[Music] [Drew Burns] All right. I think we're close. Still some stragglers coming in. You'll find this is a very unserious group up here, so we'll probably be heckling all of you, heckling people as they come in. So be prepared.
Honestly, so grateful all of you for getting up on the third day, for being here.
I don't know if you all of you probably have felt the energy. On the beginning with the main stage presentation, there is a lot that we are presenting on in this area of AI and agentic, and an agent for experimentation. A lot of this exciting news for those that are practitioners of Adobe Target, those in the testing and personalization space. We've had AI for years in terms of different decisioning and models that can score and learn over time. GenAI though is unlocking all kinds of opportunities. I think we all know when we are testing or we're personalizing, you start to show the results, the results are significant.
People around the organization are coming to you with ideas, scale becomes an issue. And there's always in the experimentation and personalization space, which Target's been in for nearly 20 years now, believe it or not. And we've been talking about personalization scale for that time. We're at an inflection point with GenAI right now, where we can look at those areas of the testing process, the full iterative testing and personalization process, from ideation to insights, and then bringing that back for refinement of the strategy. All those areas where we've had those bottlenecks, where we've had obstacles, be it-- We want to create multiple variations rapidly that we can get out and see how they perform, and identify the element that's contributing the most. We're the change-makers in the organizations, and now we've got an agent for change with GenAI to solve those issues and now to be able to get to greater heights, greater scale. And that's why I am so honored to have two very progressive leaders in this space from Prudential, sharing some super impressive. I think we had pretty much every buzzword possible in the title, but impressive impact in being one of the first to embrace GenAI. I'll talk a little bit later about how we've got GenAI. Think about Firefly in the Visual Experience Composer in Target for content creation coming in April. There's a beta right now. We've got a new module that integrates with Target that helps with generative experiments. There's a session on that today for ideation and identifying the best opportunities for impact. So those areas that have been nebulous that we've left up to the business practitioner to figure out, we're now having GenAI help us. We're not handing the reins over. You're going to hear in the presentation today, the human influence, the human element, very much needs to still be there. But wouldn't it be great, like a calculator, for all the computation, the mundane time-consuming aspects of experimentation and personalization to be assisted with GenAI? I'm Drew Burns. You probably if you've heard of seen a webinar or anything having to do with Target over the years, I've been involved with it. Again, my honor. I love gathering with like-minded folks and practitioners and hearing your stories and where you're at, working on art of the possible, and this is a huge art of the possible. I'm hoping that you're hearing all of this about GenAI and agentic frameworks and agents like the experimentation agent. You're going to take it back, and you're going to embrace it in the way, that Joaquin and Ashley have. And so with that, I will hand it off to them to take you through their accomplishments. - Thank you. - [Ashley Cheretes] Thanks, Drew. Thank you. It's been a wonderful journey working with you through this. So hi, everyone. My name is Ashley Cheretes, and I'm so delighted that all of you woke up this morning amongst to having all that fun last night and joining us this morning. So hopefully, you're fully caffeinated and we're ready to go. I have been with Prudential about four years now. I started in our financial advisors' business known as Prudential Advisors. And I have about 18 years of marketing experience. I started when I was five. Okay? I am also an identical twin. Yes, that's true. She is a teacher, and I am the creative out of the right brain, left brain type thing. And it is my first Adobe Summit.
And thank you. Thank you. Oh, wow! What a great community, already! Thanks. I got my first clap. Check that out. Okay. So preparing for this Summit was a really interesting opportunity for me because I didn't know what to expect. So I actually went to my inner circle and I asked them a question about what should I do to prepare, how should I act. It's also been a long time since I've been to a really large conference. Thank you, COVID. And I said to my mom, "How should I be? Should I be totally professional, Ashley, or should I just be more about myself?" And I really like being myself. And she said, "Be yourself." So this is me.
I am a marketing unicorn because I have the strategy side, I also have the tactical execution. And I've done it in about five different industries. I've worked in travel. I've worked in human capital management. I've worked in construction, if you can believe that. And now I'm in financial services. And I've also done it sometime in healthcare as well. And then I asked my four-year-old son, who is a COVID baby, and said, "Hey, Logan, when mommy gets nervous on stage, what should I imagine?" And he said that I should pretend everyone is a dinosaur. Hopefully, you're not all aggressive like this, but you all look pretty happy, so that's wonderful. But I thought that that was really funny. And then Joaquin is a veteran, and I said, "Joaquin, what should I do to open up?" And he said, "Tell a dad joke." And so I have a dad joke, and I will share it in a minute, but I also want to just call out one thing. There is the laugh cry emoji over this person's gen-- This is a generation used in Firefly, all of these were actually, and it's because we don't generate humans yet.
It does not do it well. Watch the teeth in generated photos and hands. Those are the dead giveaways, at least from what I'm seeing in AI right now. So we want to stay authentic to our brand at Prudential, and we made the decision not to generate humans yet. So you ready for my dad joke? - Yeah? You ready? - Yeah! All right. So why did the AI want to go to marketing school? Why? Thank you. So it could learn how to make better impressions. Param pam! Was that funny? It was stupid. It's fine. I tried really hard. Thanks, Joaquin. You set me up for that one. All right, your turn.
[Joaquin Viramontes] Is that my turn? - It is your turn. - All right. That was a good introduction. Hello, all. So they told me to do my best AI impression. So it didn't work. We're going to have to try again later.
But I'm really happy everybody's here. Whoa, jeez, got to be careful there. This is really cool to see everybody out here because it's bringing my long time, old time, 16 years of Target experience. That's crazy. I mean, even more so like my daughter is here in the industry. This is really cool. She's never seen me actually speak live. - So very excited about that. - Yes!
They had it-- I did not-- Not as cool as an identical twin, but I do love spicy food. This is not mean. Go find some wings that are really hot and try it out. No, they have to have flavor, of course.
And unlike Ashley, this is my 15th Adobe Summit. That is crazy. So what we did along the variations, we said, "Hey, what does it look like if someone's been to 15 Summits?" So let's go ahead and check that out.
- Drew, you had your time. - I know it. I'm going to get another slide later. Let's hold back. No. This is interesting. So apparently when I get older, my half Mexican side is going to come out even more...
And looks like one of my uncles. Not the most attractive one so-- Yeah, we try. But all jokes aside, no. If you know me, all jokes are not done. That's for sure. But we at Prudential are celebrating our 150 year, which is pretty cool. On that note, I know Marriott, if you guys missed it, they're coming up on their 100. And if you missed that opening note, I got to say, she did a phenomenal job, so you guys should watch on my back. That was really good. But she did not pay me for that, by the way. That is just really how I feel. So obviously, we're in financial services. We have 40,000 employees and sales associates worldwide. We are pretty cool. We have 50 million customers in 50 countries. Whoo! Over 50 countries. And again, our team, 365 different members, marketers, strategists, copywriters, brand experts, designers. Yes, yes, yes, yes. We're across five business lines and we have 11 product owners, all sitting right here, across our MarTech platform. So pretty cool team. Yes, we are an Adobe shop. That's why we're speaking. We have AEM, AEP, Adobe Analytics, CJA, Marketo, Target, Firefly, Custom Models we've done, Adobe Express, Generate Variations. We are part of...
So many of the pilots and it's great. It's great to actually be able to...
Suggest changes that work better for you, but we've done the Target AI, we did the Target interface, we did the AEP Assistant and GenStudio. And I think we're going to join-- I forgot the name of it. Whatever product name they came up with that they'll change in two weeks. - Experimentation Accelerator. - There you go. - There you go. - Experiment. We're going to be part of that one in April as well, which is pretty exciting.
Yeah. Okay. So moving on, personalization at scale. I saw your eyes roll in the back because that term has been used. People will say, one-to-one. There's all kinds of ways that you can talk about personalization. Right? But the bottom line, the goal for us from a program perspective is we want to speak to the individual. On everything we do, when you come to our site, our goal is to give you the experience that you're looking for. That's ultimately the case. And so what are we trying to do? We want customer loyalty, and we want to give you the-- What did I want to say there? Oh, yeah.
We want to exceed your expectations, that's right, of what we show you. And again all of that is to get down to that one to one level. It's a journey. You continue to do it. Let me get some water. Okay. We had a fantastic year this year. We really did.
From an experimentation and personalization program perspective, the goal coming in, and again, as you noticed, I've been here a year. The goal was basically education, helping people to understand the possible. Right? And that really happened. And it started. It's the first year of it. It's going to be continuing. New things come out. We're going to continue to learn. We're going to continue to grow and understand things. Personalization is part of the DNA of the company. I really believe that. We are now at that point and we have personalized our A/B tests across at least four of our different domains and we're going to continue to do more and more. What are we using? Everything. But just some callouts, we use audiences from browser behavior. We're doing traffic source data. That's all from Adobe Analytics. We're doing geotargeting. We have advisor information coming in that we are then targeting because we have a bunch of different types of customers coming in that we want to show them different content. You don't want to see the same thing. If you're interested in finding an advisor versus if you are one and you want people to talk to you. Right? And then from-- The affinities are great. So we're doing category affinities, of course, from Target, but we also have a bunch of other affinities that we have in the site. Data's a big part of it. Right? We need the data persistency across the different domains. We need to understand who you are, what you want, and that's again going back to what I was saying before. Giving you the experience that we want to surpass your expectations.
And then, of course-- I don't think we have-- But execs love numbers so we did actually set a goal, and we surpassed that by 128% which is phenomenal which made for a great year.
All right, there you go. You got all the personalization stuff. We had a couple successes when it came to AI, which we're going to talk about here. But really what we're looking forward to as everything that we've been talking about is how much more we bring the AI in to be better this next year. So on that note, unfortunately I will be back to talk to you in a little bit, but I'm going to pass it back to Ashley, let her talk to you more about the AI pieces. So thank you for listening. - Thanks, Joaquin. - Yep. - Great job. - Hey! All right. So one thing I did not tell you all yet that I really need to tell you is what does a Director of Generative AI do? I'm the first one, okay? So when I find out I'll let you know. I'm just kidding.
But-- No. So my role, I just mentioned to you not too long ago that I am a marketer's marketer through and through. I can strategize and I can tactically execute like a boss. So knowing all of that, it's important that I build evangelism and I build education. I guess I'm pulling from my sister's hat on that one, but whatever. We shared a womb. It's cool.
But also really enhancing the overall capabilities of our marketing team. Those 365 marketers that Joaquin just mentioned, those are my biggest clients in addition to our friends that are part of the businesses as well. Because we support the businesses and those two agencies use these platforms that we're talking about. So when it comes to AI, I would argue, and you probably have heard this several times now that we are all pioneers. We were the first. Absolutely! 100%. And it all started with the things that we know. CRMs, programmatic advertising, personalization. We created the rules for the machines and the machines listened.
Now as we think about ourselves and what we're doing and focusing on with the new AI, we have to talk to our AI a certain way. We have to say, "Please, help me" or we have to bribe it, or we have to talk to it like a little pet like, "Who's a good AI? You're a good AI. Please, help me. I need some help." So it's really just to get all the outputs that we want. This is ever-changing. And so what my goal for today for all of you, is to whether you're in your early journey with Generative AI or you're more progressive like we are, I want to give you something that you can take away. Because really, the future is human and machine. And I'm here with my 500 or so new friends that are right here to make you all the heroes of this story.
Okay. So at Prudential, who's involved with AI? I get this question a lot, and I actually attended a financial services round table that I was presenting at, and I will tell you a very brief story. So it's 2023. ChatGPT was released in 2022, okay? So just remember that. 2023 is actually when Prudential decided to make the AI scene a really important part of our strategy. And so we formed a responsible AI committee which is comprised of our chief data office, which is global technology, privacy, security, legal, risk, all of the people that we're scared of to be frank. But it's important to note that that is the key. And what I'm really hoping for is now that you're all at this conference, if you are having a struggle getting started, you can say, "Look at the success that Prudential is having. Look at the success that Marriott is having." That is important that you need to be showing just to show from a business perspective. And get your most highest senior leaders involved as well. I'm sure plenty of you have heard that several times. So Joaquin and I actually sit in the marketing team for MarTech, so MarTech strategy. We have approximately 11 product owners. I'm also a product owner. And we all work together to support the businesses as well as our agencies that we just talked about. Marketing, creative services, brand, all use our solutions. And then we also partner with our friends at Prudential.com. Hey, Warren. Just to ensure that we are giving them the tools and solutions that they need as well. Because really, we treat our website as a product. It is. We have thousands of pages, and we want to ensure that they're operating accordingly, and we make it easy to do so.
So personalization is really like the satisfying experience for the user. It's like pasta. And then the cheese which makes it delicious, is the content that you all are generating. And the fact of the matter is, even with AI, content is still going to be key. Even though it's going to be easier to generate, it's still going to be a problem. Because there's a big difference between AI-generated content that stinks and AI-generated content that rocks and gets people excited. And so that is something I'm really, really passionate about and something I'm going to share with you soon. So don't leave. No one leave. Thank you.
Okay. So hitting uncharted territory can be scary. And that's exactly where I was, quite frankly. And leading through it can be difficult as we all know, but what's more difficult for me, and Joaquin knows this, is keeping my mouth shut.
Whatever. It's fine. No one laughed at all, man. All right. That's okay. I tried. No matter where you are in using AI, it really boils down to these things that you see. So everyone take pictures of this slide because you really do need the alignment. You do need to set expectations with your partners. You need the stakeholder buy-in and the executive buy-in so they know what they're doing and can evangelize what you're doing as well. And then we're going to be talking today about tracking and analytics. My favorite saying-- I'll say that I made it up. I'm pretty sure I did. I'm not sure. But in marketing, as we all know, you get what you measure. Right? So it's important that you are setting baselines with using Generative AI and not using Generative AI. It can be time to market. It can be time to creation. It can be the SLAs that you currently have. Think about all of those things in addition to the regular tracking and analytics and measurement and the fun vanity things that you're measuring today.
So let's talk responsible AI for a second, because I know that there's a lot of questions. So I am not a lawyer, I am a straight marketer, but these are some of the considerations that we think about when we're talking about AI solutions. So indemnification of outputs. Adobe has been a wonderful partner to us. They indemnify what we're putting out in Firefly, which is wonderful. You need to have that so you're not infringing on people's copyright. In addition, there's a difference between closed LLMs and open LLMs. Closed LLMs are the ones that you will be using, and they do not retrain with your data. It's not open source. It's all good. The open ones are the opposite of that. They are possibly training with your data. You have to look into that and then, obviously, consider, if it's something that you want to use. We make a decision at Prudential to not include any PII in our generative capabilities right now because they're not approved to. And in marketing, even though we deal with PII sometimes, we don't want to use it as a generative capability currently for marketing specifically. Also, I mentioned that no retraining with company data, so I'm not going to go into that. But the explainability piece and the eliminating bias, so AI is a machine. It does have bias. And so it's important to note that whatever you're creating, you need to explain how it came about. So you do need to care about the data that your AIs are being trained on. Really focus on that, ask those questions when you're speaking to partners.
So all right. This is the case study. Are you ready? Let me hear a cheer. Yeah! I love it! Okay. So to set the stage, I want you to imagine you're in our seat. You worked really hard to get an AI tool approved, but that's literally half the battle. You have fantastic partners in Adobe that I just mentioned, and they want to see you succeed. But not only that, the spotlight is on you. It's your job now to create your mac and cheese delight. And so this use case is the first project that I ever worked on for my team. And so I'm really excited to talk to you about it. And to set the stage...
This is what the page looked like before. So we started really small, by the way. This was one page that we were looking at. And it belonged to a business that was decommissioned. It was sunset. It was no more. And so what we had to do was we had to decide. Okay, so let's figure out what we can do with this page. We needed to act fast. And the content on there was good. It was fine. But it did not delight the customer. And because it was getting many clicks and people visiting it all the time, it had a pretty high bounce rate that was really challenging for us. So we wanted to make sure that we created a really good experience. So the first thing we did was we reassigned the page to my business at the time. So I was part of Prudential Advisors. Because the businesses own the pages, which I love that strategy because now you actually have someone who's going to be vocalizing the things that they need. And from a culture standpoint, we had Adobe Generate Variations approved, but we weren't really sure how we were going to use it. And so there were so many opinions about it and this is really my first tip for you all and that is think bigger. If you're doing one page, think what you could do that page to make it even great, a great experience. Because we had talked about, "Oh, let's just do the hero, it's fine. That gets the most clicks. It's okay." But the broader experience that we're looking for is for it to show up in search and truly be an experience that speaks to the user. So we decided on a persona and we decided on the content that we were going to create. And the persona that we selected was actually someone who was a retiree that was a little bit older. They were retiring in the next 10, 15 years or so. And so we were giving them content, delivering content on how they should get ready, and the different options on how they could get ready. So from a framework perspective...
And boiling this down even further, it's important to note that you need the platform. That's first and foremost. So work with your legal teams, do all those things. That's important. But it may be even before that, identify what is the use case. What are some of your biggest challenges when it comes to the business? Not even AI. Don't worry about the tools. Worry about the problems that you have now. And then select the platform.
Get your stakeholders aligned to all of that. Keep in communication.
Focus on the scope. So what are you going to do? This was one page, guys. So I'm going to keep saying that because I want you to understand that this was a big win, but it was only one thing that we were doing and we're really working to scale it. And then focus on the established roles as well. So who's going to do what? Who's going to do the prompting? Who's going to validate the output? Who's going to put it through compliance? Those are the things that we had to establish. And the way that that looks for us is this. So we start with a creative brief. Everything that we do starts with a brief. Then we come up with a content strategy.
Really important. So who are you targeting? Focusing on the persona, all those things. Typical marketing stuff that we always do. And then we focus on the content production.
And I'll tell a really quick story, on the content production piece. We also use AI to brainstorm what we were doing from a content standpoint. So we said, "Hey, we have these ideas and we want to target this audience. What content should we be using in that?" Was it something I said, guys? I'm sorry.
We told you we were going to heckle. I work with them. I'm just messing with them. It's fine. Yeah, one of those is our boss's leaving. - That's what you get. - Danger. Thank you. All right. Anyways, and then we focus on the editing process. So if you're wondering where humans are in the loop here, humans are in every step of the process. But you see the robot with the heart eyes, that's where we're using Generative AI. All of those places. And so editing is a human element compliance review, but although, we are looking at compliance review tools now and running some successful pilots, which should have been awesome because we're creating so much more content, we're actually having a bottleneck with our compliance folks. So it's important that we address that. And I'm sure a lot of you can feel the same way. And if you have questions, we can talk about it after the session. But in addition, publishing it and monitoring and iterating over it. That has been great. So from a use case execution standpoint, I talked about the personas. Who is your audience? Identify who that is. You could even do two audiences if you like, but it can get a little bit challenging. For this particular use case, we wanted to start with one to see, to prove out this proof of concept.
Brainstorming content ideas. I mentioned the AI piece. I did use AI and said, "Hey, I have this persona. What sort of information would they be interested in?" Just to brainstorm those ideas.
Then, you craft your content with AI. So I'm going to tell a really quick anecdote and tip on this one. So when we did the pilot with Adobe Generate Variations, it was a beta. And so we were looking at, "Okay, how do we use this platform?" And quite frankly, the first time that we generated the content through prompting, the content was so boring. You could have slapped anybody's logo on the page and it would have sounded like that financial services company. But the key differentiator, and this is my number one tip probably for the whole presentation is, what are the pain points you're addressing? Put it in the prompt. That will help the AI understand and get closer to the output that you're looking for. What are the top three things that that person is looking for? What are the top challenges that your product or service solves? That's what we're using ultimately. And then last but not least, feed it reliable sources. So what I love about Adobe Generate Variations is that we, in fact, are using blog posts from our financial education hub on Prudential.com to feed it good information. Think about the derivative content that you can create using Generative AI. That is exactly what Adobe Generate Variations did for us. And it helped us tremendously and it actually got our compliance folks much more comfortable with what we were doing. And then last but not least, human in the loop always. Review, edit it, make it great. Because truly, AI is AI but it's the human that really makes it awesome and memorable. - All right. Joaquin, you are up. - I am next again. Want to use this? You trust me? - Yeah, I trust you. - You trust me. - I trust you to click. - That's a bad idea. That's okay. So from an experiment design perspective and in general, you can see that we have 10/30/30/30.
Yes, we do. Up there. I will normally recommend that you split it 25/25/25/25 in any test. Not just this test, but that's generally what I try to encourage. In this case, as you can see, we went with 10 because we really felt confident that the new variations were going to outperform and we were right. So we went with the 10, 30, 30, and 30.
Now this is not an A/B testing and personalization, how do you be successful creating one, but I do want to give you guys a few things to take home that we did for this, but really should be doing for any personalization or A/B testing you do. So making sure the messages are unique enough. The worst thing you can do is just have three things that are exactly the same. I'm sure you've heard this before but it's important. So when we looked at the variations we had to make sure that they were going to at least have something visible that was different enough between the three. Segments, where are they coming from? So is it URL? Is it behavior? Is it email? We did use AEP for this because we were able to pull that data about our customers into it and utilize that.
And then traffic. Do you have enough traffic? Which we obviously did. That was the reason for this. Conversions, make sure you look at your analytics data and you know what you're going to determine success. And then where's that going to live? Right? So what's the goals? A lot of people make the mistake where they, "Oh, well, we just want it to be better," or "we just want more engagement." And then you go, you get the test goes and then people come back and go, "Oh, I think it's better because of this," or "I think it's better because of that." So it's very important that you establish the goals, they know what the goals are going to be, they know where you're going to be getting the information from, and everybody is aligned or at least you force them to be aligned.
So next. I get to share the Results and Wins. So Ashley told you all the things we did and I get to say we were successful. So three new landing pages created in hours versus days. That is big and you could take snapshot. This is all real. We're not fluffing you. I promise. - I'll put it all out. I don't know. - Yes, put it up there. I think everybody wants to see the good stuff. - Yes. - Let's go. Okay. All right. Two hours to generate the content and 30 minutes edit. Now if you are that person you know how big a deal that is. Of course, why we're here, the 135% engagement. Okay. Executives in the room or anybody else here. This does not mean everything you go back and do has to be 135% engagement, okay? This is a huge win. But as you know for those in the Target industry, if you get a 2% lift you're excited. If you get anything in the double digits those are big wins. Right? So this was just a huge win for us...
But double digits that's when you're celebrating, right? That's when you take everybody out for a pizza party, you're six and if you're older maybe you go and have some beers.
And then we measured all this through Adobe Analytics. I have a great partner on the Analytics team. Nick Max is sitting right here, who actually built out some great dashboards for us. Venkatesh, I see you too.
And that's where we measure everything. But that being said, there's other tools which is CJA and I'm going to go into that right now...
About how you should think about when you learn things, what you should do? Right? So Target gives you great results. You look at them at Adobe Analytics. You get new segments. Right? You send those into CJA, AEP and then those are new groups. Right? You learn things about your customers, and then you send those back to Target...
As you either could just measure it and say, "Okay, how these segments perform across all of my different experiments or A/B tests, experiments, personalization?" Or you have AI generate new content. What a concept! Seems like it matches the title. Or you don't. Right? It's really up to you. It's really about where you're trying to go. But the idea is that you're continuing to learn, you're getting new segments, new behaviors and that stuff goes back into the process and just keeps rinsing. I know we've seen the circles many times but this one's not bad. Just a lot of circles. Yeah. And so you just continue to do that part. And by the way, I'm the type of presenter I want to be like, "Are there any questions on that?" But we are going to have questions at the end. We're going to pass the mics around so just know that and also afterwards if you want to talk. I know I only reference a few of the ways that you should look at...
How you build out a program, but happy to talk more afterwards as well. Okay. Next. All right. So as we said, we're an Adobe shop. We have a bunch of these. I'm sure you guys do as well. We are utilizing Workfront, AEM, from the content perspective, from a data perspective. We're using the Real-Time CDP, Adobe Analytics, CJA.
I think we're doing a little bit of Mix Modeler, not AEM right now. And then Journeys, we have the JOPs, but, of course, Adobe's, as you saw in all the presentations, slamming down their throat. If you don't have AJO, you're in trouble. So we're going to have to figure that one out. But we have Adobe Target and Marketo. So we're really utilizing all of the products. It's fantastic. And then Firefly generated experience models and of course we're using AEP. Although, I don't think our AEP person's here. But there you go. And I think they actually changed the slide already. I think I saw one on slide that they added something else here so we'll update it later. - At all times. - We'll update it later. All right. Now Drew wants to get back up here. We promised him a few more minutes from Adobe perspective.
He's got to give you guys quick little sales pitch. Just three minutes though. - We're only limited to minutes. - Yeah. - Please do not leave as Ashley says. - We timed them. We timed them. - It's not as-- - Because-- All right, guys, stuff coming into the product. We're going to jump into the future stuff and we're also going to talk about just some takeaways. So just stick with us for a little bit. Just talk about where we're going next, and I'll pass it over to Drew's sales pitch. Thank you. It's not a sales pitch. Thank you, Joaquin.
We've heard a lot about GenAI. We've seen it in action. I just want to call out because I'm so proud. Target users are the trailblazers when it comes to this. It's opening up and unlocking greater efficiencies. I love the KPIs we were looking at. It wasn't just conversion lift and revenue. We love that. It resonates. We can report on that all day. But what about cost savings, time savings, resource savings? How quickly we can we're presenting on these activities? It's like, how can we do more? How much-- I want to do more. I want to do more. Now we can do more. And so what we want to do, talk about pain points in the prompts, is focus GenAI on your pain points. And so you're going to see, it's rolling out over the next few weeks, a new modernized UI with greater efficiency and updates across the board including our recommendations workflow, AI assistance. So we're talking about experimentation agent, which I'll get to, but also AI in the tool itself.
We can use Firefly, we can use GenStudio and for generating content outside or in the ecosystem. With Adobe, a lot of great tools out there that are leveraging GenAI for content generation. We wanted to bring it into the Visual Experience Composer. So as you're building activities in Target, you have the text that you can generate based on all different types of factors. The images are there for you to create variations. We want to get up to scale. We want to be able to experiment more quickly. I love the learnings that we were able to get from being the trailblazers and trying out these features and embracing them, because it brings a lot to this space specifically, CDN experimentation, being able to park us at an Akamai EdgeWorker, let's say, or EdgeWorker for near latency-free deployment. There's a lab about that today. An Insights Dashboard, so you can show all the brilliance that you're generating, including the revenue lift as well as the efficiencies that you've created. And then finally, we heard about agents on the stage. Again, working behind the scenes, making you more intelligent and more efficient, but also allowing you to engage with them. So it's not automation taking over. But it is an agent that is crafted to focus on a specific area, and the AJO Experimentation Accelerator, module in AJO, but an add-on for target, allows you to ideate with GenAI. And it's GenAI that's receiving the activities that you've run, the audiences you've created, the content you've created. And so it's going to be surfacing up these opportunities that Ashley was talking about. They were able to identify that location that was just right.
Experimentation Accelerator will be prioritizing that based on your data, crunching the numbers and showing you those opportunities. It also projects outcome, and it's super accurate. Adobe.com has been using it for quite some time now. They've seen massive results in terms of the quality of the activities they're running and 200% revenue impact. So big stuff to play around with and we're hoping and I know they have been inspiring. Ashley and Joaquin are showing you just how you can embrace it in your organization. So really, really happy with the session and handing it back over to talk about the future of Prudential. That wasn't too bad, actually. - I've heard some worse self pitches. - Way to go! Awesome! And the reality is I was part of the Target, what do you call it? - Data. - The round table thing and-- - Great. - It does look pretty cool. And I promise I'm going to be part of that group, so I'm not going to let them just throw out some crap this time, okay? Actually, one other thing. Experimentation Accelerator-- - You won't keep your-- - There's a beta happening right now. So you can reach out to your resources at Adobe to get signed up for that. - Sorry. - No, no. No worries. - All right. - You had something important to say. - It's important. - So-- Okay. Just a couple things. We're trying to sum up everything that we were talking about, the best practices and where we're going. I guess the future is probably more to the right side, but that's okay. All right. We talked about it comfort with AI, trusting the process with humans in the loop. Again, that's the biggest part. Getting everybody to realize, "Yes, we're part of this. You can trust these pieces. This is how we're going to utilize it. We're not going to get rid of you," all that good stuff. That's really what I think people a lot of fear here. Right? Make it part of the content life cycle, the management of it, compliance, creative, all that good stuff. Again, really important for us.
As many segments as you can get, access those. And I say important here obviously because you don't want segments that aren't real, but as many of the important segments are in there so you can really start to learn, learn, go back to that slide of feeding things back in, understanding more, feeding things back in, understanding more. That sounded really boring the way I was saying that. It's really exciting. Feeding stuff back in, learning more. So and then again, you'll hear different conversations about showing success. What I would tell you is it's important to show success. Right? A/B testing personalization is to learn 100%. You have to convince that that is part of it. A failed test, a failed experiment, failed personalization is all part of the process. But you do have to have successes. Otherwise they're like, "Well, we just keep learning and not having any success." So try to focus on some things that are going to get that out the gate especially with AI as part of the process.
Okay. So where are we going? So look, the Adobe Target and Adobe personalization, if you have been around for a while, you know this has been there for years. Right? That has existed, the AI piece in that.
There is a trust factor, because it's the algorithms in the back or you don't get to see what the algorithms are doing, but I do suggest as we're going to do, we're going to test it out in certain areas just to see if it works. Some customers I've talked to in the past say, "Yeah, it works great for us." Some others say, "We needed to do five other things." Find out. Take a look, try it on some pages, see if it works for you. That's what we're going to do.
First party data, more data, more data, more data. Very important to us. Data quality, again all the things that we're focusing on because the more that we can know, the more we're going to be able to personalize, the more we're going to be able to get...
Back to that desired one individual. You come to the site, you see something that you want to see and someone else sees something different.
Integration of the workflows. We're a big workfront so a lot of that's going into our workflows. We're making sure that it's all part of it. Again, if things are established and you're getting AI in there, have it part of all those different processes. Right? It's just important. One of the things from a personalization A/B testing perspective that I always say is this is not Joaquin's program and I really mean it. This is the company's program. If you go in there and you're saying whatever your name is, we'll say Matt for instance. Sorry, Matt, if you're in here. Matt says, "This is my program." It's going to fail. It has to be about everyone involved. You saw how many people are involved. And so as long as you have everyone involved in the process, it becomes their program, they get excited, biweekly meetings, however you want to do it. I do biweekly meetings. They're great, okay? And then don't be afraid to challenge current processes. Again, be smart about it. I wouldn't walk in and say, "CEO, you're dumb." I wouldn't do that route. But challenge the processes. Talk about how we can be better. I mean that's what we're always trying to do. Okay. I think I'm going to pass it off and then we'll see-- - No, you have one more I think. - Oh, no. I'm on this one. That's me. - Yeah, it's you. - Okay. From the auto targeting perspective, this is what I was talking about. So we have a page. We're working with the prud.com team as Warren Park got a shout-out already. He didn't get his last name. Now you know. So look him up.
We're working with that team to-- He was actually supposed to heckle us. - He has not done anything by the way. - You have not said a word. You promised heckle. - You didn't heckle once. - You promised to heckle. [Man] I was going to wait till the end. He's waiting till the end. Okay. Apologize. Apologize. All right, it's still coming. So basically we're having this conversation. How do we want to utilize the auto target, auto personalization part of the site? Right? So you can do thing-- You can do all this or you can just do some of it, move content up. We can create new content, use an AI or not use an AI. Change the CTAs...
Utilize all the different pieces we have. In our case, we're going to focus on a couple areas and then just let the tool go in and put the best thing for our clients. Of course, we're going to watch that, we're going to see and make sure it doesn't show you something you shouldn't see. But this is really our use case because we have this welcome back page which is not everyone, but it's a page that's supposed to help you to engage further and we want more engagement. So that's why we're going to try out the auto targeting and see how it works for us. So I wasn't just telling you to do that because we're going to do it too. All right, I'm going to pass it off. Thank you guys for listening. - All right. - Yeah. All right, I'm back everybody. Way to go. Great job, Joaquin. - I love the applause. Thank you. - Whoo! Man, you guys are nice and awake. I am here for it. Yeah. All right. So...
Taking this back to your company, again, wherever you are in your AI journey, completely uncomfortable, a little bit more pioneer-ish, I'll call it, because I still feel now like it's new, especially with the agentic piece...
These are the questions that you need to ask yourself. How comfortable is your organization with AI today? If you're doing some things with tools and in practices, that's awesome. That's great. But also, what are your goals? And probably that's probably the first question. I mentioned earlier, talking about the problems that you have, don't worry about the products yet. Worry about the problems and then think about how AI can solve them. Also, where does AI fit in your personalization program? We started small. We are continuing to do more, but the content piece was a big blocker for us which is why we had to test out different tools. And also, Drew, don't give me a side eye. But Adobe Generate Variations is not the only tool that we use. We also use Writer as well, and we have tested out Jasper. Those are two content generation tools that we're currently using.
In addition, start small. I'll say it again. I don't know how many times I've said it, but pick one campaign. Pick one email. Pick one landing page. Start small to prove it out. Or do several too. You can do that if you have the bandwidth and you have a team to assign, but again, keep all of those stakeholders involved and make sure that everyone has their role and it's very clear to them. And I probably could spend a whole ton of time talking about being your own PR company. So after you have the win, you need to market said win, okay? That could be on your intranet site. That could be sending an email to executive leaders. That could be putting it at Adobe Summit. What's up? All of those things are really important. So when you do have the win, it really helps grow and snowball in the best way. And then I also personally take it upon myself to recognize those that are thriving with AI. If you're using one of my products and you're excelling at it or you found an innovative way to use it, I will publicly recognize you whether you like it or not. And I will also give you some recognition points with our recognition program. People love that stuff. And you want to celebrate the people that are winning with it and doing a great job. The whole reason why I do what I do is to help marketers thrive with AI. And so when it comes to the users themselves, I am deeply focused on that, in solving their problems. And now hopefully, you are too. So go be unicorns, everyone. Thank you so much.
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