Adobe to open its data science and algorithmic optimisation capabilities in Adobe Target

Adobe is set to open up its data science and algorithmic optimisation capabilities in Adobe Target, the personalisation engine of Adobe Marketing Cloud.

Brands will now be able to insert their own data models and algorithms into Adobe Target to deliver the best experience to customers.

Adobe hopes this move will help attract new brands and charm existing customers – satisfying customer acquisition and retention targets in a single initiative.

The company has also unveiled new Adobe Sensei capabilities in Adobe Target to deliver more personalised experiences to customers, including one-click personalisation, personalised recommendations, and precision targeting.

Proprietary algorithms a first for the marketing industry

Aseem Chandra, VP, Adobe Experience Manager and Adobe Target, said: “Consumer expectations have skyrocketed to the point that hyper-personalisation is no longer optional for brands, it’s imperative. Progressive brands are already developing proprietary algorithms."

Adobe claims the ability to bring in proprietary algorithms into a marketing platform is a first for the industry.

“When integrated into Adobe Target, brands can combine their own expertise with the power of Adobe’s AI and machine learning tools to predict what customers want and deliver it before they ask, thereby driving strong business value and brand loyalty," Aseem added.

Adobe has been busy over the past couple of months, most recently partnering with the Munch Museum in Oslo to digitally recreate artist Edvard Munch 's original brushes for use in Photoshop and Sketch.