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Adobe to Open Data Science Capabilities in Adobe Target

Adobe is opening up its data science and algorithmic optimization capabilities in Adobe Target, the personalization engine of Adobe Marketing Cloud, to allow organizations to insert their own data models and algorithms into Adobe Target to improve the customer experience.

Additionally, the company is adding new capabilities in Adobe Target powered by Adobe Sensei, its AI and machine learning framework, to further enhance customer recommendations and targeting precision, optimize experiences and automate the delivery of personalized offers.

Consumer expectations have changed, making personalization an imperative, according to Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target. With the new capabilities, when integrated into Adobe Target, brands can combine their own expertise with the power of Adobe’s AI and machine learning tools to predict what customers want and deliver it before they ask, helping to drive business value and brand loyalty. The ability to bring in proprietary algorithms into a marketing platform is a first for the industry, says Adobe.

In addition, the new Adobe Sensei capabilities in Adobe Target will also help organizations to provide more personalized experiences.

With the new Auto-Target capability, marketers can rapidly deliver personalized customer experience variations across their digital properties including websites, apps and IoT user interfaces. Auto-Target uses Adobe Sensei to determine the best experience for each consumer and continuously optimizes those experiences as the consumer takes additional actions.

New recommendation technology in Adobe Target also enables brands to leverage consumer intent to better predict what content and products customers might want next. Using techniques based on natural language processing, personalized recommendations convert the actions a consumer takes into word-like signals. These signals are grouped by commonality and used to deliver a more tailored customer experience.

To learn more, go to www.adobe.com.

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