At Adobe Summit – The Digital Experience Conference, Adobe announced new capabilities powered by Adobe Sensei, Adobe's artificial intelligence (AI) engine, that are embedded throughout Adobe Experience Cloud.
These new capabilities are designed to enable businesses to deliver better customer journeys, and build upon the AI and machine learning (ML) innovations that are already embedded in Adobe's products.
More than 80% of Adobe Experience Cloud customers already use AI features in creating digital experiences. The AI capabilities most recently announced include product recommendations, live search results, intelligent budget forecasting and allocation, cross-channel budget optimisation and intelligent content creation and delivery.
Adobe Fellow Anil Kamath says, “With Adobe Sensei, Adobe's AI engine, it's now possible to achieve things that were previously beyond imagination, like having millions of one-on-one interactions with customers at the same time, and in real-time. Adobe has been in the AI game for more than 15 years, and we're able to leverage trillions of data and content assets to provide businesses with the insights that drive customer behaviour.
New AI and ML capabilities embedded throughout Adobe Experience Cloud provide brands with additional opportunities to drive greater efficiency, revenue and business growth, the company states. This includes:
Sales opportunity predictions (Adobe Real-Time CDP): By applying Predictive Lead and Account Scoring to insights within Adobe Real-Time Customer Data Platform (CDP), B2B marketing teams can focus their resources on the right prospects. They can more easily determine when it is the right time for sales teams to engage with prospective buyers based on how their behaviour resembles that of actual buyers. This capability will also be available with Adobe Marketo Engage later this year.
Cross-channel budget optimisation (Customer Journey Analytics): Getting a complete picture of how campaigns perform across the entire customer journey can be a challenge. Now attribution models from Attribution AI can be incorporated into Customer Journey Analytics, giving brands a unified view of how online and offline campaigns are performing. Customers also benefit from return on investment (ROI) insights and the ability to configure attribution models that best fit their business.
AI-driven product recommendations and live search results (Adobe Commerce): With AI-driven product recommendations in Adobe Commerce, business-to-consumer (B2C) and business-to-business (B2B) brands can leverage AI to suggest relevant products based on shopper behaviour, product sales, product features, visual elements and popular trends. This provides a tailored experience for the shopper and improves merchants' conversion, retention, cross-sell and up-sell motions.
Live Search from Adobe Commerce combines real-time catalog data with the AI capabilities of Adobe Sensei to enable fast, relevant and personalised search results. Adobe Sensei helps merchants identify search facets automatically for each shopper query, so they don't have to spend time writing long and cumbersome site search rules.
Intelligent budget forecasting and allocation (Attribution AI): Adobe aims to simplify forecasting and allocating marketing budgets with a new AI-driven capability – Marketing Mix Modeling. This predictive modelling capability combines historical data with real-time insights from Adobe's Attribution AI service to help brands easily and accurately analyse marketing spend and campaign performance for more effective offline and online channels.
IDC group vice president worldwide artificial intelligence and automation research Ritu Jyoti says, “Personalised customer experiences are a key differentiator for brands in today's digital economy. For brands to deliver the experiences consumers value they need AI technology, like Adobe Sensei, to analyse customer data, predict behaviour and ultimately power the delivery of contextually relevant experiences quickly, even from the first interaction.