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ADBE - Adobe Inc News Story

$481.26 2.1  0.4%

Last Trade - 02/12/20

Sector
Technology
Size
Large Cap
Market Cap £171.34bn
Enterprise Value £170.49bn
Revenue £9.27bn
Position in Universe 31st / 6443

Adobe puts artificial intelligence tools into its marketing software

Mon 12th October, 2020 5:00pm
Oct 12 (Reuters) - Adobe Inc  ADBE.O  said on Monday that it
has put a new set of artificial intelligence tools into its
digital marketing software with the aim of helping companies
sharpen their marketing campaigns.
    Once known for applications like Photoshop, Adobe has become
one of the biggest providers of software for running such
campaigns, which businesses use to decide which of thousands of
images and pieces of written to content to show to potential
customers. Growth in its marketing software division has helped
send shares up nearly 50% this year.
    The artificial intelligence features released on Monday aid
that effort by, for example, scanning and labeling thousand of
product images by color and shape, or using natural-language
processing technology to read an article to determine its
subject. 
    That makes it easier for marketing campaigns to make a
recommendation, whether that means showing a person browsing an
e-commerce site a pair of shoes similar to ones they have
previously viewed or a news website suggesting a story on a
similar subject to the one just read.
    Such artificial intelligence technology has existed for
several years, but using it generally required corporate
marketing departments to export data from their systems and work
with another division of the business to use, slowing the work
down, Ali Bohra, director of strategy and product marketing for
intelligence services at Adobe, said in an interview. Adobe has
placed the technologies directly inside the marketing systems,
reducing the need to export data.
    "When you're thinking about the need to be agile and work in
real time, this is not a process that works very well," Bohra
said.

 (Reporting by Stephen Nellis in San Francisco
Editing by Marguerita Choy)
 ((Stephen.Nellis@thomsonreuters.com; (415) 344-4934;))
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