Adobe and IBM Are Rolling Out More Artificial Intelligence Tools for Brands

At the Adobe Summit this week in Las Vegas, Adobe unveiled the latest suite of updates for Sensei, the company's platform for artificial intelligence that competes with IBM's Watson and Salesforce's Einstein. The updates, which include an expanded partnership with Microsoft to pull the Microsoft's CRM data into Adobe's cloud, could help marketers improve spending across advertising platforms. They also come on the heels of competitors like Salesforce integrating with IBM on the same front, potentially furthering the AI arms race as machine learning becomes more understood and accepted. But Adobe's AI play is part of a broader plan to offer a more holistic suite of services through what it's calling the Experience Cloud. "With Sensei, we want to bring a lot of the machine learning we're doing in different parts of marketing under one umbrella," Anil Kamath, an Adobe fellow and vp of technology, told Adweek.