9: What’s next for performance marketing? Insights from Ed Kennedy, group product marketing manager at Adobe
Description
What if you could know how new creative would perform before you invest in it? This is the exact functionality Adobe's latest creative intelligence tools are working towards.
In today's episode, Alan chats with Ed Kennedy, group product marketing manager at Adobe, to explore their new Generative AI (GenAI) tools. These tools provide a gateway for marketers to scale the impact of GenAI while maintaining the balance between cost efficiency and performance. Ed leads all the go-to-market strategy for Adobe's new GenAI products. This includes GenStudio for Performance Marketing which provides granular insights down to specific attributes of each ad, so marketers and creatives can work simultaneously to activate high-performing campaigns.
GenAI is causing many agencies and brand leaders to reevaluate their operating model, but Ed tells Alan that Adobe believes in an "AI-created, human-perfected" approach. This means GenAI takes on the low-value, repetitive, mundane tasks in the creative process, and then humans review and approve. If “marketers are marketing to consumers or businesses, then the humans are going to be in the driving seat,” Ed notes in response to concerns around AI. He also outlines the best use cases for AI agents and cautions marketers against skepticism of this evolving technology.
Key quotes:
“We're big on "AI created, human-perfected" in all the go-to-market messaging that we're bringing out and helping CMOs understand they can do this.” - Ed Kennedy, group product marketing manager at Adobe
“If you can look at the performance of the ad itself on the content or creative level, you can quickly double down on what's working and turn off what's not working. And I think that's <spa
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