Generative AI for content generative-ai-content

Generative AI for content in Adobe Journey Optimizer B2B Edition, powered by Microsoft Azure OpenAI and Adobe Firefly, provides proactive content variation suggestions for text and images. Optimize your content impact by experimenting with different main titles and images.

Use the generative AI features for content creation in Journey Optimizer B2B Edition to harness Adobe’s generative AI capabilities. Craft personalized text and visuals for emails, SMS messages, landing pages, and more. When you are building a full campaign or simply refining specific assets, these features help you align content seamlessly with your brand guidelines while saving valuable time.

AI Assistant tools for content generation are supported with the following asset types:

General guidelines and limitations general-guidelines-and-limitations

Your use of generative AI features is subject to the Adobe Experience Cloud Generative AI User Guidelines. With Adobe’s commitment to transparency in the use of generative AI tools for media creation, Adobe applies content credentials for any content or project that includes a Firefly-generated asset when it is downloaded or exported.

Review these general guidelines for using generative AI for content in Journey Optimizer B2B Edition:

Prompt best practices for generative AI generative-ai-prompting-guide

This guide helps you structure your requests, communicate intent with clarity, and ensure that the AI produces messaging that aligns with your brand guidelines, audience needs, and campaign goals.

Learn how to write effective prompts that enable AI Assistant to generate high-quality, on-brand marketing content tailored to your objectives.

Use the CO-STAR framework costar-framework

For best results with generated content, organize your prompts using the CO-STAR framework. This structured approach provides clarity for exactly what you need.

Prompting essentials key-takeaways

Content not supported in prompts

The following requests are not supported and should be handled through other tools:

Email structure modifications

Visual styling changes

Image editing operations

• Selecting specific sections to change
• Deleting or cloning elements
• Conditional selections
• Adding or removing layout sections

• Text formatting (bold, italic, font size)
• Color modifications
• Layout styling (borders, padding, margins)
• Visual effects (shadows)

• Background changes
• Adding text overlays or logos
• Image cropping or resizing
• Color adjustments
• Image replacement

Quality checklist quality-checklist

Before generating content, ensure the following:

{width="20"} Clear objective: Clearly states the action, product/service, value, and context.

{width="20"} Defined target audience: Specifies the demographic, role, or segment.

{width="20"} Content type alignment: Objective matches the selected channel or format.

{width="20"} Review selections: Tone, strategy, and locale are chosen, do not include them in the prompt.

{width="20"} Document focus is specified: Highlights which content or sections to reference.

{width="20"} Brand applied: Appropriate brand guidelines are selected.

{width="20"} Realistic scope: Avoid requests for layout changes, styling, or structural edits.

Effective marketing objectives marketing-objectives

When crafting marketing objectives, make sure they are clear, actionable, and measurable. Avoid vague or generic statements.

Examples of good objectives:

{width="20"} “Drive sign-ups for the free 30-day trial of the new AI-powered analytics dashboard”

{width="20"} “Generate leads for the B2B webinar on ‘Reducing Cloud Costs by 40%’ happening March 15”

{width="20"} “Promote the limited-time 25% discount on premium subscriptions, ending December 25”

Examples to avoid:

{width="20"} “Promote the product” (too vague)

{width="20"} “Make people sign deals” (unclear value)

{width="20"} “Email about new features” (lacks purpose)

Structure your objective

Always provide context and the value proposition for producing relevant content. Use the following formula to help you write effective objectives: Action + Product/Service + Value/Benefit + Urgency/Context

Examples of good objectives:

{width="20"} “Encourage downloads of the new mobile app that helps users track sustainable living habits with personalized eco-friendly recommendations”

{width="20"} “Promote registration for the exclusive workshop on advanced data visualization techniques for marketing professionals”

{width="20"} “Drive attendance to the product launch event showcasing the revolutionary AI writing assistant that saves 5+ hours per week”

Examples to avoid:

{width="20"} “Announce new app” (missing value proposition and context)

{width="20"} “Get people to sign up for workshop” (lacks specificity about audience and benefit)

{width="20"} “Promote event” (no clear action, value, or urgency)

Example prompts by channel type channel-type-practices

New content vs. modification of existing content new-vs-modify

Clearly indicate if your request involves generating new content or updating existing material. This distinction is important because it guides the AI in selecting the appropriate approach and ensures a more accurate and useful outcome.

Creating new content

Apply this strategy when you are launching marketing campaigns, unveiling new solutions, or initiating updated/refreshed communication. It ensures that your message starts strong and aligns with your goals.

How to prompt ➤ When creating new content, focus on your marketing objective without referencing existing content.

Examples

Modifying existing content

Use a modification prompt when you need to update, refresh, or adapt your current marketing campaigns. This method supports incremental improvements, ensuring your messaging stays relevant without starting from scratch.

How to prompt ➤ When modifying existing content, clearly specify what you want changed and how to change it.

Examples

Advanced text settings text-settings

In addition to using a clear and well-formed prompt, the text settings in the AI Assistant content tools include text settings that you can use to optimize the generated outputs.

Communication strategy types

Your communication strategy determines how you present your message to maximize impact. Different strategies work better for different goals, whether you are building urgency, establishing trust, or driving immediate action. Choose the strategy that best aligns with your campaign objectives and audience mindset.

Set the right tone tone

Tone shapes how your audience perceives and responds to your message. Always select a tone that aligns with your brand voice and the stage of the profile journey.

Review the available tone options, including when each works best and examples of content that fit each style.

Optimized reference content reference-content

Reference content files provide factual information that enriches your generated content with specific, accurate details. When you upload documents, such as product brochures or white papers, alter your prompt to include which parts have focus:

Content refinement

After content is generated, use the Refine feature to iterate and enhance it with the following options: