Adobe Launches AI Tools to Drive Digital Marketing and Customer Engagement
Adobe, the technology giant behind creative software such as Photoshop, revealed it is launching AI-infused "agents" intended to help brands better guide customers through their sites, as reported by Reuters. The launch extends Adobe's expansion into business-to-business (B2B) solutions with AI tools to reshape how brands interact with online consumers.
AI-Powered Marketing to Customize User Experiences
Adobe's new tools utilize artificial intelligence to enable businesses to target marketing more effectively. The AI agents are programmed to customize content for various users based on how they browse. For instance, the platform can deliver unique content to a younger individual who has accessed a website through a TikTok advertisement and an older individual who clicked on a search result.
Amit Ahuja, senior vice president of Adobe's Experience Cloud, described why today's consumers increasingly look for interactive website experiences that resemble how they use apps like ChatGPT. Adobe's solutions address this need by making businesses more cognizant of users' preferences and behavior.
AI Chatbots for Enhanced Customer Service
According to Reuters, one of the highlights of Adobe's AI features is that it embeds chatbots within it that allow it to adapt to individual customers' interactional history. An instance would be when a tourist books a beach resort website having clicked on the link of that website from a beach destination promotion on Instagram, the AI-based chatbot within the website checks availability and decides based on where the customer's destination in an ad on that platform is pointing to.
Ahuja highlighted that Adobe AI technology enables companies to easily harmonize their chatbot capabilities and inventory systems, which were formerly standalone. This integration helps provide a more personalized and effective customer service experience.
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Streamlining Digital Marketing with AI Agents
In addition to chatbots, Adobe has launched other new tools aimed at helping digital marketers. One tool allows marketing professionals to set specific goals for increasing digital sales on a website. The AI agent can then suggest strategies and implement the necessary changes to achieve those objectives, eliminating the need for extended waiting periods or reliance on coding teams.
Ahuja mentioned that these new features will greatly reduce website adjustment time. What was done in months can now be done in less time, enabling marketing teams to make faster choices and experience the benefits sooner.
