Adobe is bringing some of its advanced artificial intelligence (AI) capabilities to brands in an accelerated fashion, with Technology Previews.
Technology Previews gives brands the ability to leverage early-stage exploratory tech powered by Adobe Sensei, the company’s AI and machine learning technology.
Available first in Adobe Analytics, Adobe's solution for real-time data insights and predictive analytics, Technology Previews offers brands a complete picture of each customer’s path, as they move across screens. Adobe Sensei helps brands surface insights that may not be clear with the naked eye, and ultimately address data anomalies and things that are less effective. For example, a media company might learn that the cause of irregular spikes in app uninstalls on smartphones was a broken key feature that leads to consumer frustration, reduced usage and eventual app deletion.
While segmenting customers based on age, gender and income typically leads to improved results, for most brands, this work relies heavily upon the analyst’s understanding of the data and is still too often more art than science. Leveraging machine learning, this prototype within Technology Previews promises to deliver precision for audience segmentation; customers will be automatically clustered into groups based upon expected preferences and behaviors. For example, a retailer could discover unexpected segments, such as a group of customers in a specific region that react positively to offers for free next-day shipping.
In addition, through deep learning capabilities, this Technology Previews project accelerates a brand’s ability to predict a customer’s future actions. Through analyzing billions of historical and real-time data points, Adobe helps brands infer the actions customers are most likely to take next. For example, a travel company that’s forecasting a slow fall season can feel empowered to help close a 10% gap in traffic by optimizing the mobile experience.