AdobeXF 2017 Sneaks – 4 things you need to know from Adobe Experience Forum KL 2017
The Adobe Experience Forum that was held in KL for the first time ever was quite a success. Obviously for those that attended it was full of insights. It was also a glimpse of what we could do in the future while interacting with everyday objects or everyday lives. It showed us the future of consumerism and the significance of connectivity. But at the end of the session, there was something else. There was Adobe Sneaks; a real glimpse towards the future, the part that adds the word experience to this forum. So what did we see in the Sneaks? A demonstration of Adobe’s integrated future. If you missed it though, fret not; here are the 4 things you need to know about the Adobe Experience Forum 2017 Sneaks.
Please note that the video does not necessarily originate from the Adobe Experience Forum 2017 in Kuala Lumpur, Malaysia; but presentations are done in pretty much a similar fashion here.
1. #BeyondClick – Voice Assistant on Overdrive
In this demonstration, Adobe shows us what it is like to be full utilising the Voice Assistant (in this instance, its Amazon’s Alexa). Adobe also shows that Alexa does not only have to be limited to the usual internet searches, or commands to play music, buy something you want, or turn your TV on for you. It goes far beyond that.
The demonstration showed us that Alexa or any other Voice assistants like Google’s brilliant Home could do so much more when it is integrated within; for example a hotel’s entire network. In the presentation Adobe shows us that we do not pick up the phone anymore and click ‘0’ to get the receptionist. Alexa in this form can be your receptionist, personal assistants to assist you during your stay. All these, through Adobe Campaign that keeps all your customers’ personal data and more. For all you know Adobe’s Sensei already knows what you want even before you ordered it.
Even as a marketer you can easily keep track on what works and what does not without even reaching for the computer, or your laptops or tablet. There isn’t even a need to look at any papers. Just tell Alexa what you need and it responds to you. It simplifies things, it makes things a lot more organised too. At the same time it gives you what you want, when you want it.
As a customer though everything is within reach just a voice command away. As the demonstration shows us, interacting with Alexa saves us the trouble from picking up the phones, or even searching through the web for information you want. You simple have to ask Alexa and whatever you need is presented to you personally by voice as well.
2. #JourneyAI – The Ultimate Customer Experience
One of the pain points of designing products and services is knowing whether or not your customers like what they see. As industries move towards experience based markets (not like they have a choice anyway, customer experience is the final criteria these days) collecting these sort of data becomes even more complex. But at the same time it becomes even more crucial for companies to have these data to better understand their customers and find ways to manage them.
With Adobe’s Experience Cloud it is easy to craft and build a whole customer experience journey from first engagement to conversion (purchase in most cases). The aim here is to make things easier for marketers to form a sort of journey (hence #JourneyAI) by just dragging and dropping things on top of an interface which eventually relies on Adobe Sensei to craft. The final result, in the example is released in a form of website navigation.
In the demo you start to get a sense of what you may go through as a customer going through the website. This includes searching for information in the website, compare data, and finally making a decision on purchases.
Adobe Sensei does one better within the process by figuring out the general direction taken by users. It tracks the users’ patterns such as time spent on a single page, and where they go after that. It tries to determine what works and what does not by understanding the customer’s behaviour and later compiles a graphical report to its marketer. It is all very seamless; there are no interruptions towards the customer’s experience in all this.
For a marketer this is perfect in understanding what works best for their customers. What turns them off, what turns them on. They could understand what might be the problem throughout the purchasing process; it could be that the info page is not comprehensible enough. It could also be a hilarious mistake of placing an inappropriate image on a landing page. But with #JourneyAI they can better understand their customers’ journeys from the start to the end.
For us consumers though it is pretty much a straightforward road. As marketers and Sensei learn to better understand our behaviour patterns and our preferences our journey towards buying something becomes smoother. Our processes become way more streamlined, more intuitive even. Of course, it helps if we see what we like when we need it.
3. #RightSpotIQ – Personalised Location Marketing at its Best
When you travel to a new place, be it a local town you’ve never visited before or Greece you are bound to get lost. But it is also a chance for you to explore the place a little bit. These days also you use your smartphone for its maps services to find your way around. Now, that is also a gateway to discover even more with Adobe’s #RightSpotIQ powered by none other than Adobe Sensei.
Based on your transmitted location data, Adobe Sensei can determine where you are and what is happening around you. It spots deals and events that may interest you around the immediate area or town you may be in. It is the best example of using GeoFence to target your audience as a marketer too. It could even be time sensitive if you’d like it to be. It can give you dinner suggestions based on where you have just been, and where you are. It could even go a step further to recommend you foods based on your preferences.
What it means for us users though is that you are now able to just get lost somewhere and not worry about not having anything to do. It helps your discover new places and explore more things. It could even help you rediscover the places you have been. Does it offer you a peace of mind when you travel, far from it. It does offer you a better grasp about what is going on around your area and surroundings though. I helps fill your time, your mind, and your stomach.
4. #AIExperince – Ultimate Layout and Content Designer/Planner
If you are a web developer or have any idea in regards to that field you would appreciate the amount of time that you need to spend designing a website. It takes plenty of trial and error to get the layout right, it takes even longer to decide what is supposed to be placed where. Once that is done, you have no option of altering the layout and placements. These are considering that you do not have to go through a whole slew of bureaucratic design decision-making process (meetings, paperwork, etc.). Taking those into account, the job of a web developer becomes plenty more complicating. We have not even started on personalising contents for different categories of people. That takes even longer to decide and craft.
All-in-all the modern web developers job is a lot more complex than before. The one-size fits all solution is now obsolete when everyone is talking about taking experiences to a more personal level. Obviously then we need a better solution than having one developer trying to fit into everyone’s gloves. Two developers? That’s not enough. What about Artificial Intelligence?
In the form of Adobe Sensei, web design and personalisation is made much easier. Using Adobe’s partner, Food Network as an example at the demo Adobe showed how simple it was for developers to change the web experience just by changing a particular user’s preference. This way every webpage viewed by different people will turn out almost completely different in layout and looks. Even features come out very differently for different individual users.
What does it mean for us though? It means a way more personal interaction with our favourite brands and sites. You get tailored information regarding things you care about in an instant (the instant you open the page). You get a personalised website that only you can view and craft. You become the creator of the sites that you see. You are the curator; we are the designers of our preferred sites. Sounds amazing? That is just barely scratching the surface. Soon we would have specially tailored advertising just for us.