Adobe: AI smart.
For us, machine learning and artificial intelligence aren’t new. Adobe Target has used both for more than a decade. As a result, it offers substantial personalization at scale for brands all over the world. For example, it uses machine learning and AI to deliver personalized content based on real-time data. Retailers are also using Target for everything from personalized recommendations to automated offers.
But it’s not just a Target thing. Machine learning and AI are integral across all Adobe offerings — Creative Cloud, Document Cloud, and Adobe Experience Cloud. Adobe Sensei, our artificial intelligence and machine learning engine, is helping retailers discover hidden opportunities and accelerate delivering relevant experiences to every customer. And its capabilities are growing regularly, exiting beta and entering retailers’ day-to-day customer experience creation at scale.
“Adobe continues to have strength and depth in digital intelligence, primarily for optimizing customer experiences and engagement.”
"The Forrester Wave™: Digital Intelligence Platforms, Q2 2017"
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AI of the not-distant future.
This is just a start. To create the next generation of AI, Adobe R&D is using ensembles of sophisticated algorithms and pulling from relevant research in areas such as natural language processing. Some of this work will likely have big impact on retail brands and their customers.
As an example, the R&D team is looking for ways to decode how those ensembles of numerous complex algorithms come to the conclusions they do. This might help marketers learn from AI decisions. AI’s approach to chess and Go has influenced how top international champions in those games play, and it similarly might impact how retailers approach building customer experiences.
Next up — meaningful creative and content.
Personalization at scale dramatically increases creative and content volume, but it doesn’t decrease customer demand for quality. Fortunately, AI and machine learning can help here too. The next article in this series will get specific on how to achieve the volume of content and creative necessary for personalization at scale.
Read the next article in this series, “Content for millions of customer conversations.”