Adobe has made a huge commitment to artificial intelligence with a whole host of new AI-focused updates to its marketing software, specifically within its Adobe Experience Platform.
Journey AI allows businesses to predict how customers will consume messages all along the sales funnel, adjusting the type of content served to them and when it's served for maximum chance of conversion and engagement.
Attribution AI gives organisations better insight into how customers were gained, analysing the impact of owned, earned and paid media. The AI tool will work out how best to allocate resources for the highest impact.
Customer AI provides detailed insights into customers, segmenting them and allowing businesses to specifically target them with a marketing campaign that suits them best, based upon previous behaviour.
The final new addition to Adobe Experience Platform is Leads AI, built to offer more visibility to marketers conducting campaigns. It's specifically targeted at B2B marketers and identifies opportunities for marketing and sales teams to close deals.
"Solving today's data challenges requires a cloud-based, hyper-scale architecture with a rich data pipeline and real-time customer profile powered by AI and machine learning," said Abhay Parasnis, executive vice president and CTO at Adobe.
"Adobe Experience Platform is purpose-built for capturing, processing and actioning data in real time, enabling enterprises to deliver rich and relevant experiences to their customers."
As part of Adobe's plans to enhance its marketing and sales capabilities, it also announced partnerships with Microsoft and LinkedIn, boosting its account-based experiences (ABX). The integration uses data from Marketo Engage and Microsoft Dynamics 365 for Sales to target the right contacts using LinkedIn.
"The ability to leverage the power of data to find the right opportunities and use insights helps marketing and sales to plan their next move with a member of the buying committee," said Alysa Taylor, corporate vice president of Business Applications and Global Industry at Microsoft.
"Together with Adobe and LinkedIn, Microsoft can help to deliver an end-to-end solution that ultimately accelerates lead conversion and can create opportunities for improved servicing and better cross sell, resulting in higher lifetime value of the account."
