Adobe announces new generative AI models to improve CX delivery for businesses

Teddy Cambosa - March 22, 2023

  • Make the most of conversational marketing, omnichannel journey mapping and understanding what intelligent and programmable emails can do for your business! From April to June of this year—learn the best CX strategies from marketing leaders in CARSOME, Colgate-Palmolive, ZALORA, and more in 'Connecting the CX Dots in 2023 Webinar Series.' Register HERE!

Singapore – Global computer software company Adobe has announced a slew of generative artificial intelligence (AI) models to improve customer experience (CX) delivery for businesses, ranging from content personalisation and editing, to marketing copy generation and conversational experiences.

The new AI models will be part of Adobe Sensei’s collection of enterprise applications which enables customers to work and collaborate in new ways. Adobe Sensei is the company’s artificial intelligence (AI) and machine learning (ML) arm for its Adobe Experience Platform.

A major AI model being announced is ‘Adobe Firefly’, a generative service which is trained on Adobe Stock images, openly licensed content and public domain content where copyright has expired, and will focus on images and text effects and is designed to generate content safe for commercial use.

“With Adobe Firefly, producing limitless variations of content and making changes, again and again — all on brand — will be quick and simple. In the future, marketers will be able to also train Adobe Firefly on the brand’s own collateral, generating content that reflects the brand’s style and design language,” the company said in a press statement.

David Wadhwani, president of digital media business at Adobe, said, “Generative AI is the next evolution of AI-driven creativity and productivity, transforming the conversation between creator and computer into something more natural, intuitive and powerful. With Firefly, Adobe will bring generative AI-powered ‘creative ingredients’ directly into customers’ workflows, increasing productivity and creative expression for all creators from high-end creative professionals to the long tail of the creator economy.”

Meanwhile, Adobe’s Sensei GenAI will enable brands to instantly generate and modify text-based experiences across any customer touchpoint and leverage different large language models (LLMs), including ChatGPT through the Microsoft Azure OpenAI Service and FLAN-T5. The selection will align with the unique needs of each business, stemming from brand guidelines, product vocabulary and customer insights.

Some of the business uses for Sensei GenAI include marketing copy generation, dynamic automated chat, creation of rich audience segments which provide precision for personalisation campaigns, and caption generation.

Amit Ahuja, senior vice president for digital experience business at Adobe, commented, “Adobe has a long history of unlocking AI as a co-pilot for marketers, and we have a vision for generative AI that covers the full lifecycle of customer experience management, with the enterprise-grade security and data governance that our customers expect.”

He added, “Business growth is driven by customer experiences, and generative AI is a transformative, foundational technology that will impact every aspect of how brands connect with their customers.”

  • Learn from marketing leaders across Southeast Asia—from CARSOME, Colgate-Palmolive,, MessageBird and ZALORA Group—on how marketers are building a seamless customer buying journey with channels that adapt and bridge silos on 'Omnichannel Journey Mapping: Connecting the CX Dots in 2023.' To get on-demand access, register HERE!

  • Where can the best-in-class automation strategies take your email campaigns? Join marketing leaders from Allianz PNB Life, Coinhako, and Malaysia Airlines, discuss brand-led email marketing strategies this June 21, 2PM SGT at 'Programmable Emails: Connecting the CX Dots in 2023.' Register now for FREE!