How AI Driven Experiences Will Transform Marketing

Shantanu Narayen, Adobe's CEO, has delivered his message that people buy experiences, not products to both U.S. and European audiences this year. Narayen also advised that products [aren't the main] differentiator anymore. Companies are now competing for the hearts and minds of all customers and should aim to exceed their expectations at every point of the journey. News that it's less about the transaction and more about the relationship has given birth to "experience makers" who promise to bring this vision to life. Claire Cronin, the CMO of Virgin Atlantic, also waded into the experience factor by saying, "Tans fade, memories don't." However, the inconvenient truth is that business needs to use data to drive these experiences.