Adobe has published a new report, ‘Navigating the age of content abundance’.

The Adobe team says, “While the age of content abundance is widely anticipated, the adoption of GenAI in marketing, especially for content creation, has been inconsistent. Most organizations report that they have some level of implementation or planned investment (85%), yet only 16% of creative professionals see AI extensively integrated into their day-to-day work. Why the gap?

GenAI has immense potential to scale creative content, yet not all organizations ready to fully embrace it. This is due to challenges in end-user adoption, concerns about brand and IP protection, and perceived risks to the brand and business. To close this gap, enterprises must think long-term about the people, process, and tech required for this transformation.

We found five themes that can guide creative and marketing leaders in how to leverage GenAI to drive scale and speed, as well as brand differentiation, and customer engagement.

1. Evolving the role of creative teams

2. Avoiding brand dilution and driving differentiation”.

Navigating the age of content abundance

Adobe