Adobe Target testing tool gets improved personalization capabilities, reports

Adobe Target, a marketing tool used to perform A/B and multivariate testing to optimize digital experiences, is getting a number of new updates. Adobe announced on Wednesday the platform now includes an AI-powered “weighted relevance” algorithm for improved personalized recommendations, enhanced reporting tools and a new version of its “Personalization Maturity Model” solution. Personalized recommendations via a “weighted relevance” algorithm. Adobe Target will now include a “weighted relevance” algorithm that employs profile-matching and relevancy weighting capabilities to enable marketers to deliver more personalized recommendations. “Recommendations are one of the most powerful personalization tools that marketers can use to increase sales and customer engagement. Yet scaling personalized recommendations to a variety of audiences is a consistent challenge,” said Adobe in its announcement. The company says its newly-updated algorithm will go beyond traditional product use cases, delivering more personalized recommendation results.