Adobe unveils suite of AI-first applications for brands

The Adobe Summit unveiled a suite of innovations for the enterprise that will empower brands to activate generative AI in how they create, deliver and measure customer experiences.

The products expand the Customer Experience Management (CXM) solutions that enterprises have relied on to bring data, content, and customer journeys together to delight customers and build loyalty over time.

“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” said Anil Chakravarthy, president, Digital Experience Business at Adobe. “The ability to personalize every interaction has become the key growth driver in Customer Experience Management for enterprises around the world, and Adobe is leading the way in making this a reality with powerful generative AI deeply integrated into existing workflows.”

GenStudio

With Adobe GenStudio, Adobe is unveiling a new generative AI-first application that empowers brands (and users of various skill levels) to create content, access brand-approved assets, measure performance of campaigns, and more. With connections across Adobe Experience Cloud and Adobe Creative Cloud applications, it provides everything a team needs to address their organization’s Content Supply Chain, which is an end-to-end business process that every company needs to deliver the content required for marketing campaigns and personalized customer experiences.

For most organizations, however, their content supply chain is a web of disconnected workflows, teams and systems that often break down. At the same time, the demand for content that is personalized and engaging is exploding.

GenStudio capabilities span:

⦁ Workflow & Planning: Allows users to track and view campaigns, manage campaign briefs, see tasks assigned to them, and more. GenStudio also connects directly to applications such as Adobe Workfront, Adobe’s project management software.

⦁ Creation & Production: Brands can find images and generate variations through Adobe Firefly, along with Custom Models that fine tune Adobe Firefly with a brand’s own assets, to ensure that content is on-brand. This unlocks personalization at scale for content creation and production, eliminating manual tasks.

⦁ Asset Management: A content hub allows users to easily find assets across their organization. It connects GenStudio with Adobe Experience Manager Assets—a leading digital asset management system used by brands to manage their library of images, videos and other content—where any user can search for an asset and also create personalized variations with Firefly in Adobe Express, the all-in-one content creation application.

⦁ Delivery and Activation: Brands can create different variations of marketing assets for different distribution channels, with copy that is both audience-centric and on-brand. Users will be alerted if content is not on-brand, with suggestions on how to remedy it.

⦁ Insights & Reporting: GenStudio provides a feedback loop for brands to understand which generated assets and campaigns are performing best, down to the attribute level. These attributes can then be used to inform generative AI prompts. GenStudio is also connected to Adobe Customer Journey Analytics, to drive a holistic measurement of customer experiences across channels such as web and mobile.

In addition to GenStudio, Adobe is also unveiling generative AI capabilities in specific applications such as Adobe Experience Manager (AEM) Sites, a content management system that enables brands to create high-performance pages across any digital property (from web to mobile to apps). With the new AEM Sites variant generation, brands can take a single marketing asset and create numerous variations of copy that speak to different audiences. Teams can take a web page for instance and generate variants where the copy is personalized for target personas across different industries, job roles, age groups, and more.

And with the new Adobe Content Analytics, brands can understand the performance of AI-generated content, down to the attribute level. The system can analyze and pinpoint elements (colors, objects, styles) that resonate with target audiences, providing a necessary feedback loop to ensure that AI-generated content also aligns with business goals.

Adobe unveils Adobe Experience Platform AI Assistant

The Adobe Experience Platform AI Assistant enables brands to boost the productivity of teams involved with delivering a great customer experience. It democratizes access to a broader set of users, while also helping individuals spur new ideas. This is made possible through a simple conversational interface that can answer technical questions and will automate tasks, simulate outcomes and generate new audiences and journeys within Adobe Experience Cloud applications.

Users can ask questions to uncover high-performing customer segments for instance—or ask the AI Assistant to create a segment that is more likely to embrace a certain promotional offer. This can then be leveraged to drive widescale personalization campaigns. The AI Assistant can also help users leverage Adobe’s enterprise applications more effectively, through querying support materials in Adobe Experience League.

Adobe Experience Platform AI Assistant brings all this to life with generative AI and a powerful conversational interface, as well as Adobe’s Generative Experience Models that bring together Large Language Models and Adobe’s product knowledge with unique insights based on customer data, campaigns, audiences and business goals—all in a brand-safe way and with a privacy-first mindset.

New capabilities in customer journey orchestration

Adobe also announced Adobe Experience Cloud innovations that empower brands to enhance customer engagement by orchestrating impactful cross-channel journeys. A new unified experimentation capability enables brands to increase the volume of tests to pinpoint customer paths that maximize conversion and drive reuse of offers across channels. Brands can support experimentation across content, channels and audiences, with machine learning models, and centralized administration to push winners and resolve conflicts.

New capabilities in Adobe Journey Optimizer bring together brand-initiated and customer-initiated interactions within a journey. This ensures that as brands interact with consumers on channels such as the web, social media and mobile, any real-time changes in user behavior or preferences are captured, triggering new experiences.

Adobe also unveiled Adobe Journey Optimizer B2B Edition, a new enterprise application built on Adobe Experience Platform. This enables sales and marketing teams to target specific buying groups within customer accounts, a departure from broad based marketing. It leverages unified data in Adobe Experience Platform and generative AI to personalize the journey, through a web chat bot for instance.