Adobe Transforms Personalization With Artificial Intelligence
July 27 2017 - 8:00AM
Business Wire
Adobe to Open Data Science Capabilities in Adobe Target,
Allows Integration of Brand Algorithms with Adobe Sensei
Today’s most successful brands already use data science to
personalize experiences and address customer needs. Brands are
increasingly building internal statistical models and algorithms to
tailor experiences and yet most are not fully leveraging artificial
intelligence (AI) technology.
To help with this, Adobe (Nasdaq:ADBE) today announced it will
open up its data science and algorithmic optimization capabilities
in Adobe Target, the personalization engine of Adobe Marketing
Cloud. Brands will be able to insert their own data models and
algorithms into Adobe Target to deliver the best experience to
customers. Additionally, the company announced new capabilities in
Adobe Target powered by Adobe Sensei, its AI and machine learning
framework, to further enhance customer recommendations and
targeting precision, optimize experiences and automate the delivery
of personalized offers.
“Consumer expectations have sky-rocketed to the point that hyper
personalization is no longer optional for brands, it’s imperative,”
said Aseem Chandra, vice president, Adobe Experience Manager and
Adobe Target. “Progressive brands are already developing
proprietary algorithms. When integrated into Adobe Target, brands
can combine their own expertise with the power of Adobe’s AI and
machine learning tools to predict what customers want and deliver
it before they ask, driving strong business value and brand
loyalty.”
The ability to bring in proprietary algorithms into a leading
marketing platform is a first for the industry. Brands benefit from
the ability to blend their industry expertise with Adobe Sensei’s
powerful machine learning and AI capabilities in Adobe Target to
deliver individualized customer experiences at massive scale. For
example, a financial services company that created its own
algorithm to predict which customers are most likely to respond to
an offer can insert that algorithm into Adobe Target to test live
traffic against the model to deliver the best possible offer to
each customer.
In addition, Adobe unveiled new Adobe Sensei capabilities in
Adobe Target to delight customers with more personalized
experiences:
- One-Click Personalization: With
the new Auto-Target capability, marketers can rapidly deliver an
unlimited number of personalized customer experience variations
across their digital properties including websites, apps and IoT
user interfaces. Auto-Target uses Adobe Sensei to determine the
best experience for each consumer and continuously optimizes those
experiences as the consumer takes additional actions. For instance,
a hotel chain can feature its tropical properties and content for a
reward member, knowing the individual prefers to travel to warm
destinations based on bookings and mobile app engagement. The
result is higher engagement and increased loyalty.
- Personalized Recommendations:
New recommendation technology in Adobe Target enables brands to
leverage consumer intent to better predict what content and
products customers might want next. Using techniques based on
natural language processing, personalized recommendations convert
the actions a consumer takes into word-like signals. These signals
are grouped by commonality and used to deliver a more tailored
customer experience. For example, a retailer can see that a
customer watched its video on eco-friendly laundry techniques and
purchased compostable dryer sheets. It can then provide a tailored
recommendation about eco-friendly laundry detergents. Early test
results show these data science advancements yield a 60 percent
improvement over other algorithms.
- Automated Offers: Brands can
ensure the best offer—out of potentially hundreds—is automatically
shown to the right person at the right moment. For instance, a
financial services company can automatically personalize its
mortgage, credit card and online bill pay offers based on each
individual’s browsing paths, account status, search terms and more.
This ensures the correct offer is delivered at the right step in
the journey.
- Precision Targeting: With the
enhanced integration with Adobe Analytics Cloud, marketers can
target more precisely by using behavioral analytics and audience
data to inform deeper segmentation. For example, Adobe Target can
personalize experiences to an automotive brand’s active car-buying
audience even more by leveraging an insight from Adobe Analytics
Cloud that indicates that most of these consumers are using
smartphones to research their next vehicle purchase.
Adobe Target, part of Adobe Marketing Cloud, has leveraged AI
and machine learning algorithms for over a decade and is used by
major brands worldwide like AT&T, Lenovo, Marriott and Sprint.
Highly personalized experiences are leveraged across online
channels, including web, mobile, email and more. With Adobe
Experience Manager and Adobe Campaign marketers can seamlessly
manage and deliver personalized content. Integration with Adobe
Analytics Cloud and Adobe Advertising Cloud ensures that every
interaction with customers is hyper personalized. Adobe was
recently named the only leader in “The Forrester Wave™: Digital
Intelligence Platforms, Q2 2017” report, and received the highest
scores possible in nine criteria, including behavioral targeting
and online testing.
Helpful Links
- Blog post from Aseem Chandra, vice
president, Adobe Experience Manager and Adobe Target
- Blog post from Kevin Lindsay, director
of product marketing, Adobe Target
- Personalization powered by Adobe
Target
- Twitter
About Adobe Sensei
Adobe Sensei is a framework and set of intelligent services
built into the Adobe Cloud Platform which dramatically improve the
design and delivery of digital experiences. Adobe Sensei leverages
the company’s massive volume of content and data assets, as well as
its deep domain expertise in the creative, marketing and document
segments, within a unified artificial intelligence/machine learning
framework. To learn more, visit adobe.com/go/sensei.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2017 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeHolly Little, 415-832-6833hlittle@adobe.comMelissa
Chanslor, 415-832-5489chanslor@adobe.com
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