Adobe announces new products and innovations

At the Adobe Summit 2023, the vendor unveiled a range of innovations in the Adobe Experience Cloud and Adobe Creative Cloud aimed at new generative AI services, personalization, content management, and product analytics. Below, PAC will briefly cover some of the key announcements.

Product launches

Adobe Sensei Generative AI Services (Sensei GenAI), integrated into Adobe Experience Cloud, is a set of enterprise-focused, AI-powered services across its suite of productivity apps. It combines multiple large language models such as FLAN-T5 models within Adobe Experience Platform and Microsoft’s Azure OpenAI. Adobe aims to scale customer data and content together while offering enhanced personalized experiences and experience creation.

PAC’s view: Sensei GenAI aims to significantly improve end-to-end marketing workflows, empowering marketing departments to create new content-driven experiences based on richer data analytics and behavior predictions.

Adobe Firefly, integrated into Creative Cloud, Document Cloud, Experience Cloud, and Adobe Express workflows, comprises AI models that generate “high-quality images and stunning text effects” for commercial use, increasing productivity and creative expression.

PAC’s view: Adobe Firefly combined with Sensei GenAI can enrich AI interactions or quickly tailor marketing campaigns, targeting specific audiences with richer content. This is likely to enhance brand perception and satisfaction as it can offer immersive engagements.

Adobe is not the only vendor launching an AI-powered image generator. Microsoft offers DALL-E (now available in Bing and Edge), but the overall purpose is not as clear as with Adobe Firefly’s marketing-driven proposition. By this, we mean Microsoft caters to a wider audience. For example, with a Microsoft account, users can generate 10 AI images daily at high speed; further, image generation takes much longer in Bing Image Creator. The more marketing-oriented content generation is offered via Microsoft Designer.

Product innovations

New Adobe Product Analytics in Adobe Experience Cloud enables companies to unify customer journey insights across marketing and product. This would contribute to creating more personalized customer experiences.

Adobe Experience Manager (AEM) aims to redefine Content Management System, enabling teams to easily update websites and mobile apps using popular word processing and spreadsheet programs. Sensei GenAI can be leveraged to analyze performance attributes and patterns while offering suggestions on better connecting with the target audience.

Adobe’s Content Supply Chain solution combines applications, services, and integrations from Adobe Creative Cloud and Adobe Experience Cloud. This would enable users to plan, produce, deliver, and analyze content faster. As the solution drives measurable business outcomes by bundling people, processes, and technology, it “equips brands to build high-functioning content supply chains” leading to better visibility and control across operations. In turn, it has the ability to enhance end-to-end marketing workflows and content and campaign performance.

Adobe Express for Enterprise links Adobe Express and Adobe Experience Manager Assets aimed at streamlining end-to-end content workflows for unified content development and marketing processes.

Overall, Adobe aims to facilitate, scale, and personalize digital experiences and marketing workflows, leveraging AI to make it easier for brands to be more creative and accurately target specific audiences through richer and relatable content. However, it is not only about better content, its new products and innovations also intend to accelerate productivity while cutting costs.