AI, Personalization, Experience & Metaverse – Keynote Highlights from Adobe Summit 2022
Bernard Marr
?? Internationally Best-selling #Author?? #KeynoteSpeaker?? #Futurist?? #Business, #Tech & #Strategy Advisor
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Cloud creativity software giant Adobe’s annual Summit event took place virtually, for the third year running, this week. A packed opening keynote featured input from CEO Shantanu Narayen and digital experience president Anil Chakravarthy. They were joined during the presentation by Nike CEO John Donahoe, actor and marketing entrepreneur Ryan Reynolds, and leaders from Walgreens Boots Alliance (WBA), Prada, Real Madrid, and the American Red Cross.
Without a doubt, the most important keyword of the presentation was personalization. Narayen and Chakravarthy introduced new application features aimed at enabling their users to target their own customers more precisely.
One quote from WBA CEO Rosalind Brewer summed this up, as she put it: "You can't put people in a bucket; there are no more buckets. It's about that individual person, and you've got to look them in the face, talk to them about themselves and begin to solve problems together."
It’s worth taking a bit of a deeper dive into the thinking behind that comment, which really serves as a good illustration of one of the key ways in which digital transformation is enabling new ways of working for markers.
Since computers were first used in marketing back in the 1960s and 70s, they have been used for audience segmentation – splitting people into groups according to specific features that can be used to make decisions about how to sell to them. Knowing whether they are male or female, for example, or what their income bracket is, lets marketers make basic decisions about what products to offer them and what incentives were likely to tempt them to become customers. The more processing power marketers had, the more finely they could sort people into categories (buckets) and the more personal the offers could become.
Today, artificial intelligence (AI) lets computers process thousands or millions of data points close to instantaneously. This means marketers can use a huge number of data points – collected from monitoring customers’ digital behavior and the “crumbs” of information we leave behind whenever we interact with online services. Adobe’s keynote made it clear their strategy is to give marketers the tools – through its Experience Cloud and Experience Platform – to segment customers right down to the granularity of individuals.
Adobe's tools harness the power of its Sensei AI engine to make more accurate customer behavior predictions and product recommendations. Its Experience Platform is used by three in four of the Fortune 100 and the company experienced a 300% increase in customer numbers since the start of the pandemic. This is a result of more and more companies making the transition to cloud-native tools and platforms, primarily to enable remote working.
Metaverse was also a core theme – with Narayen stating, "Increasingly we're using the digital world to do things that we once only did in the physical world … this enormous shift to digital was a catalyst for people to reimagine what the future might look like, from reflecting on life choices and reinventing themselves with new jobs and new businesses, to exploring new ways to monetize their content."
Here, Narayen was referring to the explosive arrival of what has been termed the "creator economy," with increasing numbers of creators choosing to leverage content creation abilities in order to monetize digital and social media presence. These millennial and generation-z creators and influencers are clearly now a core customer demographic for Adobe and many of the brands they partner with.
Ryan Reynolds is best known as a Hollywood actor but is also a digital marketer, as founder and chief creative officer of the agency Maximum Effort. He dropped in to talk about the storytelling crossover between his work in movies and television and marketing.
He also spoke about the need for authenticity: “We somehow over the years lost the idea that ads are meant to be fun. They don’t have to be extremely expensive … people know they’re being marketed to. For us it's a little bit about dropping that artifice … saying 'yes, we are marketing right now, this is marketing' and when you do that, it feels a lot more authentic, and your consumers and audience are much more likely to share that story.”
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As for actual announcements, these revolved around new features and functionality built into its real-time customer data platform (CDP) and included:
·????????Mobile in-app experiences and AI-based offer optimization within Adobe Journey Optimizer
·????????Instant personalization functions in Adobe Target, its solution aimed at enabling personalized customer experiences.
·????????A B2B edition of its Real Time Customer Data Platform, powered by Adobe Sensei
·????????Workfront and Creative Cloud integration for Adobe Commerce, Adobe’s out-of-the-box e-commerce solution.
·????????Data Stories for Adobe Analytics Dashboard – Adobe’s “anywhere, anytime” insights dashboard tool.
Narayen said, "I'm excited to announce advances in Journey Optimizer that enable you to personalize omnichannel journeys for customers at the right time via email, SMS, mobile push, and mobile in-app experience, with website connectivity coming later in the year.
“And brands can also optimize customer experiences with expanded message experimentation capabilities both within and across channels.
“Additionally, with the new audience portal, Journey Optimizer now allows marketers to dynamically build, enrich, refine and activate the right audiences to target within their journeys and campaigns.”
Adobe's emphasis on personalization and experience reflects a wider trend that we see within cloud services and across all industries. Companies are racing to provide their customers with tools that allow them to leverage the potential of AI and personalization in an increasingly digital and online world. Adobe’s heritage as a leading provider of creative and commerce solutions with a firm belief in cloud as its primary distribution platform has left it well-placed to profit as we move into the era of the metaverse and the exciting opportunities it brings.?
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About Bernard Marr
Bernard Marr is a world-renowned futurist, influencer and thought leader in the field of business and technology. He is the author of 20 best-selling books, writes a regular column for Forbes and advises and coaches many of the world’s best-known organisations. He has over 2 million social media followers, over 1 million newsletter subscribers and was ranked by LinkedIn as one of the top 5 business influencers in the world and the No 1 influencer in the UK.
Thanks for sharing the knowledge on this Bernard. Funnily enough I have a couple o those books.
Secular Scientific Approach - Professor at Victoria University, Australia - Interested in Consultancy & Grants, Quantum Computing, AI & Automation - Outstanding Professor in Artificial Intelligence
2 年Bernard Marr An AI Journal: Dear colleagues, Greetings. I am the Editor-in-Chief of a completely new Artificial Intelligence journal, named "IAIC Transactions on Artificial Intelligence". This is a fully peer reviewed free open access journal. The journal editors, patrons, and sponsors are dedicated to make this journal a leading top Artificial Intelligence journal soon. CALL FOR EDITOTRS AND EDITOTRIAL BOARD MEMBERS: We are now inviting AI experts to join the Editorial Board of the journal in different capacities. CALL FOR PAPERS: We are trying to publish the first issue of this journal. The Author Guidelines are: https://lnkd.in/gdKaC6Cz First, you need to register here in this site: https://lnkd.in/gbG265wN After that, you can submit articles on the following site: https://lnkd.in/gfHPKvUs If you have any questions, please contact: [email protected] or the other contact details given on the journal website. Regards. Prof. Dr.? Sardar M N Islam (Naz) Ph. D., LL.B.? (Law) Victoria University, Australia. Distinguished Visiting Professor? of Artificial Intelligence E: [email protected]
Global Strategic Business Development Manager - Infrastructure at BRE
2 年#metaverse discussions need to monitor a need for legislation
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2 年Great article. UP ??