Adobe Journey Optimizer aims to supercharge B2B marketing

Adobe announced the general availability of the B2B version of its Journey Optimizer. This version will let enterprises use generative AI to help them identify and persuade the correct decision-makers for large purchases.

The company said in a press release that sales and marketing teams often have a hard time reaching the right people who make purchasing decisions for software or hardware.

With Adobe Journey Optimizer B2B (AJO B2B), brands can reach the right person and personalize their sales pitch. Adobe told VentureBeat in an email that AJO was first previewed in March.

AJO is built atop Adobe Experience Platform, which Adobe said is “the underlying data layer that provides brands a single view of customers across any channel.” It lets users create buying groups to organize customer information.

Generative AI can recommend missing roles and any missing team members to populate the lists fully. Marketers can then use Adobe’s AI assistant to build out a marketing plan for individuals they’ve identified using the buying group lists they’ve created. 

Adobe said it will also add lifecycle capabilities for each group so brands can trigger real-time interactions once milestones—like contract renewals—are reached. 

Leveraging AI for custom content and outreach

As Adobe offers AI tools for creative projects, AJO will also let brands bring in AI assets from Adobe Firefly or Adobe Experience Manager to their libraries to create customized templates quickly. 

Pricing for AJO is not publicly available as Adobe said it does not “provide specific pricing details for products such as Adobe Journey Optimizer, given that it varies greatly depending on the needs of each customer.”

Adobe has been leaning on AI models and adding the technology to its creative platforms, with the integration of the AI engine Adobe Firefly to its creative suite in September last year. 

Since then, the company released even more AI tools to its customers. It launched the AI assistant on the Adobe Experience Platform in June. The latest version of Firefly now includes full capabilities to generate AI images. 

Courting controversy

However, the company found itself in hot water after an update to its Terms of Services, which made it seem it would surveil users and train its AI models on content made or touched up using Adobe products. Adobe responded that its policy had existed for years and that it does not look at or train on any material users have on their local servers. 

Adding generative AI to marketing tools is not new, with companies like HubSpot including several AI features in its products.