How CHILI GraFx Can Make Adobe’s Content Supply Chain Work

Let’s talk about content supply chains. Sounds thrilling, doesn’t it? Like something you’d dream about on a particularly wild Tuesday night. But here’s the thing: while “content supply chain” might not roll off the tongue, it’s the backbone of every brand trying to keep up with today’s insatiable demand for personalized, omnichannel content. And if it’s not working seamlessly? Well, buckle up – your marketing team is probably drowning, your designers are burning out, and your campaigns are missing deadlines faster than you can say “pivot.”

A Content Marketing Platform (CMP) is a broader concept that encompasses the tools and processes required to manage, create, deliver, and analyze marketing content across channels. Within this framework, the Content Supply Chain serves as a crucial operational component that ensures content flows efficiently from creation to delivery.

Adobe’s Vision, Everyone’s Problem

Adobe’s notion of a Content Supply Chain is beautiful in theory: from conception to production, across geographies and channels, right into the arms of your adoring audience. And, under the broader name of Content Marketing Platforms, you’ll hear other vendors refer to a Content or Campaign factory, or Digital Shelf – all tools and processes that manage, create, deliver, and analyze marketing content across channels.

However, in practice, the "end-to-end process" they promise feels more like "endless-to-nowhere" if you’re stuck navigating the friction points, inefficiencies, and general chaos of disconnected workflows

Industry experts like Frans Riemersma have noted as much, observing that for many brands the content supply chain is completely broken and in need of technology fixes like BrandLLMs (Brand Large Language Models) to get it working efficiently.

Meanwhile, campaigns themselves are evolving. Sophistication is no longer optional – it’s table stakes. Consumers expect brands to know them, anticipate their needs, and deliver hyper-personalized experiences at scale.

And here’s another challenge: disconnected systems create cultural friction too. Central teams and local marketers end up out of sync, delaying approvals and diluting campaigns.

What’s more, Adobe’s Content Supply Chain concept fails to make the difference between creative tasks, such as designing a new campaign, and repetitive adaptation tasks, like resizing assets or updating prices. By funneling all tasks to designers, the process creates unnecessary bottlenecks and delays.

And the unexpected kicker? Tech already exists to do much of this. It’s just scattered across a Frankensteinian patchwork of tools, leaving designers and campaign managers scrambling to duct-tape it all together. And guess what? It’s not working.

Our Brandwidth 2025 research shows campaigns are delayed by seven days on average. Designers are stressed, overworked, and some are even considering career changes (likely into something less traumatic – like firefighting).

Enter the Catch-22

With the demand for content skyrocketing (US digital ad spend has doubled between 2020 and 2024), brands are now faced with a brutal tradeoff:

A. Cut production costs and risk losing market share, OR
B. Automate everything and risk losing your brand soul.

But what if you didn’t have to choose?

Penri Jones on how AI transforms the content supply chain

Penri Jones (formerly Hogarth, Tag, EKCS) on the impact of AI and Automation on Content Supply Chain for agencies and in-house marketing teams.

CHILI GraFx: Turning Chaos into Content at Scale

At CHILI publish, we’re all about that sweet spot: the best of both worlds. The artistry of human creators supercharged by AI and automation. Not to replace anyone, but to take the grunt work off people’s plates so they can focus on the good stuff.

And here’s how we’re different: where most AI solutions focus on generating ideas and artwork, CHILI GraFx laser-focuses on the production stage – turning brilliant concepts into campaigns faster than you can say “synergy.”

Most traditional workflows route all content tasks to designers, but CHILI GraFx intelligently distinguishes between creative tasks and repetitive adaptation tasks.

AI and automation in CHILI GraFx handle repetitive requests like resizing or price changes, ensuring designers aren’t bogged down with low-value tasks. This accelerates production and empowers designers to focus on innovative, high-impact work.

And it doesn’t stop there. CHILI GraFx thrives on data, integrating directly with your existing systems to transform structured inputs into personalized, on-brand assets at scale. No more duct tape. No more delays.

Connecting Content Creation with Media and Data

While Frans Riemersma has advocated for the development of BrandLLMs to overcome the shortcomings of the content supply chain model, CHILI GraFx has already successfully connected content creation and data flows, and addressed many of the challenges faced by brands:

Corporate Identity: Brands can enforce guidelines and identity through GraFx StyleKits.
Creative Design Software: GraFx Studio provides complete creative freedom while effortlessly incorporating media and data from any source.
Digital Asset Management (DAM): CHILI GraFx Media Connectors (and API) make integrating DAM assets easy.
Product Information Management (PIM): CHILI GraFx Data Connectors (and API) enable you to connect to any data source: PIM, CMS, Google Sheets, custom models, etc.
Digital Experience Platforms (DXP): CHILI GraFx Media & Data Connectors (and API) bring DXPs and content creation together seamlessly.
AI-Driven Evolution: CHILI GraFx has AI at its core that is setting the standard for innovation in the content supply chain.

The result? Content supply chain velocity like you’ve never seen. True potential unlocked. No missed deadlines. No compromises on quality. Just beautifully on-brand assets ready to go live.

Watch our recent webinar

Learn how AI-powered automation and the launch of our new Connector Hub with out-of-the-box Media and Data Connectors can transform the way you create personalized, on-brand visual assets at scale.

Watch On-Demand Webinar

The 6 Elements of a Killer Creative Operations Setup

For your content supply chain to hum along like a finely tuned machine, you need these six pillars in place:

1.The Brief

What is our campaign objective? Who do we want to reach? What is our message and call-to-action? Which channels do we choose to reach our audience? What are the available resources in time, budget?

2.Artwork

The creative concepts developed to convey our campaign message and call-to-action through the channels of our choice.

3.Brand guidelines

The rules governing our brand identity across various media and senses: visual, voice, motion, sound, and feel.

4.Data

The data we need to select, target, tailor, personalize, and localize our visuals, messaging, and other variables within the campaign bill of materials.

5.Channel guidelines

How do we deliver our campaign assets to the selected channels?

6.Workflow

The blueprint of campaign roles and responsibilities, system administration and integrations. A robust workflow must distinguish between tasks requiring creativity and tasks that can be automated. By ensuring repetitive tasks are routed to automation rather than designers, brands can streamline operations, reduce delays, and improve scalability.

Nail these, and you’re on your way to content supply chain heaven.

Scale-Out Graphics Production: Two Key Moves

Now let’s get practical. CHILI GraFx supports two main ways to scale your graphic production:

1.Brand Enablement at Scale

Your central team creates master templates for campaigns. Local teams tweak these templates online for specific audiences, languages, and markets. Think translations, local promos, legal disclaimers – you get the idea.

CHILI GraFx Brand Management Capabilities

2.Headless Production at Scale

This is the holy grail. Your data sources (customer info, product details, stock levels, or whatever data is important in your business) plug directly into CHILI GraFx for fully automated production. Print, digital, animated – whatever you need, churned out at lightning speed without a human hand in sight.

Variable Data Printing with CHILI GraFx

And here’s why these are critical: future-ready brands are now setting the standard.

CHILI GraFx future-proofs your content supply chain by enabling real-time content adaptation, performance optimization, and seamless omnichannel delivery.
The result? A content supply chain that’s fast, scalable, and completely on-brand.

The Bottom Line

Adobe’s vision for a Content Supply Chain is spot on – but it’s CHILI GraFx that makes it work. By automating the labor-intensive production stage, you’re not just keeping pace with demand – you’re setting the pace.

So go ahead: free up your designers, delight your marketing team, and keep your campaigns landing exactly where they should – on time, on brand, and all over the world.

Want to see it in action? Request your CHILI GraFx Discovery Environment.

Marketing