In September 2024, marketing has been notably transformed by AI tools such as Adobe’s AI Video Generator and Synthesia, which enhance content creation efficiency and support diverse, localized marketing efforts. These advancements underscore a significant shift in content production, focusing on efficiency, scalability, and personalized engagement through AI-driven video and performance marketing solutions.
1. AI Video Generators Revolutionizing Content Creation
A significant trend has appeared in marketing as of September 2024: the use of generative AI tools, especially for the creation of dynamic video content. One of the newest and most powerful contenders in this space is Adobe’s AI Video Generator. This handsomely designed software allows users to “tell” the AI what they want in a very basic way, looping in prompts and images to give the program a clear set of commands. Of course, this kind of tool isn’t just for amateurs; it’s tailor-made for advertisers and marketing professionals who need to produce a lot of content quickly and with relatively few resources.
AI tools such as Synthesia are pushing the boundaries of what’s possible. With Synthesia, you don’t just get an AI-generated video; you get a platform that allows for the creation of customizable content featuring avatars that can speak in over 140 languages—essential in today’s global marketplace. When you and your team use Synthesia to create an AI-generated video, the “you” in the video can almost be as real as an actual human being.
“A case study with Zoom demonstrates the platform’s impact, cutting traditional video generation time by 90%—from days to mere hours. Such time savings are indispensable for marketing teams aiming to keep up with fast-paced content demands.”
At the same time, Elai.io has established itself as a dependable tool for marketers by making its video content interactive with elements like quizzes and branching scenarios. The platform itself is kind of a “dude, you’ve hit the jackpot” situation for marketers, as it can crank out videos in 75+ languages. It also has a couple of nifty features that help with that “personalized, but also kinda creepy” vibe that’s become the hallmark of modern marketing: voice cloning and automated translation.
The application of AI video creators in marketing encompasses more than just enhancements to productivity. They yield concrete, quantifiable outcomes, too, that can only be described as impressive. For example, Elai.io clients report an average of 5 hours saved per video production and a 35% increase in user engagement with personalized content compared to traditional approaches.
These advancements show a fundamental change in the production and distribution of marketing content. They could not be attributed solely to the revolutionary power of artificial intelligence but rather to the new era in which we find ourselves, one dominated by video and delivered via ever-more-engaging platforms. Marketers and software developers seem to have fully accepted this new reality and have rapidly embraced these pioneering AI video tools in order to remain competitive.
2. GenStudio: Transforming Performance Marketing
The performance marketing solution of Adobe GenStudio is changing the game for companies seeking to develop and deliver their marketing content. This application, which is built on generative AI, lets teams not only create but also evaluate and remix their content for various campaigns. And it does so under the banner of “real personalization at scale.” Why? Because content need not (and in many instances, should not) be a one-to-one personalization game; instead, its permutations should allow for using content in more than one context. And increasingly, those contexts can, will, and must involve AI if they’re to be as effective as possible.
The platform functions as a self-service solution that combines Adobe’s creative and marketing expertise, allowing brands to rapidly generate a range of content, including social media ads and other forms of digital marketing. It serves as a bridge between the needs of marketing and the desire for creative expression. While most marketing departments today use generative AI for some part of their operations, they usually employ the technology in tandem with a human creative team. At GenStudio, human and machine co-creators are the norm.
GenStudio’s partnership with Google’s Campaign Manager 360 directly elevates its utility. This integration ensures the effective, cross-platform activation of Google display ad campaigns to reach the right audiences across the web, connected TV, and YouTube. Thanks to this ad campaign partnership, GenStudio can now unilaterally auto-ship advertising to Campaign Manager 360, where the ads receive targeted optimizations for different formats and sizes, thereby boosting their performance and effectiveness.
Stephen Yap, Google Marketing Platform’s managing director, highlights the value of this collaboration: “Having compelling creative content that is tailored to the right audience is key to driving engagement, and Adobe GenStudio for Performance Marketing empowers brands to execute this at scale across any of the ad formats offered by Google.”
At the heart of Adobe’s expansive GenStudio suite is GenStudio for Performance Marketing. This set of tools aims to help marketing teams streamline their content supply chain. The value proposition, stated succinctly, is that GenStudio for Performance Marketing enables more efficient and focused storytelling using high-quality content and allows brands to hit the ground running with their campaigns, using near-real-time performance data to optimize their endeavors.
Marketing professionals can harness the power of GenStudio to achieve interactive brand experiences for their consumers. They can now implement the brand’s vision in an unprecedented manner—at scale and with efficiency. This, they hope, will lead to improved customer engagement.
3. Integration with Major Advertising Platforms
Adobe’s partnerships with industry giants such as Microsoft, Google, Meta, TikTok, and Snap signal a prime opportunity to harness AI for improving the effectiveness of advertising campaigns. By leveraging the vast resources of these tech titans, Adobe’s savings-cum-audience optimization platform, known as the Experience Cloud, has the opportunity to serve not just as a dashboard for booking ads, but as a para-advertising platform—one that can book and optimize ads across the global ad ecosystem. With AI as a centerpiece, this initiative promises to deliver more insights and better performance across more campaigns, at scale, than previous iterations of the platform possible.
“Personalization and social interaction in advertising take on new meanings when it comes to how Meta does business. Its focus on ‘AI-generated insights derived from user interaction,’ we have to assume, is an attempt to align the pay-for-play advertising model with how users actually want to interact with brands. In our idea of a perfect world, for instance, we would engage with ‘user-perfect content’ that tracks ‘audience preferences’ practically down to the pixel.”
Meanwhile, we are also considering just how much of an advantage here it is for Meta that it can collaborate with TikTok and Snap on creating by far the most visually dynamic content imaginable. In this changing environment, Adobe plays a key role in pushing the frontiers of advertising enhanced by AI. It is firmly establishing a future where ad campaigns can be executed with levels of efficiency and effectiveness that are almost unbelievable.
- From “Why We Partner” by Tapad
4. Overcoming Challenges in AI Video Content
The latest developments in generative AI for video content from Adobe mark an exciting shift toward innovative solutions to age-old problems. Until now, AI-based video creation remained a formidable game to crack. Yet, Adobe’s new models offer a remedy to this situation, enabling users to produce video content from textual input, a concept similar to tools like ChatGPT and DALL-E that allow for the generation of graphics or text-based content.
“The flexibility of generative AI, especially in video, offers new opportunities for companies—mostly in marketing and software development—to exploit its magic. And it’s easy to see why. Quickly generated engaging content is the holy grail for those using video to market or explain something.”
Generative models, such as Generative Adversarial Networks (GANs), are being used to improve the realism and quality of AI-generated content dramatically. GANs consist of two components: the generator, which is responsible for creating new, synthetic instances of data, and the discriminator, which evaluates the data for authenticity. This innovation parallels other advances, including transformers, which excel in processing and synthesizing vast amounts of data.
Adobe’s generative video solutions offer tools that help solve a lot of the age-old problems associated with image and video content that businesses deal with today. These problems have usually necessitated a huge amount of resources—human and computational—just to get hyper-targeted solutions. Training on massive datasets has typically been the order of the day. And then there’s video content itself to consider—it’s notoriously hard to work with. The appearance of generative models for video leads us to the promise of solving all these problems in a more elegant way, and with less expense in terms of both money and manpower.
As these tools mature, one can expect even greater synergy between AI-driven content creation and human creativity, paving the way for novel applications and improved efficiencies.
5. Meeting the Growing Content Demand
The demand for content in the marketing field has skyrocketed. However, with brands like Adobe leading the way, the marketing world has at its disposal some incredibly efficient new mechanisms for content creation. Content can be thought of as merely words, images, sounds, or videos strung together in some way. By that definition, you could say that these new content machines contentify at unprecedented rates.
At the cutting edge of these developments is the AI assistant, Jasper, which has upended conventional enterprise marketing content strategies. Thanks to features that harness both the speed and the ‘helping hand’ qualities of AI, Jasper helps content creators get from the ‘what if’ stage to the ‘here it is’ stage without too much fuss or, more importantly, without too many mistakes. Given how personalized and targeted marketing has to be in today’s world, speed and pretty darn good accuracy are the names of the game. The AI assistant is both a timesaver and a way to ensure that the things you write will work on some level when it comes to getting attention from the target audience.
It is not merely the case that AI tools hasten the production of content. They also, and perhaps more significantly, enhance the quality and relevance of the content itself.
As Steve Bendt, Chief Marketing Officer at Morningstar, highlighted, “It’s not just about faster content but about higher audience engagement.”
Tools such as Jasper assist with this in a rather remarkable way. They understand a few key components about the content that will be produced.
Another aspect that merits attention is the contribution of platforms such as GTM AI. Adopting a holistic view, these platforms use artificial intelligence to help with content strategy and creation. And this is no small feat. Most businesses today simply do not have the time or resources to overcome the omnipresent content marketing inefficiencies that result from propelling forward with a hodgepodge of point solutions. GTM AI’s way of handling content curation and lead processing, for example, seems to centralize and enhance marketing operations.
The tools available for content creation are changing quickly. Businesses today need to use these new tools if they want to keep up with the current landscape and provide the kind of content that people are seeking. We no longer live in an age where just any content will suffice; companies must produce compelling content that engages consumers if they wish to achieve a “Cinderella” story ending to their digital narrative. Consequently, the current evolution in content generation offers companies working in any kind of environment—whether “B2B,” “B2C,” or no clear business model at all—a real shot in the arm for their hard-to-come-by content marketing efforts.
FAQ
What are AI video generators and how are they transforming content creation?
Video generation tools that use artificial intelligence are being used to create and tailor video content from prompts and images. But rather than replacing human intuition and creativity, these tools are more like assistants, helping to carry out the vision of content creators in a way that we’ve long seen with the traditional editing and production process. Using AI for video doesn’t mean simply pushing a button and having something automatically generated and ready to go. At least, not yet.
How does Synthesia help in global marketing efforts?
With a presence in more than 140 countries, Synthesia is a big player in the global marketing industry. The company offers a video creation platform that can “speak” in many tongues. Using its templates, marketers anywhere can put their own words into the mouths of avatars that deliver their message in a way that sounds native to the audience they’re targeting.
“Synthesia’s platform lets marketers speak directly to audiences in their own languages, making global communication seamless.”
What benefits does Elai.io offer for video content in marketing?
Elai, like a maestro, conducts video elements to create a symphony of sorts, ensuring that each interactive part, such as quizzes and branching scenarios, plays in perfect harmony. The “orchestra” of these elements works in over 75 languages. Still, we marketers, who at times can be like “conductors,” in reach not only of local but also remote and diverse audiences, are the real beneficiaries of Elai’s capabilities.
How is Adobe GenStudio redefining performance marketing?
At its core, GenStudio is an application that allows companies to use the full power of AI to create massive amounts of high-quality content in a short amount of time. Need a video for Instagram? Need the same video reimagined for YouTube or TikTok? No problem. Just tell GenStudio what you need and let it do the work. It will churn out whatever you require — with the unique Adobe touch, powered by Firefly and other tools.
What role do AI capabilities play in Adobe’s partnerships with major advertising platforms?
Adobe collaborates with a range of partner companies, including Microsoft, Google, and Meta, to flesh out the AI capabilities of major ad platforms. This helps a lot with precision targeting and performance analytics and also with something Adobe calls “content dynamicism” — the kinds of content a business can create and then deliver to the right people at the right time across the right platforms.
How does Adobe’s generative AI for video content address traditional challenges?
The generative AI that Adobe has developed for video content operates on sophisticated models, such as Generative Adversarial Networks (GANs), to produce high-quality results. These models allow the innovation to achieve a new level of fidelity and realism that one typically would not associate with AI-generated work. Overcoming the challenges that are particular to video (as opposed to static images or text), this AI promises to make the production more accessible and the process more streamlined.
What role does the AI copilot Jasper play in content creation for marketing?
Jasper is an AI co-pilot for content strategies that largely benefits enterprise-level marketing. It allows for the rapid movement from ideation to execution and it allows for these movements—these transitions—to happen at a pace that is largely unmatched. Jasper is a key part of the marketing tech stack for its enterprise users. It is for companies that want to not only maintain a public-facing content engine but to maintain a very high standard of quality and relevance across that engine.
Why are AI tools crucial for businesses facing growing content demand?
For all sorts of reasons, artificial intelligence is a huge boon for businesses, and especially for the content and marketing industries. It’s a time-saver. It can enhance the performance of your work beyond traditional means. It helps you achieve things that you just can’t reach otherwise. And it helps you do all of these things at unprecedented speeds and with unmatched first-pass quality. Whether we’re talking about the AI tools inside platforms that you’re already using (like Adobe’s Creative Cloud and Experience Cloud), or new tools that are now available (like GenStudio and Jasper), AI can help you.