The rise of generative AI (GenAI) has introduced a new digital era where enterprise teams can generate vast amounts of content at unprecedented speed. But this age of content abundance presents a crossroads for marketing leaders working in lockstep with creatives.

Will brands capitalize on GenAI to drive competitive advantage and brand relevance at scale, or will they fall victim to homogenous content that dilutes their brand and erodes consumer trust?

To this end, Adobe conducted research between April and June 2024 to serve as a foundational guide for marketing and creative executives who are seeking to maximize the benefits of GenAI in the age of content abundance and drive sustained growth and competitive advantage.