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Adobe brings new AI capabilities to Campaign
Adobe is introducing new AI capabilities in Marketing Cloud that aim to deliver real-time personalization tools for marketers. The software giant said the updates are focused on email, which remains one of the key channels in a marketer's arsenal. Boiled down, the new AI features in Campaign are meant to help brands automatically deliver the right experiences to the right individuals, at the most opportune time. More specifically, a new predictive send-time optimization feature analyzes sets of data to inform marketers when is the best and most effective time to send an email in order to increase open rates and maximize impact. The AI system is fed with historical data -- such as the interactions someone's had with a brand -- and bases recommendations on times that are likely to get the best lift. Similarly, the new predictive churn feature allows marketers to filter out people from an email campaign before they hit the threshold number of emails. The impetus here is that it's expensive to lose someone on a database, and marketers want to make sure they're not bothersome to the point where a person unsubscribes from a list. Predictive churn analyzes data and trending information to help determine if the next send is going to irritate the customer, and if so, they get removed from that email send. Both the predictive churn and send-time optimization capabilities are powered by Adobe Sensei and are in beta.
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