Prativa Mohapatra, Managing Director, Adobe India
Prativa Mohapatra, Managing Director, Adobe India believes that with Adobe Sensei GenAI, the new AI technology, customer experience teams can leverage embedded generative AI for more accurate and personalized journeys.
The customer experience (CX) stands out as a prominent and widely discussed concept in the realm of marketing discourse. How is Adobe integrating generative AI in CX upgrades?
Focusing on CX is now a crucial competitive advantage for businesses in India, driving what we call experience-led growth, as per an Adobe & Forrester study. By prioritizing CX, businesses can achieve significant benefits:
• Approximately 2X increase in brand awareness
• Around 2X improvement in customer retention
• Boosting Customer Lifetime Value (CLTV) by about 2.3X
• Enhancing employee satisfaction by 1.5X
Enterprises are under pressure to improve how they operate. Adobe is natively integrating generative AI directly into tools global brands use every day, enabling productivity gains in how teams design, deliver, and measure customer experiences. AI innovation has been core to Adobe’s DNA, and the company is leading the industry with commercially safe (trustworthy) and easy-to-implement generative AI solutions. To achieve this, businesses should leverage data analytics, optimize marketing strategies, create compelling content, and continuously refine CX.
Adobe’s commitment extends to advancing generative AI to enable even more personalized and engaging experiences, ensuring businesses stay ahead in delivering exceptional CX.
Recently, Adobe launched the generative ‘Sensei GenAI’ to transform customer experiences. How does it contribute to Adobe’s overall commitment to innovation in the realm of customer-centric technologies?
As the frontiers of CX continue to expand and all these new technologies emerge, it’s clear that generative AI will be an important tool in your arsenal as you build valuable experiences. And that’s why you must get started on building your roadmap to generative AI today. By 2026, AI-driven features will be ubiquitous in business tech, with 60% of organizations leveraging them for enhanced outcomes, according to IDC predictions.
89% of marketing and CX leaders anticipate that generative AI will enhance personalized customer experiences, as per Adobe’s global survey. Additionally, 42% of respondents see marketing applications as the most promising area for Generative AI, according to IDC.
As pioneers in AI, we recognize its transformative potential in marketing. With Adobe Sensei GenAI, customer experience teams can leverage embedded generative AI for more accurate and personalized journeys:
• Personalized Experiences: Utilize Sensei GenAI to craft tailored experiences at scale.
• Native Generative AI: Integrated into Experience Cloud products and Adobe Experience Platform for streamlined experience creation, delivery, and measurement.
• Enterprise-Ready: Ensuring security, privacy, compliance, and ethical standards are upheld while generating real-time opportunities.
How can technology and innovative solutions play a role in helping brands achieve more with less in the context of CX?
In today’s digital-first world, you’re simultaneously facing tough challenges and embracing major opportunities. You’re under pressure to give everyone amazing experiences, but to do it with fewer resources. Underpinning that demand for great experiences is a mounting need for great content. By gaining insights into customer preferences, brands can strengthen their identity and create cohesive journeys, enhancing loyalty and boosting revenue. Despite the prioritization of CX in Indian organizations, keeping up with evolving customer expectations, content volumes, and channel diversity is challenging.
What are the key aspects that need to be considered for businesses to not only enhance customer engagement but also drive innovation and stay ahead in today’s rapidly evolving digital landscape?
From the customer’s perspective, personalization should feel tailored, easy, entertaining, and successful, with preferences honoured and time saved. It should seem almost magical, reaching millions in milliseconds at scale.
To deliver on this, critical building blocks include a real-time customer data platform, content velocity, and mapping customer journeys. These must be integrated, and synchronized, and result in timely, relevant experiences. Data serves as the foundation, collecting, organizing, and surfacing actionable insights comprehensively across the enterprise.
We’re assisting brands globally, evaluating over twenty-four trillion audience segments daily. Integration of Adobe Real-Time CDP and Adobe Target enables instant analysis and actioning of insights for on-site and in-app personalization.
Fast, flexible data collection is facilitated by Real-Time CDP Connections, delivering instantaneous performance with an average of 165 billion calls per day through Adobe Experience Platform Edge Network’s distributed servers.
8 out of 10 in our community leverage Adobe Sensei with Experience Cloud, with a continued focus on pushing the AI envelope, particularly with Sensei GenAI, transforming content, campaigns, audiences, and insights at scale.
Firefly, Adobe’s new family of creative generative AI models, offers commercially safe, integrated workflows, serving as a design co-pilot. Adobe plans to provide a comprehensive Gen AI stack for end-to-end marketing processes, driving efficiency gains of over 40% across marketing activities, transforming customer experiences, and expediting time to market.
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