In 2019, which now looks like a lifetime ago as a consequence of the COVID-19 pandemic and various other global events, Adobe launched Adobe Experience platform (AEP), a real-time customer experience management (CXM) solution designed for enterprises that wanted to administer and leverage massive amounts of customer data in real-time when creating marketing, information, promotional and promoting campaigns – especially the new standard in marketing and promoting: personalized communication, where the product accommodates a specific username or other information (in accordance with regulations and standards).
At that point, AEP had already been beta tested for several months by major brands including Best Buy, Home Depot, Verizon Wireless and Sony Interactive.
However, much has modified in marketing and promoting technology since then, namely the emergence of generative artificial intelligence, which marketers can now use not only to mine data through conversational queries, but also to create content and perform actions on their behalf.
So today, Adobe is rolling out perhaps the biggest update to AEP since the tool became generally available: AEP AI Assistant, which is essentially a generation AI chatbot connected to AEP and an enterprise repository of promoting and customer data, brand assets, collateral materials (towards them) .
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As a result, AEP’s AI Assistant tries to reply most of the questions a marketer might have about their data, delivers insights in seconds, and mechanically creates personalized content with the user’s guidance.
AEP AI Assistant was first unveiled at the annual Adobe Summit in Las Vegas in March 2024 alongside other major Adobe software updates, but might be rolled out to all AEP AI Assistant users in the coming weeks.
What the AEP AI Assistant does
According to Adobe, some of the questions AEP AI Assistant can answer include: “How do I build an audience segment? What is an identity map? How often is this audience segment used?” and “Where is this data storage statement used so that I can tag it properly?”
More than simply text-based answers to those questions, the Assistant can actually display audience segments and features in the AEP tool, including identifying “high-value” customers and determining the optimal time to reconnect with them. See an example of this in the Adobe demo video shared below:
AEP AI Assistant can answer these questions even for non-technical users who have no prior knowledge or use of structured query language (SQL).
Furthermore, AEP AI Assistant is directly connected to Adobe’s Firefly AI image generation model and as such might be asked to create entire marketing assets reminiscent of emails and web sites on demand, including copy, designs and images, in addition to internal or partner content, including creative briefs.
Planned future updates
Adobe says it’ll also soon add the ability for AEP users to ask the AI Assistant predictive analytics as well, including questions reminiscent of “How many conversions should I expect in this particular segment?” and “How would it change if I used this additional attribute?”
While all of those capabilities seem powerful and helpful, especially for customer acquisition, engagement and outreach professionals, they are unlikely to resolve Adobe’s other problems creatives object to the updated language in the Terms of Service this further explains that the company can remotely access its creative content to make use of in moderation and using machine learning techniques to “improve” its services and tools.