IDC (International Data Corporation) recently published an Adobe-sponsored IDC Spotlight, Beyond Human Limits: The Future of Creative Content with GenAI Inside. This article examines how generative AI can help marketing teams drive business impact through content.
For many marketing professionals, a major execution bottleneck is the sheer amount of assets required to drive campaigns across myriad channels, formats, audiences, and languages. Fortunately, generative AI is uniquely suited to unlocking the potential for massive personalization through content.
Smart CMOs and their teams need tools to work smarter and feed content. IDC predicts that by 2029, generative AI will take over 42 percent of traditional marketing’s daily tasks and increase marketing productivity by more than 40 percent.
These numbers are astonishing. But not all generative AI strategies and platforms are created equal. Marci Maddox, vice president of research at IDC, speaks frankly about marketers’ concerns: “Deployment is not without its challenges.” By deploying AI tools that prioritize responsibility, ethics, and security, forward-thinking leaders can leverage the speed and productivity gains that AI promises while increasing revenue. It can drive both high growth and revenue optimization.
Benefits of unlocking AI
Organizations are already leveraging generative AI. According to IDC research, 79% of marketers are currently using generative AI for content tasks. But it’s how you use it that is the game changer.
“GenAI is ushering in a new era of content marketing and calling for a new breed of ‘creative scientist’ roles to harness its power,” Maddox said in the paper. “These teams must adapt their day-to-day work, moving from content creation to strategic storytelling, expanding capabilities across the organization, and driving great customer experience design.”
IDC highlighted three ways generative AI can make an immediate difference.
Accelerate production. AI can help overcome the content avalanche. Product descriptions, social media posts, and basic ad copy are time-consuming tasks, but with generative AI, your team can spend more time ideating, researching, and testing. Content personalization. By tailoring your messaging to specific audiences and channels, you can increase engagement, conversions, and customer lifetime value. This data-driven marketing eliminates guesswork and helps you adjust campaigns based on performance metrics. Brand protection. A thoughtful approach to generative AI helps organizations maintain transparency and brand protection through watermarks, secure custom models, and brand-specific style kits. These features reduce misinformation, foster trust, and maintain brand consistency.
Challenges to overcome
The path to ethical and creative use of generative AI is fraught with challenges.
Marketing leaders have legitimate concerns about:
trust. Customer interactions begin and end with trust. According to IDC research, 22% of enterprises are making significant investments in generative AI, and 80% of organizations worldwide are considering it. As the market becomes saturated, organizations need to be clear about how they are using such tools to maintain trust. Authentic. Brands create connections with authentic and authentic customer experiences. To avoid breakdowns due to indistinguishable content, leaders must find creative ways to use generative AI while maintaining their unique brand voice. safety. Building robust AI security starts at the data layer. Organizations must find a balance between the benefits of a public model and keeping sensitive information secure.
“Companies need to develop robust data governance frameworks to ensure data privacy and establish clear guardrails for using GenAI,” Maddox said. .
Why Adobe Firefly is a solution you can trust
Adobe designed a generative AI platform to revolutionize content creation for creative and marketing teams. Adobe is uniquely positioned to help businesses transform content creation and production across the enterprise with generative models designed to solve key creation and production workflows for enterprise teams. For example, solutions like Firefly Services can generate endless variations of content for personalization, localization, and e-commerce needs, and features like style kits and custom models allow teams across the enterprise to stay on-brand while staying on-brand. Now you can create content securely.
“Adobe enables broader creative thinking and streamlines the production of personalized content at scale,” Maddox wrote.
Additionally, Firefly is trained on licensed public domain content and is designed to be responsible and commercially secure, so organizations can feel confident using the generation in production. Masu.
Adobe is a trusted partner and Firefly is the production platform of choice for businesses. IDC recommends Adobe Firefly as a comprehensive, responsibly developed generative AI platform that powers broader creative strategies and improves productivity.
Read the full IDC Spotlight to learn why IDC recommends Firefly, how generative AI can transform your daily work, and the anticipated ROI of using these tools.
Contact us to find out what Firefly can do for your organization.
