>> live from Las Vegas. It's the Cube covering magenta. Imagine twenty nineteen. Brought to You by Adobe. >> Hi, Welcome back to the Cube. Lisa Martin with Jeff Rick at Imagine twenty nineteen at the Wind, Los Vegas Talking all about e commerce, innovation and technology. Consumer changes. All that good stuff. Joining us next is Adam Justice, the director of product marketing for the Adobe Experience about Adam. Welcome to the Cube. >> Thank you for having me. Thank you. >> This is a really high energy event. >> It is >> all days palpable, but I think it might be partly because there's a lot of orange here. It's a pretty energizing color. People have had very interesting entrances and exits on stage, coming from above and below. We've heard a lot of great testimonials from partners, customers, Dobie, folks, the gentle folks. Customer experience is critical to any product. Any service retailer, big or small. So true. Talk to us about you've been with Adobe for a long time. Talk to us about were perspective. The essentials Really good customer experience. Management? >> Absolutely. Thank you. Thanks for the question. It's great to be here, so and don't >> be. We've really >> evolved. I think as sort of the needs and rolls of our customers have. And I think the primary motivator for their evolution has been the customer customer itself. And whereas it used to be enough for us to think about, we're going to provide winning product or a service. All of us can agree, and it's easy for us to, and it's easy for us to agree now because we're all a focus group of one. >> We know what >> we like. We like an experience that actually feels like it's worth having. It's not enough to just put a product or a service out there. It needs to feel like something that actually not only feels natural, but it feels additive to our lives in some way. And so what was once sort of ah, relatively sir straight forward product development process or promotional process now is very much about how we addressing the needs of the consumer in a way that it is holistic, that respects the channels, that they want to interact with our brand on that respects the devices through which they want to either consumer product or research. Our product so it will be, is really trying to sort >> of >> understand the dynamics of the market today and bring solutions to the customers who now have this broader sort of stewardship. And I would say the things that we're seeing that our core to that our first, you're not going to deliver a meaningful experience to a customer unless you understand that customer and understanding that customer largely now comes down to data and a lot of fix will feel like, Well, that certainly seems logical that were awash in data. How do we actually get to the point where the data is telling us the story so we can leverage that information than tell a brand story till some kind of present a compelling experience? And then you add to that the dynamics, obviously right now about and entirely justifiable concerns about my privacy and the regulations there. Adobes going directly at that. With it, it'LL be experienced platform in order to effectively coalesce a meaningful point of view or sort of representation of off the customer in a way that respects their privacy. That un experienced steward can then look at that and say, Not only do I understand who this person is, but I have context and an understanding of what it is they're looking for. What is their intent? What is the context of this interaction now? So I can present a meaningful experience that obviously gets you part of the way. And but then knowing is only half the battle, right? Maybe not even half. Then you actually have to kind of rally around. Well, what, uh, what tools and content do we have at our disposal to ultimately present a compelling experience? You know what it will be? We like to say that emotion is the currency of experience. And if you're not actually leveraging meaningful content and presenting it in context and you're not going to evoke an emotion that is worth evoking, so definitely have the data piece than the content piece. But I would also add, and you've probably had other people sitting in this seat talking about how the complexity of all that has certainly exceeded now the capacity of at least my brain to manage in a singular sort of engagement with a customer, let alone at scale millions of times a day. So the role of artificial intelligence and machine learning now is so corps I would think that it's absolutely kind of. It's sort of the gearbox that's that's turning at the center of the data on one hand, the content and elements, the assets, the offer's on the other that allows for ultimately the coalescing of those things and then the delivery of an experience worth having. So that may have been like a two dollar answer Teo Two Cent question. But really, I feel like that's sort of the component pieces that we're seeing at play and sort of adobes motivation. And going into that space that came out where we're >> to Dhobi sounded a couple weeks ago. I can't keep track of things. Couple weeks go on Guy found it really interesting, especially with adobes roots really in the content generation side, right, all the way back to the creatives and the creators of that great content. And now to be a Liza sophistication of the tools to a B tests. I think best buy was on stage and they did four million or forty million customized email. So now you know, take this great creative A be tested to the degree again using the data and the contacts and the in the knowledge of what those customers are all about. And now it seems like the magenta piece is kind of the icing on the cake. Teo actually have the ability to get the transaction. Associate it with all this other process. Teo, bring the cash register, if you will. >> You're absolutely right. You're absolutely right. Adobe. When we when we executed sort of what we announced our intent to to acquire, we were talking about How does it'LL be? Facilitator? Help every experience become shop a ble and every moment personal And really that was That was a claim we couldn't make without without the magenta piece. So it is absolutely, um it's a hand in glove relationship. And now, especially as we've all evolved as consumers, I mean to imagine that we would be subscribing to socks or that we could one click purchase just about anything >> you need, the >> technology that can kind of keep pace with the expectations. And that's what it's all about because so many of those experiences that Adobe is intent on enabling our customers to present s >> so many of them culminate in a transaction >> of some sort. So the magenta is absolutely not only the icing on the cake, which I think is that it's a great metaphor, but it's also so integral right now, it's becoming like a fundamental or elemental part of what >> we're trying to accomplish, right. >> So delivering this comprehensive customer experience, managing our analytics, advertising, marketing, commerce the one thing that when you were kind of describing the core components of customer experience management again thinking is time. Because as consumers, we have so much choice. And if we meet friction at any point along the way, we're gonna churn it. We're gonna find somebody else who's gonna be able to deliver this product or service right. And unless in a frictionless way. So when you were talking about a I, for example, I was thinking comment on how that Khun B. Leverage to be able to facilitate that Justin Time shop, a ble experience that converts to a sale that is able to do so in a way that's personable, personalized to the customer experience and taking that inside to go. Right now, there's an action that Lisa just took. We've gotta offer this right now, >> right? Well, you know, that's one of things that I absolutely love about customer experience management. Sieck Sam Neill here issues the acronym. In >> a way, I >> just I kind of loved the absurdity of it, right. I mean, when you think of the scale to say something like, we're going to make every experience, shop a bowl and every moment personal, it's just, uh it's scope of that. And to imagine that that's possible is almost absurd. But when you introduce the advancements that we're seeing in artificial intelligence and machine learning now, it's literally going from the absurd of from the realm of science fiction into very real. It's and that's where What what adobes looking at, like, How can we literally take some sort of statement like we're going to personalize experiences at every across the customer journey? We're going to do it at scale and in real time you think you brought up the component of of real time and really, unless you're considering how we're going to meet the needs of the customer in the moment that they're expressing that need, then it's really moved. So it and it is absolutely artificial intelligence and machine learning that we're seeing sort of expressed now across the Adobe Experience cloud that are making that happen in in multiple ways. One of the ways would be simply by shortening that span between sort of the late genius that marketers are walking around in their heads and actual execution. So how can we kind of take the work some of the friction out of the work flows that allow them to translate their ideas in tow offers? And another place would be, How do we shorten the space between a signal that we get saying behavioral data that we see show up either in a nap or on a on a website, and then turn through all of the possibilities of what we could present? Apply algorithms to kind of determine what is the next best offer next best experience, and then present that >> in a way that actually >> feels, if not really time pretty close to it? And that would not be possible without without artificial intelligence at Adobe, our product in that space that we references Adobe Sensei's So you'LL hear us talk about Adobe Sense, say, and that's it's kind of the the umbrella that stretches around the different elements that I was talking about so >> interesting how just have the expectation game has changed and actually now being enabled by the technology under the covers because they used to be right. We made decisions based on a sampling of the data after the fact. Right now, the expectation is, I want to make a decision based on all the data or is close to all those I can get in near real time, real time, defined as enough time to do something about it, which is a completely different way to attack that problem and really change the expectation Gay. But that is the expectation game now from customers who are hoping that thing shows up. That's supposed to show up because it's really what I'm interested in now. And can't you figure that out based on all my activity? That's right. >> In fact, I was I was just having conversations with my children, and it kind of blows my mind there. They literally wonder why, when we order something on Amazon, it's not there, like within an hour to didn't Didn't we just buy that? And interestingly, in some in some markets now you're almost in a point where that's actually reality and So the fact that we've witnessed in such a short time frame this this kind of realization in this new reality, it is absolutely It's absolutely fascinating to observe it. We can only kind of blame and congratulate ourselves. Right is consumers for pushing these expectations, But now brands are doing everything they can to come Teo to keep up with. But I think one of the magical things that we're >> still we're still surprised and delighted on a regular >> basis. And that's one of the things that I love about Adobe and our ability to sort of Teo. Activate the things that that marketers and people who are responsible for customer spirit experience know that they want to dio. We're giving them tools now where it's actually not only a reality to respond in these incredibly short time frames, >> but do it in a way that could be >> super creative and and breakthrough or differentiate, which is a It's a It's a meaningful requirement for brands today to be able to do all of that stuff, but do it in a way that >> is unlike their peers, exactly like we were talking about before, when you have so much choices a consumer, especially for certain types of products that are commodities. If it's not in a way that's differentiated and unique, I'm going to go somewhere else. Where I could find that experience really kind of connects with me on whatever level, whatever the product of services be able to create that creative, unique experience. And we were talking with Jason about what was announced this morning with Adobe Sales Channel on the Adobe branded storefront and being able to give merchants even within Sorry, not Adobe Alice on been talking for hours, giving them the ability, say, within an Amazon marketplace to be elevator brand a little bit, make it a little bit more unique. So they had a little bit of an edge and maybe expressed some brand creativity within that platform. >> Right? I really do appreciate that element of of of what we're doing, having come from kind of an advertising background myself, where you know that you're the mental band with you get with anyone is so limited, and the opportunity to differentiate is you have to grab it when it presents itself. And so, in order to weigh risk to becomes like overly scientific about this indefinitely. There's there's so much science involved with it now. But we can't forget the art. We can't forget the opportunity to literally tio take that those even those minor elements. And sometimes it's the signals that we get that say someone is prepared, are interested in this type of experience. But then how do we make that experience not feel surgical, but rather actually impressive and emotionally even on? So that's one of things that I love about Adobe. We really do try and embrace push forward on the science aspect. But respect the fact that a lot of brand building and a lot of meaningful experiences that we have are absolutely also rooted in the art. So >> that's a great point. It's really helping customers kind of fine tune and dialled the art with the science. Your park marketing guy. What may be a favorite customer example that shows a customer that's really been able to leverage the data, the creativity to deliver differentiated brand millionaire, their customers, anything come to mind in particular? >> Well, certainly there's, you know, there's there's so many I I feel like for me, the operative when I really feel impacted by a brand. Sometimes it's when I break out of sort of the mundane or I get to go, wanna get I get to go on vacation with my family and I feel like, interestingly just going to AA remote locale. Sometimes it can either be magical or can be like, Ah, horror show, right? But the way brands like Marriott Starwood married Bon voy. Now the way that they're there, they're embracing the opportunity to sort of bring technology in a way that that feels very additives but almost transparent to where now you're actually you, Khun, Ifyou're based on your loyalty program and you have the right app on your phone, you can walk straight to the door and unlock the room. I mean, that's that's huge. And it takes something that could've like that might have been one of the bigger friction points, like standing in a line to check in, >> and it just makes it fluid. It makes it feel >> like, you know, this is the type of experience that I want tohave, but I'm just getting things done and things feel good and the opportunity for a brand to go in and sort of think about Where are those points where I might be introducing friction rather than feel good and being able to remove those and have technology do it in a transparent way? I think is really it's really impressive. >> It could be absolutely transformational. Absolutely for sure. It's such a good >> example of just kind of twisting the lens, you know, the check in process. Who would ever think we're not going to change the check in process? It's a check in process, but for some would actually you'LL Wait a minute, That is, that is, that is of their whole experience of their time with us. You're family for a couple three, four days. You know, that is a major for friction point. You're tired. Just got in from the airport, you know, the kids were hungry. You just want to drop your bags and then the stand in line. So So they used technology to redefine that little piece of that whole week that you're spending that property is really creative. Before you even get to the technology enablement to make it so >> or or take, for example, one of the most painful things that can happen and travel when you're on a flight that's delayed or cancelled. And then not only are you dealing then with just kind of the emotional duress of of having to re calculate everything, but then >> you have to stand in line forever. But now you >> can pull out your app and at your fingertips you have potential. You have the opportunity to be recognized as I'm this passenger. I have this sort of status. Here are our alternatives and being able to sort of take control or engage in that way that that that that leverages technology to again sort of remove friction and add solution. I >> just think >> we're really at the tip of the iceberg in the way that we're going to see this type of technology infusing into things that we feel are more pure experience than just marketing in campaigns. >> Exciting, exciting times. Adam, thank you so much for joining me on the Cuban sound implosion. Look forward to hearing lots of great things to come and really helping to drive his experiences with the art and the science. Indeed. Thank you for your time. >> Thank you. Thanks >> for Jeff. Rick. I'm Lisa Martin. Coming to you live from Imagine twenty nineteen at the Wynn Las Vegas. Thanks for watching