PHOENIX – The demand for artificial intelligence in identity marketing seems to be outrunning figuring out how to mix personally identifiable data with various other data sources. “When you think about what a customer needs for overall data strategy, it is all different data points, not just any one specific form of data,” says the Head of Adobe’s Audience Manager, Judith Hammerman.
Like many companies in advertising and media, Adobe is “seeing more and more that customers want to be working with their own first-party data,” Hammerman adds in this interview with Beet.TV at the IAB Annual Leadership Meeting.
“What that starts to bring up is PII, and whether we work with PII or not. We’ve been working a lot to think about how we can work both with, we’ll reference as third-party data, cookie data, unknown data, as well as being able to work with first party data.”
Enter the Adobe Experience Platform. Hammerman describes the technology as being about “the normalization and ingestion of data, along with semantics and controls that allow for the labeling and usage of data along with the democratization of data without the concerns of compliance.”
It’s powered by “a very strong overlay of AI,” which in Adobe’s case goes by the name Sensei. As Adobes AI foundation, the technology “really starts to look at things like what do you with that identity. How to do you look at further segmentation and data science in a very deep and meaningful and broad way.”
According to Hammerman, Adobe has 300 engineers dedicated to AI.
“What we’ve seen in data across the board is that the demand for data science is so high and you just can’t get enough of the workforce in place,” she says. “Additionally, the speed of data is moving so fast that to be able to do this in real time becomes almost meaningless for a customer, and AI allows us to move at that speed.”
With identity increasing at the core of great customer experiences, it encompasses not just advertising and marketing per se but also personalizing content experiences. “And that’s really ultimately what we think about when we think about a great customer experience.”