Optimise ecommerce advertising with AI-powered tools from Adobe Commerce and Meta

Creating exceptional ecommerce experiences can be challenging. Customers expect seamless, personalised shopping journeys tailored to their unique buying preferences and behaviour — and will often abandon baskets if the experience doesn’t meet those expectations. But delivering personalisation at scale can be cost-intensive and time-consuming as marketers are facing shrinking resources.

That’s where AI-powered tools can help, amplifying marketing efforts while reducing manual effort and costs. In fact, according to Facebook data, 77% of surveyed media planners who use machine learning-enabled tools reported seeing significant time savings on manual tasks, gaining back between one and four hours a week, on average. Adobe’s State of Digital Customer Experience report also found that AI has already helped 34% of survey respondents increase personalisation of offerings and 32% of respondents better scale content creation efforts.

Adobe and Meta have partnered to deliver integrated, next-generation, AI-powered tools to help transform ecommerce experiences. Let’s take a look at how these AI-powered tools from Adobe Commerce and Meta Advantage+ help advertisers personalise shopping experiences that drive action while automating campaign planning to reduce costs and increase effectiveness.

Easily personalise every step of the shopping experience with AI

AI-powered tools can help you personalise the shopping experience in several ways. Some examples of how AI capabilities in Adobe Commerce can help you to build unique shopping journeys include:

• Creating personalised product recommendations. Adobe Sensei’s machine learning algorithms perform deep analysis on your aggregate visitor data, generating tailored product recommendations that surface on your shop front under labels like “Customers who viewed this product also viewed…” This feature can help increase average order value (AOV) as customers add items they might not have found otherwise. Thanks to Product Recommendations, Adobe Commerce users have seen a 25% increase in average order value.
• Sorting products automatically by trends and preferences. Intelligent ranking in Adobe Commerce surfaces products within a category (such as “Women’s tops”) based on shop front behavioural data analysis from Adobe Sensei. This ranking will change over time as new purchases are made and as trending items change. You can rank by rules such as “most purchased,” “trending” or “recommended for you.”
• Delivering more relevant search results. Live Search uses machine learning to provide the most relevant search results based on shopper preferences and browsing data, so customers can more easily find the exact product they’re looking for. In fact, Adobe Commerce users have seen a 15% lift in conversion rates from Live Search.

Elevate campaign performance with intelligent automation

AI tools don’t just make it easy to personalise your ecommerce experiences. With AI-powered tools from Meta, you can simplify campaign set-up and management, test creative options for your ads and target the highest value customers. This gives you the ability to stretch your marketing dollars further and realise higher returns on ad spend.

By implementing the Facebook and Instagram Extension for Adobe Commerce (formerly Meta Business Extension), you get access to the Meta Advantage+ suite of AI-powered solutions to help increase the effectiveness of your campaigns. Meta Advantage+ shopping campaigns, for instance, make it easy to create campaigns with less effort. According to a Meta internal study on 31 advertisers from NA, APAC, EMEA and LATAM, advertisers who added Advantage+ shopping campaigns to business-as-usual campaigns saw a 17% improvement in cost per action (CPA) and a 32% increase in return on ad spend (ROAS).

Meanwhile, Meta Advantage+ catalogue ads sync with your store’s catalogue and generate ads based on user behaviour and personal preferences, delivering more relevant ad experiences that are more likely to lead to a click and a purchase.

With AI-powered advertising tools from Meta Advantage+, you can:

• Easily generate a campaign plan that matches your KPIs and goals, within your budget.
• Create high-performing ads with minimal effort by generating hundreds of creative combinations from your product catalogue.
• Automatically adjust ad creative depending on the audience to show shoppers the ad creative they’re most likely to respond to.
• Enhance targeting with personalised audiences based on your page details that automatically adjust over time.
• Instantly adjust product offerings based on availability and seasonality with product catalogue integration.

Get started improving your ecommerce experiences with AI today

AI-powered tools help you to optimise your ecommerce business with personalised advertising and shopping experiences, as well as automated campaign planning and management. And it doesn’t take hundreds of integration hours to get started. Activating the Facebook and Instagram Extension for Adobe Commerce gives you instant access to the AI-powered Meta Advantage+ campaign solutions and only requires a few simple steps to get started.

To learn more about how AI can help to improve your ecommerce experiences, read our new guide.

Sridhar Jayakumar is a product manager on the Adobe Partner ecosystem team with a proven track record of building successful marketplaces and developer ecosystems. With a keen focus on delivering value to Adobe customers, Sridhar focuses on building partner integrations that resonate and drive impact. Sridhar's focus areas include Adobe Commerce, Adobe Experience Manager and Adobe Journey Optimizer.

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