Computer software giant Adobe has announced new artificial intelligence (AI) innovations to help brands scale their delivery of personalised experiences across channels.

 The new capabilities are available through Adobe’s AI and machine learning technology, Adobe Sensei, in Adobe Target and Adobe Experience Manager.

The new innovations, along with forward-looking projects from Adobe Research, have been developed to help brands and marketers personalise AR shopping experiences, enhance voice interactions, collaborate with AI to refine customer experiences, refine recommendations with AI-powered decisioning, automate layout design, and optimise for the highest likelihood of an action.

Adobe is previewing an Adobe Research personalisation project in development for potential future product integration. Using AI, brands can dynamically change product recommendations in an AR setting based on customers’ facial expressions during the session.

With Adobe Target, companies can now iterate and test voice-based content and offers for assistants like Amazon Alexa to deliver personalised voice-driven customer experiences.

New Personalisation Insights reports in Adobe Target provide marketers with analysis on how algorithms are performing.

Insights include what visitor attributes were most influential, what offers resonated most and more. This data can be used to develop more sophisticated tests and further refine AI-driven personalisation.

Marketers will be able to leverage Adobe Sensei in Auto-Target to automatically choose the best algorithm to deliver personalised recommendations to a broader spectrum of audiences.

Adobe is also releasing a new recommendations algorithm that automatically factors customer attributes, like geography or favorite colour, that are most predictive of a desired behaviour.

With Smart Layout in Adobe Experience Manager, marketers can now automatically compose the best performing layout for each customer that adapts to the individual’s behaviour.

Furthermore, Adobe Target now allows marketers and data scientists to dynamically compare a customer’s likelihood of taking an action, like a purchase or churn, and factor the highest possibility into the customer’s profile.

Loni Stark, head of Adobe Experience Manager and Adobe Target, said: “Personalisation must be at the core of every customer experience, and if it isn’t, brands risk losing customers’ loyalty and business.