Adobe’s new Sensei GenAI in action. Adobe.
If you ever thought ChatGPT and other generative AI tools were transforming communication and understanding, wait until you see what happens when generative AI joins forces with marketing and sales teams.
We are seeing a huge increase in the ability of businesses to meet customer needs, as well as a huge increase in the ability of businesses to target those customers with psychological and demographic precision.
Rather than general-purpose AI tools, we are seeing more specialized tools emerge, which use the same Large Language Model (LLM) approach as ChatGPT. A first glimpse of the future of AI-driven generative marketing was therefore presented this week at the Adobe Summit.
Customer Experience Management and the Buyer’s Brain
Adobe is best known for its portfolio of tools for creative professionals. Adobe Photoshop, Premiere Pro and Acrobat are familiar to almost everyone. But Adobe is also a market leader in customer experience management.
Customer experience (or CX) is one of the hottest buzzwords in the marketing world. Simply put, “customer experience” is how your customers perceive their interactions with your business. “To perceive” is the key word. The better the customer experience is perceived, the more your company and your brand create favorable associations in the minds of your customers. The worse the perception of that experience, the more negative those associations, and the less willing those customers will be to engage with you again.
When customers interact with your business, a lot is going on in their minds. They start to get a sense of how useful your brand is in their lives. It’s not just when they buy your products. There’s also a psychological game that plays out before engagement: the value they think they’ll get from your offers. There is the benefit experienced, which is the actual value or utility that the customer gets. Finally, there is the most important: the retrospective advantage, that is to say the overall memory – positive or negative – that the customer retains of his experience.
Firms that maximize perceived prior advantage bring in more new opportunities. Companies that maximize the true value of the benefit reduce support costs and create loyal potential customers. Finally, businesses that maximize post-game engagement create champions, generate word-of-mouth, and turn customers into fans and enthusiasts.
This end-to-end experience, before, during and after the purchase, constitutes the customer experience. This all brings us back to Adobe’s round of announcements this week.
Capturing the spirit of the times in a CDP
How can brands turn their customers into fans in predictable, repeatable, and targeted ways? With data. Tons and tons of data. Petabytes of data.
According to Anjul Bhambhri, vice president of Adobe Experience Cloud put it this way: “In an unpredictable economic climate, where consumers are now re-evaluating the products and services they buy every day, a brand’s primary growth engine is the ability to show people that you precisely understand their current needs.”
Think about all customer touchpoints. There’s social media in all its forms, from Twitter to Pinterest, Facebook pages, groups and everyone’s main feed. There is email and chat. Telephone assistance. Offline in-store visits. Offline interactions during events. Mixed online/offline interactions, such as those that occur at trade shows. Every action on your website or in your application. Every purchase. Every view of an ad, influencer video, or editorial article that mentions your offers.
All of this information can and should be captured. The role of a Customer Data Platform (CDP) is to capture and manage the flow of all this data so that it is not siled. This is a very, very important task.
An example: if the sequel to a highly anticipated movie is about to be released, you might want to stock certain stores with merchandise that reflects the style of the movie or let customers know that your reviews show you’re a fan of the genre. of the movie.
This brings us to Adobe’s Real-Time Customer Data Platform (Real-Time CDP), which Adobe says today delivers more than 600 billion predictive insights per year based on real-time customer profiles. .
And Adobe today announced three new generative AI capabilities in its Real-Time CDP.
- The first is the rich segmentation. Adobe uses its new Adobe Sensei Generative AI Services capability to identify and define precise audience segments, enabling the delivery of personalized campaigns at scale.
- The next step is theAdobe Journey Optimizer, which simulates customer experiences in real time, delivering insights as they happen and delivering “the best deals and touchpoints for customers.” If you and your friend didn’t see the same offer from the same company at the same time, that might be the reason.
- Then there are what the company calls the customer journey guides. Customer journey guides have been around since product managers discovered they could get free coffee in the office. But Adobe offers dynamically created customer journeys, the ability to identify new use cases from raw data, and the ability to simulate customer behavior, all with the quality of AI we’ve seen in the GPT-like large-scale language models. If you want to identify new opportunities and new markets, this tool will take you far.
“Adobe Experience Cloud applications, from Adobe Real-Time CDP to Adobe Journey Optimizer and Customer Journey Analytics, are coming together to help brands drive the next phase of their digital transformation, which will be rooted in personalization at scale” , says Adobe’s Bhambhri.
Adobe is also continuing its efforts in the healthcare, financial services, B2B and retail sectors. Initiatives have been launched in these four areas:
- Responsible handling of consumer data: Adobe’s real-time CDP puts privacy first and offers new Privacy & Security Shield and Healthcare Shield products for regulated industries and healthcare brands.
- Improve Account Based Marketing B2B: It’s about the customer journey, but at the business and team level.
- Leverage e-commerce through richer personalization: Adobe’s Real-Time CDP and Commerce integrations improve e-commerce performance by analyzing online behavior, targeting content and personalizing offers.
- Prospecting, enrichment and activation with partners: Adobe enhances Real-Time CDP with partner enrichments, Amazon Ads, TikTok, LiveRamp integrations to solve prospecting issues without third-party cookies.
This is how customer experience and customer data come together. Customer interactions generate more data. Real-time analytics dynamically changes the customer experience.
New generative image and text AI services from Adobe
At Adobe Summit, Adobe is also showcasing the Firefly image generation tool, which is formed from Adobe Stock images, as well as public domain and royalty-free images. The product, like DALL-E 2 and Midjourney, can generate custom images. Interestingly, the company clarifies that these images will be “safe for commercial use.” Like other generative tools – and the highly capable Adobe Express – Firefly is designed to make it easier for marketers to create content regardless of artistic skill level.
On the text side of the generative AI equation (did you notice the new buzz term “GenAI”?), Adobe is introducing three new services based on large language models. It is :
Generation of marketing texts (Marketing copy generation): A tool to create variations of messages, change the tone of voice and incorporate keywords into the generated text. As someone who has spent much of their life getting paid to write marketing copy, I’m not sure how I feel about this tool. It could help remove drudgery. Or he could delete the job.
Conversational experiences: This is a super-powered version of the chatbots used to power customer support widgets during off-peak hours. Given my technical support experience with ChatGPT, this tool may well reduce customer frustration and improve the overall customer experience.
Caption generation: This is an improvement of the company’s analytical offer (Customer Journey Analytics). Analytical tools help uncover opportunities or identify obstacles. This tool helps give these opportunities and barriers meaningful names to help marketers and managers visualize the overall impact of the data.
So. Adobe has a lot to offer when it comes to customer experience and AI. What do you think ? Will these solutions improve the customer experience? Will they help your business manage growth and opportunity? Let us know your thoughts in the comments below.
Source: ZDNet.com