Adobe has announced a series of generative artificial intelligence (AI) advancements designed to help brands produce and personalise content and create, deliver and measure customer experiences. This news was presented at the Adobe Summit, the world's largest digital experience conference. These updates, which specifically enhance the company's Experience Cloud and Creative Cloud solutions, represent Adobe's commitment to transforming the relationship between brands and customers, as noted by Anil Chakravarthy, president of Adobe's Digital Experience Business.

"Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences," said Chakravarthy. "The ability to personalise every interaction has become the key growth driver in customer experience management for enterprises around the world, and Adobe is leading the way in making this a reality with powerful generative AI integrated into existing workflows."

Among the new offerings is Adobe GenStudio, an application that allows brands to plan campaigns, create content, manage assets and measure performance while ensuring they stay on brand. Moreover, Adobe's AI assistant, unveiled within the enterprise software, provides a conversational interface. This innovative feature has the ability to answer technical questions, automate tasks, simulate outcomes and generate customers' journeys across applications.

Generative AI capabilities are also being introduced in Adobe applications, including Adobe Experience Manager and Adobe Content Analytics. The former will enable the creation of personalised variations of marketing assets, and the latter will ensure AI-generated content aligns with performance goals.

In addition to these pioneering tools, the California-based software company also revealed the Adobe Experience Platform AI Assistant, aimed at streamlining operations for teams providing customer experiences. With its conversational interface, the AI Assistant will simplify access to technical information, automate tasks and generate new customer segments and journeys in Adobe’s Experience Cloud applications.

Updates in Adobe Experience Cloud will strengthen customer experience delivery by facilitating impactful cross-channel journeys. Brands can utilise a new unified experimentation capability, enabling higher volumes of testing and pinpointing customer paths for maximum conversion. Adobe Journey Optimizer has been updated to collate brand and customer interactions, ensuring real-time changes in user behaviour or preferences trigger responsive experiences.

Adobe Journey Optimizer B2B Edition was also unveiled. This unique application allows sales and marketing teams to target specific buying groups. Departing from broad-based marketing, it uses Adobe's unified data and generative AI to personalise journeys, such as through a web chatbot.

Adobe's latest solutions expand the customer experience management solutions used by businesses to converge data, content and customer journeys to delight customers and build long-term brand loyalty. Adobe Experience Cloud is a trusted industry-leading platform used by 11,000 global customers from various industries, supported by over 4,500 global ecosystem members and 500 partner integrations.