Adobe to Open Data Science Capabilities in Adobe Target

Adobe is opening up its data science and algorithmic optimization capabilities in Adobe Target, the personalization engine of Adobe Marketing Cloud to allow organizations to insert their own data models and algorithms into Adobe Target to improve the customer experience. Additionally, the company is adding new capabilities in Adobe Target powered by Adobe Sensei, its AI and machine learning framework, to further enhance customer recommendations and targeting precision, optimize experiences and automate the delivery of personalized offers. Consumer expectations have changed, making personalization an imperative, according to Aseem Chandra, vice president, Adobe Experience Manager and Adobe Target. With the new capabilities, when integrated into Adobe Target, brands can combine their own expertise with the power of Adobe's AI and machine learning tools to predict what customers want and deliver it before they ask, helping to drive business value and brand loyalty. The ability to bring in proprietary algorithms into a marketing platform is a first for the industry, says Adobe.