Adobe has released many AI-based tools designed to help Experience Platform users better understand their customers. In addition, the partnership with ServiceNow marketing and customer service should promote cooperation.
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Adobe has introduced new features for its “experience platform” based on its “Sensei” AI framework. The core idea behind it is to make it easier for marketing departments to access unstructured data so that they can better analyze the behavior of their customers, positively influence purchase intentions and prevent possible loss. product details:
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Customer artificial intelligence It can analyze historical and real-time data in the company and determine trends in customer behavior, such as the willingness to terminate or purchase. For example, Adobe cited a subscription service provider who wanted to identify user segments with potential termination risks and how to respond through promotions.
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AI attribution: The marketing department can use it to analyze their touch points and discover what changes and abnormalities have occurred in daily email, website or social network marketing. The goal is to measure marketing effectiveness and allocate budgets in a more targeted way. Adobe distinguishes this tool from a rule-based approach, which usually attaches too much weight to each touch point, distorting the result.
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Journey AI (Beta): This tool is designed to help marketers find the best time to deal with customers on the right channel with the best frequency. Therefore, the sales organization can prevent too much marketing information from bothering customers. The goal is to achieve maximum success with as few addresses as possible.
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Content and commercial AI (Beta): Today, content must be creatively prepared before it can be accepted by (potential) customers. Content & Commerce AI should help users find out which themes and visual incentives should be provided for content to achieve the greatest impact. The service can also effectively enrich content and automatically display product recommendations in e-commerce based on real-time signals and analyzed user preferences.
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Leading artificial intelligence (Beta): Especially in the B2B market, the person in charge said that it is not always easy to deal with new and old customers in a targeted manner at the right time. It is often difficult to understand how marketing methods affect customers and where customers are currently in the customer journey. Leads AI should help here: certain signals in customer behavior can be used to predict the customers most likely to convert in real time. This makes it easy to carry out tailor-made, personalized activities.
According to company information, Adobe also uses these “smart services” internally, which is called in company jargon. Presumably, they form the basis of the “DDOM” operating model, which is a data-driven framework that manufacturers use to promote the transition from local to cloud solutions. In addition, Adobe uses it to analyze customer behavior, thereby increasing the intrinsic value of its target group.
Marketing teams in the field of customer experience management (CXM) can put new services into operation through a self-service interface and adapt them to their individual needs. The software manufacturer refers to graphics chip provider Nvidia as a reference customer, which uses Attribution AI to measure and improve the effectiveness of its marketing plans. Customer AI supports Nvidia to gain detailed insights on customer needs and provide personalized content for groups involved in customer churn. In addition, Nvidia uses Journey AI to determine the best time to send newsletters, thereby increasing the opening rate by 14%.
A few days before the AI attack, Adobe and service management expert ServiceNow announced an integration partnership at the ongoing Orlando Knowledge Digital event, which also affected Adobe’s Experience Cloud. The partners integrated the “Adobe Experience Platform” with ServiceNow’s “Customer Service Management” products to enable marketing and customer service teams to seamlessly collaborate in digital workflows.
Not only the marketing and sales departments, but also on-site customer service should be able to access all customer data across platforms, whether they come from Adobe or ServiceNow portals. Partners welcome Chinese computer manufacturer Lenovo to become the first customer with a 360-degree view of customers. Global CDO Paul Walsh said in the press release: “We look forward to realigning our marketing and customer service strategies with the help of Adobe and ServiceNow, and addressing our customers more relevantly with data-driven, intelligent and context-sensitive content. .”
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