Adobe relies on Firefly to win over creators

Adobe wants Firefly to do for AI-native creators what Photoshop did for a generation of ad creatives — become the tool they can’t work without.

Though Firefly, the tech firm’s AI tool for content creation, launched three years ago, the company is now squarely focused on pulling creators under its umbrella. It just launched a campaign featuring YouTubers like Kinigra Deon (5.8 million subscribers) and Airrack (18.3 million subscribers) showing off how they use Firefly in their creative processes. The campaign ran online, with Adobe keen to appeal directly to creators of all sizes.

“The challenge we see from our creators and customers is that it’s not just about more content, it’s about making better content at scale without losing your voice,” said Stacy Martinent, vp of marketing and communications at Adobe.

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Advertisers are flying blind on ChatGPT ads — Adthena wants to change that

If advertising on ChatGPT is going to be funded largely by search ad dollars, which some marketers are already anticipating, then Adthena wants to make sure it has the tech in place to help advertisers make that shift.

Its new ChatGPT AdBridge tool does this by turning clients’ existing Google Ads accounts into ready-to-run ChatGPT campaigns. It analyzes those campaigns to generate keyword lists and negative keywords that can be uploaded directly into ChatGPT’s ad platforms. It also surfaces what’s working competitively in a given category so advertisers aren’t just transplanting old campaigns but walking in with some intelligence about where to compete — including which brands are appearing in a given auction, how frequently, as well as on which prompts.

“We know with a high degree of confidence these budgets will come from search somewhere, we’ve had people say that on a customer advisory bureau,” Fletcher said. “So the best place to start is with your mature Google Ads campaigns.”

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