AI Is The Main Ingredient In Adobe's Recipe For Post-Cookie Targeting And Personalization

Adobe is leaning on AI-powered data solutions to bridge the post-cookie identity gap. This fits into Adobe's broader strategy of using a mixture of automation and artificial intelligence to figure out what people are looking for and predict how brands can demonstrate value for customers in the moments that matter, said Kevin Lindsay, Adobe's director of product marketing. In practice, that means focusing on reducing churn and anticipating a customer's needs rather than just pushing to complete a transaction. Considering the rising cost of customer acquisition, convincing someone not to cancel a service can be more valuable than converting a new customer. "It's also about paying attention to signals and emotional cues, like frustration," Lindsay said, and [determining whether you're] ticking people off with a bad experience."