Adobe and IBM roll out more AI tools to help brands
Adobe and IBM have unveiled artificial intelligence (AI) tools aimed at helping brands make effective use of data. At the Adobe Summit in Las Vegas, Adobe launched a suite of updates for its Sensei AI platform, which seeks to bring together the separate areas of customer, content and context intelligence. Meanwhile, IBM has partnered with programmatic platform Rocket Fuel to embed its Watson AI technology in Rocket Fuel's systems to "uncover value" in data that might not otherwise have been noticed, in particular, to gauge how interested a customer was in a particular ad.

At the Adobe Summit this week in Las Vegas, Adobe unveiled the latest suite of updates for Sensei, the company’s platform for artificial intelligence that competes with IBM’s Watson and Salesforce’s Einstein.

The updates, which include an expanded partnership with Microsoft to pull the Microsoft’s CRM data into Adobe’s cloud, could help marketers improve spending across advertising platforms. They also come on the heels of competitors like Salesforce integrating with IBM on the same front, potentially furthering the AI arms race as machine learning becomes more understood and accepted.

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