Adobe has announced a series of innovations within Adobe Experience Cloud that enable brands to personalize and measure AI-generated marketing content through real-time experimentation. The new tools include Adobe Journey Optimizer and Adobe Experience Manager, which allow brands to customize AI-generated content variations across multiple channels. These advancements aim to help brands unlock more value from AI-generated content by matching it with customer preferences and providing actionable insights.
This process creates a feedback loop that can adjust and optimize marketing campaigns in real time. For instance, Adobe’s new tools can generate push notifications designed to boost performance and meet business goals related to customer engagement. Currently in beta, Adobe Content Analytics can pinpoint specific content attributes that resonate best with target audiences, guiding teams on future content creation.
Real-time experimentation capabilities within Adobe Experience Manager direct web visitors towards the AI-generated variants that drive the best conversion rates. Adobe’s Journey Optimizer allows brands to generate multiple marketing content variations based on performance goals for automated testing and optimization.
Generative AI marketing tools unveiled
Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe, says, “Personalizing 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.
These innovations include Adobe Content Analytics, which provides attribute-level insights on AI-generated content across web, paid media, and mobile platforms. This feature can also correlate specific content attributes, such as colors or locations, with customer interactions.
For example, someone promoting a new hotel could optimize their web content based on creative elements like mountains or green spaces that yield more bookings. Additionally, the AI Assistant Content Accelerator in Adobe Journey Optimizer can automatically generate on-brand marketing assets for various channels, such as email and SMS, while optimizing messages based on language, tone, and content type. As assets are generated, marketers receive multiple copy and imagery variations for real-time performance testing and experimentation.
Edge Delivery Services enable real-time experimentation with AI-generated content variations, such as images on a web page, by automatically directing user traffic to top-performing variations. This provides a deeper understanding of which assets perform best with specific target audiences. Adobe’s new tools and features represent a significant step forward in enabling brands to personalize, test, and measure AI-generated content, ultimately helping them achieve better customer engagement and business results.
