As customers have choices aplenty today when it comes to how and when they engage with companies, it becomes a bigger challenge to personalize meaningful interactions with them. Companies are aware that AI can help tailor marketing and customer engagement efforts, but they may not understand where exactly to start. They may also be lost about how to measure success in order to calculate return on investment (ROI) as well as engage in process improvements.
Software giant Adobe recently announced new features across its Adobe Experience Cloud that have been designed to help brands gain greater value from AI-generated content. The new features include content analytics, an AI assistant content accelerator, and AEM Edge Delivery Services, which automatically present users with top-performing content variations to help marketers understand which assets resonate most with target audiences.
As organizations embrace image and copy generation tools —from Adobe Firefly to Adobe Experience Manager, for example — to assist in the ideation and refinement of marketing assets, the need to demonstrate ROI has increased. Brands can address this by matching AI-generated content with customer preferences, while creating a feedback loop through actionable insights. These AI innovations can address key pain points in brands’ content supply chains by ensuring that campaigns can be adjusted and optimized in real time, said the company.
This all said, new offerings across Adobe Experience Cloud will enable teams to better personalize, test and measure AI-generated content. With Adobe Content Analytics, actionable insights will pinpoint specific content attributes that resonate most with target audiences, helping teams to better understand what to create in the future. In Adobe Experience Manager, real-time experimentation capabilities on the web will direct visitors towards AI-generated variants that are driving the best conversion. And with Adobe Journey Optimizer, brands will be able to 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 of 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.”
Edited by
Alex Passett
