Adobe has unveiled several new features for its Experience Cloud at the National Retail Federation’s Big Show in New York this week.

These features utilise Adobe Sensei, the company’s AI and machine learning technology.

One of the new innovations is a virtual analyst in Adobe Analytics which leverages Adobe Sensei to scour retailers’ data and prioritise changes that will improve the customer experience and ultimately drive the business.

Michael Klein, head of industry strategy – retail, travel & CPG – for Adobe Systems said, “Its aim is to automatically surface and answer questions that retailers never thought to ask, and adapt over time to user feedback to make its insights more and more personalised.

“A retailer may, for example, uncover and resolve a bug on a critical web page that would have resulted in lost revenue.”

Adobe claims it will close the mobile conversion gap through the new progressive web applications (PWA) studio in the Magento Commerce Cloud, which it acquired in May last year.

Part of Experience Cloud enables merchants and developers to build online stores with fast, engaging app-like experiences that boost conversions and enhance the pervasiveness of the in-store experience.

Klein said merchants can leverage PWAs to improve engagement, simplify payments, issue push notifications and drive traffic in-store to enhance the shopper experience at a fraction of the cost of building a native app.

Adobe has released a new self-serve platform Adobe Advertising Cloud Creative, it features a rapid rollout of new offers and designs without the steps of re-trafficking or starting the design process over from scratch.

The platform features native integrations with Adobe Creative Cloud and Adobe Analytics Cloud to enable retailers to more easily personalise ads based on a potential customer’s shopping behaviour, loyalty program status and more.

During the show, Adobe is also previewing a project from Adobe Research for potential integration in Adobe Experience Manager offering photo-based search results.

Users can upload a photo of an outfit and Adobe Sensei in Experience Manager automatically searches a retailer’s entire inventory online and serves up clothing similar to the photo.

Klein noted, “Retailers can now automate video discovery with tags that correspond to the actions, attributes and objects in video eliminating the need to manually sort through hundreds of relevant clips for retailers’ brand channels, or to be displayed in-store.”

Other new features include the ability to add lists to emails through Adobe campaign and customising product recommendations based on audience by harnessing Adobe Sensei-powered capabilities in Adobe Target.

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