New AI-powered and no-code features coming to Adobe Experience Manager (AEM) will enable marketers to create personalized content at scale with greater effectiveness.
Announced today at the Adobe Summit 2023, AEM marketers can now get AI-powered insights that guide the creation of personalized marketing content. Adobe’s AI, branded as “Sensei,” will generate insights on how certain images, colors, objects, composition, and writing styles will impact performance with different audiences across websites and mobile apps.
Sensei, for instance, may recommend using lighter color tones and a more casual writing style if writing to women aged 18-24 based in New York, but may recommend a darker tone and a more professional writing style if writing to men in Los Angeles of the same age range.
In the age of digital engagement and personalized marketing, Adobe Experience Manager’s new solutions address some of the challenges marketers face when trying to create meaningful and personalized content. According to McKinsey, 71% of consumers expect personalized interactions from companies, and 76% become frustrated if they do not receive them, underscoring the importance of integrating personalization in marketing.
To measure content performance, marketers track views and clicks, but they typically don’t know which elements resonate with certain audiences.
Adobe’s approach to AI within its marketing suite is very similar to that of its creative tools: using AI to help improve existing work. In October 2022, Adobe debuted new AI tools for its Creative Cloud suite, but these tools were also aimed at improving creatives’ work performance rather than doing all the work for them.
The company also announced a new feature within Adobe Experience Manager that allows users to update content for any online channel, like websites and mobile apps, without requiring programming or CMS knowledge.
These assets can be updated using templated documents for Microsoft Word or Google Docs, with security controls ensuring that only authorized users can make changes. PGA Tour, WestJet, and Pfizer are among the global brands that have tested Adobe’s new features.
“The new capabilities in Adobe Experience Manager have been a game changer for the digital experiences we provide, giving us incredible speed to deliver timely and engaging content for channels such as the PGA TOUR website, mobile app and digital marketing campaigns,” said the PGA Tour’s VP of product development, Eric Hanson, in a statement.
This is just a sampling of what attendees can expect at Adobe Summit, the company’s marketing-focused event, being held in person for the first time since the pandemic. Personalization and the future of the customer experience will be key topics at this year’s conference, being held through March 23 at The Venetian Las Vegas.
“The digital economy is now every sector’s growth engine, so websites and mobile apps have become fundamental to experience-led growth,” said Amit Ahuja, the senior vice president of Adobe’s Digital Experience Business, in a statement.
“Keeping digital content fresh and relevant is key to capitalizing on growth opportunities, and our latest innovations in AEM empower more people to manage content, using Al-driven insights to guide their creativity.”
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