#ProjectGetPersonal | Adobe Summit Sneaks 2024 | Adobe

In a presentation at Adobe Summit 2024, the speaker introduces 'Project Get Personal', a tool that enables marketers to create personalized marketing materials at scale. The speaker demonstrates how to transform a single image into a personalized birthday banner using Dynamic Media's layer extraction feature, which automatically identifies and separates different components of an image into editable layers. The tool also allows for the easy personalization of products and emails, with the ability to parameterize names and discounts, and to preview variations in a 'preview playground'. The technology is smart enough to understand the lighting and curvature of objects, ensuring consistency in the personalization. The speaker emphasizes the efficiency and ease of use of the tool, which can generate millions of personalized variations without the need for extensive photo shoots or coding expertise. The presentation concludes with a live demonstration of a personalized email campaign, showcasing the potential of 'Project Get Personal' for hyper-personalization in marketing.

Takeaways

• 🎨 Personalized marketing is time-consuming when done manually, but Adobe's Dynamic Media's Project Get Personal aims to streamline the process.
• 📸 With Project Get Personal, a marketer can quickly create personalized content without needing to be a designer or spend hours on customization.
• 🌟 The technology automatically identifies different components of an image and breaks them into editable layers.
• 🎂 A simple birthday campaign example is used to demonstrate how easy it is to personalize images, such as changing a banner for a specific occasion.
• 🛍️ Personalized products can be showcased to users with ease, simply by dragging and dropping elements into the design.
• 🎨 The system allows for parameterization of elements like names and discounts, making it possible to create a wide range of variations quickly.
• 🌈 Users can select their favorite colors for products, and the system ensures that only available colors are presented for each product.
• 📊 A preview playground feature lets marketers review how personalized variations will look in the context of an email campaign.
• 🚀 The technology generates all possible variations across combinations dynamically and on-demand, eliminating storage and scalability concerns.
• 🧠 Smart rendering technology ensures that personalized text looks good on products, taking into account the shape and curvature of items like mugs.
• 📧 Adobe Journey Optimizer can be used to add personalized banners and run email campaigns, making the entire process seamless.
• 📈 Project Get Personal enables hyper-personalization at scale, allowing marketers to create millions of personalized variations with ease.

Q & A

What is the main challenge that marketers face when they want to personalize their images for a large audience?

The main challenge marketers face is the time-consuming and labor-intensive process of personalizing images for each individual in a large audience, which can be nearly impossible to achieve at scale.

How does Dynamic Media's Project Get Personal help in overcoming the personalization challenge?

Project Get Personal automates the process of personalization by identifying different components of an image and breaking them into separate layers, allowing for easy editing and customization without the need for extensive design skills.

What is the significance of layer extraction in the context of Dynamic Media's Project Get Personal?

Layer extraction is significant because it allows non-editable, flattened images to be broken down into editable layers. This enables marketers to easily make changes such as moving elements around or editing text within the image.

How does Project Get Personal ensure that personalized images maintain the original design's integrity?

Project Get Personal uses smart technology that understands the lighting and curvature of objects in the image, ensuring that these elements are maintained when rendering different personalized variations.

What is the benefit of being able to parameterize names and discounts in a personalized campaign?

Parameterizing names and discounts allows for a higher level of personalization, making each customer feel more valued and increasing the likelihood of engagement and conversion in a marketing campaign.

How does Project Get Personal address the issue of storage and scalability when generating numerous personalized variations?

Project Get Personal generates variations dynamically and on-demand, which means that there is no need to worry about storage or scalability issues as the technology takes care of these aspects.

What is the role of Adobe Journey Optimizer in running a personalized email campaign?

Adobe Journey Optimizer is used to add personalized banners and run the email campaign, ensuring that the personalized emails are sent out effectively to the target audience.

How does Project Get Personal help in creating personalized variations for different products?

By allowing users to select region-specific parameters and favorite colors, Project Get Personal can create personalized variations for different products, ensuring that each customer receives recommendations based on their preferences.

What is the term used to describe the level of personalization achieved through Project Get Personal?

The term used is 'hyper personalization at scale,' which refers to the ability to transform a single image into millions of personalized variations quickly and without the need for coding expertise.

How does the preview playground feature assist in reviewing personalized variations?

The preview playground allows users to see how different personalized variations will look in context, helping to ensure that the final personalized products and emails align well with the campaign's overall aesthetic and message.

What is the potential impact of personalized marketing campaigns on customer engagement?

Personalized marketing campaigns can significantly enhance customer engagement by making each customer feel seen and understood. This leads to higher satisfaction, increased loyalty, and a greater likelihood of making a purchase.

How can interested users provide feedback or express interest in Project Get Personal?

Interested users can post about their interest on social media using the hashtag #ProjectGetPersonal, which can help them get added to the product roadmap and stay informed about future developments.

Outlines

00:00

🎨 Personalized Marketing with Dynamic Media's Project Gate Personal

The speaker introduces the challenge of personalizing marketing materials at scale, such as creating personalized mugs for an audience. They demonstrate how Dynamic Media's Project Gate Personal can be used to automate the process of layer extraction from a flattened image, allowing for easy editing and customization. The speaker also shows how to personalize a birthday email campaign by converting an anniversary banner into a birthday banner and adding personalized elements like names and discounts. The technology is praised for its ability to handle large-scale personalization without the need for extensive design resources.

05:01

🚀 Streamlining Personalization with Project Gate Personal

The speaker continues to discuss the capabilities of Project Gate Personal, emphasizing the time-saving aspect of not having to return to a designer for every variation. They showcase the ease of personalizing products by changing colors and names, and how the system can adapt to different user preferences. The speaker also highlights the technology's smart rendering capabilities, which maintain the integrity of the original design when adding personalized elements. They proceed to explain how to use the generated variations in an email campaign using Adobe Journey Optimizer, resulting in a highly personalized customer experience.

10:02

🌟 Hyper Personalization at Scale with Project Gate Personal

The speaker concludes by summarizing the benefits of Project Gate Personal for marketers, which include the ability to create millions of personalized variations from a single image in minutes, without any coding expertise. They thank Shaq and the audience for their attention and encourage feedback and suggestions for future product roadmaps. The presentation ends on a high note, with the audience appreciating the innovative approach to hyper personalization at scale.

Keywords

Personalization

Personalization refers to the process of tailoring products, services, or marketing efforts to meet the specific preferences or needs of individual customers. In the context of the video, personalization is central to the theme as it showcases how Adobe's Dynamic Media and Project Get Personal can be used to create customized marketing campaigns and products for individual consumers. For example, the script mentions creating personalized mugs and birthday email campaigns tailored to individual preferences such as favorite colors and nicknames.

Adobe Summit

Adobe Summit is a conference hosted by Adobe Inc., focusing on digital marketing, advertising, analytics, and cloud computing. It is a place where professionals gather to learn about the latest trends and tools in the industry. In the script, the presenter is at Adobe Summit, demonstrating the capabilities of Adobe's Dynamic Media and Project Get Personal, indicating the importance of these tools in the context of a major industry event.

Dynamic Media

Dynamic Media is a part of Adobe Experience Manager, which allows users to manage and deliver rich media content across various channels and devices. It is highlighted in the video as a tool that can be used to create personalized images and banners for marketing campaigns. The script demonstrates how a flattened image can be converted into editable layers using Dynamic Media, which is crucial for personalizing content at scale.

Project Get Personal

Project Get Personal is a feature or initiative within Adobe's suite of tools that enables marketers to create personalized experiences for customers. The video script emphasizes its role in automating the personalization process, allowing for the creation of individualized variations of products and marketing materials without extensive design resources. It is showcased as a solution to the challenge of personalizing at scale, which is a key issue for marketers.

Layer Extraction

Layer extraction is a feature that allows users to separate different visual components of an image into distinct layers, making it easier to edit and customize specific parts of the image without affecting others. In the context of the video, layer extraction is used to convert a non-editable, flattened image into a customizable banner, which is a critical step in the personalization process for the email campaign.

Adobe Firefly

Adobe Firefly is a term mentioned in the script that likely refers to a technology or feature within Adobe's suite that assists with design tasks, such as filling backgrounds in images. It is showcased as a helpful tool that aids in the automation and personalization process, contributing to the seamless creation of personalized marketing materials.

Parameterization

Parameterization in the context of the video refers to the process of making certain elements of a design or campaign customizable through variables. This allows for the quick and easy personalization of multiple items without manual redesign. For instance, the script discusses parameterizing names and discounts to dynamically generate personalized offers in an email campaign.

Preview Playground

The Preview Playground is a feature that allows users to review and test different variations of a personalized campaign before it is launched. It helps ensure that the personalized content will appear as intended across different scenarios. In the script, it is used to show how personalized product recommendations can be visualized and evaluated within the context of an email.

Adobe Journey Optimizer

Adobe Journey Optimizer is a tool that helps marketers create and manage customer journeys across multiple touchpoints. It is mentioned in the script as the platform where the personalized email campaign is set up and launched. It signifies the end-to-end capability of Adobe's tools, from personalization to campaign execution.

Hyper Personalization

Hyper personalization is the concept of creating highly tailored experiences for individual customers, taking into account their unique preferences and behaviors. The video emphasizes the ability of Adobe's tools to achieve hyper personalization at scale, which means doing so for a large number of customers efficiently. This is demonstrated through the creation of personalized emails with specific products, colors, and customer nicknames.

On-Demand Generation

On-Demand Generation refers to the ability to create and deliver content or products as needed, without the need for pre-production or storage of all possible variations. In the video, this concept is applied to the personalization of marketing materials, where each unique variation is generated only when it is needed for a specific customer, saving resources and allowing for greater flexibility.

Highlights

Personalized mugs for the audience were created, showcasing the potential of personalization at scale.

The challenge of personalizing images for a large audience is addressed with a new solution.

Dynamic Media's Project Get Personal is introduced as a tool for marketers to personalize campaigns.

A personalized birthday email campaign is used as an example to demonstrate the tool's capabilities.

The ability to quickly personalize products based on user preferences, such as color and nicknames, is highlighted.

Layer extraction technology allows for non-editable images to be easily modified.

Adobe Firefly is utilized to intelligently fill backgrounds in personalized images.

Parameterization of names and discounts for dynamic personalization is demonstrated.

The tool enables marketers to create personalized variations of products without needing a designer for each variation.

Festival season in India inspires color personalization, allowing users to select their favorite colors for products.

Preview playground feature allows for reviewing personalized variations against email templates.

The technology understands and maintains the lighting and curvature of products, such as mugs, when rendering names.

Millions of personalized variations can be created without the need for numerous photo shoots.

Adobe Journey Optimizer is used to execute personalized email campaigns with the created variations.

Personalization extends to recommended products within the email, offering a fully customized experience.

The email campaign provides a 50% discount to premium customers, showing personalized offers based on customer size.

Project Get Personal enables hyper-personalization at scale with no coding expertise required.

The audience is encouraged to share their feedback and be part of the product roadmap on social media.