Adobe Unveils New GenAI Tools for Enhanced Content Personalization and Performance Measurement

Adobe Launches Brand New GenAI Tools to Boost Content Personalisation and Performance

The flagship AI Assistant Content Accelerator helps marketers to create tailored marketing materials offering multiple content variations. Adobe today unveiled new innovations in Adobe Experience Cloud, including Adobe Content Analytics and real-time experimentation tools, enabling brands to personalise, test, and measure AI-generated content across channels, while providing actionable insights to optimise marketing performance and enhance customer engagement. Amit Ahuja, senior vice president, digital experience business at Adobe, said that marketers are being challenged to ensure that AI-generated content resonate with customers, and Adobe's latest innovations will help brands meet the moment through real-time exerpimentation and actionable insights. "Personalising 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 Ahuja. Adobe Content Analytics in Customer Journey Analytics (CJA) provides detailed insights into content across platforms like web and mobile, allowing marketers to track the full customer journey. By linking specific features such as colors, objects, or locations with customer actions, marketers can see what fits best. The flagship AI Assistant Content Accelerator in Adobe Journey Optimizer (AJO) helps marketers to create tailored marketing materials for different channels like email, SMS, offering multiple content variations. Adobe Experience Manager (AEM) Edge Delivery Services allows brands to use AI-generated content like text or images in real time, automatically showing customers the best-performing options and giving marketers insights into what drives engagement. Earlier last year, with the launch of Adobe Firefly in partnership with NVIDIA, Adobe entered the generative AI race. Despite being late to the AI bandwagon -- as 2022 saw the rise of models like Midjourney, Stable Diffusion, and DALL.E -- Adobe diversified its portfolio and positioned itself as an all-round generative AI powered enterprise software platform. Adobe's Firefly was a game changer, which has an edge compared to other AI design startups, including the likes of DALL.E, Midjourney, and Stable Diffusion. "India is one of the fastest growing markets for Adobe right now. The growth rate of the enterprise business, which is enabling businesses to be digital, is utterly massive," said Prativa Mohapatra, VP and MD of Adobe India, in an earlier interaction with AIM. It is interesting to note that in June this year, Adobe also announced the expansion of its research team in India, seeking specialists in Generative AI, LLMs, NLP, NLG, Computer Vision, and related domains.

Adobe Introduces Tools to Measure Impact of AI-Generated Content | PYMNTS.com

Adobe has introduced new tools that will enable brands to demonstrate the business impact of their artificial intelligence (AI)-generated content. With this capability, brands will be able to adjust and optimize their campaigns in real time, the company said in a Monday (Sept. 16) press release. "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," Amit Ahuja, senior vice president, digital experience business at Adobe, said in the release. These new tools will help brands show the return on investment (ROI) of the image and copy generation tools they have been embracing to help them create marketing assets, according to the release. The tools do this by matching AI-generated content with customer preferences and creating a feedback loop through actionable insights, the release said. They will be implemented across the Adobe Experience Cloud, per the release. They include Adobe Content Analytics within Customer Journey Analytics, which is now in beta and provides attribute-level insights on content spanning web and mobile platforms; AI Assistant Content Accelerator in Adobe Journey Optimizer, which is generally available and allows marketers to generate and optimize marketing asset for email, SMS and other channels; and Adobe Experience Manager Edge Delivery Services, Self-Learning Experimentation, which will allow real-time experimentation with AI-generated content variations on a web page. "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, Ahuja said in the release. Adobe said Thursday (Sept. 12) that its Firefly Services reached the milestone of 12 billion generations, demonstrating how the company's AI technologies are reshaping content creation and document workflows with efficiency and creativity. "We're delighted to see customer excitement and adoption for our AI solutions continue to grow and we have now surpassed 12-billion Firefly-powered generations across Adobe tools," Adobe President and CEO Shantanu Narayen said Thursday during the company's quarterly earnings call. The marketing and sales functions are leading generative AI efforts at 16% of consumer and retail companies, according to the PYMNTS Intelligence and AI-ID collaboration, "What Generative AI Has in Store for the Retail Industry."