7 months ago
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Adobe today unveiled new innovations in Adobe Experience Cloud, including Adobe Content Analytics and real-time experimentation tools, enabling brands to personalise, test, and measure AI-generated content across channels, while providing actionable insights to optimise marketing performance and enhance customer engagement.
Amit Ahuja, senior vice president, digital experience business at Adobe, said that marketers are being challenged to ensure that AI-generated content resonate with customers, and Adobe’s latest innovations will help brands meet the moment through real-time exerpimentation and actionable insights.
“Personalising customer experiences in today’s environment can require thousands of variations for different marketing channels and regions, a problem that has been alleviated with the support of generative AI,” said Ahuja.
New Features & Capabilities
Adobe Content Analytics in Customer Journey Analytics (CJA) provides detailed insights into content across platforms like web and mobile, allowing marketers to track the full customer journey. By linking specific features such as colors, objects, or locations with customer actions, marketers can see what fits best.
The flagship AI Assistant Content Accelerator in Adobe Journey Optimizer (AJO) helps marketers to create tailored marketing materials for different channels like email, SMS, offering multiple content variations.
Adobe Experience Manager (AEM) Edge Delivery Services allows brands to use AI-generated content like text or images in real time, automatically showing customers the best-performing options and giving marketers insights into what drives engagement.
Unleashing GenAI Prowess
Earlier last year, with the launch of Adobe Firefly in partnership with NVIDIA, Adobe entered the generative AI race. Despite being late to the AI bandwagon—as 2022 saw the rise of models like Midjourney, Stable Diffusion, and DALL.E—Adobe diversified its portfolio and positioned itself as an all-round generative AI powered enterprise software platform.
Adobe’s Firefly was a game changer, which has an edge compared to other AI design startups, including the likes of DALL.E, Midjourney, and Stable Diffusion. “India is one of the fastest growing markets for Adobe right now. The growth rate of the enterprise business, which is enabling businesses to be digital, is utterly massive,” said Prativa Mohapatra, VP and MD of Adobe India, in an earlier interaction with AIM. It is interesting to note that in June this year, Adobe also announced the expansion of its research team in India, seeking specialists in Generative AI, LLMs, NLP, NLG, Computer Vision, and related domains.
