Adobe announced innovations across Adobe Experience Cloud that will empower brands to unlock greater value with AI-generated content and demonstrate business impact. As organizations embrace image and copy generation tools—from Adobe Firefly to Adobe Experience Manager—to assist in the ideation and refinement of marketing assets, the need to show return-on-investment has also heightened. Brands can address this by matching AI-generated content with customer preferences, while creating a feedback loop through actionable insights. These AI innovations address key pain points in brands’ content supply chains by ensuring that campaigns can be adjusted and optimized in real time. Adobe’s latest solutions enable brands to drive greater performance and meet business goals for customer engagement. New offerings across Adobe Experience Cloud will enable teams to personalize, test and measure AI-generated content. With Adobe Content Analytics, actionable insights will pinpoint specific content attributes that resonate most with target audiences, informing what teams create in the future. In Adobe Experience Manager, real-time experimentation capabilities on the web—a digital front door for many brands—will direct visitors towards AI-generated variants that are driving the best conversion.

Amazon has big plans for the village of Orland Park, Ill. The Chicago suburb is proposed site of a retail development that the e-commerce giant wants to build on a 35-acre site, reported patch.com. The plan cleared its first hurdle this week when it was approved by Orland Park’s plan commission. It still needs to be approved by the village board of trustees who will meet on Jan. 19. The development includes a 229,000-sq. ft. building housing a retail store offering a wide range of products, including groceries and general merchandise, with a “limited” warehouse component to support on-site operation, according to the report. The plan also include multiple commercial outlets, six acres for open and landscaped space, and stormwater detention. If approved, the plan would be Amazon’s first foray into big-box retailing, putting it in direct brick-and-mortar competition with the likes of Walmart’s supercenters and Costco.

A while back I wrote a blog about price as an often-overlooked brand positioning tool. Marketers are always looking for ways to influence how consumers perceive their brands in an effort to build relationships that are more than simply transactional. They know that effective brand positioning helps separate them from the competition and not just capture, but keep a larger share of both consumers’ minds and wallets. Here are six of the most common positioning strategies that companies use. Depending on the product category, some will be more effective than others and all come with some potential drawbacks. Learn more at: https://www.jschmid.com/blog/lets-talk-about-brand-positioning/