The conversation between Amit, Anjul Bhambhri, and Ely Greenfield at Adobe Experience Cloud highlights the transformative impact of GenAI technology on the marketing and customer experience landscape. As the Senior Vice President of Products for Adobe Experience Cloud, Amit had the opportunity to speak with two of Adobe’s foremost technical experts, Anjul Bhambhri, the Senior Vice President of Engineering for Adobe Experience Cloud, and Ely Greenfield, the Chief Technology Officer for the digital media business.
GenAI in the Marketing Experience
During the conversation, Ely shared insights on how Firefly, a new technology designed to address concerns around the safety and commercial use of GenAI, can be a massive productivity boost to creatives and marketers. Ely highlighted the importance of content supply chain and how marketers can benefit from a more granular approach to audience segmentation and personalization.
He also pointed out that the fear or problem faced by marketers is the state of the technology and the market, whether it is an IP concern, a licensing concern, or a legal concern. Ely emphasized that the market needs to evolve to address these concerns for marketers to use and deliver the promise of GenAI to improve on Customer Led Experience.
The Power of Content-rich AI Model
Anjul Bhambhri further expanded on the transformative impact of AI technology on customer experience. She shared a personal anecdote about her experience with ChatGPT while remodeling her kitchen. Anjul used ChatGPT as a virtual assistant to come up with a plan for her kitchen space.
While ChatGPT understood her preferences and recommended the right cabinet colors, lighting, and flooring, Anjul pointed out that the AI was missing the personal context about her and the brand-specific products and recommendations. She also highlighted the need to make AI more context-rich and multimodal in order to supercharge the customer experience.
Improving the Customer Experience
The conversation between Amit, Anjul, and Ely highlighted the immense potential of GenAI technology to transform marketing and customer experience. As the technology continues to evolve and address concerns around safety and commercial use, marketers and businesses can leverage its capabilities to create more granular and personalized customer experiences.
With the ability to understand customer preferences and recommend brand-specific products and recommendations, GenAI technology can revolutionize the way businesses interact with their customers.
Furthermore, the conversation highlighted the need for Gen AI to become more context-rich and multimodal to truly supercharge the customer experience. With the ability to process and interpret a wide range of data types, including images, videos, and audio, GenAI technology can provide a more immersive and interactive customer experience. By incorporating customer context and personalization into the customer experience, businesses can build stronger relationships with their customers and drive greater customer loyalty.
Building the multimodal Experience
Adobe Experience Cloud highlights the immense potential of GenAI technology to transform marketing and customer experience. As the technology continues to evolve and address concerns around safety and commercial use, marketers and businesses can leverage its capabilities to create more granular and personalized customer experiences.
By becoming more context-rich and multimodal, Generative AI technology can supercharge the customer experience and help businesses build stronger relationships with their customers.