Latest news with #SundeepParsa
AU Financial Review
3 days ago
- Business
- AU Financial Review
AI transforms customer journeys with personalised experiences
At the coalface of this evolution is Sundeep Parsa, vice president of Adobe Experience Cloud, who has been integrating AI into the firm's suite of marketing and creative applications. 'When we say orchestration, we mean intelligence with some autonomy,' Parsa says. This marks a shift from simple automation to more intelligent, adaptive interactions that enhance every stage of the customer journey. From automation to intelligent marketing AI-powered tools are enabling Australian businesses to significantly enhance customer engagement. Kenny Griffiths, managing director at digital marketing leader Monks APAC, says that AI's transformative power is already reshaping how marketing and creative teams operate. 'One of the big challenges is the fragmentation of tools and use cases,' Griffiths says. 'At Monks, we've now mapped out a full lifecycle of processes, from insights and strategy to creation, adaptation, delivery, and performance.' This approach helps businesses overcome challenges like data validation, compliance, and integrating AI across various touchpoints, areas where AI-powered tools are making a substantial impact. In Griffiths' experience, AI is enabling marketing teams to evolve beyond traditional advertising models. 'Marketing goes beyond just ad campaigns into pretty much anything that produces high-volume, quality data and involves decision-making that has been influenced, including ad spend and segmentation,' he says. 'The impact of AI tools has been incredibly disruptive to marketing departments.' This disruption is evident in the results. For example, Griffiths notes a significant case study where AI-driven content generation led to impressive results for a global fashion retailer: 'We have one public case study of an apparel company (Forever 21) - they recorded a 66 per cent increase in ROI and a 72 per cent uplift in CTR.' Griffiths also touches on the balance between AI and maintaining brand authenticity. 'Authenticity is key,' he says. 'We are still at a stage where all experiences need to be compliant with brand guidelines. Within AI, we can now add compliance checks throughout the production workflow.' Griffiths sees potential for even more transformative applications. 'The future of AI in customer experience is incredibly exciting. We're looking at real-time story generation. If this can be data-driven, there's a real opportunity for brands to create one-to-one conversations.' The evolution of AI-powered solutions has also led to changes in how businesses measure success. Griffiths highlights how AI tools have led to efficiency gains across the board. 'Once you have something in motion, we can scale it, but it takes weeks and months to get something to market,'' he says. 'By introducing a simple chat-style interface, we make it easy for anyone to ask questions. This is how we achieve disintermediation and greater agility.' On balancing automation with human oversight, Griffiths says: 'Ultimately, a human will be required to sign off campaigns, but catching and addressing issues early makes the overall process more efficient.' As AI tools continue to evolve, Griffiths emphasises the importance of understanding customer intent in real-time. 'If you combine conversation intent with behavioural intent, the unlock is massive for brands,' he says, illustrating the potential for brands to predict and meet customer needs before they even express them. Griffiths also notes that privacy and data security will continue to be major challenges for businesses leveraging AI. 'Respecting privacy, consumer privacy, has to be a top priority,' he says. 'With consumers becoming increasingly conscious of how their data is used, organisations must ensure they are transparent in their AI practices, fostering trust and confidence.' Griffiths acknowledges that while the AI revolution is underway, there are still hurdles to overcome. 'Change is hard, and I don't think anybody should say we figured it out,' he says. 'You're still doing the mundane tasks that can slow everything down, but AI will streamline that.' As AI continues to mature, businesses are discovering the power of generative AI to streamline content creation and automate repetitive tasks. 'Once you have something in motion, we can scale it, but it takes weeks and months to get something to market,' Parsa says. 'By introducing a simple chat-style interface, we make it easy for anyone to ask questions. This is how we achieve disintermediation and greater agility.' Anticipating customer needs in real time For organisations seeking to optimise customer journeys, the focus has shifted from simply providing personalised content to understanding and anticipating customer needs in real time. Personalisation has become a critical component of the customer journey, especially in industries like retail, banking, and hospitality. 'Everything needs to be plus hyper-personalised across multiple channels,' Parsa says. 'That's a skill problem in how you actually deliver and execute on the need for personalisation.' As AI tools continue to evolve, businesses are finding new ways to refine these personalised interactions, ensuring they meet individual customer needs more effectively. However, with these advancements come new challenges, particularly around privacy, data security, and ethical AI use. 'Respecting privacy, consumer privacy, has to be a top priority,' says Parsa. With consumers becoming increasingly conscious of how their data is used, organisations must ensure they are transparent in their AI practices, fostering trust and confidence in the technologies driving customer interactions. As AI allows businesses to gather and analyse vast amounts of data, brands are better positioned to anticipate customer preferences and provide more relevant recommendations. 'You know exactly which hotels I prefer. Just give me the answer,' Parsa says, illustrating the power of AI-driven personalisation. Customers expect relevant and timely interactions, and AI enables brands to meet those demands, offering customised solutions without overwhelming the customer with choices. This shift towards AI-powered customer engagement is not just about automating processes but also about enhancing creativity. With AI taking over repetitive tasks, human teams can focus on strategic, value-added activities. 'Most of the upfront planning is informed by all of the engagement data history that's locked up in our applications,' Parsa says. By using AI to analyse customer behaviour and preferences, businesses can gain real-time insights, allowing them to make faster decisions and improve the overall customer experience. As AI continues to mature, the potential for AI-driven personalisation to transform customer journeys is enormous. The ability to integrate AI into every touchpoint along the journey - from initial interaction to final conversion - will help businesses stay competitive and deliver greater value to customers. This transformation is already underway in Australia, with local businesses leading the charge in adopting AI to optimise their customer journeys. From automating content creation to predicting customer preferences, AI is allowing Australian companies to deliver more personalised, relevant experiences than ever before. The next step will be ensuring that these innovations are used responsibly, with a focus on transparency, privacy, and ethical AI practices. The future of AI in customer engagement is bright, and the potential for businesses to create truly seamless, personalised journeys is enormous. As Parsa says: 'If you combine that conversation intent with behavioural intent, the unlock is massive for brands.' AI is no longer just a tool for automation - it is a key driver of business growth, enabling companies to create customer experiences that are as intelligent as they are personalised.
Yahoo
18-03-2025
- Business
- Yahoo
Adobe Announces New Offerings with AWS and Amazon Ads for Marketers and Creatives to Deliver Impactful Customer Experiences at Scale
LAS VEGAS, March 18, 2025--(BUSINESS WIRE)--Today at Adobe Summit – the flagship digital experience conference – Adobe (Nasdaq: ADBE) announced a strategic collaboration with Amazon Web Services (AWS) to build new offerings that empower marketing and creative teams to deliver customer experiences with greater speed, precision and at scale. The collaboration combines Adobe's expertise in Customer Experience Orchestration with AWS's advanced cloud services. Building on the availability of Adobe Experience Platform (AEP) on AWS, the collaboration will introduce new integrations with AWS's generative AI services, Amazon Connect and Amazon Ads. These offerings will enable organizations to create more meaningful customer interactions while benefiting from AWS's enterprise-grade security, reliability and global infrastructure. "The growing digital economy is creating an environment where a higher volume of engaging and personalized content is required to drive customer loyalty," said Sundeep Parsa, vice president, Adobe Experience Cloud. "New integrations across Adobe and Amazon solutions will enable businesses to deliver impactful customer experiences that leverage deep data insights, while maintaining the highest standards of privacy and security." Adobe and Amazon will create new integrations across their product portfolios and bring to market new offerings that drive standout customer experiences and ad campaigns: Enhanced omnichannel experiences: The companies will integrate AEP with Amazon Connect to provide end-to-end visibility into the customer journey while protecting customer privacy. This will help businesses deliver more personalized customer experiences across channels and interactions by combining AEP's comprehensive customer profiles with Amazon Connect's customer care insights. Intelligent AI-driven interactions: Leveraging Amazon Q in Connect and Adobe's AEP AI Assistant alongside AI Agents, businesses can deploy tailored experiences based on unified customer data. Teams across an organization will be able to access consistent customer information, enabling more personalized and contextual interactions across touchpoints. Boost marketing performance: Adobe Real-Time Customer Data Platform (CDP) Collaboration, built on AEP, is an offering that delivers a secure environment for advertisers and publishers to jointly discover, activate and measure high-value audiences through consent-driven first-party data. Business can deliver personalized ad experiences, without relying on third-party signals. Through an integration with Amazon Marketing Cloud, marketers will be able to combine customer data in Real-Time CDP Collaboration with performance insights from Amazon Ads in Amazon Marketing Cloud to measure segment performance and drive better return on ad spend. Streamlined Creative Workflows: Through direct integration between Amazon Ads and Adobe Creative Cloud applications, businesses can efficiently create and publish high-quality ads. Creative teams can access professional templates designed for Amazon Ads within Adobe Photoshop and Adobe Express, with automatic compliance checks and seamless access to Amazon Creative Assets. Applications powered by AEP, including Adobe Real-Time CDP, Adobe Journey Optimizer and Adobe Customer Journey Analytics, will also be available in AWS Marketplace – a digital catalog with thousands of software listings – making it easy to find, test, buy and deploy solutions. Learn more about the collaboration between Adobe and AWS here. About Adobe Adobe is changing the world through personalized digital experiences. For more information, visit Forward-Looking Statements This press release contains "forward-looking statements" within the meaning of applicable securities laws, including those related to Adobe's new, enhanced or future product capabilities, innovations and offerings and the expected benefits to Adobe. Each of the forward-looking statements Adobe makes in this press release involves risks, uncertainties and assumptions based on information available to Adobe as of the date of this press release. Such risks and uncertainties, many of which relate to matters beyond our control, could cause actual results to differ materially from these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to: failure to innovate effectively and meet customer needs; issues relating to development and use of AI; failure to realize the anticipated benefits of investments or acquisitions; failure to compete effectively; damage to our reputation or brands; service interruptions or failures in information technology systems by us or third parties; security incidents; failure to effectively develop, manage and maintain critical third-party business relationships; risks associated with being a multinational corporation and adverse macroeconomic conditions; failure to recruit and retain key personnel; complex sales cycles; changes in, and compliance with, global laws and regulations, including those related to information security and privacy; failure to protect our intellectual property; litigation, regulatory inquiries and intellectual property infringement claims; changes in tax regulations; complex government procurement processes; risks related to fluctuations in or the timing of revenue recognition from our subscription offerings; fluctuations in foreign currency exchange rates; impairment charges; our existing and future debt obligations; catastrophic events; and fluctuations in our stock price. Further information on these and other factors are discussed in the section titled "Risk Factors" in Adobe's most recently filed Annual Report on Form 10-K and Adobe's most recently filed Quarterly Reports on Form 10-Q. The risks described in this press release and in Adobe's filings with the U.S. Securities and Exchange Commission should be carefully reviewed. Adobe undertakes no obligation, and does not intend, to update the forward-looking statements, except as required by law. View source version on Contacts Public relations contact Kevin FuAdobekfu@ Sign in to access your portfolio
Yahoo
20-02-2025
- Business
- Yahoo
Adobe secures data collaborations between brands, publishers with new tool
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. Adobe today (Feb. 20) announced the general availability of an offering that enables brands and publishers to better partner for first-party data collaborations, per details shared with Marketing Dive. Adobe Real-Time CDP Collaboration has been piloted by advertisers and agencies including The Coca-Cola Company and GroupM Wavemaker. Warner Bros. Discovery is the latest publisher to integrate with the tool, following launch partner NBCUniversal. The wide launch of the offering comes as brands and publishers continue to navigate a privacy landscape that is moving away from third-party data despite Google's 2024 decision to halt its plans to deprecate cookies in Chrome. Adobe's wide launch of Real-Time CDP Collaboration is the latest reminder that first-party data is now a dominant buttress for advertising, no matter what path Google eventually takes around tracking and privacy after announcing in July 2024 that it no longer plans to deprecate third-party cookies in Chrome. 'The move away from third-party signals such as Internet cookies has presented an opportunity for brands to make better use of their first-party data, delivering more relevant ad experiences based on direct customer relationships,' said Sundeep Parsa, vice president of product for Adobe Experience Cloud, in a statement. First launched at Adobe Summit last March, Real-Time CDP Collaboration provides a clean room environment that allows brands to identify and activate publisher audiences, across channels including display, video and TV streaming, without moving or exposing customer data. The offering also allows brands to measure ad effectiveness directly with publishers and make adjustments to boost engagement. Beyond brand and publisher collaborations, the platform can draw from data partners including Snowflake and Amazon Web Services and identity partners including Acxiom, LiveRamp, TransUnion and The Trade Desk, an acknowledgment that brands already have numerous partners around data and identity from which they draw. Advertisers and agencies including Alterra Mountain Company, Major League Baseball, The Coca-Cola Company and GroupM Wavemaker have piloted the offering. In a beta with launch partner NBCUniversal, advertisers saw 2x more efficient conversion and ten-times better match rates, along with a 90% lift compared to standard audience onboarding. Warner Bros. Discovery is the latest publisher to integrate with the offering. 'Leveraging these dynamic tools will empower advertisers to maximize their campaigns' success across our premium content portfolio by delivering curated brand experiences to consumers in privacy-centric, contextually relevant ways,' said Ryan Gould, president of U.S. advertising sales, go to market, at Warner Bros. Discovery, in a statement. Recommended Reading Dentsu brings Adobe's generative AI acumen to data, identity offering Sign in to access your portfolio
