Adobe introduced a series of AI agents on 18 March designed to enhance website interactions and tailor content to consumer needs. The tools offer businesses a more advanced approach to personalisation and streamlined site management, promising to boost digital marketing efforts across industries.
AI-Powered Marketing Personalisation
Adobe, famous for consumer tools like Photoshop, also pulls in a significant portion of its revenue from business-to-business software. Online marketing tools alone generated a quarter of the company’s $21.5 billion in sales last fiscal year.
The technology allows businesses to deliver personalised content based on user activity. “For example, content can be tailored to a young person’s profile if they reached a website through a TikTok ad versus an older person’s profile if they clicked on a result from a search query,” Adobe explained.
Enhancing Website Interaction Through AI
A key feature of Adobe’s AI initiative is the integration of chatbot capabilities to improve user engagement. Amit Ahuja, senior vice president of Adobe’s Experience Cloud unit, emphasised the growing expectation among consumers for chatbot-driven interactions, similar to those offered by ChatGPT.
“Users increasingly expect to interact with websites through chatbots as they do with apps such as ChatGPT,” Ahuja said.
The AI agents ensure businesses can provide this experience with a better understanding of user intent. Ahuja gave an example of how the technology functions on a travel booking site, “If a person lands on a travel booking site after clicking an ad on Instagram and asks about booking a trip, the site’s chatbot can check both inventory as well as what kind of destination was shown in the ad, providing a better idea of what to suggest to the user.”
Streamlining Digital Marketing Operations
Adobe’s AI agents are designed to assist digital marketers with website modifications in addition to improving user interactions. The new tools allow marketing professionals to set specific goals for increasing digital sales, and in response, the AI agents can both recommend changes and implement them automatically.
Ahuja highlighted the efficiency gains enabled by these AI-driven adjustments: “What would have taken months in the past, where I’m waiting for a coding team or somebody to go fix it,” can now be completed much faster with AI-driven automation.
The Future of AI in Marketing
Adobe’s recent innovations highlight a broader shift toward AI-powered automation in digital marketing. The new tools promise faster decision-making, better personalisation, and improved website functionality for businesses, all driven by artificial intelligence.