Adobe’s customer experience services are getting a comprehensive AI upgrade


Adobe’s new Sensei GenAI is in the works.


If you think ChatGPT and other thing Innovative AI engine Transforming for communication and understanding, wait until you see what happens when AI synergizes with marketing and sales teams.

We’re looking at a vastly increased ability for businesses to meet the unique needs of individual customers, as well as increased ability for businesses to target those customers with psychographic and demographic accuracy up a lot. It gives a whole new meaning to “buyer beware.”

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More than Versatile AI tool can reply to text prompts or custom photo creationwe’re starting to see more special-purpose tools using the same Large Language Model (LLM) approach that we discovered in ChatGPT.

ONE Let’s first look at the future of AI-based marketing became apparent today at Adobe Summitwhat Adobe describes as the world’s largest digital experience conference.

Customer experience management and buyer brains

Adobe is known for its portfolio of tools for creative professionals. Product names like Adobe Photoshop, Premiere Pro, and Acrobat are familiar to most people. But Adobe is also a market leader in another area of ​​business that may not be familiar to everyone: customer experience management.

Customer experience (or CX) is one of the most buzzing words in the marketing world. But just because it’s one of those phrases that only an AI can love doesn’t make it any less important. In fact, managing customer experience is crucial for any business that wants to succeed in today’s marketplace.

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Simply put, “customer experience” is how your customers perceive their interactions with your company. “Awareness” is the keyword. The better your perception of the customer experience, the more favorable associations your company and brand will create in customer psychology. The worse the perception of that experience, the more negative those associations, and the less likely those customers will be willing to interact with you again.

When customers interact with your company, a lot goes through their heads. They start building a map of your brand’s benefits to their lives. This is not just when they buy your stuff. There’s also a pre-participation psychology game: they predict how much value they’ll get from your services. There is experiential benefit, which is the actual value or utility the customer receives. And then there’s the big benefit: the recall benefit, which is the customer’s overall memory — positive or negative — of the experience.

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Firms that maximize perceived gains in advance bring in more new opportunities. Companies that maximize actual value benefits reduce support costs and generate potential repeat customers. And companies that maximize post-game engagement create champions, spread word of mouth, and turn customers into fans and enthusiasts.

The end-to-end experience, before, buy and post, constitutes the customer experience. And, all of that brings us back to Adobe’s set of announcements.

Harnessing common ideology with customer data platform

So how do brands turn customers into fans and enthusiasts in a predictable, repeatable, and goal-oriented way? With data. Gobs and gobs and gobs of data. Petabytes of data.

According to Anjul Bhambhri, senior vice president, platform engineering, Adobe Experience Cloud at Adobe, “In an unpredictable economic environment where consumers now re-evaluate the products and services they buy every day. Today, the brand’s main growth driver is your ability to show people that you understand their current needs exactly.”

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Think about all the customer touchpoints. There’s social media in all its forms, from Twitter and Pinterest, Facebook pages, groups, and people’s primary feeds. There is email and chat. Phone support. Offline store visits. Offline event interaction. Mixed online/offline interactions such as those occurring at trade shows. Any action on your website or in your app. Every purchase. Every time you see an ad, influencer video, or an editorial mentioning your service.

All that information can and should be captured. The role of the customer data platform is to capture and then manage the flow of all that data so that it remains undisturbed. It’s a very, very big job.

But if there is a spike in spring profits from products made in a cold plant during the winter months, then you need to be able to notice that behavior and make the leap directly. to understand what’s wrong, and then fix the problem. If a much-anticipated movie sequel is about to be released, you’ll probably want to stock certain stores with merchandise that reflects the style of the movie or inform customers that the numbers Your analysis shows that you are a fan of that genre of film.

Which brings us to the Adobe Real-Time Customer Data Platform (Real-Time CDP), which Adobe reports now provides more than 600 billion predictive insights annually based on customer profiles. real time.

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Adobe today announced three new generalized AI capabilities in its real-time CDP.

First is rich segment. Adobe is using its new Adobe Sensei Creative AI Services capabilities to identify and define precise audience segments, enabling the delivery of personalized campaigns at scale.

Next is Adobe Cruise Optimizer, which simulates customer experiences in real-time, provides insights as they happen, and delivers “the next best customer touchpoint and offer”. If you and your friend don’t see the same offer from the same company at the same time, this could be the reason.

Then there’s what the company calls Creative Playbook. Customer journey guides have been around since product managers discovered they could get free coffee in the office. But what Adobe is delivering is dynamically generated customer journeys, the ability to identify new use cases from raw data, and the ability to simulate customer behavior — all with AI quality. that we’ve seen from large GPT-style language models. If you want to identify new opportunities and identify new markets, this tool will get you far.

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“Adobe Experience Cloud apps, from Adobe Real-Time CDP to Adobe Journey Optimizer and Customer Journey Analytics, work together to help brands drive the next phase of digital transformation, this one will be tied to mass personalization,” said Adobe’s Bhambhri.

Adobe is also stepping up its game in healthcare, financial services, B2B, and retail. It has initiatives in the following four areas:

Manage consumer data responsibly: Adobe’s Real-Time CDP prioritizes privacy and delivers new Privacy & Security Shield and Healthcare Shield products to regulated healthcare brands and industries.

Boost your B2B account-based marketing: Think of this as a customer journey, but at a company-to-company and team level.

Leverage e-commerce for richer personalization: Adobe’s Real-Time Commerce and CDP integration enhances e-commerce for brands by analyzing online behavior, targeting content, and personalizing offers.

Find, Enrich and Activate with a Partner: Adobe enhances real-time CDP with rich partner features, integrating Amazon Ads, TikTok, LiveRamp to solve cookie-free lead generation challenges for brands.

This is how customer experience and customer data come together. Customer interactions generate more data. Real-time analytics changes the customer experience dynamically. Wash wash. Repeat.

Adobe’s new image and text-generating AI services

At Adobe Summit today, Adobe is drumming AI really hard. The core of the second series of announcements is the Sensei GenAI Service. Given the current sensitive environment for cultural appropriation, it is not entirely clear that “teacher” is Adobe’s best choice for branding its AI engine, but the possibilities offered seem impressive.

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One such tool is Firefly, which is trained in Adobe Stock images, along with royalty free and public domain images. Products, like DALL-E 2 and Midjour, can create custom images. Interestingly, the company specifically says those images will be “safe for commercial use”. Like other content creation tools — and Adobe Express is very capable — Firefly is designed to make it easier for marketers to create content, regardless of artistic skill level.

On the text side of the general AI equation (have you noticed the new “GenAI” buzzword?), Adobe introduces four new services based on major language models. Including:

Create marketing copy: A tool for creating variations of the message, modifying the tone, and incorporating keywords in the generated copy. As someone who has spent most of his life getting paid to write marketing content, I’m not sure what I think of this tool. It can help eliminate fatigue. Or it could lower the bill.

Dialogue experience: This is a super-charged version of the chatbot used to power customer support utilities during off hours. Send my technical support experience With ChatGPT, this can reduce customer frustration and benefit the overall customer experience.

Create subtitles: This is an improvement to the company’s analytics service (Customer Journey Analytics). Analytical tools help uncover opportunities or identify barriers. Where this tool comes into play is that it provides names associated with those opportunities and barriers to help marketers and managers visualize the overall impact of the data.

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“Adobe has a long history of unlocking AI as a co-pilot for marketers, and we have an AI vision that spans the entire lifecycle of customer experience management, with the ability to enterprise-grade security and data governance that our customers expect.” Amit Ahuja, senior vice president, Digital Experience Business, Adobe. “Business growth is driven by customer experience, and AI broadly is a transformative, foundational technology that will impact every aspect of how brands connect with their customers.”

So there you go. Adobe has a lot going on in its customer experience and AI services. What do you think? Will these improve the actual customer experience? Will they help your business manage growth and opportunity? Let us know in the comments below.

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