Digital marketing teams are overwhelmed trying to keep pace with the growing demand for content across more channels, markets, and formats. As the digital economy expands, the need for dynamic, optimized content accelerates. This leaves little time for marketing teams to focus on critical initiatives like customer experience optimization and personalization.

To simplify workflows and accelerate content production, businesses are turning to workflows powered by Generative AI. Nevertheless, for many organizations the current content supply chains are not equipped to handle the influx of new content. With marketing teams already strained by operational demands, accelerating content workflow to delivering personalized experiences becomes extremely difficult. Fortunately, solutions exist to help streamline digital marketing efforts from planning, content creation, asset management, delivery, and insights. Adobe's provides range of solutions for content supply chain strategy for business to find ways to more easily and quickly manage content at scale.

From content and asset management to digital forms and guides to learning management systems, Adobe can help you deliver the right content to users when and where they need it to reduce complexity in content workflows, free up more time for strategic work, and ultimately deliver more impactful customer experiences.

There are many examples how organizations use combination of Adobe solutions to optimize their enterprise content workflows and drive business impact. One key Adobe solution for managing digital experiences is Adobe Experience Platform. This platform helps organizations to create, manage, optimize, and deliver digital experiences across channels and ensures content for web, mobile, and apps is built efficiently and delivered quickly. In this blog post, we will focus on how Gradial's Generative AI-powered business application can accelerate implementations of Adobe Experience Platform.

Why Adobe and Adobe Experience Platform?

Adobe and Adobe Experience Platform are ideal for delivering personalized experiences at an enterprise scale. This is because Adobe offers an enterprise-grade content management system through Adobe Experience Platform. Adobe Experience Platform serves as the central system to manage content and experiences across different audiences, customers, and channels. Additionally, Adobe collects extensive customer engagement data across various touchpoints and journeys. This creates a valuable data reservoir that organizations can leverage to continuously improve and optimize customer experiences. The combination of robust content management capabilities and rich customer data makes Adobe well-suited for enterprises seeking to provide personalized omnichannel experiences at scale.

Many digital marketing teams have made the decision that Adobe Experience Platform/Adobe Experience Manager is best for them but are weary of the time and cost of Migration.

Migrating to a new content management system (CMS) can be a lengthy and complex process, often taking several months of planning and effort. A major part of this migration involves transferring existing content from the old CMS and organizing it appropriately in the new system, a process known as "content migration." While more feature-rich CMS platforms provide greater capabilities, their complexity also poses challenges for migration. The manual effort required to properly migrate all content to the new CMS in a way that preserves context and structure is significant. A successful migration hinges on meticulous planning and execution of the content transfer process.

Where does Gradial fit in?

Gradial is an AI-powered marketing operations agent that streamlines migrations and operational workflows in Adobe Experience Platform that are often done manually today. The platform leverages AWS infrastructure and Amazon Bedrock models and acts as a software-powered AI fabric for Adobe that allows organizations to reduce total cost of ownership and dramatically increase speed to market. Launching new pages, migrating content to Adobe, making content updates, and leveraging data for decision making – with Gradial, all these activities transition from predominantly human drive to predominantly AI driven, with human guidance.

Why choose AI from AWS?

AWS provides a strong platform for organizations of all sizes to leverage AI technology. With robust security, high-quality foundational models through Bedrock, and cost-effective infrastructure, AWS empowers startups and enterprises alike. The availability of leading generative models makes it easy to experiment with and integrate AI.

At Gradial, we take a cloud-agnostic approach to give customers choice in their preferred cloud provider. By using Amazon Bedrock, we can easily evaluate top foundation models and use generative technology to accelerate content migration for our business applications.

Moreover, Amazon Bedrock helps Gradial to rapidly to adapt and take advantage of the latest generative AI innovations with easy access to a choice of high-performing FMs from leading AI companies like AI21 Labs, Anthropic, Cohere, Meta, Mistral AI, Stability AI, and Amazon. The single-API access of Amazon Bedrock, regardless of the models you choose, gives you the flexibility to use different FMs and upgrade to the latest model versions with minimal code changes.

Organizations want to adopt AI but are concerned about cost, ease of use, and experimentation. With key AWS services like EC2, SageMaker, and Bedrock, large language models become accessible to spur AI-powered innovation and development while addressing these customer priorities. A description of Gradial’s architecture can be found below:

How is accelerated AI operations key to true personalization and content velocity?

Most organizations today talk about personalization at scale as a north star, but are inundated with too many tickets, requests, handoffs, and queue times to make it a reality – with migrations, updates, and launches taking weeks or months, there is little time and resources left over to create and deliver on personalized experiences. Using generative AI for content creation merely exacerbates this issue, as content supply chains buckle under even greater operational demands from increased content generation. The only answer is to augment marketing ops teams with AI, so marketers can get migrated faster and do more with their content.

By automating content launches and updates, and using data to determine content placement, enterprises can deliver highly engaging digital experiences to customers at the pace at which they demand it. Creative teams can become more strategic and less operational and focus the bulk of their attention on creative strategy, design, and personalized content, and unlock true personalization at scale.

One of the biggest use cases we hear from customers and partners is around launching and migrating pages.

Take migration for example – migrating a page from an old design system or CMS to Adobe Experience Manager is a challenge for many customers. There is a Figma to map out the component design (but the content from the old page doesn’t always fit!). Then there is a copy document to track the content on the new page, and multiple rounds of approval and comments. Often, the copy team needs to review and refresh the content, and then a designer needs to sign off. The glue to this whole process is manual content authoring in Adobe Experience Manager, a task that often needs to be done multiple times. Finally, the page is ready to publish – the web SLA we often see with enterprise customers is 5+ weeks for the few hundred high traffic pages, with limited parallelization.

Gradial can get to an 80%+ first draft of a migrated page in minutes, taking all of the workflow tools and brand guidance in the image above (Figma, color palette, tone and voice, style guidelines, etc.) as input. Review iterations can happen instantly. With Gradial, we see timelines for migrations (and new page launches, which face similar challenges) come down to under a week, and then shrink even more.

The future of marketing

Marketing today is undergoing a fundamental transformation with AI. The vision for AWS’s collaboration with Gradial and Adobe is to power the next-generation AI agent that every marketer can leverage to do more. We’re empowering a transition from a world of migration timelines, ticket requests, handoffs, review cycles, and software bloat, to a world where marketers can bring their vision to life instantly and brands can leverage AI to delivery differentiated digital experiences.

Learn more. To learn more about how we are partnering to transform digital marketing with AI and see a demo of these capabilities in action, please reach out directly at [email protected]

Authors. Kenny Rajan (AWS), Andrew Brown (AWS), Anish Chadalavada (Gradial), Anup Chamrajnagar (Gradial)