Adobe marketingAI and Big Data

Gen AI and the evolution of Marketing Jobs

Marketing is going through a major evolution, our jobs are changing, and marketing professionals will have to seriously ramp up their skills. After a 4-year hiatus, we had the pleasure of attending the 2023 Adobe Summit in London. The US tech giant* issued major announcements during that event. Beyond that, though, what is at stake is the evolution of the marketing function.

AI and the evolution of Marketing Jobs

  • * Disclosure, Adobe is a client of Visionary Marketing

The emergence of Gen AI and the evolution of marketing

The first breakthrough we were excited to see implemented is Adobe Firefly, now available through Adobe Express Beta.

This breakthrough technology allows users to use a typing-style interface, much like ChatGPT, and use it to automatically Photoshop specific items of their photographs.

This technology allows for any marketer to be a content creator … with a bit of mastery of the creative process, though. Beyond that, this innovation paves the way for mass customisation for use in marketing and content creation.

evolution of the marketing function... and our jobs!
Gen AI innovation at our fingertips is paving the way for the evolution of the marketing function … and our jobs!

With the Covid-19 pandemic, we have seen a rise in e-commerce, that is still persisting today. In Great Britain, every £1 out of £4 is spent online. That is to say, ecommerce makes up 25% of all retail commerce!

Because of this, the demand for content creation is more significant than ever, and with the emergence of this new generative AI, it is right at our fingertips.

Marketing challenges

Now, to the naked eye this may seem troubling to current marketers. With the use of this technology in the hands of just anyone, anyone and everyone can become a content creator.

On the other hand, the emergence of this tool with a marketing perspective is a major breakthrough. It means that marketers will need to step up their game, and evolve their marketing skills. Much like hitting creative walls, marketers will have to take these new tools and hone their creative skills. AI won’t just do our work. It will enable us to do new things that weren’t possible before.

As long as we use it responsibly, and Adobe has taken care of that too.

Publicis and the Adobe content supply chain in evolving markets

The next innovation we were excited for, is the announcement of a joint project between Publicis and Adobe, called the PX platform. The point of this platform is to provide creators with a solid base where they can plan, create and then implement content using Adobe’s software with the data reach of Publicis.

That’s the aim of the creating this platform, according to Adobe’s CEO Shantanu Narayen. By partnering with Adobe, Publicis will use its content supply chain management platform to satisfy the growing need for content creation. This omni-channel platform could then be used to simplify the process it takes to get content out to consumers, and the partnership would allow content creators to reach new highs.

In essence, all this means the evolution of our marketing function, and of our jobs.


Matthew Ryan Nielson

Matthew Ryan Nielson

Matthew is a student at Ohio State University currently working as a junior content writer at Matthew est étudiant à Ohio State University et travaille actuellement comme rédactreur junior de contenu chez More »


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