Imagine you are the designer for an advertising campaign for a furniture store. That campaign will run on desktops, and in email newsletters, but it will also need to live on tablets and phones. You’ll need different photos for different devices, and suddenly, creating one campaign is more like creating four.
As screens (and screen sizes) proliferate, this is an increasingly common problem. At Adobe’s digital marketing conference in Las Vegas, one of many new features the creative tools company announced is particularly poised to offer relief to anyone working in branding or marketing. Called Smart Tags, it’s a new service that uses image recognition software to automatically create keywords for photographs. “People are busy, and we are all faced with these increasingly enormous photos collections,” says Jon Brandt, a senior principal scientist at Adobe. “It’s not practical to apply keywords or tags as a fully manual process.” This is particularly true for marketers and branding agencies tasked with creating campaigns for companies. “We’re finding that marketers are struggling to keep up with expectations, with the amount of content they need to produce,” says Loni Stark, Adobe’s senior director of strategy and product marketing.