Adobe and TikTok expand partnership 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. And through a new partnership with TikTok, marketers can instantly activate campaigns that can reach new customers and boost sales, with performance insights that drive real-time optimization.
Helping marketers supercharge performance on TikTok
TikTok has one of the most engaged audiences on the Internet, creating many of the iconic trends in our culture. It provides a unique space for businesses to build their brand, while tapping into moments that can drive sales and customer engagement. Through the joint partnership, compelling ad content created in Adobe GenStudio for Performance Marketing will be directly sent to TikTok — including both copy and images in pre-defined formats. As trends change, robust ad performance insights will allow marketing teams to make real-time adjustments to their ad content. These insights will then be connected to data across the brands’ other digital channels, creating a holistic view of customer engagement that drives widescale personalization.
Over the past few years, TikTok and Adobe have partnered to build several easy-to-use creative solutions within Adobe Express and Adobe Premiere Pro to support the entire TikTok content creation process from ideation to production to launch. This expanding partnership is a result of TikTok and Adobe's focus on delivering valuable new creative tools and capabilities directly into the hands of businesses and creators, empowering them to create with greater efficiency, creativity and impact for TikTok.
“At TikTok, we’re always looking for ways to help marketers drive impact,” said Lorry Destainville, global head of monetization product partnerships. “We are excited to further expand our partnership with Adobe, giving marketers the tools to scale and optimize their content for their performance campaigns.”
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.