Marketing Personalization
Qualcomm's marketers need to produce and customize thousands of assets every week across digital channels and audiences, but inefficient content workflows slow the creation, localization, personalization and activation of on-brand campaigns.
Reported impact
Qualcomm expects faster, more efficient production and activation of personalized, on-brand marketing assets, with greater self-service for teams and higher productivity across the marketing organization.
Qualcomm is implementing Adobe GenStudio as the control layer for its marketing content supply chain, linking ideation, creation, activation and measurement around generative AI. Adobe Workfront remains the workflow backbone for planning, assigning and executing work across creative and marketing teams. Within that process, Adobe GenStudio for Performance Marketing is used to generate, resize and translate image and video assets for different channels while enforcing approved brand guidance and exposing attribute-level performance insights. Adobe Express gives social and regional teams self-service creation from approved templates, colors and fonts for fast campaign turnaround. Qualcomm is also piloting Adobe Firefly, trained on existing IP, to generate on-brand imagery with creative control. Adobe Experience Manager activates web experiences, including Generate Variations tests for different personas, while Marketo Engage contributes behavioral insights to improve targeting and audience alignment.
Campaign work is planned in Adobe Workfront, then marketers use GenStudio for Performance Marketing, Express and Firefly to create, resize, translate and generate on-brand assets. Approved content is activated through Adobe Experience Manager for channels such as the website, while Marketo Engage insights and GenStudio performance data inform optimization of creative, targeting and persona-specific variations.
"Express will act as a self-service tool that allows teams to create and customize assets on the fly."
"Qualcomm has selected Adobe GenStudio to accelerate its content supply chain with generative AI."
"Qualcomm will use [GenStudio for Performance Marketing] to create, resize and translate content for different marketing channels."
"This includes training Firefly on existing IP, enabling teams to confidently generate on-brand imagery for marketing assets while also maintaining creative control."
"making it more efficient to produce and customize the thousands of assets needed every week"
"teams can use simple text prompts to test different creative and messaging across target personas."
"with Marketo Engage ... teams can pull in insights to align content experiences with customer behaviors and drive better targeting."
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