• by Jess Nelson , May 12, 2016

Adobe announced a suite of upgrades to its marketing, document and creative cloud services on Wednesday, with data science taking center stage to help marketers better target at scale.

Adobe has unveiled new data science capabilities across Adobe Creative Cloud, Adobe Document Cloud and Adobe Marketing Cloud to help brands deliver personalized experiences across a customer’s digital life cycle. The news was unveiled at the Adobe Summit EMEA in London.

Adobe marketers can now create personalized, consistent advertising messaging across devices, leveraging Adobe’s machine-learning algorithms to optimize creative content based on the data profile of a customer or audience.

A new Mobile Audience Acquisition feature helps brand marketers with proprietary mobile applications for downloads, with Adobe’s predictive data science capabilities that pinpoint the best mobile users to target.

Adobe Create Cloud has gained font recognition and image management, while Adobe Document Cloud has gained new document semantic analysis capabilities. Adobe Media Optimizer has expanded to support video advertising, mobile lead generation and geo-targeting, and the Adobe Dynamic Optimization feature is now fully integrated in the Adobe Marketing Cloud.

Additional feature updates to the marketing cloud include auto-allocation, more finite metrics for advertising and propensity scoring for remarketing.

English-language Adobe Campaign Standard customers can also now begin beta testing Adobe’s new predictive subject line feature that predicts email engagement and recommends specific words to include in subject lines to boost clicks and opens. The full solution is expected to be available in the fourth quarter for the holiday marketing season.

The marketing cloud arms race continues, with Adobe unveiling its latest cloud updates a day after Salesforce’s announcement of its new Salesforce Marketing Cloud Lightning and Email Studio.