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Adobe Unveils Cutting-Edge Tools for AI-Generated Content Personalisation and Measurement
Adobe introduces new tools in Experience Cloud for personalising and measuring AI-generated content. Adobe Journey Optimizer and Experience Manager enable real-time experimentation across channels. Adobe Content Analytics provides attribute-level insights on AI-generated content performance.
These new tools are set to revolutionise how companies create, optimise, and evaluate their digital marketing strategies.
At the heart of this update are two key products: Adobe Journey Optimizer and Adobe Experience Manager. These tools enable brands to tailor AI-generated content variations across multiple channels, unlocking greater value from their AI investments and demonstrating tangible business impact.
As organisations increasingly adopt sophisticated AI tools for image and copy generation, there's a growing need to quantify the return on investment. Adobe's new offerings address this challenge by allowing brands to align AI-generated content with customer preferences while creating a feedback loop through actionable insights. This innovative approach enables real-time adjustments and optimisation of marketing campaigns.
Amit Ahuja, senior vice president of Digital Experience Business at Adobe, explains the rationale behind these developments: "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".
One of the standout features in this update is Adobe Content Analytics, currently in beta. This tool provides attribute-level insights on AI-generated content across various platforms, including web, paid media, and mobile. It can correlate specific attributes like colours, objects, and locations with direct customer interactions, offering invaluable data for content optimisation.
For instance, a hotel marketer could refine their web content based on creative elements such as mountains, green spaces, or cityscapes that generate more bookings. Users can integrate Adobe Content Analytics with Adobe Customer Journey Analytics to gain a comprehensive view of the customer's journey across all touchpoints.
Another notable addition is the AI Assistant Content Accelerator in Adobe Journey Optimizer. This feature automatically generates on-brand marketing assets for channels like email and SMS, while optimising the message for target audiences based on language, tone, and content type. Marketers receive multiple copy and imagery variations instantly, enabling real-time performance testing and experimentation.
For web-based AI-generated content variations, brands can now experiment in real-time using Edge Delivery Services. This feature automatically directs user traffic to the top-performing content variations, providing insights into which assets resonate best with specific target audiences.
These new tools represent a significant leap forward in AI-driven marketing, offering brands unprecedented capabilities to create, personalise, and measure the effectiveness of their digital content.
• Adobe introduces new tools in Experience Cloud for personalising and measuring AI-generated content
• Adobe Journey Optimizer and Experience Manager enable real-time experimentation across channels
• Adobe Content Analytics provides attribute-level insights on AI-generated content performance
Source: FORBES