Lumen Technologies is cutting B2B campaign timelines from 25 days to just nine, thanks to the Adobe GenStudio platform. The digital networking company uses generative AI and a streamlined content workflow to produce tailored marketing content in just days, connecting faster with decision-makers. “Personalization is at the heart of our marketing strategy,” said Ryan Asdourian, Lumen’s Chief Marketing and Strategy Officer. GenStudio helps Lumen engage tech buyers with content that fits their industry, role, and stage in the buying journey.
Faster Personalization Through Adobe GenStudio
Adobe’s GenStudio is now core to Lumen’s performance marketing. The platform helps teams plan, create, manage, and measure marketing content using AI. Its main strength lies in speeding up how fast campaign materials are produced and tailored. Creatives define the visual and tone guidelines. Marketers then use AI tools like Adobe Firefly and GenStudio to generate dozens of versions for social media, email, and display ads.
One key feature is GenStudio for Performance Marketing, which lets teams create personalized content for paid ads and emails in minutes. Using AI-generated copy and design variations aligned to buyer personas, Lumen can quickly adapt messages for different industries. Adobe Firefly generates visuals, while custom-trained models ensure every image stays on-brand. “GenStudio enables our teams to produce high-impact content at scale, content that resonates, performs, and drives results,” said Asdourian.
Behind the Time Savings, The Real-World Impact of GenStudio
Since adopting GenStudio, Lumen has cut campaign launch times by 64%, going from 25 days to just 9. Creating four versions of a Meta ad across two buyer personas now takes 65% less time. For a company targeting decision-makers across 10 industries, that means more touchpoints and greater engagement at every stage of the funnel.
The gains are not just about speed. GenStudio also offers performance-level insights, helping marketers adjust content based on what works. Teams can now track which elements, like images, colors, or layouts, get better responses. This real-time data lets them refine campaigns mid-flight for higher impact. “Contextually relevant content experiences play an important role in deal progression,” said Varun Parmar, general manager for Adobe GenStudio and Firefly Enterprise.
The company is also using Adobe Workfront, which speeds up legal and brand approvals. Meanwhile, Adobe Express lets more staff easily create content variations while sticking to brand rules. There are still challenges. Generative AI needs constant checks to ensure accuracy and tone. And like many companies, Lumen must balance speed with control when automating content creation. Still, the shift has made teams more agile and more focused on ideas that drive results.
Lumen’s Shift Signals a New Era for B2B Marketing
By adopting Adobe GenStudio, Lumen is showing how enterprise marketers can use generative AI to improve speed and personalization. Teams now spend less time building campaigns and more time fine-tuning them for impact. As generative AI tools become more common, Lumen’s approach could influence how other B2B companies market to tech buyers. The shift is not just about saving time; it’s about changing how content is made, delivered, and measured in a fast-moving market.
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