Adobe unveils tools for AI-driven content in Experience Cloud
Adobe has announced new initiatives within Adobe Experience Cloud aimed at enhancing brands' capabilities in utilising AI-generated content. These innovations seek to enable teams to personalise, test, and measure content more effectively. New tools include Adobe Content Analytics, AI Assistant Content Accelerator in Adobe Journey Optimizer (AJO), and Adobe Experience Manager (AEM) Edge Delivery Services for self-learning experimentation.
The newly introduced Adobe Content Analytics, which is currently in beta, allows brands to gain attribute-level insights on content across platforms such as web and mobile. These insights can be integrated into Customer Journey Analytics (CJA), enabling a comprehensive view of the customer's journey through various touchpoints. By correlating specific content attributes such as colours, objects, and styles with customer interactions, brands can optimise their content to better align with audience preferences. For example, marketers promoting a hotel can determine which creative elements generate more bookings, such as mountains, green spaces, or cityscapes.
Generative AI is being heavily leveraged to address the increasing demand for personalised customer experiences, often requiring numerous variations tailored to different marketing channels and regions. Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe, commented, "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. Marketers are being challenged to ensure that AI-generated variants also resonate with customers. Adobe's latest innovations will help brands meet the moment through real-time experimentation and actionable insights."
The AI Assistant Content Accelerator in Adobe Journey Optimizer, which is now generally available, facilitates the generation of on-brand marketing assets for various channels, including email and SMS. Marketers can swiftly produce multiple variations of content that are optimised for target audiences based on language, tone, and content type. This capability enables real-time performance testing and experimentation, assisting marketers in enhancing the effectiveness of their campaigns.
In Adobe Experience Manager, real-time experimentation capabilities have been integrated into the web experience, which Adobe calls the "digital front door" for many brands. The AEM Edge Delivery Services allows brands to drive real-time experimentation with AI-generated content variations such as text or images on a web page. Consumers are automatically presented with the top-performing content variations, giving marketers a clearer understanding of which assets resonate most with their target audiences.
The new functionalities aim to help brands demonstrate the impact of AI-generated marketing content. As organisations increasingly adopt tools like Adobe Firefly and Adobe Experience Manager for the ideation and refinement of marketing assets, there's a growing need to demonstrate return on investment (ROI). Matching AI-generated content with customer preferences and creating feedback loops through actionable insights can address this requirement.
These innovations are designed to optimise brands' content supply chains by allowing real-time campaign adjustments and improvements. By leveraging Adobe Experience Cloud's new offerings, brands can achieve greater performance and more effectively achieve their customer engagement objectives.
