How can you maximize your website’s return on investment (ROI)? By employing the generative AI capabilities built into Adobe Experience Manager (AEM). The ability to automatically apply content variations and to improve marketing performance are but two of many examples of how AEM optimizes results while simultaneously saving time.

• This article first discusses applying content variations. For example, AEM can automatically generate variations in content text and images for specific target audiences.
• Next, the article discusses improving marketing performance by conducting experiments with the content variations, automatically generating creative assets, personalizing content at scale, and automating tasks such as image cropping to meet the needs of various channels.
• Finally, the article alerts you to an Adobe Summit presentation in March that will cover this in detail. And if you don’t want to wait until March, we have a suggested way to get moving today.

How to apply content variations

AEM’s standard generative AI capabilities not only allow marketers to generate content, but also iterate the content, compare different iterations, and select the most effective variation. Marketers can compare and apply content variations quickly, bringing the best variation to market faster.

As KBWEB Consult’s David Nestor explained in a previous article, Adobe’s generative AI uses prompts just like other generative AI tools. To generate content variations, you can use one of Adobe’s pre-written prompts (such as prompts addressing cart abandonment), or you can write your own prompts.

The marketer retains control of the content at all times by providing the appropriate inputs, including the text of the prompt delivered to Adobe, the number of variations to generate, the target audience for the content, and any additional context. The marketer can also control the “temperature” of the AI results, or the amount of variability and flexibility AI can use in its interpretation. Higher temperatures allow more variability, while lower temperatures hew more closely to what the prompt actually says.

As you generate copy variations, you can provide a thumbs up or thumbs down to variations, or favorite or copy variations for future use. You can then generate image variations and edit, copy, and download them.

How to improve marketing performance

When you are satisfied with the results of your content variations, you have the option of running an experiment to compare the performance of new and old content, then picking the improvements that yield measurable effects. By publishing the experimentation variants on your production system, you will obtain live data that potentially improves conversions, engagement, and visitor experience.

Applying content variations is just one way to improve marketing performance. Other AI-powered performance improvement methods include:

• Generating creative assets. If you are a large company such as Newell Brands, and you need to create thousands of pieces of content for your consumer packaged goods line, AEM’s automated asset generation capabilities equip your company to serve your customers better.

• Personalizing content at scale. As I previously noted, companies such as Cisco use AEM’s personalization features to generate “sticky” content for specific audiences. Dynamic, up-to-date, personalized content not only optimizes engagement, but also conversion.

• Automating tasks. AEM’s generative AI capabilities provide marketers with a user-controlled “valued assistant” that can automate tasks such as adjusting content for different marketing channels, cropping images, and tagging content in conformance with a defined taxonomy.

Learning more about AEM’s generative AI capabilities

These are just some examples of ways in which AEM’s generative AI capabilities drive better ROI.

If you want to learn other ways to use AEM’s generative AI to your benefit, the 2025 Adobe Summit includes a session entitled “Optimize Site Performance with Adobe Experience Manager Gen AI Capabilities” (session L337). This session, scheduled to be hosted by Adobe’s Ronald Oribio and Dragos Dascalita Haut, covers a wealth of generative AI topics, including:

• Using AI agents to identify opportunities to enhance and automatically fix your site’s performance.
• Leveraging AI to make informed decisions.
• Empowering your team to produce high-quality, brand-consistent content.

 

Be sure to register for the Adobe Summit on March 17-20, 2025 in Las Vegas, Nevada to learn about these and other AEM topics.

But if you don’t want to wait, feel free to talk to me today about your AEM implementation. Fill out the form below to schedule a free consultation with KBWEB Consult.