The Key to Leapfrogging Competitors? Enlist Generative AI as your Co-pilot
Companies know that personalisation is critical to the bottom line. In fact, across industries, personalisation has the potential to create $1.7T to $3T in new value according to McKinsey. So it goes without saying that companies that want to succeed in this new era need to make sure that every customer feels like they have an authentic relationship with the brand — whether that brand has 10 customers or 10 million.
Given the many upsides to personalisation, it can be surprising that it’s still hard for a lot of companies to deliver personalised experiences — especially at scale. The first hurdle is data. Typically, the more customer data a company has, the better its personalisation efforts. But sifting through massive amounts of data can require tremendous time and resources.
The second challenge is that connecting with customers in more personalised, timely ways across multiple touchpoints can create a lot more work for marketers. They need to plan, set up, execute, and analyse more campaigns and develop multiple variations of content so that customers receive relevant, engaging communications across a growing number of channels.
Generative AI, or GenAI is without a doubt the key to unlocking personalisation at scale, and ultimately driving business growth through better customer experiences. Artificial intelligence (AI) and machine learning (ML) are already used throughout marketing to cut down on manual processes and improve customer experiences, like analysing data and automatically alerting marketers to anomalies that might mean broken links, cyber attacks, or new viral trends. If you’re an Adobe customer, you’re likely already using AI-powered features without even knowing it.
But we are now taking AI to the next level with Adobe Sensei GenAI — a co-pilot that will forever change the way that marketers plan, build, deliver, and measure campaigns, at pace. This means that marketers can focus on what matters the most: the customer.
Aidan Connor, Chief Technology Officer for British luxury retailer Asprey, believes that GenAI is the key to better customer experiences. “Generative AI is a massive opportunity for us to use the human brain for what it’s actually designed for: creativity,” says Connor. “It minimises the time and energy spent on mundane tasks and creates space so that our teams can focus on delivering top-class experiences.”
What makes Sensei GenAI different
Sensei GenAI takes marketing to the next level. Imagine if instead of selecting audiences, picking templates, and planning a new campaign, you could just turn to the person next to you and say, “Hey, let’s make a campaign that delivers special deals for solo travelers.”
With Sensei GenAI acting as a co-pilot, it’s that easy. Sensei GenAI can describe new trends for marketers and generate a full campaign to capitalise on that trend: planning the timeline, creating a customer journey, identifying audiences, and even generating images and copy. And with Sensei GenAI working alongside marketers, businesses can start expanding their sights to more campaigns, making them even more personal and granular. In other words, they can achieve true personalisation at scale.
When Sensei GenAI generates a campaign, that’s just the first stage. The true magic comes when marketing professionals work with the co-pilot to build upon ideas, using their knowledge of the audiences to create compelling, targeted experiences ideally suited to their customers. They can even use natural language prompts to direct the co-pilot on how to change the experience. They can ask the AI questions about data points to uncover valuable insights, such as predictions for how certain changes might affect performance or ask for suggestions for other audiences to unlock opportunities and reach new customers.
The best part is there’s no coding or special UIs to learn, so any marketer can quickly learn how to optimise the campaign until it looks just right. They can use their experience to figure out the best way of showing every customer exactly what they want, driving higher customer satisfaction and big business growth.
“In about 95% of industries, it’s really not possible to deliver truly great personalised experiences without generative AI,” Connor says. “What this means is that the early adopters will see big jumps in ROI. This is going to prompt even more AI adoption across the board. Any company that doesn’t try will ultimately fall behind.”
For designers, the GenAI engine helps to boost creativity and time savings by allowing them to use prompts to generate new creative ideas in seconds, without having to spend time searching through stock images and mocking up ideas. It also dynamically resizes creative assets to the specifications of every channel, giving design teams the variations they need with just the click of a button. Having a co-pilot can help light that creative spark, leading to more innovative campaigns and content delivered faster. It’s like collaborating with a colleague whose only job is to support you.
Take a look at a demo from Adobe Summit to see how Sensei GenAI can work alongside a marketer to co-pilot a travel campaign.
https://video.tv.adobe.com/v/3423963
Empowering teams to scale and unlock creativity
What does GenAI mean for businesses? It means that marketers, analysts, designers, operations, and other teams spend less time on manual, repetitive tasks. It can help improve employee job satisfaction by allowing teams to focus on more creative and thoughtful work. And it can ultimately help teams create more tailored, meaningful customer experiences, fueled by data, that result in higher revenue.
Publicis Groupe, the third largest communications group in the world, is creating major campaigns for thousands of clients every year. According to Global Head of Production Sergio Lopez Ferrero, GenAI is one way that the company will continue to grow. “We've always been limited by the time to do some things manually, like going on a photo shoot and then compiling images together,” he says. “It’s time-consuming and the results can look fake. Generative AI allows us to quickly create, modify, and improve images that convey the exact look and feel we want.”
Astrid Bohe, Senior Vice President – Digital Customer Experience at medtech pioneer Siemens Healthineers, also views GenAI as vital to the future, saying, “Generative AI is essential for enabling personalised communications at scale. We can deliver impactful experiences and react to customers much faster. It will be important in how we get closer to our customers.”
Generative AI offers businesses a game-changing solution, and with our latest GenAI innovations, Adobe is excited about providing our customers with an invaluable partner to help refine their strategies, and build new, meaningful, personalised experiences at scale to drive sustainable growth.
Learn more about how Sensei GenAI can help your business enter a new stage of AI experiences.