In a recent development by this American multinational computer software company, Adobe launched a new set of analytics tools powered by Sensei AI to keep a track of the data and capture online activities. With this launch, Adobe makes its intentions clear on downing into the conversational data and let the brands take advantage of it by improving targeting and conversions. By consuming data from Alexa, Siri, Google Assistant, Cortana and Bixby, the company is keen on capturing both user intent and contextual data—and track user actions to help brands reap the best benefits.
Adobe, that had till now helped in bringing context to online and offline data, has now added voice analytics to get a better understanding on how people consume media and marketing via voice enabled devices.
AI— a frequent at Adobe
This is not the first time that Adobe has vouched for artificial intelligence. It had earlier launched Sensei, a framework of intelligent services tapping into artificial intelligence, machine Learning and deep Learning, that was launched to dramatically improve the design and delivery of digital services that form the core part of Adobe’s Cloud platform. This AI service by the company made a debut after being trained by massive amounts of data gathered from various resources to do things like visual search, auto lip sync, sentiment analysis, automated insights for digital advertising and more.
Similarly, in its recent development too, the company announced that deep analysis of voice data would be complemented by artificial intelligence and machine learning in Adobe Sensei. It would help brands gain robust audience insights and recommendations, while automating the traditionally cumbersome, manual analysis.
In addition to helping the companies to make sense of trends within massive data sets, it would allow them to take quicker action on these insights hence delivering experiences that delight customers while informing other touch points such as email and advertising.
Capturing the voice based data market–
There is no doubt that over the last decade, there has been an increase in adoption of the voice enabled applications for both mobile devices and other smart voice enabled consumer products. Be it Cortana, Siri, Alexa or the soon to be released HomePod, the consumption of voice enabled devices has grown up drastically. According to a report by Mary Meeker on Internet Trends 2017, 20% of mobile search queries in 2016 were made by voice. Even a report by Adobe suggests that voice assistants are poised to be the next tech disruptor.
Given the stats and an increase in voice enabled data, the launch of virtual analyst by Adobe comes at a right time. Capturing on the fact that voice enabled devices and digital assistants allow consumers to engage through one of the most natural forms of communication, Adobe’s voice analytics capabilities would enable brands to deliver more personalized customer experience and create brand loyalty through voice based interfaces. The voice data from Amazon’s Alexa, Google Assistance, Samsung Bixby, Apple Siri, Microsoft Cortana, is what Adobe planning to analyse with its tools.
From addressing the complexity in measuring voice interaction to additional data points such as frequency of use and actions taken after voice request is made, this newly added tool can measure it all. What is interesting to note is the fact that it has the ability to capture both the user intent ((“play me a song”) as well as specific parameters (“from The Beatles”), as the company notes.
Bill Ingram, vice president of Adobe Analytics Cloud said during the launch that it is one of the most important trends in modern technology to quickly adopt newer ways of interacting with the content, such as mobile and video in the past. With an increase in voice data, Adobe will now extend insights from it across the entire customer journey.
Creating a more relevant content-
The company assures that the integration of voice analytics data with Adobe Marketing Cloud and Adobe Advertising Cloud results in a continuous and relevant digital interaction. “For instance, Adobe Target ensures that insights from a voice-enabled device can be automatically leveraged on other channels, while also delivering personalized responses to user queries using machine learning and predictive algorithms”, the company’s official statement says.
Explaining it further, the company notes, a food enthusiast interacting with a travel app on Amazon Echo would get the most popular food destinations through her voice.
With the launch of analytics tools for voice, it is quite clear that Adobe is serious about tapping into market potential for conversational AI and it surely has a competitive edge over others being a pioneer in AI driven efforts with Sensei. As a lot of players are tapping into developing voice assistants, Adobe is right on time at the right place with its recently introduced conversational analytics tools.
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Srishti currently works as Associate Editor at Analytics India Magazine. When not covering the analytics news, editing and writing articles, she could be found reading or capturing thoughts into pictures.