"Unlock B2B Marketing Success with Adobe's New AI-Powered Journey Optimizer"

Adobe has announced the general availability of its B2B version of Journey Optimizer, enabling enterprises to utilize generative AI for identifying and engaging key decision-makers in large purchases.

According to a press release, sales and marketing teams often struggle to connect with the right individuals responsible for software and hardware purchasing decisions.

With Adobe Journey Optimizer B2B (AJO B2B), brands can now effectively target the correct audiences and personalize their sales pitches. AJO was initially previewed in March, as noted by Adobe in a recent email to the media.

Built on the Adobe Experience Platform, AJO provides a unified data layer that gives brands a comprehensive view of their customers across all channels. Users can create buying groups to streamline customer information management.

Generative AI within AJO can identify any missing roles or team members to complete their lists. Marketers can then leverage Adobe’s AI assistant to develop tailored marketing plans for identified individuals.

In addition, Adobe plans to introduce lifecycle capabilities for each buying group, allowing brands to initiate real-time interactions as key milestones—such as contract renewals—approach.

Maximizing AI for Custom Content and Outreach

Adobe's suite of AI tools extends to creative projects, with AJO enabling brands to integrate assets from Adobe Firefly or Adobe Experience Manager. This feature allows for the rapid creation of customized templates.

While specific pricing details for AJO are not publicly available, Adobe states that costs vary significantly depending on individual customer needs.

Adobe has increasingly integrated AI technology into its creative platforms, particularly with the introduction of the Adobe Firefly AI engine in September of the previous year. The company has since launched additional AI tools, including an AI assistant on the Adobe Experience Platform in June, and the latest version of Firefly, which fully supports AI-generated images.

Navigating Controversy

However, Adobe faced criticism following an update to its Terms of Service that suggested it would monitor users and train its AI models on content created or modified using Adobe products. In response, Adobe clarified that its policy has been in place for years and that it does not monitor or train on content stored on local servers.

The incorporation of generative AI in marketing tools is becoming increasingly common, with competitors like HubSpot also integrating various AI features into their offerings.