Adobe customer experience services get a generative AI upgrade

If you think Chat GPT and other generative AI tools Stay tuned to see what happens when generative AI joins forces with your marketing and sales teams.

We believe that businesses have greatly improved their ability to meet the unique needs of individual customers, and that businesses have greatly improved their ability to target those customers with psychological and demographic precision. I’m paying attention to This gives a whole new meaning to “buyers beware”.

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than that General-purpose AI tool can respond to text prompts, or Generate images on demandwe are starting to see a growing number of dedicated tools that use the same large-scale language model (LLM) approach that we’ve explored with ChatGPT.

a First look at the future of generative AI-driven marketing can be seen today at adobe summitwhich Adobe describes as the world’s largest digital experience conference.

Customer experience management and buyer brains

Adobe is best known for its portfolio of tools for creative professionals. Product names like Adobe Photoshop, Premiere Pro, and Acrobat are familiar to almost everyone. But Adobe is also the market leader in another business that not everyone knows: Customer Experience Management.

Customer Experience (or CX) is one of the biggest buzzwords in the marketing world. But just because AI is one of my favorite phrases doesn’t make it any less important. In fact, managing the customer experience is critical for any business that wants to succeed in today’s market.

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Simply put, “customer experience” is how customers perceive their interactions with your company. “Notice” is the key word. The better the perception of the customer experience, the better the relationship between companies and brands in the customer mindset. The worse the perception of that experience, the more negative those associations will be and the less those customers will want to engage with you again.

When customers interact with your company, a lot goes through their heads. They begin to map the benefits your brand brings to their lives. This is not just when they buy yours. Pre-engagement psychological games are also underway. That is, how much value do they expect to get from your offering. There is an empirical benefit of how much actual value or utility a customer gets. And then there are the big ones. It’s a retrospective benefit. This is the customer’s overall memory of their experience (positive or negative).

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Firms that maximize perceived pre-benefits open up newer opportunities. Companies that maximize real-world value benefits reduce support costs and generate potential repeat customers. And companies that maximize post-game engagement produce champions, generate word of mouth, and convert customers into fans and enthusiasts.

That end-to-end experience—pre-purchase, post-purchase, post-purchase—composes the customer experience. And all of this comes back to Adobe’s series of announcements.

Tap into the collective zeitgeist with your customer data platform

So how do brands turn customers into fans and enthusiasts in a predictable, repeatable and goal-driven way? With data. Data gob and gob and gob. petabytes of data.

According to Anjul Bhambhri, senior vice president of Adobe Experience Cloud Platform Engineering at Adobe, “In an unpredictable economic climate where consumers are reassessing the products and services they buy every day, brands will see significant growth. A driver is an ability to show people, being able to understand exactly what their current needs are.”

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Think about all your touchpoints with your customers. We have all forms of social media, including Twitter and his Pinterest, Facebook pages, groups, and everyone’s main feed. I have email and chat. phone support. Offline visit. Exchange of offline events. Mixed online and offline interactions, such as those that occur at trade shows. Any action on your website or app. all purchases. All viewings of advertisements, influencer videos, or editorials that mention your product.

You can and should get all that information. The role of the customer data platform is to capture and manage all data flows so that data is not siled. It’s a very, very big job.

But when returns of products made in a cold factory during the winter spike in the spring, you need to be aware of the behavior and be able to intuitively understand what’s going wrong and fix it. A long-awaited sequel to a movie is about to be released, and you want to stock certain stores with merchandise that reflects the style of the movie, or inform your customers with analytics that indicate they’re fans of that movie genre. You would think

This brings us to Adobe’s Real-Time Customer Data Platform (Real-Time CDP). Adobe reports over 600 billion predictive insights per year based on real-time customer profiles.

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Adobe today announced three new generative AI capabilities in Real-time CDP.

Initially rich segmentationAdobe will use the new Adobe Sensei Generative AI Services capabilities to identify and define precise audience segments so you can deliver personalized campaigns at scale.

next, Adobe Journey Optimizer, which gamifies the customer experience in real-time, provides insights as it happens, and delivers “the next best offer and touchpoint for the customer.” If you and your friend didn’t see the same offer from the same company at the same time, this could be the reason.

Then there’s what the company calls generative playbookCustomer journey guides have been around since product managers discovered they could offer free coffee in their offices. But what Adobe offers is dynamically created customer journeys, the ability to identify new use cases from raw data, and the ability to simulate customer behavior. They all have the AI ​​quality you get from GPT-style large-scale language models. If you want to identify new opportunities and identify new markets, this tool will help you a lot.

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“Adobe Experience Cloud applications, from Adobe Real-Time CDP to Adobe Journey Optimizer and Customer Journey Analytics, work together to help brands drive the next phase of their digital transformation, which is rooted in pervasive personalization. Adobe’s Bhambhri said.

Adobe is also pushing its game in healthcare, financial services, B2B, and retail. Following are his initiatives in four areas.

Responsible management of consumer data: Adobe’s Real-time CDP offers new Privacy and Security Shield and Healthcare Shield products for privacy-first, regulated industries and healthcare brands.

Enhanced B2B account-based marketing: Think of this as a customer journey. But we’re talking between companies and at the team level.

Leveraging e-commerce for greater personalization: Adobe’s real-time CDP and commerce integration empowers brands to e-commerce with online behavioral analysis, content targeting, and offer personalization.

Prospecting, Enrichment and Activation with Partners: Adobe improves real-time CDP with partner enrichment, Amazon Ads, TikTok, and LiveRamp integrations to solve challenges for non-branded, cookie-free prospects.

This is how customer experience and customer data come together. Customer interactions generate more data. Real-time analytics dynamically change the customer experience. wash. Rinse. repeat.

New image and text generation AI services from Adobe

At today’s Adobe Summit, Adobe is banging its AI drums really hard. Central to the second set of announcements is the Sensei GenAI service. Given the current sensitivity to cultural appropriation, it’s not entirely clear.”teacherwas Adobe’s best choice for branding its AI engine, but the features it offers are impressive.

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One such tool is Firefly, trained on images from Adobe Stock, as well as public domain and copyright-free images.Products are very similar Darui 2 and Midjourney can generate custom images. Interestingly, the company explicitly states that these images are “safe for commercial use.” Like other generative tools (and the highly capable Adobe Express), Firefly is designed to make it easy for marketers to create content regardless of their level of artistic skill.

On the text side of the generative AI equation (have you noticed the new “GenAI” buzzword?), Adobe is introducing four new services based on large-scale language models. These include:

Generate marketing copy: Tools for creating variations of your message, changing your tone of voice, and incorporating keywords into the generated copy. Having spent most of my life writing marketing copy, I’m not exactly sure how I feel about this tool. It helps get rid of monotonous work. Or you can reduce your bill.

Conversation experience: This is a supercharged version of the chatbot used to power your customer support widget during off hours.Given the my tech support experience With ChatGPT, this can significantly reduce customer frustration and improve the overall customer experience.

Caption generation: This is an enhancement to their analytics service (Customer Journey Analytics). Analytics tools help you discover opportunities and identify obstacles. Where this tool helps is by giving relevant names to these opportunities and obstacles, allowing marketers and managers to visualize the overall impact of the data.

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“Adobe has a long history of liberating Al as a co-pilot for marketers and has developed generative AI solutions that cover the entire customer experience management lifecycle with the enterprise-grade security and data governance that customers expect. We have a vision,” said Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe. “Customer experience drives business growth. Generative AI is a groundbreaking technology that will impact every aspect of how brands connect with their customers.”

Here you go. Adobe does a lot in delivering customer experience and AI. What do you think? Do these improve the real customer experience? Do they help your business manage growth and opportunity? Let us know in the comments below.

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