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Lumen Technologies

Marketing Personalization

Lumen needed to scale highly tailored B2B marketing across long, complex buying journeys where thousands of assets must be produced weekly for different industries, personas, and channels without losing brand consistency or slowing campaign launches.

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3 times faster
Across the 10 industries that Lumen serves
create four ad variations for Meta properties across 2 target personas
reduced by 65%

Reported impact

Business outcome

Lumen shortened campaign launch cycles, increased its ability to create personalized content across industries and personas, improved team agility, and used real-time performance signals to refine campaigns and boost engagement.

  • Customer Experience
  • Productivity Improvement
  • Scalability
  • Speed to Market

Solution

Lumen uses Adobe GenStudio as the operating layer for an AI-driven B2B content supply chain rather than as a single point tool. Creative and marketing teams jointly define persona-based messaging, brand rules, and design assets, then use GenStudio for Performance Marketing to generate channel-specific paid social, display, banner, and email variants for different industries and personas. Adobe Firefly produces campaign imagery, while Custom Models let Lumen train Firefly on its own IP so generated assets stay aligned to brand guidelines. Adobe Workfront acts as the work-management and approval hub, automatically ingesting campaign assets for legal and brand review, and Adobe Express expands controlled content customization to more marketers. GenStudio also returns attribute-level performance insights so teams can test, adapt, and optimize content in near real time across channels.

Data flow

Creative and marketing teams develop persona messaging and brand assets, which Adobe Workfront ingests for legal and brand approvals. Approved inputs flow into GenStudio for Performance Marketing, where AI-generated copy and Adobe Firefly imagery, enhanced by Custom Models trained on Lumen IP, are turned into channel-specific variants. Content is then activated across LinkedIn, Meta, display, and email, with GenStudio performance insights feeding back into campaign optimization.

Solution architecture

6 components · 3 layers
  1. Compute
    • Adobe Firefly Generates campaign imagery for different audience segments as part of campaign content creation.
    • Custom Models Trains Firefly on Lumen's own IP so marketers can scale generated content while staying within brand guidelines defined by creatives.
  2. Orchestration
    • Adobe GenStudio Provides the end-to-end content supply chain environment where Lumen teams collaborate, generate assets, test creative, adapt campaigns, and review performance.
    • Adobe Workfront Acts as Lumen's work management hub and automatically ingests campaign assets into legal and brand approval workflows.
  3. Uncategorized
    • GenStudio for Performance Marketing Generates on-brand campaign content variations for paid social ads, display ads, banners, and marketing emails using persona-based messaging and approved design assets.
    • Adobe Express Lets more marketing and creative users create and customize approved content variations while reinforcing brand integrity.

Architecture clues

  • Content variations are created for paid social ads, display ads, banners, and marketing emails.
  • GenStudio is described as a single destination for real-time collaboration across teams.
  • Performance insights are available down to the attribute level, including colors, objects, and locations.
  • The implementation supports personalization across industry, persona, and buying-stage dimensions.

Evidence from the source

"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"
"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 Technologies is leveraging Adobe GenStudio solutions to optimize their content supply chain, scaling personalized B2B marketing and boosting customer engagement"
"Lumen reduced the time to launch B2B marketing campaigns from 25 days to 9 days using Adobe GenStudio for Performance Marketing, leveraging generative AI to drive more efficient content production"
"Through Adobe Firefly and Custom Models, teams are quickly generating marketing campaign imagery to engage different audiences, while adhering to brand guidelines defined by creatives"
"With multiple touchpoints across a customer journey, thousands of assets have to be created every week to nurture prospects and create high-quality pipeline"
Transparency Evidence & methodology 95/100 reference value · 94% confidence · 1 source

Review how this reference was scored and trace each normalized claim back to its documented source.

01

Scoring methodology

How scores are calculated

Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.

Customer reference value95/100
  • Problem clarity20/20
    Measures whether the customer's operational problem is specific enough to compare.
  • Implementation depth25/25
    Rewards named components, data flow, integrations, and architecture detail.
  • Outcome specificity20/20
    Measures whether the reported benefit is concrete rather than a generic claim.
  • Quantified impact25/25
    3 metrics describe measurable impact.
  • Deployment scale5/10
    Rewards evidence of a live or scaled deployment and meaningful integration scope.
Evidence confidence94%
  • Source authority25/25
    The deployment is described by the adopting organization or a government source.
  • Claim traceability21/25
    10 of 12 key fields link to a named source.
  • Direct evidence20/20
    6 direct source quotes retained.
  • Date provenance10/10
    The publication date comes from the source page or publisher.
  • Source transparency8/10
    1 source reference document publisher, URL, authority, retrieval, and supported fields.
  • Implementation specificity10/10
    Rewards source-backed components, data flow, quantified impact, and a specific outcome.
02

Traceability

Sources & provenance

Field coverage shows which facts each source supports. Dates are shown only when documented by the source.

  1. Lumen Technologies

    Lumen Technologies customer story

    First-party
    https://news.adobe.com/news/2025/06/lumen-technologies-scales-b2b-personalization-with-generative-ai
    Source type
    Customer-published story
    Published
    Jun 16, 2025
    Supports
    • Customer
    • Business problem
    • Solution
    • Products
    • Solution components
    • Data flow
    • Integrations
    • technical area
    • use case category
    • Business outcome
    • outcome category
    • Metrics
    • Architecture
    • evidence quotes
    • Publication date

Date evidence

  • Published on source page Jun 16, 2025 · Adobe · First-party
    Open date source
Not separately sourced Industry, Region, Company size. Treat these normalized attributes as lower-confidence until a dedicated source is added.

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