Adobe Announces Marketing Cloud Enhancements
According to Adobe’s recent digital maturity survey, a majority of digitally mature companies are increasing their investments in personalization and optimization of customer experiences in order to stay competitive. Leading brands understand the best experiences are consistently personal. Yet, many companies struggle to scale the delivery of personalized experiences across customer touchpoints. To address these challenges, Adobe announced new ifeatures powered by Adobe Sensei, the company’s AI and machine learning technology, in Adobe Target and Adobe Experience Manager in Adobe Marketing Cloud, part of Adobe Experience Cloud.
New capabilities in Adobe Target and Adobe Experience Manager and forward-looking projects from Adobe Research allow marketers to:
- Enhance voice interactions: A recent Adobe survey found 64% of consumers expect to increase their usage of voice assistants in the next five years, underscoring the growing importance of voice as a brand engagement channel. With Adobe Target, companies can iterate and test voice-based content and offers for assistants such as Amazon Alexa to deliver personalized, voice-driven customer experiences. An airport, for example, can use Alexa to update a traveler on a flight status and provide an offer for a raincoat at a terminal screen based on the weather forecast at the destination.
- Optimize for the highest likelihood of an action: Adobe Target now allows marketers and data scientists to dynamically compare a customer’s likelihood of taking an action, such as a purchase or churn, and factor the highest possibility into the customer profile. This enables brands to deliver the most relevant experience based on the desired action.
- Personalize AR shopping experiences: Adobe is previewing an Adobe Research personalization project in development for potential future product integration. Using AI, brands can dynamically change product recommendations in an augmented reality (AR) setting based on customers’ facial expressions. A company selling sunglasses, for example, can provide a selection of aviator-style glasses after the customer furrowed her eyebrows trying on round glasses.
- Automate layout design for best performance: With Smart Layout in Adobe Experience Manager, marketers can automatically compose the best performing layout for each customer that adapts to the individual’s behavior. For example, a vacation resort can automatically serve a different design for golf enthusiasts compared to a visitor more likely to use the spa services.
- Refine recommendations with AI-powered decisioning: With Auto-Target marketers will be able to automatically choose the best algorithm to deliver personalized recommendations to a broader spectrum of audiences. Adobe is also releasing a new recommendations algorithm that automatically factors customer attributes, such as geography or favorite color, that are most predictive of a desired behavior.
- Collaborate to refine customer experiences: New Personalization Insights reports in Adobe Target provide marketers with analysis on how algorithms are performing. Insights include what visitor attributes were most influential, what offers resonated most and more. This data can be used to develop more sophisticated tests and further refine AI-driven personalization to ensure the most optimized digital experience for customers.