The news: Adobe announced an expansion of its GenStudio at its Adobe MAX conference today, with updates including key AI innovations and new ad partner integrations. Updates include:

• Features to scale and streamline content production in Adobe GenStudio. These include a tool that can resize and reframe thousands of assets; a workflow builder; and a content agent to produce materials for different channels based on marketing briefs.
• New offerings to enable video reframing and object composition, along with a content authenticity API to embed digital credentials at scale.
• Tools allowing businesses to train Adobe Firefly on select images for brand-consistent content.
• Expanded partnerships and integrations so teams can assemble, activate, and optimize across major ad platforms, including expansions with Amazon Ads, Innovid, Google, LinkedIn, and TikTok.
• A new tool called Adobe Firefly Foundry that allows businesses to work with Adobe to develop tailored genAI models unique to individual brands.

The trend: The promising expansion follows a similar trend of advertisers looking to genAI for marketing content creation.

• US marketers across the board use genAI for creating and managing marketing workflows. This includes 44% who use it for writing social content; 37% for producing images or graphics, and 34% for generating blog posts or articles.
• Video and image creation are gaining traction as a key AI use case for brands. Nearly half (49%) of marketers use AI daily for this purpose, with audience customization being a key motivator (cited by 42% of marketers). And nearly 40% of video ads will use genAI by 2026, per IAB.
• Marketers use a variety of other genAI tools for content creation, including visual AI tools (53%), AI chatbots (52%), and AI assistants (50%).

Companies jump on board: Designed to streamline the marketing process through assets for content creation and planning, Adobe GenStudio is in a market with other companies looking to capitalize on widespread adoption of AI offerings.

• Jasper is a platform that uses AI to generate marketing text content; Canva offers AI to create and resize visuals; Hootsuite uses AI to schedule posts and optimize timing; and Traackr uses AI-powered analytics to measure content ROI.
• With 60% of B2B marketers now using genAI for content creation, Adobe and others are betting on AI as the next frontier in marketing innovation.

What it means for marketers: Advertising teams are faced with a landscape that increasingly relies on genAI for key processes once handled by humans.

While Adobe’s expansion is promising for its ability to fine-tune assets at scale, brands will benefit from an approach that keeps human oversight at the forefront of marketing workflows—balancing the efficiency possibilities of genAI with the human touch that makes marketing materials connect with audiences.