Connected Content: Building a Smarter Omnichannel Ecosystem

Jay Proulx

Connected Content: Building a Smarter Omnichannel Ecosystem

The landscape of content creation and delivery is undergoing a profound transformation, as evidenced by the series of announcements at Adobe Summit 2025 focused on linking content production with personalized, omnichannel delivery.

These innovations, aligned with Omnicom Precision Marketing Group's vision of Connected Content, represent a decisive response to the mounting challenges facing modern marketers. With content demands projected to increase fivefold between 2024 and 2026, organizations find themselves at a critical juncture, seeking solutions to streamline their increasingly complex content supply chains.

Omnicom’s Key Takeaways from Adobe Summit 2025

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Breaking down barriers between data, creativity, and performance

At the heart of Adobe's latest innovations is GenStudio, which has evolved into a comprehensive content supply chain solution. The introduction of GenStudio Foundation marks a significant milestone, offering a unified workspace that seamlessly integrates data from Adobe's vast ecosystem of content applications. This consolidation eliminates the traditional barriers between Creative Cloud and Experience Cloud tools, providing marketing and creative teams with unprecedented visibility into their entire content lifecycle.

Adobe also showcased enhancements to Adobe GenStudio for Performance Marketing, a generative AI–first application that enables rapid, on-brand content creation across multiple channels. The platform's connectivity now extends beyond Adobe's ecosystem through strategic partnerships with major advertising platforms and industry-specific solutions. Direct integrations with Microsoft Advertising, Google's ad network, and LinkedIn demonstrate Adobe's commitment to reducing friction in content deployment. Furthermore, the platform's openness to specialized partners like IntelligenceBank and Acxiom addresses the unique compliance and customization needs of regulated industries, making it a truly versatile solution for diverse business environments.

Adobe's emphasis on AI-powered automation represents another significant leap forward in content creation efficiency. The introduction of intelligent agents within GenStudio addresses some of the most persistent challenges in content production workflows. The Workflow Optimization Agent, built on the new Agent Orchestrator, serves as a proactive project manager, identifying potential bottlenecks before they impact deadlines.

The Content Production Agent takes automation further, transforming marketing briefs into ready-to-use campaign assets, while maintaining brand consistency across all channels. Finally, the Adobe Experience Manager Site Optimization Agent streamlines manual projects to maximize website traffic and engagement by automating the entire process through an identify, suggest, and fix framework, keeping marketers informed and in control of all decisions and changes.

In addition, the expansion of Firefly's capabilities into video and 3D content production, coupled with the introduction of Firefly Creative Production's no-code interface, democratizes access to sophisticated content creation tools. These innovations enable teams to efficiently handle complex tasks like video localization and 3D product visualization without specialized technical expertise.

Adobe's integrated approach transforms marketing intelligence

Through these advancements, Adobe is not merely offering tools for content creation; they're providing a comprehensive framework for the future of marketing operations, where efficiency, creativity, and scale coexist harmoniously.

The next logical step involves connecting content performance with customer behavior, and Adobe's Content Analytics goes beyond traditional metrics, diving deep into specific content elements—from imagery to copy—to understand their impact on customer engagement and conversion. By integrating these insights with Customer Journey Analytics (CJA), organizations can create a seamless feedback loop between content creation and customer response, enabling data-driven creative decisions that resonate more effectively with target audiences.

Adobe's integrated approach—from GenStudio's platform integrations to Firefly's automated content adaptation features—addresses the growing complexity of managing content across multiple channels. The introduction of the Experimentation Accelerator for Journey Optimizer further demonstrates Adobe's commitment to helping organizations optimize their cross-channel experiences through AI-driven testing and analysis.

This focus on omnichannel delivery capabilities reflects a mature understanding of modern marketing challenges. Enhancements to Adobe Experience Platform (AEP), particularly the new Agent Orchestrator, represent a crucial step forward in unifying content and experience management. This integration ensures that AI-driven content creation isn't happening in isolation but is instead informed by rich customer data and journey context. The platform's ability to orchestrate both Adobe's native AI services and third-party solutions creates a flexible framework that can adapt to diverse organizational needs while maintaining consistency in content strategy and delivery.

The bottom line

While these technological advances are impressive, the journey toward truly connected content involves not just adopting new tools but reimagining how teams collaborate and how content workflows are structured.

We recognize that helping organizations navigate this transformation involves carefully balancing the power of automation with the need for human creativity and strategic oversight, ensuring that technology enables rather than overwhelms the content creation and delivery process.

Success in this new landscape will require organizations to embrace not just the tools but also the organizational and strategic changes needed to fully leverage their capabilities. As we help our clients navigate this evolution, our focus remains on ensuring that technology adoption aligns with business objectives and creates meaningful value in the customer experience.