The Next Chapter of Adobe Sensei

Customer ExperienceTechnology

For any com­pa­ny, long-term suc­cess is built on con­sis­tent­ly mak­ing the right call in every­day deci­sions that affect the cus­tomer expe­ri­ence. Pick­ing the right course of action has nev­er been more dif­fi­cult, with cus­tomer jour­neys becom­ing increas­ing­ly hard to under­stand as peo­ple move between mul­ti­ple dig­i­tal and phys­i­cal worlds. While advances in AI have pro­vid­ed iso­lat­ed sig­nals and nov­el insights, it has yet to pow­er real deci­sion-mak­ing that improves every cus­tomer expe­ri­ence with a brand—until now.

At Adobe Sum­mit US in March, Adobe unveiled the next gen­er­a­tion of Adobe Sen­sei, the company’s AI and machine learn­ing tech­nol­o­gy. With the gen­er­al avail­abil­i­ty of Adobe Expe­ri­ence Plat­form that stitch­es togeth­er all cus­tomer data for a real-time, com­pre­hen­sive view of the cus­tomer, new AI ser­vices (avail­able in beta) pro­vide the intel­li­gence lay­er to mar­ry data and content—ensuring brands con­sis­tent­ly deliv­er the right mes­sage, on the right chan­nel, at the right time. The new ser­vices empow­er brands to suc­ceed in cus­tomer expe­ri­ence man­age­ment (CXM) by incor­po­rat­ing AI into all deci­sions that dri­ve the entire cus­tomer jour­ney. It also makes AI more wide­ly acces­si­ble to any busi­ness that lacks or only has lim­it­ed data sci­ence resources.

Fea­tures across Adobe Expe­ri­ence Cloud, from Anom­aly Detec­tion to Smart Tags, have already enabled mar­keters, data sci­en­tists and oth­ers to intel­li­gent­ly auto­mate cum­ber­some process­es and uncov­er bet­ter insights. Adobe’s new AI ser­vices are an indus­try-first and will fur­ther ele­vate the role of AI in the enter­prise, going beyond nov­el fea­ture imple­men­ta­tions to empow­er­ing busi­ness­es to make mis­sion-crit­i­cal deci­sions much bet­ter and faster.

New AI ser­vices in Adobe Sen­sei include:

  • Cus­tomer AI for engage­ment, reten­tion, LTV and upsell: Cus­tomer AI in Adobe Sen­sei will let brands accu­rate­ly uncov­er spe­cif­ic seg­ments of users and tar­get each with the right mar­ket­ing cam­paign. Take a sub­scrip­tion ser­vice with mil­lions of users, who through reten­tion scor­ing could now see which indi­vid­u­als are most like­ly to can­cel their mem­ber­ship. This will dri­ve deci­sion-mak­ing on spe­cif­ic brand expe­ri­ences that help retain users while at the same time, tar­get­ing hap­py sub­scribers with upsell ser­vices.
  • Jour­ney AI for cus­tomer jour­ney orches­tra­tion: Cus­tomers engage with brand mes­sages every day and across dif­fer­ent chan­nels like email and social. The fight to acquire and retain cus­tomers is won in mil­lisec­onds through send­ing the right mes­sages, at the exact right times. Journey.ai gives brands a means to orches­trate jour­neys across mil­lions of users, con­stant­ly analysing behav­iour­al data and acti­vat­ing brand expe­ri­ences at the opti­mal times. It will enable a retail­er for instance, to orches­trate dif­fer­ent paths for long­time cus­tomers ver­sus ear­ly prospects.
  • Attri­bu­tion AI for under­stand­ing impact: Key deci­sions around resource and mar­ket­ing invest­ments can only be made through under­stand­ing the real impact of chan­nels and cam­paigns. Much of this is still done with blind­ers on, with out­sized focus on the first and last touch with a cus­tomer. With Attribution.ai, brands can now see the con­ver­sion impact dri­ven by owned, earned and paid media across the full cus­tomer jour­ney, and make informed resourc­ing deci­sions. A hotel chain for exam­ple, could see the influ­ence of a video cam­paign on web­site book­ings and expand the pro­gram more broad­ly.

Learn more about the Adobe Sen­sei ser­vices that will help you deliv­er bet­ter cus­tomer expe­ri­ences.

 

 


Customer Experience, Technology
Anil Kamath

Posted on 05-16-2019


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