Monday, April 22, 2024

Henkel to deliver personalisation at scale with AI

German multinational company Henkel has expanded its partnership with Adobe.

Henkel will use Adobe Firefly and Adobe Experience Cloud to advance its content supply chain with the power of generative AI, delivering personalisation at scale across its global brand portfolio.

Henkel operates with a diversified portfolio, holding leading positions in industrial and consumer businesses through brands such as Loctite, Persil, and Schwarzkopf.

The company says it has seen “exponential growth” in the demand for high quality and personalised content that meets the needs of digital marketing and omnichannel campaigns and product launches.

With Adobe Firefly Custom Models, Henkel will be able to train and fine-tune Firefly generative AI models using its own assets to create on-brand content, accelerating content production, and streamlining repetitive tasks.

Promoted as a “pioneer” in delivering personalised customer experiences through its existing digital business platform RAQN – powered by Adobe enterprise applications including Adobe Experience Platform and Adobe Real-Time Customer Data Platform – Henkel has a single, unified view of B2B and B2C customers.

With that, the company will be able to leverage generative AI capabilities embedded in Adobe Journey Optimizer, built on Adobe Experience Platform, to orchestrate journeys with auto-generated message variations that drive customer engagement.

When combined with visual assets created in Adobe Firefly, Henkel will have the ability to “quickly deliver” personalised marketing campaigns, website creative, and mobile experiences that strengthen customer loyalty and prevent messaging fatigue.

In the past, digital marketing campaigns were often restricted to limited variations of assets and copy variations. With the power of generative AI, Henkel will be able to combine and tailor content for different channels and increase the volume of tailored messages. Content production tasks that would have taken hours or days, can be brought down to minutes.

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