Best Buy Builds an AI-Ready Content Engine for Faster, Safer Marketing
Best Buy is overhauling how it creates, manages, and distributes digital content as artificial intelligence reshapes product discovery and marketing. The electronics retailer is connecting asset management, creative production, workflow automation, and governance to help teams scale campaigns while preserving brand consistency, usage rights, and human creative oversight.
Key takeaways
Best Buy manages more than 1.4 million digital assets, including nearly 350,000 added during the past year.
The retailer has consolidated 22 asset management systems into five.
Adobe Firefly, Workfront, and Experience Manager Assets support production, collaboration, search, and governance.
An internal AI task force oversees adoption across creative, legal, metadata, and compliance teams.
A larger content operation demands stronger infrastructure
Best Buy serves more than 200 million customers through stores, online channels, its marketplace, and retail media. That reach generates a significant volume of product, marketing, public relations, and ecommerce content that must be approved, organized, and delivered across many platforms.
The company’s digital asset management system has evolved beyond storage. It now forms part of an integrated content supply chain designed to help teams produce, govern, reuse, and publish assets more efficiently.
Metadata connects content to the right channels
Within Adobe Experience Manager Assets, Best Buy has expanded its library to more than 1.4 million assets. To make that collection easier to manage, the retailer reduced its asset management systems from 22 to five and introduced more consistent metadata, taxonomy, and approval controls.
These systems show teams where content originated, how it may be used, and whether it still requires review. The approach can reduce duplicated work by allowing approved brand content to be adapted for email, advertising, ecommerce, and other channels instead of recreated from scratch.
As generative AI increases the volume of content businesses can produce, this organizational layer becomes increasingly important. Without reliable labeling and rights information, larger libraries can create confusion, inconsistent branding, and compliance risks.
AI supports production while designers retain control
Best Buy is using Adobe Firefly to generate and adapt on-brand creative assets, creating more variations for different audiences and channels while reducing repetitive manual tasks. Adobe Workfront connects project details and metadata to production workflows, while Experience Manager Assets provides AI-assisted tagging, search, and governance.
Stacy Aase, Best Buy’s associate director of product management for marketing technology, said Firefly can take an asset and bring it “80% of the way there,” leaving designers to refine the final details. The model positions AI as a production accelerator rather than a replacement for creative judgment.
Governance is built into the rollout
Increasing output also increases the need for safeguards. Best Buy created a cross-functional AI task force involving creative, legal, metadata, and compliance specialists to establish adoption guidelines.
The retailer has also embedded controls within its asset management environment through taxonomy standards, metadata requirements, approval statuses, and rights management. These measures are intended to help teams scale content without introducing unauthorized material, copyright problems, or variations that fall outside brand standards.
A model for AI-era marketing operations
Best Buy’s changes reflect a broader shift in marketing technology: AI can accelerate content creation, but the systems surrounding that content determine whether the gains are sustainable. By linking creative tools with workflow management and asset governance, the retailer is building a foundation for faster product discovery and more coordinated multichannel marketing.
The strategy also places change management alongside technology investment. Teams need clear workflows, practical training, and shared standards to turn AI capabilities into reliable business operations.
Best Buy is reshaping its content supply chain for AI, Marketing Tech News.