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Adobe launches AI tools for marketers

Firefly: Adobe's AI tech access to big clients

Adobe on Tuesday announced the launch of Adobe Sensei Generative AI Services.

Adobe Sensei Generative AI is a collection of enterprise-focused, AI-powered services that will be available across its suite of productivity apps.

Generative AI Services, or “Sensei GenAI,” perform a variety of marketing and sales tasks using a combination of AI technology, including Adobe’s own large language models and the Azure OpenAI Service.

Microsoft’s Azure OpenAI Service, which will be available in 2021, provides tailored access to models from the AI lab OpenAI, such as ChatGPT, GPT-4, and the text-to-image generator DALL-E 2.

Customers of Adobe Experience Manager, Adobe Journey Optimizer, Customer Journey Analytics, and Marketo Engage will be among the first to benefit from generative AI services, thanks to new native workflow integrations.

Users will be able to use generative AI services in Journey Optimizer and AEM Sites to create different versions of advertising email and text copy, as well as webpages, rephrasing the copy by selecting the tone of voice, identifying keywords, and pulling from up-to-date product information.

Generative AI Services will power Dynamic Chat, Adobe’s marketing-focused chatbot solution, in Marketo Engage. In addition, Generative AI Services will create audience segments for personalization campaigns in Journey Optimizer.

The models in Generative AI Services will also generate captions in Customer Journey Analytics for visualizations such as cohort tables and fallout charts, providing enterprise customers with text-based, top-line takeaways.

With increasing competition, it’s unclear which companies will rise above the rest in terms of market traction. Adobe, with its Experience Cloud customer base of at least 12,000, including 87% of the Fortune 100, is clearly hoping it will be one of them.

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