Adobe is perhaps best known for tools that allow people to open PDFs and edit photos. Yet, it also provides many leading customer experience solutions.
Indeed, the tech giant offers a customer data platform, journey analytics, and eCommerce tools spread across its clouds.
Now, Adobe hopes to pull these together and "redefine both creativity as well as the customer experience," according to Shantanu Narayen, Chairman and CEO at Adobe.
Narayen made this comment at the recent Adobe Summit before unveiling Adobe Firefly – which will become generally available later this year.
Firefly is the vendor’s new generative AI engine, which auto-generates images and text effects by utilizing natural language inputs alone.
Adobe has promised Firefly will also auto-generate paintings, videos, and 3D content in the near future.
It’s an excellent graphic design tool. Yet, Anil Chakravarthy, President of Digital Experience at Adobe, underlined its significance in the broader CX space - alongside Adobe’s other Sensei GenAI services.
"Customer experience practitioners will have a co-pilot to help increase your productivity without increasing your workload," said Chakravarthy.
This will start with use cases like marketing copy generation, conversational experiences, audience creation, journey creation, as well as caption generation.
An excellent example of how it may enhance conversational experiences is in its case study with early-adopter General Motors.
The automotive manufacturer trained Firefly on its own marketing content alongside data from Adobe Customer Data Platform, Journey Optimizer, and Customer Journey Analytics.
From there, General Motors could create copy to share with customers – via email or messaging – contextual to their customer journey.
Such an example showcases another exciting generative AI innovation. Yet, it also highlights how Adobe is increasing the interoperability between its cloud platforms.
In doing so, the tech giant hopes to remove friction between customer engagement processes, which scuppers "the full experience," as Chakravarthy terms it.
Adobe Pulls Its Ecosystem Together
Many businesses buy Adobe’s customer experience solutions together. But it's not always easy to use them together. As such, the vendor is taking steps to build a more integrated ecosystem.
