Adobe reveals AI-driven tools for enhancing customer experiences

Adobe has recently introduced new innovations in Adobe Experience Cloud for orchestrating effective cross-channel customer journeys

Adobe has introduced significant updates that enable brands to seamlessly orchestrate cross-channel journeys, improving customer interactions and boosting conversions.

One standout feature is the unified experimentation capability, which enables brands to scale tests and identify the most effective customer paths. Through advanced statistical models and embedded decision-making capabilities, marketers, product managers, and developers can optimize the ideal journey for maximizing conversions. This centralized approach also enables the reuse of offers across communication channels.

Furthermore, Adobe Journey Optimiser (AJO) has undergone substantial improvements to serve both B2C and B2B brands. The launch of the AJO B2B Edition, a specialized enterprise application developed on Adobe Experience Platform, concentrates on account-specific buying group journeys. This pioneering solution facilitates seamless collaboration between marketing and sales teams, delivering personalized B2B buying experiences and stimulating demand.

A noteworthy enhancement is the improved brand-initiated journey orchestration within AJO, linking audience-focused campaigns with live customer signals. This guarantees that the appropriate customers are engaged at the optimal moment, preventing ill-timed marketing communications. Additionally, AJO’s mobile and web channel improvements offer comprehensive support, encompassing push notifications, in-app experiences, code-based interactions, and message feeds.

Marriott International, a prominent hospitality company, has embraced the capabilities of Adobe Experience Cloud. The platform enables the delivery of highly personalized experiences at scale across the entire customer journey and various touchpoints, including the acclaimed Marriott Bonvoy App, as stated by Adobe.

“B2C and B2B brands face distinct challenges in customer engagement, and Adobe Experience Cloud solutions can effectively address the requirements of both sectors,” said Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe. “By consolidating diverse data through Adobe Experience Platform and providing a holistic view of customers, brands can achieve genuine one-to-one personalization or engage specific buying groups within target accounts.”