Adobe Steps Up AI-Powered Marketing to Take on Rivals
- Company’s Perfect Path project aims to make shoppers buy
- Photoshop maker seeks to boost growth in advertising unit
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Adobe Systems Inc., the company best known for Photoshop, has lately been spending its time trying to figure out what makes consumers tick.
The software maker has been quietly undertaking a project to help corporate customers automate their marketing efforts, part of an accelerated push into artificial intelligence. Called Perfect Path, the prototype system aims to use massive amounts of data and machine learning to analyze consumer behavior. The plan is to enable advertisers to more precisely target their customers and find the best way to persuade them to buy something.