Adobe has announced the general availability of Adobe GenStudio for Performance Marketing, a new generative AI-first application.

The application is designed to help brands and agencies accelerate the delivery of global advertising and marketing campaigns. GenStudio for Performance Marketing allows brands to create paid social ads, display ads, banners, marketing emails and more, leveraging pre-approved, on-brand content. The application aims to bring together creative teams and marketing teams to deliver content variations at scale.

Adobe has expanded its partnerships with Google's Campaign Manager 360, Meta, Microsoft Advertising, Snap and TikTok, enabling brands to activate campaigns across platforms and make adjustments based on direct performance insights. The application includes features that allow users to locate brand-approved assets and create content variations with generative AI tools such as Adobe Firefly, and third-party large language models for creating copy in emails, paid media and display ads.

"Delivering impactful global campaigns hinges on the ability to bring marketing and creative teams closer together, with generative AI-powered workflows that eliminate cumbersome and inefficient processes," said Varun Parmar, general manager, Adobe GenStudio. "Adobe GenStudio for Performance Marketing enables creatives to focus on delivering deep creative designs that amplify a brand, while empowering their marketing counterparts to create the high volume of content variations that are needed to drive customer engagement, personalization and conversion."

Adobe is working with agency partners including Accenture Song, Dentsu, Havas, IBM Consulting, Interpublic Group, Media.Monks, Omnicom, Publicis, Stagwell and WPP to drive customization, integration and value-added needs for customers across industry verticals. GenStudio for Performance Marketing is part of Adobe GenStudio, Adobe's end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences.

The application allows brands to find and reuse brand-approved assets, create and remix on-brand content, protect brand equity, activate campaigns, and uncover actionable insights. Global technology leader Lenovo participated in the GenStudio for Performance Marketing beta program.

"From generating high-quality leads to driving awareness, Campaign Manager 360 helps marketers reach their desired audiences across websites, apps, video content and more, to accomplish their business goals," said Stephen Yap, managing director, Google Marketing Platform.

"We believe in the power of generative AI to unlock advertisers' full creative potential and quickly build ad creatives at scale," said Cynthia Dinh, director of strategic monetization partnerships, Meta.

"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, Microsoft Advertising.

"Snapchat provides a dynamic way for marketers to reach a valuable, highly engaged audience where they naturally have fun talking to friends and consuming content," said Ali Rana, global head of business development, revenue and product partnerships, Snap Inc.

"At TikTok, we're always looking for ways to help marketers drive impact," said Lorry Destainville, global head of monetization and product partnerships, TikTok.