Adobe has released Adobe Content Hub with Adobe Experience Manager (AEM) Assets – a digital asset management system (DAM). The platform enterprise’s library of images, videos and other content that drives the creation of marketing campaigns and digital experiences. Adobe says AEM Assets is used by the majority of Fortune 50, including 8 of the 10 largest media companies. In addition to 9 of the 10 largest financial services companies and 8 of the 10 largest retailers.
Content Hub enables brands to reimagine how creative assets are used across their organisation and with external partners. The company says it will drive major efficiency gains. With a new interface, teams have every brand-approved asset at their fingertips. At the same time, they can access an all-in-one design tool through Adobe Express and Firefly generative AI—directly in the existing flow of work.
Content Hub also removes inefficiencies by ensuring proper asset reuse and resolving any inconsistencies. It provides usage analytics and governance controls for sensitive launches. With Content Hub, brands can optimise a key component of their content supply chain. The end-to-end business process every company needs to deliver content required for marketing campaigns and personalised customer experiences. For most organizations, it is a web of disconnected workflows, teams and systems that often break down.
Marketers under pressure
“Marketers are under increasing pressure to meet content demands that are expected to surge in the next few years. This makes it critical for brands to effectively manage the assets that anchor a healthy content supply chain,” said Loni Stark, vice president of strategy and product, Adobe Experience Cloud.
“Adobe Content Hub jumpstarts this process. The solution provides a user-friendly interface for any individual to find and remix brand relevant assets. It boosts the production of fresh content for fast-moving channels like social media and delivering proven productivity gains,” Stark adds.
Helping pain points for brands
Adobe Content Hub with AEM Assets solves the following pain points for brands:
- The challenge of finding relevant assets: Locating brand-approved assets in Content Hub is as easy as conducting a quick browser search. This can drive both efficient reuse and creative ideation for users. With any variety of search parameters, users can find assets based on individual terms such as “logo”, “outdoors”, and “pink” or phrases including “holiday season promotion” and “winter hiking gear.” With smart tags, assets are automatically tagged with key terms to make them more searchable.
- Creating experiences from brand-approved assets: The platform enables users to remix assets directly in the flow of work and transform them into new digital experiences. With a single click, users launch an Express editor to make quick adjustments, from adding copy to resizing. Firefly generative AI in Express takes this a step further. It allows users to create new variations by replacing backgrounds, adding objects, creating different visual styles, and more. This enables teams to scale the production of content variations and achieve true personalisation at scale.
- The need for centralised management controls: Content Hub allows administrators to manage permissions for assets with governance controls to ensure AI-generated content aligns with brand standards. It provides transparency around the use of AI within Adobe’s applications, and Firefly-powered features will automatically attach Content Credentials to content. Like a nutrition label for digital content, Content Credentials are tamper-evident metadata that can provide more information about the content, including whether AI was used in the creation or editing process.
- The lack of insights that drive continuous improvements: Analytics on asset usage, with detailed breakdowns, can help brands better understand how assets are being used across their organisation. These insights enable teams to improve how assets are created in the first place, for example, decisions on a certain type of file or visual style that is heavily used.
Enterprise Times: What this means for businesses
Adobe has a track record second to none when it comes to embedding AI functionalities into its mainstream tools and applications. The extension of Adobe Content Hub now provides additional editing capabilities to marketers and those responsible for digital content. Creatives and designers can concentrate on more strategic, higher-value work. The enhancements should further support the work of these crucial resources within enterprises. Activities that took previously took weeks or days to plan and executive can now be achieved in hours. Previously, Adobe’s own research suggested that most creative professionals spend only about 30% of their time on creative work.
Content remains king. Marketing teams and creatives across all businesses and sectors are under pressure to deliver personalised experiences to audiences. Furthermore, the nature of content is constantly evolving, with new and imaginative content formats being developed. As a result, it is critical that enterprises can effectively access and manage content assets that form their content supply chain.
