Adobe puts artificial intelligence tools into its marketing software

Adobe Inc said on Monday that it has put a new set of artificial intelligence tools into its digital marketing software with the aim of helping companies sharpen their marketing campaigns. Once known for applications like Photoshop, Adobe has become one of the biggest providers of software for running such campaigns, which businesses use to decide which of thousands of images and pieces of writing to content to show to potential customers. Growth in its marketing software division has helped send shares up nearly 50 per cent this year. The artificial intelligence features released on Monday aid that effort by, for example, scanning and labelling thousand of product images by colour and shape, or using natural language processing technology to read an article to determine its subject. That makes it easier for marketing campaigns to make a recommendation, whether that means showing a person browsing an e-commerce site a pair of shoes similar to ones they have previously viewed or a news website suggesting a story on a similar subject to the one just read.