demand has at least doubled over the last two years, and nearly two-thirds expect demand to grow by five times over the next two years. For brands and agencies, this means that content creation and management costs are rising, teams are struggling to keep up, and the ability to consistently deliver on serving up best-in-class customer experiences that can drive real business impact is challenging, to say the least.
That’s where the concept of content supply chain comes in, which is — or should be — responsible for producing and delivering content throughout the organization. Unfortunately in many instances, this tends to consist of disconnected workflows, disparate teams, and systems and processes that often either don’t work well or often break down.
The Adobe Content Supply Chain Solution
The Adobe Content Supply Chain solution aims to fix that problem by connecting people, processes, and technology to deliver customer experience success and help drive measurable business outcomes at scale. Adobe’s Content Supply Chain solution features:
- Generative AI acceleration: Adobe Content Supply Chain integrates Adobe’s new generative AI service, Adobe Sensei GenAI into creative and marketing workflows. Images and text effects will be generated with Adobe Firefly, Adobe’s new family of creative generative AI models, designed to be safe for commercial use.
- Integration with Adobe products: Adobe’s Content Supply Chain solution brings together Adobe Creative Cloud for Enterprise, Adobe Workfront, Adobe Experience Manager (Sites, Assets and segmentation and content profile services from Adobe Experience Platform), Adobe Express for Enterprise and Frame.io – as well as an array of integrations and services.
- New innovations: Adobe Content Supply Chain will leverage features in Adobe Experience Manager, which simplifies content development, and which brings authoring capabilities to anyone on the team. AI-powered insights will act as a guide, letting users know why each audience segment responds to specific content and experiences. In addition, Adobe Express for Enterprise integrates with Adobe Experience Manager, allowing anyone within an organization to easily create, share and review on-brand content.
If you’re involved with content operations within your organization, perhaps now you can see why I said that what Adobe is doing with Adobe Content Supply Chain is super exciting — it’s helping solve very real problems that many of us deal with daily. Moreover, leveling up brands’ and agencies’ abilities to optimize content and the performance of that content easily translates to delivering on better, more personalized and meaningful customer experiences, which also translates to things like increased customer loyalty, decreased customer churn, happier customers, and happier and more productive employees. It’s a win all the way around
Wrapping up, challenges as it relates to maximizing value from content across an organization — of any size — are very real. And content plays an important role across an organization, whether from a demand gen standpoint, a customer experience standpoint, or a sales enablement standpoint. I see Adobe Content Supply Chain as having the potential to play an outsized role in streamlining content operations and delivering a significant impact from a business value standpoint in maximizing the massive investments we’re all making in content. And that — well, there’s every reason to be excited about it.
Disclosure: Futurum Research is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum Research as a whole.
Other insights from Futurum Research:
Adobe Announces Generative AI innovations Across Adobe Experience Cloud at Adobe Summit
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Image Credit: Adobe
Author Information
Shelly Kramer is a serial entrepreneur with a technology-centric focus. She has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation.
