Adobe has announced innovations across Adobe Experience Cloud that will empower brands to unlock greater value with AI-generated content and demonstrate business impact.
As organisations embrace image and copy generation tools from Adobe Firefly to Adobe Experience Manager to assist in the ideation and refinement of marketing assets, the need to show return-on-investment has also heightened.
Brands can address this by matching AI-generated content with customer preferences, while creating a feedback loop through actionable insights. These AI innovations address key pain points in content supply chains by ensuring that campaigns can be adjusted and optimised in real-time.
New offerings across Adobe Experience Cloud enables teams to personalise, test and measure AI-generated content. With Adobe Content Analytics, actionable insights will pinpoint specific content attributes that resonate most with target audiences.
In Adobe Experience Manager, real-time experimentation capabilities on the web directs visitors towards AI-generated variants that are driving the best conversion. With Adobe Journey Optimiser, brands can now instantly generate multiple variations of marketing content based on performance goals to automate testing and optimisation.
Adobe senior vice president of digital experience business, Amit Ahuja said, “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, and Adobe’s latest innovations will help brands meet the moment through real-time experimentation and actionable insights.”