Adobe has launched an AI-powered update to Workfront, enhancing marketing planning and automation.
Adobe has rolled out a major update to its Workfront platform, introducing new features aimed at streamlining marketing project management. The update, called Workfront Planning, includes a GenAI assistant that can help marketing teams automate campaign planning, visualize work progress, and centralize their operations. This feature aims to create a “marketing system of record,” offering a unified platform similar to those used in financial management.
Workfront Planning offers several new tools to help marketing teams manage their projects more efficiently. Users can create and customize records for various marketing activities, such as campaigns and promotional events, and visualize them in different formats, like timelines or tables. These records can be filtered to show specific data, like campaigns in a certain region or targeting a specific audience, providing a comprehensive view of ongoing marketing efforts. Additionally, these records sync with the core Workfront app, ensuring consistent information across both planning and execution stages.
A key highlight of the new update is the GenAI assistant, which enables marketers to query project data and automatically generate marketing briefs from uploaded documents. The assistant supports dynamic, conversational capabilities, allowing users to interact with their campaign plans, ask questions, and update records in real time. This automation reduces the manual workload and enhances the team’s ability to focus on strategic tasks.
