Adobe adds Workfront Planning tool with genAI assistant

Adobe has introduced a new Workfront feature that it claims will ease marketing project planning and provide new ways to visualize ongoing work.

Adobe brought project management capabilities to its Experience Cloud app suite with the acquisition of Workfront in 2020. The new Workfront Planning module, now available, provides a “single source of truth” for marketing projects, said Richard Whitehead, product marketing director for Adobe Workfront.

In combination with Workfront’s existing work execution and automation functions, the Planning module enables customers to set up “marketing system of record, similar to a financial system of record you might see with an SAP or a NetSuite,” said Whitehead.

In each Workfront Planning workspace, users select “records” that correspond to marketing plans, campaigns, activities, and more — and users can create their own record types. 

There are different ways to visualize campaigns in the tool. A timeline view displays connected records such as campaigns in a chronological format, while a table view highlights more in-depth information, with details on individual contributors and project status, for example. 

Records can be filtered according to related metadata to provide a view of all campaigns in one region, for instance. 

Planning records can be connected to projects in the core Workfront app to keep information synced across both planning and execution processes, Adobe said.  

Workfront Planning also features a generative AI (genAI) assistant that can be used to query data relating to projects and generate marketing briefs based on uploaded documents to include in records.

The Workfront Planning module is available at an additional cost for Workfront customers. According to Adobe, there are two Workfront Planning tiers: Planning and Planning Plus, the latter increasing the limit of records per workspace and instance.

Adobe declined to provide pricing information for the add-on or the Workfront app generally. 

The rollout is just the latest of a series of updates and features Adobe has introduced in recent months.