Exclusive: Scott King from Adobe discusses how AI is enhancing speed and personalization to improve SEO.
Speed has emerged as the most critical factor in marketing, according to Scott King, Adobe’s Principal Strategist for Growth and Innovation in Asia Pacific. He asserts that artificial intelligence is fundamentally altering the landscape of marketing, content production, and education. In a discussion with TechDay, King highlighted that businesses across the Asia Pacific region are under immense pressure to not only deliver content more quickly but also to rethink their approaches to content creation and personalisation. He noted that the lifespan of creative advertising assets on social media is often just hours or days before they become outdated, underscoring the significant role AI plays in addressing this challenge. For Australian marketers, the urgency is palpable as consumers demand immediate responses from brands on platforms like TikTok and Instagram. Companies that fail to adapt risk falling behind in this fast-paced environment.
Adobe’s acquisition of Workfront was a strategic move aimed at enhancing organisational efficiency and reducing delays in campaign delivery. King described Workfront as a powerful tool that enables businesses to streamline their processes, making them more agile and responsive. This is particularly crucial for enterprises across the Asia Pacific, including banks facing regulatory changes and retailers managing campaigns in multiple markets. One of the most transformative advancements is the ability to create a single piece of content and adapt it for various platforms instantly. King introduced the concept of “create once, distribute everywhere,” which allows content creators to produce material once and leverage AI to generate multiple variations. With advanced tools that can resize and optimise content for different devices, companies can ensure their assets are suitable for every screen. Additionally, AI’s capabilities in translation and voice adaptation further enhance the efficiency of content management. King cited an example of a bank that had only 24 hours to update interest rates across all assets to comply with regulations, illustrating the critical need for speed in the heavily regulated financial services sector. He emphasised that these tools are not merely about improving efficiency but also about addressing the scalability challenges inherent in personalisation.
Categories: Marketing Speed, AI in Content Production, Personalisation and Adaptability
Tags: Speed, Marketing, Artificial Intelligence, Content Production, Personalisation, Campaigns, Streamlining, Adaptation, Compliance, Consumer Expectations