“I Don’t See Designers Being Replaced by AI”: Adobe’s Alex Amado

“I Don’t See Designers Being Replaced by AI”: Adobe’s Alex Amado
SHARE
THIS



While B&T was attending Adobe’s MAKE IT conference in Sydney yesterday, we jumped at the chance to interview the company’s vice president of experience marketing, Alex Amado (pictured above), who gave us some solid insights into CX strategy and where brands and marketers are going wrong in this space.

Adobe’s latest research findings show that local businesses understand the importance of putting customer experience at the heart of their strategy, but they’re lagging behind in creating CX programs. Why is that?

I think there’s probably a lot of different reasons, but my belief is that you always identify the problem ahead of dealing with it. I also think it really requires a change in the entire way that you think about experiences, which for businesses involves a change across all of their departments and functions. I think driving that kind of change is really challenging – it’s easy to say that we know we should be re-examining end-to-end experiences, but it is legitimately a lot of work and a lot of effort and intention to actually put that into practice. I do think that many more companies will get there though.

What’s the biggest mistake that brands and marketers are making when it comes to customer experience?

The biggest mistake I see companies make is trying to optimise an experience too narrowly for a single outcome. One of the things that has become a really standard practice for any company that sells online is a lot of optimisation of that commerce process, and I think a lot of companies focus on optimising for short-term business outcomes rather than optimising for customer success and satisfaction. The latter is harder to pull off, because commerce data is much easier to measure than customer loyalty and satisfaction, but in many ways customer loyalty is even more important because it’s way more valuable to retain an existing customer than it is to have to go and get a new one. So, I think that’s a mistake a lot of companies make – optimising too narrowly just for customer acquisition instead of the whole customer life cycle.

Alex Amado speaking at Adobe's MAKE IT event

Alex Amado speaking at Adobe’s MAKE IT event yesterday in Sydney.

What’s the secret to experience marketing? How can brands build a winning experience marketing strategy? What should they be investing in?

I don’t think there’s one magic solution that works for everybody, but I do think that one of the key elements for delivering a better customer experience is really listening to your customers. It seems so simple and sometimes quite analog, but listening to your customers and understanding their pain points has to be the start of reinvenitng any process or experience. Sometimes it can be as simple as getting some of them together and asking a question, and sometimes it’s more complex and intricate when you’re trying to do it through the streams of data you’re getting through customer engagement, but at the end of the day it’s all about listening to your customers and understanding how you’re not satisfying them and how you can satisfy them better.

For every company that’s investing in and constantly embracing this, it’s a journey, not a destination. I know for us at Adobe, we have invested a lot and spend a lot of time thinking about trying to do this stuff, and we work with a lot of customers to help them reinvent these processes and rethink their entire flows, and I think the thing all of them have in common is that it is never a “great, we’ve achieved it” mentality. Any time we work with a company or any company I observe makes a big leap forward, it unlocks a next set of opportunities to fix problems that are one click further or really the next biggest pain point for those customers.

How will experience marketing evolve over the next 10 years?

The crazy thing about the marketing business is that it’s changed more in the last five years than it did in the 50 previous years. The rate of change with the explosion of devices and social channels makes it such a rocket ride, and predicting the future a really hard thing to do.

That said, I think we’re going to be more reliant on machine learning to help us pass through data. Right now we’re at this particular moment in time where we string a lot of sources of data together and do a lot of manual processing of it, and I really think there is an evolution right around the corner that is going to enable us to draw a lot more conclusions from that data a lot more easily through machine learning and artificial intelligence. In turn, that will help free up marketers to think more broadly about experiences rather than how to measure it and optimise it narrowly.

Customer expectations are going to become more extreme. Every time someone manages to have a breakthrough in a particular industry or level of service, that quickly becomes the expectation for that entire vertical. Customers are becoming more and more demanding, and as someone who helps deliver better customer experiences, it feels like we’re scrambling to keep up, but I also think it keeps us focused on the right thing, which is the customer and their satisfaction or success.

I think the other thing that’s going to be true, whether it’s two years from now, 20 years from now or 200 years from now, is that design is always going to play a very pivotal role in delivery of experiences. I don’t see design and designers being replaced by artificial intelligence or machine learning. I think there’s still a level of insight, intuition and empathy that designers bring to problem-solving that hopefully machines can help free them up to do more of.

Latest News

How Marketers Can Truly Bring Their Brand To Life
  • Marketing
  • Opinion

How Marketers Can Truly Bring Their Brand To Life

In this opinion piece, Veronika Birnkammer (pictured below), marketing director at Fluent Commerce for Australia and New Zealand, provides some tips on how marketers can help build a brand that offers more than just products and services. Google knows everything, doesn’t it? But what does Google actually do and how does it make money? These are […]

Opinion

by B&T Magazine

B&T Magazine
Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot
  • Campaigns

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot

Those scallywags over at Sportsbet have released a new social media campaign, this time having a dig at the World Cup’s controversial Video Assistant Referee (VAR) system. The ad imagines VAR as a bloke at a couple’s engagement party, forced to tell the truth on awkward moments. It’s the work of Sportsbet’s own in-house creative team and, like many of the brand’s […]

by B&T Magazine

B&T Magazine
Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine
?????????????????????????
  • Advertising

Study: Programmatic Advertising Expenditure On Aussie Travel Audiences Soars

Expenditure on programmatic advertising campaigns targeting Australian travel audiences grew by a massive 140 per cent year on year in 2017, according to new analysis by Eyeota. Eyeota’s new Eye On: Travel report details consumer insights and trends for travel, as well as overall audience data expenditure growth. The report shows that advertisers have evolved […]