Marketing Beyond with Alan B. Hart
Feb 4, 2026 · 21 min · 9 segments
How can marketing leaders deliver personalization at scale as content demands surge? How do brands protect discoverability as customers shift their search focus from SEO to answer engines and AI…
Alan HartHostBeing able to... embed AI into our products has just allowed marketers to be more agile, to move faster, but also meet the demands of customers.
I think lots of people talk about personalization, but what that really requires is understanding who your audience is and ideally who the individual is, like yourself, and then figuring out what's the experience you want to build for that customer, including what's the content, what are the offers, what are the campaigns.
So as we talk to CMOs and we've done some research, it's like a 5x increase in the need for content if you really want to build highly personalized journeys.
And I think what AI does is allow you to do that and do that at scale, right? So we have a product, Adobe Gem Studio, and what it helps marketers do is not only ideate and develop campaigns, create the work process, but then scale the production of those campaigns, right? So, for example, if you think about a company that wants to build a holiday campaign, you're talking about thousands and thousands, potentially tens of thousands of assets.
For example, we have 55,000 different assets for our Black Friday campaign or our Cyber Monday campaigns.
Now, if you go back even just a couple of years ago, building all of those would have taken weeks and weeks and months and months.
And it limits your ability as a marketer to really build customized campaigns, personalized campaigns.
Because how do you build all that? How do you produce all those? But with AI, you can absolutely do that.
You can take multiple images, multiple messages, and build them out quickly, build out 55,000 assets instead of in months, in days, and then test them and then really personalize them to the audience, depending on what the customer responds best to.
So one of those big boulders, if you will, under orchestration of the experience is content supply chain, an intelligent one at that, like you were describing.
You think about companies that get that right, like what does it look like when it comes together?
when it comes together i think the individual feels like this company this brand understands me understands my wants knows how to reach me knows when to reach me and with what offers or what experiences uh we have a lot of great content supply chain gem studio customers earlier this week i was on a panel with a customer of ours nfl we're actually partners with them we're their official creativity partner official customer experience and fan experience partner And that's really exciting because you can imagine for a sports fan, especially now, you're an NFL fan, but you're a team fan.
You're also a player fan, right? So how does the NFL think about engaging all of their customers Many of them will come to games, but many more of them will not.
But just building that surround experience with Adobe to provide this amazing customer experience and then all the content that goes along with it, I think that's a good example.
Being able to... embed AI into our products has just allowed marketers to be more agile, to move faster, but also meet the demands of customers.
I think lots of people talk about personalization, but what that really requires is understanding who your audience is and ideally who the individual is, like yourself, and then figuring out what's the experience you want to build for that customer, including what's the content, what are the offers, what are the campaigns.
So as we talk to CMOs and we've done some research, it's like a 5x increase in the need for content if you really want to build highly personalized journeys.
And I think what AI does is allow you to do that and do that at scale, right? So we have a product, Adobe Gem Studio, and what it helps marketers do is not only ideate and develop campaigns, create the work process, but then scale the production of those campaigns, right? So, for example, if you think about a company that wants to build a holiday campaign, you're talking about thousands and thousands, potentially tens of thousands of assets.
For example, we have 55,000 different assets for our Black Friday campaign or our Cyber Monday campaigns.
Now, if you go back even just a couple of years ago, building all of those would have taken weeks and weeks and months and months.
And it limits your ability as a marketer to really build customized campaigns, personalized campaigns.
Because how do you build all that? How do you produce all those? But with AI, you can absolutely do that.
You can take multiple images, multiple messages, and build them out quickly, build out 55,000 assets instead of in months, in days, and then test them and then really personalize them to the audience, depending on what the customer responds best to.
So one of those big boulders, if you will, under orchestration of the experience is content supply chain, an intelligent one at that, like you were describing.
You think about companies that get that right, like what does it look like when it comes together?
when it comes together i think the individual feels like this company this brand understands me understands my wants knows how to reach me knows when to reach me and with what offers or what experiences uh we have a lot of great content supply chain gem studio customers earlier this week i was on a panel with a customer of ours nfl we're actually partners with them we're their official creativity partner official customer experience and fan experience partner And that's really exciting because you can imagine for a sports fan, especially now, you're an NFL fan, but you're a team fan.
You're also a player fan, right? So how does the NFL think about engaging all of their customers Many of them will come to games, but many more of them will not.
But just building that surround experience with Adobe to provide this amazing customer experience and then all the content that goes along with it, I think that's a good example.
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