Many C-level executives are convinced AI is a must-have competitive tool. According to a recent study from IBM’s Institute for Business Value, 75% of CEOs believe that competitive advantage will depend on who has the most advanced generative AI.
Following AI directives from the top, marketers and commerce leaders are hurrying to research AI solutions and consider how they might harness them to improve the customer experience. AI has the potential to drive organizational productivity while delivering new digital experiences at every stage of the buyer’s journey.
However, marketing and commerce teams are just getting started. Despite big plans for the future, over 76% of senior executives are still working on or planning their AI roadmaps.
Why you need a connected ecosystem
Most marketing and commerce teams are familiar with generative AI, in which models create content like text, images or video, based on patterns learned from their training data. Marketing teams already use it to create new content or customize product listings and other existing content so that they work better for customers in a specific location or market segment.
Other forms of AI harness machine learning algorithms and statistical models to crunch historical data and make predictions about customer behavior.
But AI tools of any kind are most effective when they are fully integrated in the same connected ecosystem.
For example, you might use AI to analyze engagement data and predict which kinds of creative will be most effective — and then incorporate those insights into new creative briefs. Alternatively, you could use AI to quickly generate numerous content variants and then test them in real time.
Proven ways to leverage AI in a connected ecosystem
A suite of connected AI tools spanning both marketing and commerce tech stacks can be transformational at every stage of the customer journey. It allows marketing teams to:
1. Elevate marketing strategy and planning
AI allows organizations to design and optimize marketing campaigns, media planning and commerce strategies, thereby delivering better customer experiences and higher conversion rates.
AI makes it possible to understand the impact of individual campaign elements, such as content assets and ad design, on key success metrics like conversion rate and average order value. This information can then be used to inform personalized campaigns that span multiple channels and feature content that’s custom-tailored for individuals and segments.
Marketers can also use AI to adapt content strategies in real time in response to key engagement and sales metrics.
2. Hyper-personalize customer experiences
AI helps marketers and commerce teams go beyond basic segmentation to achieve true one-to-one marketing.
For example, some AI tools can recommend tailored experiences based on customer profiles and preferences that are continuously updated as customers interact with new touchpoints. And others can create thousands of image and content variations that bring recommendations to life.
3. Accelerate content creation
AI allows marketing teams to develop insightful content roadmaps and then build them out at record speed, producing the kind of fresh, relevant content customers want to see.
It can analyze historical engagement data for different types of content assets, identify trends and suggest which types of content will be most effective at every stage of the customer journey.
AI then speeds up the end-to-end content lifecycle, from ideation through copywriting and design, to reviews and approvals, and finally to delivery and content activation.
4. Connect and orchestrate customer journeys
AI helps marketers design customer journeys that feel effortless and cohesive. The latest AI tools are capable of analyzing vast amounts of data to identify the most effective touchpoints and interactions, and which ones are most effective for different market segments.
When deployed in real time, AI tools can guide customers through personalized journeys that increase engagement and conversion rates. Based on real-time engagement data, other AI capabilities can optimize the content and communications that power these journeys.
5. Scale asset variations for rigorous market testing
AI can help marketers and commerce teams test numerous content variations and experiences to identify the ones customers are most likely to engage with. It can identify opportunities to reach new customers, either by entering new channels or sharing content on a particular topic.
For example, AI can produce a vast array of content variations tailored to different audience segments and preferences. This ability to scale asset variations ensures that each customer receives a personalized experience, no matter their specific needs or location.
Moreover, AI can determine which variations are most effective in real time, continuously refining the content strategy for optimal results.
It’s already happening
A growing number of businesses are already seeing real results from leveraging an array of AI tools across their tech stacks. These early adopters include companies that use Adobe’s martech stack, which incorporates both predictive AI models, such as Adobe Sensei, and generative AI models, such as Adobe Firefly.
For example, iconic camera-maker Canon USA relies on the predictive AI built into Adobe Commerce to deliver personalized customer journeys. Niche customers — such as professional night photographers or wedding photographers — can now easily and quickly find the products they are interested in. They are dynamically directed to related products, accessories, and content that will help them solve business needs and increase the chance of a purchase.
“It’s all about personalization — getting the customers to the content that’s most relevant to them, in their preferred channel,” said Michael Lebron, senior director and head of front office applications at Canon.
Meanwhile, IBM recently used Firefly’s generative AI capabilities to streamline its creative processes. By integrating generative AI directly into its workflows, IBM’s team was able to generate 200 assets and over 1,000 marketing variations in mere minutes instead of days or months. This campaign exceeded benchmarks, achieving 26 times higher engagement and effectively reaching valuable audiences, with 20% of respondents being identified as C-level decision-makers.
A martech stack with connected AI built in
One of the biggest challenges associated with adopting AI is that the tools that work best for your business or industry are not always part of a single platform.
If you are running a collection of best-of-breed AI tools, you may end up building many custom connectors if the software you’ve chosen doesn’t offer flexible APIs.
Adobe’s martech and commerce stack is designed to make combining AI tools easier in two ways.
First, it’s fully integrated and comes with native AI models like Firefly and Sensei built in. This way, businesses can get started with AI-powered workflows within familiar Adobe tools.
“Our tech stack encompasses both generative and predictive AI and allows a two-way flow of information between the two that accelerates results,” said Patrick Toothaker, principal product marketing manager for digital experience at Adobe.
Second, it’s built to easily exchange data with other systems via well-documented APIs. With the API Mesh for Adobe Developer App Builder, businesses can connect their Adobe marketing solutions to Adobe Commerce, Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), Point of Sale (POS), and other key systems. Moreover, Adobe has an extensive network of technology partners that have pre-built integrations for virtually every Adobe solution, from commerce to marketing and beyond.
The future of AI is now
A fully integrated, AI-powered ecosystem like Adobe’s can help businesses transform every stage of the customer journey. It can provide insights into customer behavior, anticipate their needs, and help creative teams quickly build personalized content to address those needs in real time.
By acting now to incorporate AI into their workflows, marketing and commerce teams can deliver exceptional customer experiences, stay ahead of the competition and achieve significant operational efficiencies.
Working with companies like Adobe and its technology partners, which let you easily connect AI-powered solutions via API, is a great first step.
