AI transforms personalised customer experiences

As consumer expectations for instant, tailored interactions rise, businesses are turning to artificial intelligence (AI) to forge deeper, more meaningful connections with their customers.

AI is not only enhancing efficiency but is fundamentally reshaping how brands engage, from creating culturally nuanced content to delivering seamless digital experiences in real-time.

Businesses are turning to AI to forge deeper, more meaningful connections with their customers.Credit: iStock

Sundeep Parsa, vice president of Adobe Experience Cloud, says AI drives hyper-personalisation while balancing authenticity and ethical considerations, offering a roadmap for brands to thrive in a competitive landscape.

Conversations over clicks

AI agents are shifting customer interactions from navigation to conversation, aligning with evolving consumer preferences. “There’s an expression that one of the data scientists came up with: ‘Conversation is the new click,’” Parsa says consumers now seek direct answers without browsing.

“Consumers are saying, ‘I’m done clicking and browsing your websites. I just want to ask a question, and you navigate for me, find the answer, and present it,’” Parsa says.

Sundeep Parsa, vice president of Adobe Experience Cloud.

By merging conversational and behavioural insights, brands achieve richer personalisation. As stewards of brand data, companies deliver contextually relevant responses. “Adobe’s unique value proposition is that we are custodians of the brand’s data and consumer behaviour, ensuring answers aren’t generic,” Parsa says.

Internally, efficiency is paramount. “I want my team to ask two simple questions: how long does it take to get something done, and how many steps are involved?” he says. Effective change management ensures AI integration enhances rather than disrupts, automating repetitive tasks to improve job satisfaction.

Ethical AI ensures consumer trust

Trust hinges on ethical AI that prioritises privacy and brand integrity. “Respecting consumer privacy, adhering to brand guidelines, and being true custodians of the brand’s data are Adobe’s jobs,” Parsa says.

Technology, not data aggregation, drives personalisation. “We are not a data company; we’re a technology company serving brands to drive personalisation for consumers,” he says. Transparency is crucial. “We’ve invested significantly to ensure transparency,” Parsa says. “We must show, through distribution, that there’s no bias in the system.”

Streamlining creative workflows

As AI shapes customer interactions, it’s also revolutionising internal creative processes. AI enhances content production, allowing creative teams to focus on high-value tasks. “AI can lower costs, increase speed, and change how teams focus their efforts,” Parsa says.

Interoperability among AI systems fosters seamless collaboration in digital marketing. “The Microsoft campaign agent we have integrates within the Copilot, eliminating the need for commitment to Adobe applications,” Parsa says.

AI enhances marketing productivity and customer engagement

Businesses are increasingly using advanced tools to enhance both productivity and customer experience.

Tim Goodman, solutions CTO at Monks APAC, says that marketing departments are adopting AI technologies, particularly generative AI, to streamline operations and increase ROI.

An Accenture study found that clients embracing generative AI could see a 25 per cent revenue increase over five years. However, Goodman stresses that while AI offers substantial benefits, many businesses are still in the early stages of integration.

One solution gaining traction is Adobe’s GenStudio, which offers end-to-end tools for AI-driven creativity.

While AI can boost productivity, it does not replace the essential role of human creativity. AI enables marketers to produce content faster and at a higher quality, but creatives are still crucial for imagination and attention to detail.

Goodman says that AI tools like GenStudio for Performance Marketing allow for high-quality production at scale, particularly for experiences that were once out of reach due to the high costs of CGI and animation. This is especially important in industries like apparel and FMCG, where AI-driven personalisation is transforming engagement with younger consumers who demand more interactive, immersive experiences.

Tim Goodman, solutions CTO at Monks APAC.

Looking ahead, Goodman envisions a world where AI-powered customer experiences are highly personalised, with real-time messaging that feels like a genuine conversation. “Imagine marketing so personalised that it offers value before you purchase - like personalised advice with one-click solutions,” he says.

Such advancements could lead to a new kind of advertising, building deeper, more trust-based relationships with consumers and offering a partnership in their journey.

While AI presents opportunities, it’s the built-in workflows, brand guidelines, and ethical safeguards within the solution that ensure the technology enhances - rather than diminishes - creative and customer engagement efforts.

“AI increases productivity by helping us deliver faster, but we still need human creativity for the finer details,” Goodman says.

The future of AI in customer experience holds tremendous potential, and with the right tools and strategic investment, businesses can unlock a new era of efficiency, creativity, and customer satisfaction.

Balancing loyalty and revenue

AI balances immediate revenue goals with long-term customer loyalty. “It’s not just about creating discrete experiences that stand out on their own; it’s about leading up to a higher purpose - to build lasting relationships,” Parsa says.

Navigating these priorities is complex. “I’m optimising for short-term revenue but want to optimise for customer lifetime value in the long term. There’s interplay between them,” he says. AI helps bring objectivity to these decisions.

Authenticity remains critical, with AI trained to embody a brand’s unique voice. AI can replicate personal communication styles, as seen in tailored email drafts.

“It reads emails, understands my tone, and soon, it will apply that personalisation to create stronger connections,” Parsa says.

By harnessing AI, businesses can craft efficient, personalised, and authentic customer experiences while addressing ethical and organisational complexities, positioning themselves to build enduring relationships in a dynamic market.

To learn more, please visit Adobe.