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Adobe and the future of marketing

The Adobe Summit in Las Vegas is more than just a big product show. He paints a rather concrete picture of some very decisive developments in the marketing world. The most important aspects.


At first glance, the main goal of the Adobe Summit in Las Vegas is of course to bring the innovations of the US company to people as sustainably as possible. However, it is precisely these solutions that reveal some very decisive changes that are more than relevant beyond the Adobe world. In fact, this year's summit provides a rather concrete picture of what developments will shape the marketing industry in the coming years. One thing is clear: Without artificial intelligence, nothing works! But it is also clear that if companies refuse to undertake the necessary transformation, the problems will not be long in coming. Good news first: GDPR is not the end of the world. Here's an overview of what the Adobe Summit is bringing to the marketing industry. 

The boundaries between design, data and marketing are blurring

Although Adobe still offers its own products in (almost confusing) many different cloud solutions, the new generation of applications is basically already a big cloud, an application for all areas. Behind this is the realization that the transition between content, design and marketing is becoming increasingly smooth. Existing borders will disappear, in technology this is already the case. This is made possible not least by Artificial Intelligence, at Adobe the AI-Framework Sensei. The applications based on it enabled marketers to quickly and easily complete tasks that were previously only possible using other areas. New variations of existing advertising material for additional platforms, for example, can be created at the push of a button and can be used directly - without endangering brand CI or other relevant aspects. A time saving from which all sides benefit: Marketers can react very quickly and self-sufficiently to requirements - creative departments no longer have to waste time producing 100 different sizes and versions of the same content. But there is also a real challenge here: many companies are far from as far advanced in terms of transformation as the technology already is, and the fences between creative and marketing are still very high in many places. The faster these limits fall, the more successfully a company will be able to use the new possibilities.

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Adobe CTO Abhay Parasnis spricht über das KI-Framework Adobe Sensei

Next Generation AI

Artificial intelligence is still suspect to many people. This is also due to the fact that AI is mostly a BlackBox. You have to live with the results without actually being able to understand how they came about. This will change with the next generation of AI, but much of it has already changed at Adobe. Sensei presents its results in a kind of decision tree. This graph called visualization makes clear where the path leads and is a very decisive step. This is probably best compared to the development of operating systems on computers: While early versions such as MS-DOS were only comprehensible in depth for absolute experts, graphical user interfaces such as MacOS have opened up these possibilities for all users, created transparency, democratized the use so to speak. This is exactly what is happening in the AI area. Sensei is, so to speak, the new generation of a graphical operating system with which all users can use AI for their purposes. The possibility of intervening oneself, changing parameters and thus achieving new results, brings about a whole new transparency as a collateral benefit, so to speak - and at the same time forces users to deal with the subject. 

Adobe und die Zukunft des Marketing

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Data beats gut feeling

Anyone who has ever witnessed a meeting, for example about a new campaign, is familiar with these discussions. One finds the colour better, the other believes that the formulation works safely, and the traditional group wants to do it the way it has always been done. All positions are in common: In the best case only experience values are the basis, often only a gut feeling, in the worst case it is above all a matter of expressing one's own views. Used correctly, AI will put an end to this situation. There are two main reasons for this, which can be explained quite well with the example of Sensei. Firstly, the framework makes it possible to dump unstructured data and turn it into useful information. Experience becomes data basis. Second, AI offers the possibility to run A/B tests in real time and continuous loop. The results can be used directly, the data beat the gut feeling - and other lower motives. 

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Adobe CEO Shantanu Narayen

User knowledge becomes less important

When implementing projects in the creative sector or in marketing, a lot of resources are often lost in the pure implementation area. Whoever is best able to use the programs, knows the requirements of platforms and distribution channels, plays an indispensable role to date. This will change in the very near future. Just as in the production of newspapers about two decades ago, an intermediate stage was almost completely eliminated because, for example, text production and pagination have migrated to the editorial system, user knowledge will also lose dramatically in importance here. The corresponding information and work steps can be called up at any time and can be used at the touch of a button.

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Brad Rencher, EVP und GM of Adobe Experience Cloud, erklärt das Prinzip der Unified Customer.

GDPR as an opportunity for personalisation

One size fits all - also known as the watering can principle - has long since served its purpose as the basis for campaigns. The same basically applies to addressing large or spongy target groups. The more individual, the more personalized a message is, the better it reaches its recipients. This will not change despite all the excitement surrounding the handling of data. On the contrary: personalization is becoming increasingly important. The widely feared basic data protection regulation is even an opportunity. Those who succeed in designing models that meet the requirements of the GDPR and at the same time enable genuine personalisation will gain a real competitive advantage, at least in the medium term. AI is also a powerful tool here - incidentally also when it comes to delivering campaigns with different goals such as conversion or lead generation at the same time. Adobe has recognized this, works with Unified Records for personalization and promises GDPR compatibility built into all solutions. 

Human performance becomes more important

The stronger AI frameworks become normal tools, the more important real human performance becomes. What sounds strange right away is in fact only logical. If data evaluation or the execution of routine processes are no longer tasks that require a lot of manpower, then it is not possible to make a difference in competition. Instead, it will depend much more on actual creativity, on the idea. If there's crap at the beginning, then the AI will only make optimized crap out of it. If there is a good idea at the beginning, something really good can come out of it in interaction with the technical possibilities. 

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