A recent report from Adobe, “Adobe AI and Digital Trends in Content Creation and Management,” dives into these very pressures, especially concerning the intricacies of content supply chains—and I had the privilege of participating by lending my own expertise, noting that “High-quality content is more abundant than ever, spanning countless channels. The challenge of our time lies in managing and delivering it effectively. Success will hinge on mastering volume and variance, with brand standing as the ultimate differentiator.”

Mastering this balance of volume is an opportunity for brands to reimagine how they create, manage and deliver content. To help you envision what that could look like, we’ll examine some of Adobe’s findings below and showcase how we’ve helped brands tackle these complexities. 

Relevance isn’t optional—it’s expected.

One of the more eye-opening findings of Adobe’s research indicates that 71% of consumers consider it important or critical that brands anticipate their needs. Translation: relevance is everything. Consumers no longer just appreciate personalized, timely content—they expect it. My colleague Remco Vroom, Global EVP of Martech Platforms & Innovation, highlighted this shift in conversation with The Drum, noting that current AI innovation is largely shaped by these rising expectations: “Everything needs to be these fast, super niche experiences,” he said. “We’re getting all of these really great, faster-to-market, hyper-personalized services and we expect that from everything and everybody. So, companies need to redesign what their role is in in the whole value chain of products and services.”

To meet these evolving demands, delivering personalized content at scale is no longer optional—it’s the cornerstone of building lasting consumer relationships. A strong content supply chain is critical to achieving this agility. By leveraging tools like Adobe Firefly, we’ve been able to streamline workflows and create hyper-relevant content faster than ever before. Our work in this space was even highlighted in the keynote at the recent Adobe Summit, showcasing how we successfully leveraged Adobe Firefly to meet consumer expectations and deliver impactful results.

For instance, we used Adobe Firefly to generate 270 versions of a banner in a single day—a task that could have taken up to four weeks manually. The result? A 78% increase in click-through-rate, demonstrating how a well-optimized content supply chain not only meets consumer expectations but drives measurable impact. These efforts helped our client remain competitive in a world where attention spans are short and consumer expectations are higher than ever. 

Streamlined systems unlock scalability and impact.

In contrast to the point above, consumers say only a third of brands they interact with provide timely and relevant offers or communications, and only 45% of brands create a consistent experience across channels. So, how do you move in that direction? The key to building this framework lies not just in adopting AI tools, but in orchestration: strategically aligning talent, technology and creative processes across the entire content journey.

We believe orchestration is the linchpin of successful AI implementation for CX. In fact, it's a core tenet of our approach to modern marketing challenges. Monks.Flow—our AI-powered marketing platform that automates workflows, enabling scalable, efficient content production—is designed to enable transformative orchestration by consolidating fragmented processes and redefining the content supply chain, delivering full-funnel advertising that is faster, more relevant and more cost-efficient.

A prime example of this orchestration approach is our partnership with BMW Group. We served as BMW's creative and content orchestration partner, transforming their marketing by scaling relevant product marketing across 26 countries and in 29 languages. We streamlined BMW’s campaign processes from start to finish, consolidating 126 agencies into a single partnership. 

As part of this process, we implemented brand models and custom AI pipelines to deliver content at scale. This included Atomic Assets, an automated image production solution, to provide BMW with unlimited asset combinations for all car models and markets. This system leveraged automation and AI to enable BMW market teams to easily order customized assets and receive new visual assets within a 24-hour turnaround. And of course, it allows us to build creative that otherwise wouldn’t be possible, like bringing virtual influencer Lil Miquela into the real world.

Ultimately, building an effective AI-powered CX framework requires a shift towards this orchestrated approach, creating a unified and intelligent system that enhances customer interactions and drives transformative business impact.

Overcome ethical barriers to scale AI.

A key obstacle to AI innovation mentioned in the report is ethics: about half of the executives surveyed in Adobe’s research cite ethical concerns and brand reputation as barriers to scaling AI. This is a valid concern, because while many want to be fast and first with AI, it shouldn’t come at the expense of your brand, your people or your audience. We've navigated these worries with brands, understanding that ethical considerations are paramount in developing and deploying AI-driven solutions with confidence.

To mark the 20th anniversary of Dove’s iconic Real Beauty campaign—celebrated for challenging traditional beauty standards and championing inclusivity—we partnered with Dove to launch the Dove Code. In an effort to refresh its message for a new era, Dove sought to address biases amplified by AI. To support this mission, we developed an AI prompting playbook designed to help the industry confront biases inherent in generative AI outputs. This playbook provides a framework for embedding ethically grounded principles into generative AI workflows, ensuring that creativity and inclusivity remain at the forefront of industry innovation.

Furthermore, it's crucial to look ahead at emerging AI trends and address potential ethical considerations proactively. Our recent Labs Report on agentic AI, for example, decodes the hype around this technology and provides a transparent view of both its benefits and potential risks. As the capabilities of AI expand, it becomes increasingly important for brands to have partners who can guide them through these complexities. We believe in being transparent about potential risks and working collaboratively to develop mitigation strategies.

Mastering volume, variance and relevance is within your reach.

The demand for personalized, relevant, and timely content is reshaping the way brands approach their content supply chains. To thrive in this golden era of content means mastering both volume and variance while delivering experiences that resonate deeply with consumers. Whether it’s leveraging tools like Adobe Firefly to generate hyper-relevant content at scale or implementing orchestrated workflows as seen in our partnership with BMW Group, the key lies in aligning talent, technology and strategy to create meaningful, efficient, and impactful content.

Our journey with Adobe has been one of collaboration and growth as an Adobe Platinum Solution Partner. Earlier this year, we further strengthened this partnership by launching the Brand Model Practice, utilizing Adobe Firefly—a pioneering generative AI-first solution. This integration allows marketing teams to swiftly plan, create, manage, activate and measure on-brand content, all streamlined through our AI-first managed service, Monks.Flow. By enabling brands to fast-track their AI transformation, we optimize their entire content supply chain with generative AI capabilities.

Central to our recognition at Adobe Max is our work using Adobe Firefly, an innovative generative AI tool that seamlessly transforms text inputs into stunning visual content. By integrating Firefly into our workflows, we've unlocked new efficiencies and creative possibilities, empowering brands to craft compelling digital narratives with unparalleled speed and innovation. In celebration of being named a runner-up for the Adobe Firefly Partner Award for Best Creative, let’s delve deeper into how Firefly continues to revolutionize the way we deliver value to brands.

Adobe Firefly powers our ability to generate high-impact visual content for any brand.

One of the standout features we leverage is Adobe Firefly's text-to-image generation, which enables us to create compelling visuals for brands whose business models defy traditional imagery. For instance, we've utilized this technology to develop visual content for a financial services brand, whose services don’t naturally lend themselves to conventional visuals. By transforming text prompts into vivid imagery, we effectively convey unique brand narratives in engaging and innovative ways.

Adobe Firefly’s generative fill feature is another vital tool in our creative toolkit. It enables us to separate and expand image layers, a critical function for adapting designs across diverse digital channels. This seamless transformation into various aspect ratios and the addition of animations ensure that ads grab attention on social media feeds and display placements. As Hannah Terjanian, our Group Director of Performance Creative, explains, this feature is particularly valuable for brands aiming to create impactful, motion-rich assets.

But it’s the integration of Firefly into the Adobe Creative Cloud suite where the magic truly happens. By working within this ecosystem, our team can efficiently refine photo details according to brand guidelines and performance targets. The seamless accessibility of Firefly within tools like Photoshop and Illustrator means that our creatives can incorporate its capabilities without disrupting their workflow, fostering innovation and enabling us to deliver exceptional results quickly.

Enhance cross-functional collaboration by bridging creative and strategic disciplines.

By leveraging Adobe’s innovative tools, we’ve been able to unlock significant benefits for brands, particularly high-growth ones that face resource constraints. Many of these brands can't afford the cost of live image and video asset production, and stock imagery often fails to differentiate them from competitors. By utilizing Adobe Firefly and Monks.Flow, we can help these brands produce unique, on-brand imagery both affordably and swiftly, getting in-market within days rather than weeks.

An additional advantage is the ease of gaining buy-in from cross-functional stakeholders. Ad approvers, who may not be designers themselves, often struggle to visualize concepts without fully produced assets. Firefly enables us to create working versions of ads early in the process, offering concrete examples for stakeholders to engage with, thus preventing wasted resources and aligning team visions more effectively.

As Victoria Milo, our SVP of Global Media, Solutions & Emerging Technologies, told Campaign recently, “What AI is doing is forcing the disciplines to actually come together,” she added. “That is where we are getting maximum output for any of our clients.” These features from Firefly allow us to strengthen these cross-disciplinary teams.

Accelerated production cycles with Adobe Firefly drive creative innovation and efficiency.

Our use of Adobe's tools also significantly reduces the time lost to the revisions process. With tangible drafts in hand, rather than mere concepts, feedback can be addressed almost instantaneously. For instance, when a client requested the removal of a component from a seasonal campaign, Firefly facilitated rapid updates across all images in minutes. Utilizing Adobe Creative Production Solutions, we can transition from concept to approved design in less than half the typical revision time.

This accelerated production of mockups and finished designs also allows us to offer clients a broader array of creative options, fostering productive brainstorming sessions, rapid testing and improved performance. We’ve been able to unlock 96% faster versioning of banners to be used across channels and devices with the help of Firefly, while the Substance 3D collection has enabled us to build 3D assets 70% faster than before.

Finally, the enhanced feedback cycle benefits both clients and our teams. As Terjanian points out, “The entire team is that much more motivated to keep designing new iterations when we can see how our last designs impacted the client’s KPIs. This also benefits our clients because the feedback loop is more effective, ultimately improving their ROI.”

Achieve unmatched personalization and performance with high-volume assets.

Finally, all these tools have helped us solve the crucial challenge of building the volume of assets needed—often totaling more than 300—to get the most accurate insights and results out of platform algorithms, the subject of a session that I participated on at Adobe MAX this year. With Adobe Firefly, we empower brands to meet these demands efficiently, transforming what was once a costly challenge into a streamlined process—a process that has delivered impressive results like a 66% in return on ad spend and an 80% boost in click-through rates.

This capability is especially transformative for SMB's, enabling them to compete at a larger scale. By automating asset creation and adapting content across formats, we help brands personalize their approach while reducing costs, providing them with the agility to respond to market demands swiftly.

As an Adobe Platinum Partner, we drive creativity and innovation for brands in the AI era.

As we reflect on our journey with Adobe, being recognized as a runner-up for the Adobe Firefly Partner Award for Best Creative underscores the transformative power of our partnership. Adobe Firefly has not only revolutionized our creative processes but has also empowered our clients to achieve extraordinary results with agility and innovation. Our collaboration with Adobe allows us to offer cutting-edge solutions that are accessible to brands of all sizes, ensuring they stand out in an increasingly competitive landscape.

Looking forward, we are excited to continue harnessing the potential of Adobe’s tools, driving creative excellence and innovation. By doing so, we remain committed to supporting our clients in crafting compelling narratives that resonate with their audiences, ultimately enhancing their brand impact and return on investment.