Adobe Unveils Innovations in Adobe Experience Cloud for Brands to Personalize and Measure AI........
Adobe announced
innovations across Adobe Experience Cloud that will empower brands to unlock
greater value with AI-generated content and demonstrate business impact. As
organizations embrace image and copy generation tools—from Adobe Firefly to
Adobe Experience Manager—to assist in the ideation and refinement of marketing
assets, the need to show return-on-investment has also heightened. Brands can
address this by matching AI-generated content with customer preferences, while
creating a feedback loop through actionable insights. These AI innovations
address key pain points in brands’ content supply chains by ensuring that
campaigns can be adjusted and optimized in real time.
Adobe’s
latest solutions enable brands to drive greater performance and meet business
goals for customer engagement. New offerings across Adobe Experience Cloud will
enable teams to personalize, test and measure AI-generated content. With Adobe
Content Analytics, actionable insights will pinpoint specific content
attributes that resonate most with target audiences, informing what teams
create in the future. In Adobe Experience Manager, real-time experimentation
capabilities on the web—a digital front door for many brands—will direct
visitors towards AI-generated variants that are driving the best conversion.
And with Adobe Journey Optimizer, brands can now instantly generate multiple
variations of marketing content based on performance goals to automate testing
and optimization.
“Personalizing
customer experiences in today’s environment can require thousands of variations
for different marketing channels and regions, a problem that has been
alleviated with the support of generative AI,” said Amit Ahuja, senior vice
president, Digital Experience Business at Adobe. “Marketers are being challenged
to ensure that AI-generated variants also resonate with customers, and Adobe’s
latest innovations will help brands meet the moment through real-time
experimentation and actionable insights.”
New Adobe Experience Cloud innovations
include:
· Adobe Content Analytics: Now in beta, Adobe Content
Analytics within Customer Journey Analytics (CJA) provides attribute-level
insights on content spanning platforms such as web and mobile. Users can then
bring these insights directly into CJA, providing a holistic view of the entire
customer journey across touchpoints. Adobe Content Analytics is made possible
by correlating specific attributes–including colors, objects and locations–with
direct customer interactions. For example, a marketer promoting a new hotel
property would be able to optimize their web content based on which creative
elements—mountains, green spaces or cityscapes—result in more bookings.
· AI Assistant Content Accelerator in
Adobe Journey Optimizer (AJO): Now generally available, AI Assistant Content
Accelerator in AJO allows marketers to generate on-brand marketing assets for
channels including email, SMS and more, while having it optimized for certain
target audiences based on language, tone and content type. As the assets are
being generated, marketers instantly receive multiple copy and imagery
variations to drive real-time performance testing and experimentation.
· Adobe Experience Manager (AEM) Edge
Delivery Services, Self-Learning Experimentation: For AI-generated content
variations, such as text or images on a web page, brands will be able to drive
real-time experimentation with AEM Edge Delivery Services. Consumers will be
automatically presented with top-performing content variations, providing marketers
a better understanding of which assets resonate most with target audiences.
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