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Adobe has announced the general availability of Adobe Content Hub integrated with Adobe Experience Manager (AEM) Assets. This development aims to assist brands in managing and optimising the use of creative assets across their organisations, as well as with external partners, enhancing the overall efficiency of the process.
Content Hub presents a user-friendly interface, providing teams with immediate access to brand-approved assets. Furthermore, it integrates Adobe's all-in-one design tool, Adobe Express, and Firefly generative AI directly into existing workflows. By doing so, Content Hub addresses several challenges faced by brands and marketers, such as proper asset reuse, ensuring consistency, and offering usage analytics and governance controls for sensitive launches.
One of the key problems Content Hub resolves is the challenge of finding relevant assets. The platform allows users to locate assets using a variety of search parameters, which can include individual terms like "logo," "outdoors," and "pink" or phrases such as "holiday season promotion" and "winter hiking gear." Additionally, the platform automatically tags assets with key terms, making them more searchable. This function significantly enhances the efficiency of asset reuse and creative ideation.
Content Hub also streamlines the creation of experiences from brand-approved assets. Integrated with Adobe Express and Firefly generative AI, Content Hub allows users to remix assets directly within the workflow and transform them into new digital experiences. By launching an Express editor with a single click, users can make quick adjustments such as adding copy or resizing images. Firefly offers further possibilities by enabling the creation of new content variations through background replacements, object additions, and style adjustments. This allows teams to scale content production and achieve personalisation at scale.
Another feature of Content Hub is its centralised management control, which permits administrators to manage permissions for sensitive assets like those associated with upcoming product launches. Governance controls ensure that AI-generated content aligns with brand standards. To maintain transparency about the use of AI within Adobe’s applications, Firefly-powered features automatically attach Content Credentials to the content. These credentials act as tamper-evident metadata, providing users with more information about the content, including whether AI was used in its creation or editing process.
Content Hub also tackles the issue of insufficient insights that drive continuous improvements. The platform offers robust analytics on asset usage, including breakdowns by file type and image characteristics. These insights help brands understand how assets are utilised across their organisation, enabling teams to improve the creation process. This could involve focusing resources on specific types of files or visual styles that are heavily used, thereby enhancing overall efficiency and effectiveness.
The capabilities of Adobe Content Hub will also be leveraged in Adobe GenStudio, a new generative AI-first application designed to aid marketing organisations in quickly planning, creating, managing, activating, and measuring on-brand, high-performing content.
Loni Stark, vice president of strategy and product at Adobe Experience Cloud, stated, “Marketers are under increasing pressure to meet content demands that are expected to surge in the next few years, making it critical for brands to effectively manage the assets that anchor a healthy content supply chain. Adobe Content Hub jumpstarts this process by providing a user-friendly interface for any individual to find and remix brand-relevant assets, boosting the production of fresh content for fast-moving channels like social media and delivering proven productivity gains.”
