Lumen Technologies Scales B2B Personalization with Generative AI Innovations in Adobe GenStudio

Redefining Marketing Campaigns with Generative AI

The first interaction that Lumen has with a customer often happens on a digital channel such as social media or email. With multiple touchpoints across a customer journey, thousands of assets have to be created every week to nurture prospects and create high-quality pipeline. Adobe GenStudio enables Lumen to address this challenge by driving more efficient workflows across teams, bringing together creatives that define the foundational requirements of a brand, with marketers that need to activate and optimize variations at scale across channels.

Lumen is adopting GenStudio solutions including GenStudio for Performance Marketing, a generative AI-first application that enables teams to quickly create on-brand campaign content for paid social ads, display ads, banners, marketing emails and more. Leveraging persona-based messaging and on-brand design assets, jointly developed between the creative and marketing teams, the company can instantly create content variations for channels such as LinkedIn, Meta and display advertising. This includes AI-generated copy that is tailored to specific audience personas, as well as Adobe Firefly for generating campaign imagery. By integrating Custom Models, which enables teams to train Firefly with their own IP, marketers can scale content production while adhering to brand guidelines defined by creatives.

This has dramatically shortened the time it takes to launch campaigns. What once took 25 days from concept to launch can now be done 3 times faster — down to 9 days — with GenStudio for Performance Marketing. The time it takes to create four ad variations for Meta properties across 2 target personas, for instance, was reduced by 65%. Across the 10 industries that Lumen serves, teams can increase the number of touchpoints with B2B decision makers and boost engagement. GenStudio for Performance Marketing also provides performance insights down to the attribute level (colors, objects, locations) for teams to make real-time adjustments to content that drives better results.

Optimizing the Lumen Content Supply Chain

Adobe GenStudio provides Lumen a single destination for teams to collaborate in real time, generate campaign assets, test creative and adapt campaigns with greater speed, simplifying the web of disconnected workflows, teams and systems that often lead to breakdowns in a businesses’ content supply chain.

GenStudio solutions including Adobe Workfront (Lumen’s work management hub) automatically ingest marketing campaign assets for legal and brand approvals — creating a seamless approval workflow. Lumen is also adopting Adobe Express, the quick and easy app that empowers marketing and creative leaders to reinforce brand integrity, enabling more individuals to easily create and customize content variations they need to drive business outcomes.

Lumen is delivering greater organizational agility with Adobe GenStudio, empowering teams to focus on ideas that truly move the business forward. Marketers and creatives at the company are reinventing how they work, democratizing access to generative AI tools that scale content production while preserving quality and consistency. Teams are more data driven in the process as well, leaning on real time performance insights to refine campaigns and make quick adjustments. As generative AI impacts every industry, Lumen is demonstrating the value it brings to the next phase of B2B marketing.

To learn more about how Lumen Technologies is leveraging Adobe GenStudio solutions, visit here.