In the fast-evolving world of marketing, speed is essential, according to Scott King, Adobe’s Principal Strategist for Asia Pacific. He emphasizes that artificial intelligence (AI) is transforming content creation, enabling businesses to personalize and deliver faster across platforms like TikTok and Instagram. With a short lifespan for creative assets, marketers must adapt quickly to consumer expectations. Adobe’s acquisition of Workfront streamlined processes, allowing companies to efficiently manage campaigns. The ability to “create once, distribute everywhere” means leveraging AI to quickly modify content for various devices and languages. King highlights the urgency in regulated sectors such as financial services, where prompt updates are crucial. The rise of generative AI tools, exemplified by ChatGPT, illustrates this shift further. For Australian marketers, integrating AI into their strategies is key to addressing shrinking attention spans and staying relevant in a competitive landscape. Embracing speed, scale, and intelligent automation is imperative for success.
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