Adobe unveils AI-powered tools for optimising customer journeys

Adobe just announced new Adobe Experience Cloud innovations for orchestrating impactful cross-channel customer journeys.

Adobe Journey Optimiser gets an AI boost. (File photo)

Adobe has unveiled key updates that empower brands to orchestrate seamless cross-channel journeys, enhancing customer interactions and driving conversions.

One of the standout features is the unified experimentation capability, which empowers brands to increase the volume of tests and pinpoint the most effective customer paths. By leveraging advanced statistical models and embedded decision-making capabilities, marketers, product managers, and developers can optimise the ideal journey for maximising conversions. This centralised approach allows for the reuse of offers across communication channels.

Additionally, Adobe Journey Optimiser (AJO) has received significant enhancements to cater to both B2C and B2B brands. The introduction of the AJO B2B Edition, a dedicated enterprise application built on Adobe Experience Platform, focuses on account-specific buying group journeys. This innovative solution enables marketing and sales teams to collaborate seamlessly, delivering personalised B2B buying experiences and driving demand.

Another notable update is the enhanced brand-initiated journey orchestration in AJO, which connects audience-centric campaigns with real-time customer signals. This ensures that the right customers are engaged at the right time, avoiding mistimed marketing communications. Furthermore, mobile and web channel enhancements in AJO provide comprehensive support, including push notifications, in-app experiences, code-based interactions, and message feeds.

Marriott International, a leading hospitality company, has already embraced the power of Adobe Experience Cloud. The platform helps deliver highly personalised moments at scale throughout the entire customer journey and across touchpoints, including the award-winning Marriott Bonvoy App, according to Adobe.

“B2C and B2B brands have unique challenges in how they engage customers, and Adobe Experience Cloud solutions can uniquely serve the needs of both sectors,” said Amit Ahuja, senior vice president, Digital Experience Business at Adobe. “By unifying disparate data through Adobe Experience Platform and delivering a comprehensive view of customers, brands can deliver true one-to-one personalisation or engage specific buying groups within target accounts.

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