IBM and Adobe: Empowering Creativity

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IBM and Adobe: Empowering Creativity

Creative leaders and their teams with enterprise-scale content outputs have hit the limits of complexity in creating, managing and optimising their content for a great, personalised customer experience.

To empower creative teams to deliver quality at scale and speed, Adobe and IBM have teamed up to bring an end to the repetitive manual work that’s cutting into creative thinking and execution. Automated tools and AI can manage image cataloguing, versioning, language localisation, staying up to date with licencing terms and conditions. So you and your creative teams can focus on ideas rather than on ponderous processes and admin.

We call it Intelligent Content Transformation (ICT).

For the creative team, ICT starts with bringing each stage of creation onto an automated collaboration platform. That means the end-to-end process is under control, and you can close the loop with audience and usage data feeding straight back into your latest project briefing. A dynamic and consistent workflow elevates human inspiration, enables collaboration, and allows automation to handle the details and workloads holding teams back.

At each stage, Intelligent Content Transformation increases the availability and accuracy of data you have to make critical decisions and gives creative leaders and their teams the confidence to pursue their vision without worrying about the admin drag. Human scale alone simply cannot do what ICT can.

Let’s take a look at some of the tasks and workloads that IBM and Adobe’s Intelligent Content Transformation can handle for you and your teams.

Creative Cloud now has automated APIs that take an image and render it into every different format specified for your project. APIs can switch out language sets for global localisation, personalisation, and channel-specific renditions. Without automation, it’s an unmanageable task for anyone with hundreds of thousands or millions of pieces of content.

When assets are ready to be surfaced, Adobe Sensei AI can optimise content for your audience by handling tasks like tagging. Adobe Sensei uses machine learning to accelerate this and tasks like running A/B and multivariate testing programs in Adobe Target, so you can focus on messaging and visuals to personalise and refine the customer experience.

On behalf of creatives, ICT automation can maintain and action metadata generated from the very start of a project so that it’s valuable and impactful, rather than a set of manual tasks for creatives to manage.

The Adobe Workfront workflow application keeps teams and enterprises connected and running efficiently. You can specify content formats from the project’s initiation and then assign the tags to guide the Adobe Stock and asset database searches.

Create new content confidently with complete metadata applied for governance and copyright monitoring. ICT maintains the genealogy for all your content as well as any stock or assets that are licenced from a third party. It helps prevents somebody else from using that asset later, making something else from it, and then getting charged for unlicensed use.

With the volume of digital assets that need managing within creative enterprise organisations, Adobe’s Document Cloud and Adobe Sign help with bulk approvals. No more creating PDFs, printing them out and walking across the office to your legal team to get a physical signature. Streamline approvals into a seamless digital workflow.

From the beginning of the upstream creative process to the downstream content activation, IBM and Adobe have combined our expertise to help clients optimise the end-to-end content supply chain with intelligent workflows, automation and metadata management.

The five areas ICT will help your business:

1. Consistency and governance

Apply dynamically managed brand and style guides to projects so that no one is working off templates or directions that are out of date. Avoid the risk of errors and the manual tracking of instances with ICT automation.

2. Automation to achieve scale

Leverage IBM business automation expertise within Adobe Sensei, enabling scalable workflows with APIs for Photoshop, InDesign, Dimension, with video APIs coming soon.

3. Creative resource optimisation

Manage the governance and consistency of creative projects by delivering specified assets and templates within their applications to creatives and the tasks they need to do. It’s everything you need for your creative process, all in one place.

4. Content optimisation with intelligence

Bring intelligence gathered after your content is activated back into the beginning of your creative workflow so that downstream and upstream processes are aligned, and content briefs are optimised based on current reporting and analytics.

5. Centralize and collaborate

Adobe Workfront allows you collaborate and iterate with colleagues across and outside your business, and centralises all work—from request to approval—without ever having to leave Creative Cloud apps.

How does your organisation deliver high-quality creativity and optimised, personalised content at speed and at scale? What more could you be doing to deliver a fantastic customer experience?

Sharad Somanchi is Digital Marketing Transformation Leader at IBM.  He collaborated with Sofia Natal, Global Customer Experience Transformation Leader, IBM and Iona Walters, Adobe Creative Partnership in writing this blog.

For more information, go to https://www.ibm.com/uk-en/services/adobe-services