Adobe unveils new AI innovations for personalising experiences

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The company has introduced new AI-based customization options.

New features enabled by Adobe Sensei, Adobe’s AI engine, which is included into Adobe Experience Cloud, were announced at the Adobe Summit Digital Experience Conference.

The new features were developed from hundreds of AI and ML breakthroughs currently present in Adobe products to help organisations provide seamless customer experiences.

There are currently over 80% of Adobe Experience Cloud customers who employ AI technologies to power their digital experiences.

The AI capabilities announced include product recommendations, live search results, intelligent budget forecasting and allocation, cross-channel budget optimisation and intelligent content creation and delivery.

Adobe associate Anil Kamath claims that “with Adobe Sensei, Adobe’s AI engine, it is now possible to achieve things that were previously beyond imagination,” such as having millions of one-on-one conversations with clients at once, and in real time.

Adobe has been using AI for over 15 years, and the company’s expertise has allowed it to help businesses gain insights into what customers want based on analysis of trillions of data and content assets.

Adobe Experience Cloud’s newly integrated AI and ML features present brands with fresh prospects for boosting productivity, sales, and expansion.

Forecasting Business Opportunities in Sales (Adobe Real-Time CDP)

It can be difficult to predict which purchasing groups will make a purchase when there are multiple persons involved in the buying process and numerous opportunities for them to interact with a company in various formats (online and off). Complex calculations and the integration of data from multiple technologies are required.

With the help of Adobe’s Real-Time Customer Data Platform (CDP) and its Predictive Lead and Account Scoring feature, B2B marketing teams can better allocate their efforts toward the most promising leads and accounts. Because their actions mimic those of real buyers, sales teams can quickly gauge when to initiate contact with them. Adobe Marketo Engage, due out later this year, will also have this capability.

Optimizing spending across several channels (Customer Journey Analytics)

It isn’t always easy to see how campaigns function in the big picture, especially when looking at the full client journey. Now attribution models from Attribution AI can be linked into Customer Journey Analytics, offering brands a holistic view of how online and offline initiatives are performing. Additionally, clients gain ROI understanding and the flexibility to tailor attribution models to their specific needs.

Recommendations for purchases and real-time search results powered by AI (Adobe Commerce)

Adobe Commerce’s AI-driven product recommendations allow both B2C and B2B companies to make more informed product recommendations based on data like customer behaviour, past purchases, product characteristics, and even aesthetic preferences. This helps retailers boost customer conversion, retention, cross-sell, and up-sell rates while giving customers a more personalised experience.

Adobe Commerce’s Live Search integrates real-time catalogue data with Adobe Sensei’s AI capabilities to deliver hyper-fast, highly relevant, and personalised search results. Without having to manually write long and cumbersome site search rules, Adobe Sensei assists retailers in automatically identifying search aspects for each shopper inquiry.

Smart budgeting requires accurate planning and allotting (Attribution AI)

It might be difficult for modern firms to plan ahead and allot their marketing resources wisely. While historical data is often used as a starting point, it may not accurately reflect the rapid changes in consumer tastes, especially when it comes to digital media.

Adobe’s latest AI-powered feature, Marketing Mix Modeling, streamlines the procedure. By combining historical data with real-time insights from Adobe’s Attribution AI service, this cutting-edge predictive modelling capability allows brands to easily and accurately analyse marketing spend and campaign performance, allowing them to reallocate funds to the most effective offline and online channels.

Attendees of Sneaks at Adobe Summit will also get a first look at several new artificial intelligence developments from Adobe’s research labs that are geared toward assisting businesses in creating memorable consumer experiences. For instance, the Go Beyond Conversion programme employs artificial intelligence to generate website ratings based on user satisfaction. Brands may raise conversion rates by gaining insight into how site visitors engage with content and then directing customers to enhanced experiences.

“Personalized consumer experiences are a critical differentiator for brands in today’s digital economy,” says Ritu Jyoti, group vice president, Worldwide Artificial Intelligence and Automation Research at IDC.

To analyse customer data, forecast behaviour, and eventually power the delivery of contextually relevant experiences quickly, even from the first interaction, brands require AI technology like Adobe Sensei.