Today’s most successful brands already use data science to personalize experiences and address customer needs. Brands are increasingly building internal statistical models and algorithms to tailor experiences and yet most are not fully leveraging artificial intelligence (AI) technology.
To help with this, Adobe announced it will open up its data science and algorithmic optimization capabilities in Adobe Target, the personalization engine of Adobe Marketing Cloud. Brands will be able to insert their own data models and algorithms into Adobe Target to deliver the best experience to customers. Additionally, the company announced new capabilities in Adobe Target powered by Adobe Sensei, its AI and machine learning framework, to further enhance customer recommendations and targeting precision, optimize experiences and automate the delivery of personalized offers.
“Consumer expectations have sky-rocketed to the point that hyper personalization is no longer optional for brands, it’s imperative,” said Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target. “Progressive brands are already developing proprietary algorithms. When integrated into Adobe Target, brands can combine their own expertise with the power of Adobe’s AI and machine learning tools to predict what customers want and deliver it before they ask, driving strong business value and brand loyalty.”
The ability to bring in proprietary algorithms into a leading marketing platform is a first for the industry. Brands benefit from the ability to blend their industry expertise with Adobe Sensei’s powerful machine learning and AI capabilities in Adobe Target to deliver individualized customer experiences at massive scale. For example, a financial services company that created its own algorithm to predict which customers are most likely to respond to an offer can insert that algorithm into Adobe Target to test live traffic against the model to deliver the best possible offer to each customer.
In addition, Adobe unveiled new Adobe Sensei capabilities in Adobe Target which include one-click personalization; personalized recommendations; automated offers; and precision targeting.