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.