Adobe introduces new AI-equipped personalization capabilities

Adobe has 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 skyrocketed 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.

He added, “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.”

According to the company, 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. 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

* 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.

* Automated Offers: Brands can ensure the best offer-out of potentially hundreds-is automatically shown to the right person at the right moment

* 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.