Building a Power Trio of Creatives, Marketers, and Tech

Parmar saw firsthand how a lack of training impeded results. When Adobe GenStudio began integrating AI into its processes, some of the marketers were dissatisfied with the models and outputs. The issue, however, wasn’t the tech but rather the marketers’ lack of prompt training.

“We came to the realization that we need to actually infuse these marketing teams with AI-native folks,” he recalled. “So, we hired college graduates who were more accepting of using these models. And those were the folks that we paired with our ‘traditional performance marketers’ when it came to creating this content.”

“It’s people, it’s process, it’s platforms,” Giamanco added. “But if you don’t have good training to teach folks how to use these systems, it falls apart quickly.”

Off to a good start

Even when creative and marketing teams have effectively integrated AI into their workflows, organizations can still falter when trying to optimize their modernized content supply chain.

Some may be overly ambitious, others too timid. The most successful companies, Leal said, “find a middle ground where they acknowledge that AI is going to be a key component of their business model—their delivery model. And they pick a couple of areas where they’re going to build a foundational capability on that.”

Parmar said that the best place to start an effective integration is “with an unmet and underserved area, because then you can instantly show the proof point of value. And once you have value shown to internal stakeholders, you suddenly have folks standing by you to go bigger and broader.”