2020 has fundamentally shifted the way brands think about digital: consumers are increasingly shopping online, and digital drives the economy.
While this is not inherently new, marketers are now forced to navigate uncharted waters, evolving strategies to build customer loyalty, virtually. In a world where content is the lifeblood to any digital experience, understanding content and how customers interact with it is crucial for marketers creating great customer experiences.
Adobe Experience Cloud is the only industry solution that uses artificial intelligence (AI) to bring together art and science, so content and data work together seamlessly. Earlier this year, we introduced Intelligent Services, a suite of AI-as-a-Service tools designed for marketers to better fuel customer experiences. Built on Adobe Experience Platform and powered by Adobe Sensei (our AI technology), Intelligent Services allows organizations that may lack the right resources to enable AI in meaningful ways that ultimately drive customer growth.
Today, we’re announcing new capabilities that democratizes AI within organizations, giving brands access to smarter workflows and real-time scalability.
Content and Commerce AI
Brands today understand the importance of content, and that to maximize its performance, it is necessary to have a deep understanding of customer preference to personalize accordingly. But there are limits to what brands can achieve and how fast personalization can get done, often due to too much data or too many assets to sift through.
Now in beta, Content and Commerce AI helps brands understand context around how the content is performing in market, by delivering insights and guidance on content features such as colors, or subjects. Brands can combine the power of Adobe Experience Manager with Content and Commerce AI to automatically extract keywords and tags from documents and content fragments, as well as label documents and images with custom AI models, a process that previously could take a long time and manual effort. In early pilots, we’ve seen brands have upwards of a 15 per cent engagement increase on personalized content that was based on Content and Commerce AI-driven intelligent features.
For example, a retailer can automatically label and quantify the colour composition of an image, and deliver visually similar product recommendations to customers based on intuitive product features such as shape, design and color, based on customer actions. The use of content intelligence can also be important for B2B businesses. Search based on color metadata or visual similarity can be used by franchisees to optimize their product selections from catalogs.
Customer AI in Real-Time CDP
Marketing teams want to deliver customer experiences that build loyalty and attract new customers, and the best way to achieve that is by gaining access to rich customer data. Marketers are challenged often with accessing that data due to disparate technologies and organizational silos.
Adobe’s Real-time CDP bridges marketing and IT, helping brands find meaning in different data sets, from CRM to online analytics to offline point of sale (POS). Available today, brands can now leverage Customer AI within Adobe’s Real-time CDP to analyze historical and real-time data to dig deeper and understand the underlying reasons behind customer actions. Customer AI in Real-time CDP will help brands understand and predict customer propensity such as the likelihood to convert or churn along with the reasons behind their actions.
For example, a media brand leverages Adobe’s Real-time CDP to ingest data from multiple systems to build rich profiles and target viewers with the right content. Now with Customer AI, the media brand can leverage AI to reach the right customers. They can maximize ROI by targeting the group with the highest propensity to subscribe, and/or mitigate customer churn by targeting low propensity customers to provide a bonus value offer. Through this unique integration of Adobe’s Real-time CDP with Customer AI, the media brand can now fast track the application of AI-driven insights to activation across a robust set of marketing destinations.
NVIDIA, whose graphics process units (GPUs) deliver the computing capability necessary to power technology such as video games and self-driving cars, have been early users of Customer AI to boost digital marketing efficiency. NVIDIA leveraged Customer AI in its consumer business to better identify those who were likely to stop using the service. With a 96% accuracy rate, Customer AI was able to provide a segment of customer who would be best served through specifically tailored content and campaigns.
To learn more about Adobe’s Intelligent Services and how they can help your brand make customer experiences smarter, visit the Adobe Experience Platform Intelligent Services hub.
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