The popularity of artificial intelligence and machine learning is growing. Adobe Systems Incorporated (NASDAQ:ADBE) is one of the many companies escalating this growth given its intended adoption of AI to revamp its Photoshop software. The San Jose, California-based software maker will be adding a feature into one of its popular software items with an aim of helping its users redefine their selfies.
Apparently, Adobe’s existing tools are already using machine learning and AI but in a limited capacity. It is for this reason that the company has embarked on a mission to give its customers a new deal; an overhauled artificial intelligence which the CEO, Shantanu Narayen, refers to as a game changer.
Digital Marketing shows significant annual growth
Adobe runs three main business segments; Digital Media, Print, and Publishing, as well as Digital Marketing. Each of them has different products within it and since 2010 the company has been showing remarkable annual growth. From $739.4 million in 2010, it was at $1.74 billion in 2016. However, it has a downward trend in its segment’s percentage contribution for the last three financial years because it moved from 33% in 2014 to 30% in 2016.
However, the figures are likely to change for the better with the new feature in Photoshop. Adobe’s executive vice president and general manager of Digital Marketing Brad Rencher writes, “At Adobe, we believe experience is the great differentiator, the make-or-break attribute to ignite life-long customer advocacy and growth.”
The industry is under a tremendous transformation
Adobe has opportunities in the Digital Marketing business, having declared its interests in a series of new solutions as well as partnerships. One partnership of its kind is with Microsoft and it involves integrating Adobe Campaign and Microsoft Dynamics 365.
Rencher emphasizes that the company’s aim is to help companies to deliver better customer experience and this is the reason behind unveiling of the Adobe Experience Cloud. The solution gives businesses everything they need to deliver in order to meet stronger connections with their customers,
In the meantime, Adobe’s stock closed at $138.05 a decline of $4.58 or 3.21%.
