Adobe announced that its Workfront platform for marketing teams has launched a new update called Workfront Planning, which helps centralize work and automate marketing activity planning and scheduling throughout the organization. Adobe stated that as teams today deliver personalized customer experiences at an unprecedented speed, there is an increasing need to track multiple elements. Workfront Planning aims to address this issue by providing a simpler way to visualize daily marketing experiences, which Adobe refers to as a "marketing record system" that has been applied in financial and power planning. Amit Ahuja, Senior Vice President of Adobe's Digital Experience Business, said, "The daily work of modern marketers is becoming increasingly complex as different teams drive their own marketing activities, with little knowledge of their colleagues' efforts. The result is fragmented marketing operations, with a significant amount of time spent on coordinating projects and stakeholders. Workfront Planning is designed to solve this problem." Adobe's Workfront product originated from the acquisition of the marketing software company of the same name for $1.5 billion in 2020. This cloud-based marketing platform has now been integrated into Adobe Experience Cloud for managing customized marketing activities, content delivery, analytics, data, advertising, and customer journeys. Brands such as T-Mobile US Inc., ADP Inc., and The Coca-Cola Company are currently using this tool. The new features of Workfront Planning include customizable visualization tools that allow teams to visualize daily marketing work in an easily understandable way, including displaying timelines for all active activities. Users can map these activities onto the timeline to view marketing activities targeting specific audiences (such as loyalty program members) or specific goals (such as holiday promotions). They can also present this information in spreadsheet form for a deeper understanding of the data aspects of the activities, including project status, contributors, and overall health. In addition, Adobe has introduced a new generative AI assistant with conversational capabilities that can transform previous static plans into dynamic marketing activity records and briefs. Users can upload materials to create activity records and have the assistant create marketing briefs that include all aspects from marketing strategies to related materials and schedules. The AI chatbot interface allows users to "converse" with their activities and inquire about detailed information on each stage of the plan. As the plan evolves, it can automatically create and update records based on the conversation. Marketers can upload Word documents containing new data and relevant activity details, and the activity records will be automatically updated.