5. Scale asset variations for rigorous market testing
AI can help marketers and commerce teams test numerous content variations and experiences to identify the ones customers are most likely to engage with. It can identify opportunities to reach new customers, either by entering new channels or sharing content on a particular topic.
For example, AI can produce a vast array of content variations tailored to different audience segments and preferences. This ability to scale asset variations ensures that each customer receives a personalized experience, no matter their specific needs or location.
Moreover, AI can determine which variations are most effective in real time, continuously refining the content strategy for optimal results.
It’s already happening
A growing number of businesses are already seeing real results from leveraging an array of AI tools across their tech stacks. These early adopters include companies that use Adobe’s martech stack, which incorporates both predictive AI models, such as Adobe Sensei, and generative AI models, such as Adobe Firefly.
For example, iconic camera-maker Canon USA relies on the predictive AI built into Adobe Commerce to deliver personalized customer journeys. Niche customers — such as professional night photographers or wedding photographers — can now easily and quickly find the products they are interested in. They are dynamically directed to related products, accessories, and content that will help them solve business needs and increase the chance of a purchase.
“It’s all about personalization — getting the customers to the content that’s most relevant to them, in their preferred channel,” said Michael Lebron, senior director and head of front office applications at Canon.
Meanwhile, IBM recently used Firefly’s generative AI capabilities to streamline its creative processes. By integrating generative AI directly into its workflows, IBM’s team was able to generate 200 assets and over 1,000 marketing variations in mere minutes instead of days or months. This campaign exceeded benchmarks, achieving 26 times higher engagement and effectively reaching valuable audiences, with 20% of respondents being identified as C-level decision-makers.
A martech stack with connected AI built in
One of the biggest challenges associated with adopting AI is that the tools that work best for your business or industry are not always part of a single platform.
If you are running a collection of best-of-breed AI tools, you may end up building many custom connectors if the software you’ve chosen doesn’t offer flexible APIs.
Adobe’s martech and commerce stack is designed to make combining AI tools easier in two ways.
First, it’s fully integrated and comes with native AI models like Firefly and Sensei built in. This way, businesses can get started with AI-powered workflows within familiar Adobe tools.
“Our tech stack encompasses both generative and predictive AI and allows a two-way flow of information between the two that accelerates results,” said Patrick Toothaker, principal product marketing manager for digital experience at Adobe.
Second, it’s built to easily exchange data with other systems via well-documented APIs. With the API Mesh for Adobe Developer App Builder, businesses can connect their Adobe marketing solutions to Adobe Commerce, Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), Point of Sale (POS), and other key systems. Moreover, Adobe has an extensive network of technology partners that have pre-built integrations for virtually every Adobe solution, from commerce to marketing and beyond.
The future of AI is now
A fully integrated, AI-powered ecosystem like Adobe’s can help businesses transform every stage of the customer journey. It can provide insights into customer behavior, anticipate their needs, and help creative teams quickly build personalized content to address those needs in real time.
By acting now to incorporate AI into their workflows, marketing and commerce teams can deliver exceptional customer experiences, stay ahead of the competition and achieve significant operational efficiencies.
Working with companies like Adobe and its technology partners, which let you easily connect AI-powered solutions via API, is a great first step.