About the Vendor
Adobe provides GenStudio for Performance Marketing, a generative AI-powered application that helps marketing teams rapidly generate, activate, and optimize marketing experiences. The solution brings brand-safe production, activation, and performance feedback into one place, enabling marketers to deliver personalized, on-brand content faster and optimize future campaigns. Adobe's suite also includes Creative Cloud (Photoshop, Illustrator), Workfront for project management, and Firefly Custom Models for brand-aligned generative image creation.
About the Brand
Lumen Technologies is a Fortune 500 network services provider whose early investment in fiber infrastructure across major cities has positioned them to power leading AI partners and the next era of digital transformation. The company's marketing strategy team, led by Senior Director Moria Fredrickson, oversees brand, creative, and .com experiences for Lumen's customers.
Challenge
Before GenStudio for Performance Marketing, Lumen's content creation process was linear and assembly-line-like — briefs went to copy, then design, then assembly — making it slow and rigid. Campaign volume surged from roughly four campaigns per year to nine running simultaneously, without any team growth. Campaigns needed to address multiple personas across several verticals and buying stages, requiring not just more content but more relevant content. The process was unsustainable and stifled creative collaboration.
Solution
Adobe GenStudio for Performance Marketing was adopted to scale personalized content creation using generative AI. Designers continued using Adobe Creative Cloud tools (Photoshop, Illustrator) to create high-quality assets and brand elements, while GenStudio scaled on-brand content within creative guardrails. Adobe Workfront was integrated as a centralized project management hub for legal and brand approvals. Adobe Firefly Custom Models — trained on Lumen's own IP — were used to generate brand-aligned images, saving designers approximately one hour per use.
Execution
Lumen assembled a pilot team of AI-forward creatives and marketers to explore GenStudio for Performance Marketing. The team shifted from a siloed, linear workflow to a cross-functional, real-time collaborative model. For the "Waves" campaign, copywriters each owned a persona and crafted tailored messaging, while designers built flexible templates in Photoshop and Illustrator. Assets were then scaled in GenStudio for Performance Marketing for LinkedIn, Meta, and display formats across personas, verticals, and buyer journey stages. Approved assets flowed directly into Adobe Workfront, eliminating email-based approval bottlenecks. Adobe's support team is also working with Lumen to integrate Firefly Custom Models directly into GenStudio for Performance Marketing.
Results
Within months of adopting Adobe GenStudio for Performance Marketing, Lumen accelerated asset production by three times without sacrificing quality or control. The "Waves" campaign launched in days instead of weeks, with dozens of tailored versions in market. Firefly Custom Models save a designer approximately one hour per use, compounding across personas, verticals, and six-week refresh cycles. Copywriters can now test messaging variations and refine tone based on real-time performance insights, improving conversions and aligning creative with marketing goals. The team's creative culture was reinvigorated, with designers spending more time on strategic and experimental work in the Innovation Lab.