Dive Brief:

• Adobe is adding artificial intelligence-powered tools to Adobe Target to help customers personalize offers and interfaces, according to ZDNet. Adobe Target is a personalization engine within Adobe's experience cloud.

• By opening up its data science and algorithms companies can perform tasks like targeting customers with precision, match recommendations to customer intent and automate offers.

• Adobe Target incorporates the machine learning and AI of Adobe Sensei to enable customers to offer automated one-to-one customer experiences.

Dive Insight:

Leveraging AI, Adobe will provide companies with tech that they can use to pinpoint customers' needs and connect with them at just the right time. It's that kind of "connecting the dots" technology many companies are looking for today.

Adobe has traditionally focused on marketing, but digital transformation has caused other parts of a business to focus on areas that may have more traditionally fallen under marketing. Adobe wants to capitalize on this shift and thereby better cement its place in the enterprise as a tool for improving the customer experience.

Adobe is anticipating shifts in the tech industry, as companies look to move toward personalization. Fast food companies, for example, are looking to better tailor the customer experience to ensure product loyalty. Starbucks too is looking to create a more intelligent experience by using AI to predict coffee-related cravings. 

As part of its new Digital Flywheel program, Starbucks wants to offer regular customers a more predictive experience, according to a report from The Street. That means that the technology could offer a different beverage recommendation based on the weather or whether its a workday or the weekend. That customization is sure to become more prevalent as digital companies search for new ways to engage and retain customers.