Introduction to Intelligent Services

A high-level introduction to Intelligent Services, which empower marketing analysts and practitioners to use the power of Artificial Intelligence and Machine Learning in customer experience use cases without data science expertise. For more information, please visit the Intelligent Services documentation.

Hi, I’m Anthony Chang. Director of Product Management for Intelligent Services. In this video, I will provide an introduction to Intelligent Services.
Intelligent Services empower marketing analysts and practitioners to leverage the power of artificial intelligence and machine learning in customer experience use cases without data science expertise. Marketing analysts can set up predictions specific to the company’s needs using business level configurations. They don’t need data science expertise to do this. Marketing practitioners and then activate these predictions using both Adobe Experience cloud solutions, Adobe Experience platform or third party applications. Intelligent Services are different from data science workspace, which serves in more technical persona who is trying to build his or her own models. Intelligent Services has been a big part of Adobe’s on data driven operating model since 2015. Since 2018 a number of external customers have also leveraged Intelligent Services to drive business value. Experience businesses use Intelligent Services to empower marketers to optimize customer experiences and campaigns. Using AI as a service that are built to address specific marketing use cases and can be easily configured for any business objective, all without data science expertise. There are three key customer value benefits. Intelligent Services provide cost efficient speed to market. Adobe has AI ML expertise combined with deep CXM experience and Intelligent Services have been designed specifically for marketers to get AI ML off the ground immediately. For common marketing use cases, we felt the need to hire scarce and expensive data scientists, accelerating speed to market and actionability. Intelligent Services provide higher accuracy in predictive insights. Intelligent Services provide the highest accuracy by leveraging advanced AI and ML models while having the ability to run AI ML on a common data set with the depth and granularity to enable slicing and dicing of predictions. Intelligent Services provide the what and why behind predictive customer insights. Lastly, fast time to insights and ROI. Intelligent Services empower marketers to get started with AI ML right away and start improving marketing ROI with new self service workflows, custom configurations and flexible options to operationalize predictive insights. Let’s look at the Intelligent Services workflow. There are four main stages to the Intelligent Services workflow. Ingestion, configuration, prediction and operationalization. First, the customer data is ingested, mapped and transformed into consumer experience event XDM in the Adobe Experience platform. Next, the marketing analysts can then easily configure desired predictions by specifying business rules and identifying relevant data. Then after model training and scoring powered by Intelligent Services, the predictive scores are written back to experience platform for marketing analysts to operationalize. There are many main ways of operationalizing the predictive insights. Practitioners can consume insights through detailed dashboards provided in the Intelligent Services UI. Analysts can also activate predictive intelligence through various applications across the Adobe Experience cloud solutions, Adobe Experience platform application services and third party applications. Analysts can also create custom dashboards using Intelligent Services outputs using tools such as the Microsoft Power BI, tableau or Looker. Now, I would like to introduce attribution AI and customer AI. Attribution AI quantifies the marketing impact of each individual marketing touchpoint across customer journeys at every level of granularity. In order to allocate marketing budgets effectively and optimize marketing campaigns, marketers must understand the true incremental impact of each individual customer touch point on each individual customer journey. Attribution AI uses AI and machine learning to assign contribution values of every individual customer touch point towards successful outcomes that are important to a company. With attribution AI we can calculate the impact of each touchpoint and tell you how much of that was incremental giving marketers an even deeper level of granular visibility. Customer AI generates customer predictions at the individual level with explanations. With customer AI, we can tell you what the customer is likely or not likely to do and we can also tell you why. Marketers can utilize customer AI predictions and insights to personalize each user’s experiences by serving the most appropriate offers and messaging. Whether it’s a new prospect that you would like to convert or an existing customer you’d like to upsell. Customer AI generates propensity scores and associated influential factors for every customer enriching customer profiles with intelligence that allow for hyper personalization. Now, not all businesses are the same. You have your own specific KPIs that you want to optimize against, and your customer journeys that are unique to your business. With customer AI, we bring you AI as a service that can be easily configured for your business to allow you to personalize customer experiences intelligently.
In summary, Intelligent Services empower marketing analysts and practitioners to leverage the power of AI and ML towards specific customer experience management use cases without data science expertise. They allow customers to quickly operationalize AI and machine learning predictions across a variety of Adobe and non Adobe data sources. Attribution AI allows marketers to intelligently drive marketing effectiveness across channels and campaigns while customer AI enables marketers to hyper personalized customer experiences intelligently. -