Adobe has released the B2B version of its Journey Optimizer, a tool that uses generative AI to help enterprises identify and persuade the right decision-makers for large purchases. Sales and marketing teams often struggle to reach the correct individuals who make purchasing decisions for software or hardware. With Adobe Journey Optimizer B2B (AJO B2B), brands can now target the right person and personalize their sales pitch. AJO was first previewed in March and is built on Adobe Experience Platform, which provides brands with a comprehensive view of customers across all channels. Using generative AI, AJO can recommend missing roles and team members to populate buying group lists. Marketers can then use Adobe’s AI assistant to develop marketing plans for the identified individuals. Adobe plans to add lifecycle capabilities for each group, allowing brands to trigger real-time interactions at key milestones like contract renewals.
In addition to its AI offerings for creative projects, Adobe’s Journey Optimizer allows brands to incorporate AI assets from Adobe Firefly and Adobe Experience Manager into their libraries, enabling the creation of customized templates quickly. Pricing for AJO is not publicly available, as it varies depending on each customer’s needs.
Adobe has been actively integrating AI into its creative platforms, including the integration of the AI engine Adobe Firefly into its creative suite in September of last year. Since then, the company has released more AI tools to its customers, such as the AI assistant on the Adobe Experience Platform. The latest version of Firefly now includes full capabilities to generate AI images.
However, Adobe faced controversy after an update to its Terms of Service, which led users to believe that the company would surveil them and train its AI models on their content. Adobe clarified that its policy had been in place for years and that it does not access or train on any material stored on users’ local servers.
While adding generative AI to marketing tools is not a new concept, with companies like HubSpot already including AI features in their products, Adobe’s Journey Optimizer B2B provides a comprehensive solution for reaching the right decision-makers and personalizing sales pitches. By leveraging AI, brands can streamline their marketing efforts and improve their customer targeting strategies. With the integration of AI assets and the ability to trigger real-time interactions, Adobe is empowering businesses to create more effective and customized marketing campaigns.