By Amit Ahuja, Vice President of Ecosystem Development, Adobe
A recent assessment from IDC concludes that even as technology budgets contract, spending in the areas of AI are expected to increase. Organisations are looking for new ways to drive growth while also maintaining costs, and AI solutions have an ability to support both. When properly implemented, AI can uncover insights in data to help refine customer experiences or optimise marketing investments. However, as brands begin to embrace AI in earnest, many will have to contend with challenges that have long plagued its adoption: lack of AI expertise, implementation complexities and a heightened regulatory environment.
To address this, Adobe is unveiling Intelligent Services today, powered by Adobe Sensei. It is built on Adobe Experience Platform, allowing us to support organisations that lack IT resources to enable AI. This includes stitching unstructured data together under a common language for AI to act on, thus shortening the time-intensive task of data cleansing. Strict governance features also ensure that brands adhere to policies for consumer safeguards. And a self-service interface delivers flexibility, allowing any user to configure the services for use cases specific to Customer Experience Management (CXM).
NVIDIA has been one of the first to leverage Intelligent Services for their marketing organisation. Its team used the Attribution AI service to understand the effectiveness of marketing programs, with insights that drove 5 times more registrations to event campaigns. NVIDIA also used the predictive insights in Customer AI to better understand how consumers were engaging its gaming products and drive personalised content for users likely to leave the service. Lastly, their team used Journey AI to predict optimal send times for emails and engage customers according to preferences. This test drove a 14% lift in email open rates and validated that predictive insights can help reduce email unsubscribes. Read more about their early success here.
The full set of Intelligent Services on Adobe Experience Platform will include:
- Customer AI: Brands often do not have resources to dig deep into their data and understand the underlying reasons behind customer actions. Customer AI will help them analyse historical and real-time data across the business to address this, creating propensity scores for key events like churn or conversion. A subscription service for example, could receive a segment of users likely to unsubscribe due to price sensitivity and engage with a custom promotion.
- Attribution AI: Marketers have multiple touch points with customers (e.g. web, email or social) that require resource and time investment. Attribution AI empowers teams to quantify the incremental impact of each touch point, using an advanced approach to measure true marketing effectiveness and inform budgets. It is unique from rules-based methods, where often too much credit is given to “first-touch” (e.g. web visit) and “last-touch” (purchase event), leading to artificial rules that skew decision-making.
- Journey AI (Beta): Even loyal customers have a patience threshold when it comes to marketing. With more channels than ever, knowing when to engage and managing fatigue has become a bigger focus. Journey AI will help brands predict the best time, frequency and channel to market to customers. This includes a fatigue score, which can help temper engagement for those likely to be annoyed. A retailer for example, can use this ahead of holiday shopping season to manage promotions.
- Content & Commerce AI (in Beta): Brands have embraced the idea that creative also needs to perform well. Content and Commerce AI delivers guidance on variables that result in high performance, such as colours or subjects. It also takes on the task of automatically tagging assets, for better searchability in the production stages. On the eCommerce side, the AI will automate product recommendations based on real-time signals and customer preferences.
- Leads AI (Beta): B2B marketers have unique challenges when it comes to engaging prospects and existing customers. Long sales cycles make it difficult to see the impact of ongoing marketing and where prospects are in the purchase journey. Leads AI uses real-time behavioural signals to help brands predict leads that are likely to turn into tangible opportunities. It can enable an enterprise software vendor for instance, to drive targeted campaigns with better personalisation.
Adobe has been leveraging the Intelligent Services internally as well, and we have seen some great results. It powers our data-driven operating model (“DDOM”), a framework that drove our transformation from box software to the cloud. Over 1.5 billion propensity scores are produced daily, showing how likely customers are to take a particular action (e.g. unsubscribe) and generating target audiences that have been up to 5 times more valuable.