Adobe has made Adobe Experience Platform AI Assistant generally available across Adobe Experience Cloud applications, including Real-Time Customer Data Platform, Adobe Journey Optimiser and Customer Journey Analytics.

First previewed at the Adobe Summit in March, the AI Assistant is designed to answer technical questions, automate tasks, simulate outcomes, and generate new audiences and journeys.

The feature leverages generative experience models to capture Adobe product knowledge and insights based on an organisation’s unique data, campaigns, audiences, and business goals. This allows the AI Assistant to provide quick answers to product-related questions and offer operational insights around datasets, audiences and journeys without the need for SQL queries.

The AI Assistant can also generate new customer experiences, audiences for personalisation campaigns, and visualisations for data analysis. It can even produce entire marketing assets such as emails and web pages with copy, design and images via Adobe Firefly. The AI Assistant can deliver creative briefs that accelerate content production, auto-generated through existing assets such as PDFs, slide decks and Word documents.

Upcoming capabilities will enable teams to simulate outcomes and optimise their marketing efforts with the AI Assistant, all in less time and with greater precision. Users will be able to access predictive insights that answer complex questions in seconds instead of days. The AI Assistant will also be able to recommend next-best actions.

Senior vice president, Adobe Experience Cloud, Anjul Bhambhri, said: “AI assistants are driving a paradigm shift within enterprise software, dramatically lowering the barrier to entry for new use cases and also first-time users.”