Adobe announces partnership with Microsoft Advertising on Adobe GenStudio for performance marketing
Adobe announced today the general availability of Adobe GenStudio for Performance Marketing, a powerful generative AI-first application that empowers brands to organize, generate, remix and measure content for marketing and advertising campaigns. This new application addresses one of the biggest challenges facing marketers today: The need for personalized content across a myriad of channels and geographies is outstripping available budgets. In fact, between now and 2026, 64 percent of marketers believe that the demand for content will grow by at least 5x, driven by a consumer who expects relevant brand experiences that are dynamic across channels such as social media and mobile.
With Adobe GenStudio for Performance Marketing, brands have a single self-service application to create paid social ads, marketing emails, display ads and more — all with a new level of speed and agility. It brings together creative teams that define the foundational look and feel of a brand, with marketing teams that need to deliver variations at scale for demanding channels such as social media and mobile. A robust set of features enables users to locate brand-approved assets and create content variations with generative AI tools such as Adobe Firefly and third-party large language models. Compliance controls then ensure every piece of content protects and aligns with brand standards. Adobe also unveiled a new partnership today, where marketers will be able to activate ad content directly through Microsoft Advertising, with performance insights that drive real-time optimization.
Adobe x Microsoft advertising
Microsoft Advertising reaches a large and engaged audience of over 1 billion people across consumer properties like Bing, MSN, Outlook, Xbox, and more. They have billions of data points that you won’t find anywhere else including search intent, browser behavior, profile data, content preferences, demographics, and more. Microsoft Advertising’s first party data consists of robust privacy-safe consumer datasets that help marketers reach audiences based on product and brand preferences, purchases and conversions, content preferences, and location.
Adobe’s partnership with Microsoft Advertising means that brands will be able to tap into Microsoft Advertising’s rich ecosystem and leverage GenStudio for Performance Marketing for personalized content variations to send advertisements directly to these unique surface areas. Performance data can then be brought back into the application, creating a necessary feedback loop. Marketers can better understand if their messages and offerings are resonating — and make adjustments as conditions change. These insights will then be connected with engagement across other channels, from search advertising to display and video.
“Generative AI is a powerful tool to enable richer insights, deeper personalization for consumers, greater efficiency and performance for marketers, and a more empowered advertising ecosystem,” said Lynne Kjolso, vice president of global partnerships and retail media at Microsoft Advertising. “Our engagement with Adobe GenStudio will bring our joint innovations to a broader set of marketers, helping them reach high-quality audiences with ease and greater impact.”
GenStudio for Performance Marketing is the latest application within Adobe GenStudio, Adobe’s end-to-end content supply chain solution that optimizes the process of delivering content for marketing campaigns and personalized customer experiences. This new offering allows marketers to collaborate more effectively with their creative counterparts, through the effective reuse of content authored by creatives — combined with brand guardrails and robust review and approvals by creative teams. Marketers can better self-serve with rote tasks and free up creative resources to focus on higher value work, and both functions have better line of sight into content performance. With Adobe GenStudio for Performance Marketing, it has never been easier to deliver high-value experiences that can drive engagement and cement customer loyalty.