Adobe Summit 2024

The priint team was a sponsor at the Adobe Summit on March 26-28, the premier marketing conference held in Las Vegas. The breadth of Adobe’s Experience Cloud marketing platform, coupled with the ubiquity of the Creative Cloud, demands attention from marketers worldwide. Here are our key takeaways after our week at the Summit.

  • Generative AI was prominent in Adobe’s Summit announcements. In fact, these days, AI was the dominant theme of most of the vendors at the show.
  • Firefly, the AI product first announced last May as a companion tool for Photoshop is now available as Firefly Services to create generative content at scale.
  • Adobe GenStudio is Adobe’s bundle of products to drive the content supply chain, powered by Firefly and Photoshop Services; Workfront and Frame.io for workflow, planning and review and Adobe Experience Manager Assets as the content hub for managing and delivering assets.
  • Adobe Express is now targeted for Enterprise, offering integration with the GenStudio platform. Express is a simple tool (in comparison to Photoshop, Illustrator, InDesign, or Premiere) that enables marketers to self-serve in creating and editing on-brand content with speed and ease. Adobe is chasing Canva and will continue to add many new capabilities that harness the power of the Creative Cloud as well as Gen AI.
  • Finally, personalization underpins most of the marketing platform and messaging. Adobe looks at Gen AI, GenStudio, Express as the accelerants that will help marketers deliver personalized experiences on any channel or platform

We at priint are sure our solutions can bring these capabilities to your print/PDF channel. Adobe rarely speaks about the print channel these days, but it is undergoing the same changes as digital. We like to think of print as another digital channel, one that we can help you bring online. Content can be highly automated and personalized. Print is a powerful complementary channel for omnichannel marketing with a high ROI when personalized and targeted at the right point in the customer journey.

GenAI and the Print Channel

At the moment, Adobe’s GenAI developments have been focused on images. Firefly creates raster images based on prompts and now based on service calls. Adobe also unveiled GenAI applied to Illustrator to create variations on an initial model. Images created through GenAI models can be placed into print layouts to create a uniquely personalized publication.

Document personalization doesn’t depend on AI. If your product data is optimized for print in your PIM or CMS system, it’s then more a matter of creating flexible templates and layout rules that enable on the fly publishing. Your marketing platforms can identify a unique persona and a product mix suitable for that persona. Our customers like Euronics are using priint:suite for this today.

Direct Mail is ideally suited for combining layout automation, personalized product mixes and GenAI imagery. In retail, product images can be placed into settings that are more appealing to the individual or persona being targeted. Product images for manufacturing tend to be plain, no frills pictures of the product. One can imagine taking those images and bringing a component piece into different use cases that might resonate with the target persona.

It seems likely GenAI models will be able to suggest more complex layouts for brochures, catalogs or direct mail soon. Applying A/B testing to many more layout variations could yield improved marketing results and spark ideas the print marketing teams could capitalize on. Again, these are possibilities that can be realized if you have a strong foundation of structured data optimized for print and layout automation capabilities from advanced solutions like priint:suite.

More insights on how our priint:suite and priint:cloud platform can leverage marketing platforms to deliver personalized print content and leverage generative AI to scale content production is coming soon. We also developed an addon for Adobe Express that enables the marketer to connect content from PIM, DAM and commerce systems into the assets created in Express.

Stay tuned for more in the coming weeks.