Lumen Technologies is reshaping its B2B marketing operations with the adoption of Adobe’s GenStudio platform, significantly reducing campaign development timelines and boosting personalised content production at scale.
Announced by Adobe this week, the move sees Lumen using generative AI to accelerate campaign delivery and enhance relevance across its B2B buyer journeys. The company, which provides enterprise digital networking solutions, now launches campaigns in just 9 days – down from 25 – thanks to Adobe’s GenStudio for Performance Marketing.
The shift comes as B2B marketers increasingly seek to manage complex, multi-touch sales cycles with content that is timely, targeted, and consistent. According to Adobe, Lumen’s use of GenStudio enables the business to create thousands of asset variations across platforms like LinkedIn, Meta and display channels, using AI-generated imagery via Firefly and persona-specific copywriting. The approach supports personalisation across 10 industry verticals and multiple buyer personas.
“Personalisation is at the heart of our marketing strategy, and GenStudio is helping us move faster and smarter,” said Ryan Asdourian, chief marketing and strategy officer at Lumen. “By bringing together creativity, AI and automation, Adobe enables our teams to produce high-impact content at scale—content that resonates, performs and drives results.”
Varun Parmar, general manager of Adobe GenStudio and Firefly Enterprise, added: “B2B marketing operates within long and complex sales cycles, where contextually relevant content plays an important role in deal progression. Adobe GenStudio alleviates pressure on marketers and creatives, scaling on-brand experiences for individual decision makers.”
Lumen is also integrating Adobe Workfront into its campaign workflow to streamline legal and brand approvals, and adopting Adobe Express to empower teams to generate customised, on-brand content without slowing down production.
With real-time performance insights available at the attribute level – including data on colours, imagery and layouts – marketing teams can refine and adapt content mid-campaign, improving engagement rates and conversion outcomes.
For B2B marketers, Lumen’s adoption of generative AI tools offers a case study in operational efficiency, content personalisation, and cross-functional collaboration – all while maintaining brand integrity and speeding up time to market.
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