AI and machine learning are revolutionizing the creative process and  enabling businesses to deliver more impactful, engaging experiences that deliver higher conversion and better customer engagement.

As one of the world’s oldest and largest software giants, Adobe’s applications and creative solutions are ubiquitous: over 90% of the world’s creative professionals use Photoshop, while the company report a subscription base of over 12 million. Adobe are the power behind the videos and films we watch, the films and ads we see, and the designs we buy.

Today, they’re using that impressive reach to extend the power of AI to their entire customer base – and in doing so, promise to revolutionise not just the creative industries, but business itself.

These cloud services – and the level of professionalism its users are working at – translates into more or less readymade datasets for AI, thanks largely to a subscription model launched by the firm in 2013. Abhay Parasnis, Executive VP and CTO of Adobe, says this model has proved a huge source of competitive advantage. “The fact that all operations are done with the services signed into Adobe servers gave the company the ability to understand billions of transactions, operations, and effects that users applied to millions of images, videos, and other creative works.”

Adobe Sensei puts this data into action in a truly unique way. It’s one of the biggest user-facing AI platforms in existence. Context and data assets from across their products power this mammoth AI and machine learning framework. Adobe Sensei is incorporated across the entire Creative Cloud (the suite of creative tools such as Photoshop, Premiere Pro, After Effects, etc), the Experience Cloud (encompassing the Marketing, Advertising, and Analytics Clouds – a marketer’s dream), and the Document Cloud (accelerating business document processing).

“[Take] the example of the Creative Cloud,” says Parasnis. “We have literally hundreds of millions of images, but these images are not the cat pictures I’m posting online – these are very highly curated, highly produced images, so they are very high quality dataset tools you can use to train [AI]. Adobe Analytics processes something like 90 trillion transactions now a year, so that’s another example where the AI system can be trained so much better because the coverage of the dataset is very large. The world’s best artists spend time in Photoshop creating a work of art. We observe the things they do, and place equal importance on what they don’t do. We’re trying to harness and marry that with the latest advances in deep learning and reinforcement learning, so that these algorithms become partners for creative professionals.”

Whereas the likes of Microsoft, Apple, and Google have focused their efforts on building generalized intelligent assistants such as Cortana, Siri, and Google Now, Adobe Sensei has initially been billed as a specialized intelligent assistant with a variety of AI services built for creatives. Adobe are clear that this is very quickly being extended to businesses and developers who want to analyze images or give their products great insight. It’s an API, they claim, for third parties, ISPs, and developers.

From image matching, facial recognition, and object identification in Photoshop to automated document analysis, data science workflows, and model management, the applications of Adobe Sensei are certainly eye-grabbing, with applications across the entire digital media spectrum – including AR and VR. This is just the start – the platform will grow and grow thanks to a recently announced partnership with Microsoft Azure. “We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence,” said Scott Guthrie, executive vice president, Microsoft. “Together, we are delivering compelling and personalized experiences that will drive brand loyalty and growth.” In the near future, this will even lead to reverse integration, with Sensei slowly being brought into Microsoft’s own services – although nothing is confirmed just yet.

As Adobe Sensei learns, improves, and grows, creatives will become more and more empowered, making creative skills more accessible than ever before. “We think this has significant potential from a learning, training, and skills enhancement perspective because today it takes a lot of time for people to master these complex tools,” Parasnis says. “What AI will do in particular is bring that learning curve dramatically down so that a lot more people can get there.

The Adobe-AI Business webinar will be hosted by Chris Duffey, Strategic Development Manager for Adobe’s Creative Cloud parnerships. He plans to discuss how AI and machine learning are revolutionizing the creative process for business by sharing real-world examples of retailers, agencies, and non-profits using AI to design and deliver more effective customer experiences. This interactive session will include demos of how Adobe is incorporating content intelligence into its creative tools to better deliver more personalized, relevant experiences to customers. Register here.