I'm interested in bags you might be interested in boots. They’ve been in luxury for over a hundred years. We all have different experiences, interests, and needs when we log on. What is relevant to you is what's personal to you. Is personalization the same as relevance or is it something different? They all make for a more efficient process, so people can spend more time on the ideation and the insights, and speed up that content supply chain.’ It’s been in Adobe's tools for a long time whether that's Neural Filters in Photoshop, Liquid Mode in Acrobat or Customer Journey Analytics in Adobe Experience Cloud. We've been doing artificial intelligence for over a decade now. ‘Yes, generative AI is the next frontier of AI.
This makes the design process far more efficient, right?
For instance, with our generative AI foundation model Adobe Firefly, you can type in a prompt and it will create an image.’ It can make creating content easier from the ideation. This is where AI can really become the co-pilot. You have to be able to see the production flow, because it's now a 24/7 production cycle. This way, if something's working, you can use it again. Your content needs to be organized in a way that's accessible across teams. ‘You’ve got to be fast and you need a content supply chain. You have to do that through all sorts of stories in different formats, increasingly through video.’ So, you have to stay true to your product value and bring your brand into it. But in order to connect and engage with customers, you have to go to the marketing basics: what's the story that you're trying to tell? Nowadays, you have to bring that to life in a million different ways - in real time. If all experiences need to be personalized, then a tremendous amount of content needs to be created. Customers expect personalization and digital has enabled that. ‘I'm thinking a lot about story-led marketing. What's your advice for marketers to get their message across, with the abundance of content already out there? That is the democratization of creativity.’ We’re in a world of visual communications and we want to make that easier. Anyone today can access digital tools and communicate on social platforms, that is the democratization of creativity. But there's also room for folks who just want to tell a story or market their small business, make better PowerPoints or pdf’s, or those who just have an idea they want to share. ‘There are the amazing designs by people who spend their whole life honing their craft. How do you define creativity in this context of democratization?
AI will augment creativity, not replace it.’ We have tools for creative professionals who require the power of precision, but we also offer -increasingly - easy, quick, and fun ways for anyone who wants to communicate to someone. Products like Adobe Express, and how AI will play into this, will give more people the tools to express their ideas. Given the right tools, we all have the ability to do that more easily. ‘We believe everyone has a story to tell. One of Adobe's rallying cries is: Creativity for All.
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