Hyper-personalised and instant: How AI-powered insights can help deliver meaningful customer experiences
By using tools like chatbots, predictive content and behavioural data, businesses can offer smarter experiences, improve service and stay relevant
Jassmin Vaanee Peter-Berntzen
Firing up their mobile apps, bank customers today expect to quickly pay for an item at a store or send a payment to a colleague for lunch or coffee.
The same goes for an e-government service. Citizens would like to access their retirement savings accounts or apply for grants with zero delay, free of the friction of buggy or incongruous interfaces.
In a fast-paced digital economy, customer expectations are continuously evolving, and their demands are clear – online experiences have to keep up with them.
On evolving customer experiences in Asia, Shashank Sharma, Adobe’s senior director for digital experience for South-east Asia and Korea, says: “Unlike previous generations that valued face-to-face interactions, today’s customers in Asia are much more tech-savvy and prioritise convenience, immediacy and tailored engagement.”
Against this backdrop, brands have already started to rethink their customer experience (CX) strategies to stay competitive and relevant, adds Sharma.
Artificial intelligence (AI)-powered personalisation at scale is emerging as a game-changer, helping businesses automate interactions, improving decisions and tailoring experiences to individual users, he notes.
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“By automating key interactions, such as chatbots for customer support, automated content generation, or intelligent analytics for decision-making, companies can reduce response times and improve overall service quality,” he points out.
“Even small enhancements – such as adjusting messaging based on user behaviour – can lead to higher engagement and conversion rates,” he adds.
Innovations for customer experience in the AI era
Building on this momentum, Adobe unveiled its latest innovations at the Adobe Summit 2025, held in Las Vegas, US, last March.
Central to these announcements were enhancements to Adobe Experience Cloud, which now leverages AI agents to deliver hyper-personalised and seamless customer journeys across every touchpoint.
Another key highlight is the introduction of the new Adobe Experience Platform Agent Orchestrator which enables businesses to build, manage, and orchestrate AI agents from Adobe and third-party ecosystems. A suite of 10 purpose-built AI agents, built on Adobe Experience Platform Agent Orchestrator, will augment the capabilities of marketing and creative teams to drive personalisation at scale.
Attended by global brands as well as majors from Asia including Techcombank, Changi Airport Group and Marina Bay Sands, the Adobe conference discussed how digital transformation is driving businesses today.
One important topic was customer experience orchestration, which requires organisations to keep differentiating themselves to help customers meet today’s new AI-powered moment – as well as the next.
Key to any digital experience is the explosive new development around GenAI (generation AI) and AI agents. As these agents mature and more agents begin to play an active role in customer experience, orchestration of agent activity will become increasingly important.
Thus, the work required to plan, compile and deliver these experiences will also need to be increasingly orchestrated and eventually automated.
For this, Adobe says it is uniquely positioned to help companies combine the creativity, marketing and AI required to effectively personalise at scale and drive business growth.
“Adobe’s highly differentiated approach to AI is rooted in the belief that creativity is a uniquely human trait, but that AI has the power to assist and amplify human ingenuity, to enhance productivity,” said Shantanu Narayen, Adobes’ chief executive officer during his keynote speech.
“It’s an incredibly exciting time to stand at the intersection of creativity, productivity and marketing,” he added. “The transformation that we drive together starts with creative ideation that will redefine customer experiences for billions of people across every industry around the world.”
From insights to impact
As Singapore advances its Smart Nation 2.0 agenda, AI, personalisation, and accessibility will be crucial in shaping digital services across both the public and private sectors, notes Sharma.
“The government’s recent Enterprise Compute Initiative, aimed at scaling up AI adoption, underscores this national focus on leveraging AI to enhance service delivery,” he adds.
One of the biggest shifts in Smart Nation 2.0 will be towards predictive service delivery, where AI proactively recommends benefits, healthcare services, or financial assistance before a citizen actively seeks them out, he adds.
The Central Provident Fund Board’s (CPFB) AI-powered approach exemplifies this. Using the Adobe Experience Cloud – an end-to-end suite of digital marketing tools designed for tailored engagement at scale – it has personalised communications based on a deep understanding of CPF members’ financial needs, improving engagement and user satisfaction.
With a revamped website and improved customer communications platform, CPFB made it easier for members to take action on their retirement savings – an effort that led to an increase in customer engagement, with a nearly doubled increase in unique viewership of Yearly Statement of Accounts, according to the organisation.
The Adobe Experience Cloud suite, which comprises offerings such as Adobe Real-Time Customer Data Platform, Adobe Experience Manager, Adobe Journey Optimizer, Adobe Campaign and Adobe Firefly, is at the forefront of such transformation efforts around the world, helping businesses and public agencies harness AI for hyper-personalisation, predictive analytics and workflow automation.
“By embedding AI into digital experiences, organisations can streamline operations, enhance citizen services, and drive productivity,” Sharma says.
Today, Adobe Experience Cloud is used by The Coca-Cola Company, Coles, Delta Airlines, General Motors, Marriott International, Nvidia, Standard Chartered and many others to power their digital business.
Balancing AI with the human touch
Despite AI’s potential, human oversight remains essential to ensure that digital experiences are meaningful, ethical, and rewarding.
“While AI excels at handling structured and predictable queries, it can struggle with complex or emotionally sensitive situations, and may also suffer from bias,” says Sharma. “As such, it is still important that AI be complemented with the human element, ensuring that customers can still connect with brands and feel that services are authentic.”
For example, CPFB has made use of Adobe technology to meet its goal of providing a 4E experience for members - Easy, Effective, Empathetic and Expeditious.
The use of AI-powered services has also complemented the human element by freeing up the CPFB team’s time for more higher-value services for Singaporeans.
“We’re breaking silos with greater integration between operations and technology, freeing our staff from mundane tasks to provide higher-value services that enrich the lives of Singaporeans,” says Liu Lung Kwan, group director of digital services for CPFB.
Ultimately, the question is not whether digitalisation is suited for low-cost or high-touch businesses – it’s about how it is leveraged to enhance customer value.
“Whether enabling hyper-personalised banking experiences for high-net-worth clients or making seamless self-service available to mass-market consumers, digitalisation is all about delivering the right experience to the right customer, at the right time, regardless of price point,” Sharma adds.
Unveiled at Adobe Summit 2025: What’s new in customer journey innovation
1. Adobe Experience Platform Agent Orchestrator: A hub for managing AI agents across Adobe and third-party tools. It automates tasks like content resizing and website optimisation using real-time customer data.
2. Adobe Brand Concierge: A new tool for creating immersive, conversational experiences that guide customers from discovery to purchase, also tailored for enterprise use.
3. AI Agents for Adobe Journey Optimizer (AJO) B2B Edition: Helps business-to-business teams identify decision-makers and deliver personalised, account-specific experiences.
4. Adobe Journey Optimizer Experimentation Accelerator: An AI tool that recommends and tests cross-channel strategies, helping businesses find what works best for their audiences.
5. Adobe Experience Manager Sites Optimizer: Uses AI to suggest improvements to websites, making the overall digital experience smoother and more engaging.
6. Adobe GenStudio Foundation: A one-stop dashboard for managing campaigns, content, assets and performance insights — streamlining the entire content workflow.
7. Adobe GenStudio for Performance Marketing: Lets marketers quickly create display advertisements, emails and more using generative AI. Now supports platforms like Microsoft Ads, Google Campaign Manager and LinkedIn.
8. Adobe Content Analytics: Gives real-time insights into what content performs best so teams can adjust quickly to boost engagement and conversions.
Get all the highlights from the Adobe Summit 2025.
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