Adobe adds AI tools into its digital marketing software

Adobe announced that it has put a new set of artificial intelligence (AI) tools into its digital marketing software with the aim of helping companies sharpen their marketing campaigns.
Adobe at a trade eventAdobe has become one of the providers of software for running such campaigns, which businesses use to decide which of thousands of images and pieces of written to content to show to potential customers, Reuters reported.

The artificial intelligence features released on Monday aid that effort by, for example, scanning and labeling thousands of product images by color and shape, or using natural-language processing technology to read an article to determine its subject.

That makes it easier for marketing campaigns to make a recommendation, whether that means showing a person browsing an e-commerce site a pair of shoes similar to ones they have previously viewed or a news website suggesting a story on a similar subject to the one just read.

Such artificial intelligence technology has existed for several years, but using it generally required corporate marketing departments to export data from their systems and work with another division of the business to use, slowing the work down, Ali Bohra, director of strategy and product marketing for intelligence services at Adobe, said.

Adobe has placed the technologies directly inside the marketing systems, reducing the need to export data.

“When you’re thinking about the need to be agile and work in real time, this is not a process that works very well,” Ali Bohra said.

How it works?

Adobe Experience Cloud solution uses artificial intelligence (AI) to bring together art and science, so content and data work together seamlessly.

Earlier this year, Adobe introduced Intelligent Services, a suite of AI-as-a-Service tools designed for marketers to better fuel customer experiences.

Built on Adobe Experience Platform and powered by Adobe Sensei (our AI technology), Intelligent Services allows organizations that may lack the right resources to enable AI in meaningful ways that ultimately drive customer growth.

Examples

A retailer can use Content and Commerce AI from Adobe in order to automatically label and quantify the color composition of an image, and deliver visually similar product recommendations to customers based on intuitive product features such as shape, design and color, based on customer actions.

The use of content intelligence can be important for B2B businesses. Search based on color metadata or visual similarity can be used by franchisees to optimize their product selections from catalogs.

Adobe’s Real-time CDP bridges marketing and IT, helping brands find meaning in different data sets, from CRM to online analytics to offline point of sale (POS).

Brands can now leverage Customer AI within Adobe’s Real-time CDP to analyze historical and real-time data to dig deeper and understand the underlying reasons behind customer actions. Customer AI in Real-time CDP will help brands understand and predict customer propensity such as the likelihood to convert or churn along with the reasons behind their actions.

For example, a media brand leverages Adobe’s Real-time CDP to ingest data from multiple systems to build rich profiles and target viewers with the right content. Now with Customer AI, the media brand can leverage AI to reach the right customers.

They can maximize ROI by targeting the group with the highest propensity to subscribe, and/or mitigate customer churn by targeting low propensity customers to provide a bonus value offer. Through this unique integration of Adobe’s Real-time CDP with Customer AI, the media brand can now fast track the application of AI-driven insights to activation across a robust set of marketing destinations.

NVIDIA, whose graphics process units (GPUs) deliver the computing capability necessary to power technology such as video games and self-driving cars, have been early users of Customer AI to boost digital marketing efficiency.

NVIDIA leveraged Customer AI in its consumer business to better identify those who were likely to stop using the service. With a 96 percent accuracy rate, Customer AI was able to provide a segment of customer who would be best served through specifically tailored content and campaigns.