{"id":18291,"date":"2019-11-21T09:04:41","date_gmt":"2019-11-21T08:04:41","guid":{"rendered":"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/?p=18291"},"modified":"2019-11-05T09:27:07","modified_gmt":"2019-11-05T08:27:07","slug":"ai-collaboration-evolving-microsoft-adobe","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/cross-industry\/2019\/11\/21\/ai-collaboration-evolving-microsoft-adobe\/","title":{"rendered":"How collaboration is evolving: A Microsoft-Adobe discussion"},"content":{"rendered":"<p>Across every conversation and every idea, AI dominated this year\u2019s Future Decoded. From partner sessions to the unveiling of our exclusive report, \u2018<a href=\"http:\/\/aka.ms\/AcceleratingAI\" target=\"_blank\" rel=\"noopener noreferrer\">Accelerating competitive advantage with AI<\/a>\u2019, no-one could escape the technology and how it\u2019s enabling businesses to do more.<!--more--><\/p>\n<p>Never was that more apparent than when I sat down with Michael Plimsoll, senior industry strategist at Adobe to discuss the future of AI. AI-driven customer experiences that are personalised, scalable, and compelling: that\u2019s the goal as, together, Microsoft and Adobe are set to launch a joint pitch to increase collaboration.<\/p>\n<p><iframe loading=\"lazy\" title=\"Adobe research: The evolving CIO-CMO relationship\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/PpIRe64ATC0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>\u2018Great AI needs great data,\u2019 I told ouraudience. \u2018One of the biggest pieces of work that we&#8217;ve undertaken at Microsoft in the UK has been around getting that single source of truth, that single source of customer data on which we can start to overlay some amazing tools and technology, some of those from Adobe.\u2019<\/p>\n<p>&nbsp;<\/p>\n<h2>Changing how you collaborate<\/h2>\n<p>But, as I said, this \u2018single source of truth\u2019 is only attainable through collaboration. It demands teamwork between the marketing and IT teams \u2013 a fact highlighted in research undertaken by IDG for both our companies. The report showed that, in supporting future technology needs, a third of CIOs plan to team-up with the CMO.<\/p>\n<p>I explained: \u2018Actually to do that requires a great deal of collaboration across the business, not just in terms of clearly working with the IT team, and ensuring that the technology roadmap, the processes, the stack, the usage all works beautifully, but then ensuring that&#8217;s infused and integrated into the way our sellers work, and our product team work. Really what that needs is amazing collaboration.\u2019<\/p>\n<p>As you\u2019d expect with us working so closely together, Michael agreed, adding: \u2018Technology now just underpins everything we do and this is a fundamental shift Adobe made when we shifted from boxed products to cloud products.\u2019<\/p>\n<p>We no longer live in a world where products are launched every few years. Today, businesses must be agile, ready to adapt to a constantly changing marketplace.<\/p>\n<blockquote><p>\u2018[It\u2019s] more about the value proposition and getting closer to the customer,\u2019 Michael said. \u2018As businesses adapt to that subscription model that consumers are asking for, the whole organisation has to change.\u2019<\/p><\/blockquote>\n<p>In short: \u2018This is why the coming together of the CIO and CMO, and even the CFO, is so important. To be part of this journey, as it is ubiquitous now across business.\u2019<\/p>\n<p>&nbsp;<\/p>\n<h2>Data-driven landscape<\/h2>\n<p>This need for greater collaboration across disciplines is having a knock-on effect: your business, like many others, is no doubt witnessing a change in the demography of your marketing teams.<\/p>\n<p>That\u2019s not to say all marketers are transforming into data scientists. However, the team\u2019s skillsets are evolving.<\/p>\n<p>Gazing over the audience, I said, \u2018There&#8217;s no doubt we&#8217;ve seen a big shift in the demographics in the make-up of marketing teams, in terms of data and operational prowess embedded in the heart of the way a marketing organisation works.\u2019<\/p>\n<p>I continued: \u2018That doesn&#8217;t mean that marketing is no longer a creative force. It&#8217;s now underpinned with data. It&#8217;s now underpinned with a different mix of skill sets.\u2019<\/p>\n<p>On the subject of GDPR, Michael has been consistently bullish about its transformative effects. \u2018It\u2019s highlighted to the marketers the value and importance of the data,\u2019 I said. \u2018It\u2019s no longer just IT&#8217;s responsibility to treat data responsibility, but everyone in the organisation. Everyone has to approach things with privacy by design. In that way I believe it has brought those teams together.\u2019<\/p>\n<p>&nbsp;<\/p>\n<h2>Creating a true customer experience<\/h2>\n<p>However, this has led to a greater issue for many businesses \u2013 the problem of data silos. Information is independently created by several teams, leading to unnecessary and repeated data. That has a major impact of the customer experience when seamlessness should be the goal.<\/p>\n<p>They aren&#8217;t talking to each other and that drives frustration for a customer. It\u2019s a hugely competitive market today, irrespective of your industry, so I would encourage anyone to break down those silos. The need for businesses to collaborate and feel their collective responsibility to drive these outcomes is a prerequisite, not an option.<\/p>\n<p>Customers <em>feel<\/em> data silos. We&#8217;ve all experienced them as consumers, having to answer the same questions as you move between departments, such as sales to customer service. These silos show up in many ways, they are all presenting unnecessary challenges to your customers, and eroding their brand experience with you.<\/p>\n<p>Technologies mean, more so than ever, marketing&#8217;s ability to reach customers, to drive great experience, to acquire new customers, to maximise the customer\u2019s lifetime value, at scale, done incredibly well based on data.<\/p>\n<p>And that brings us right back to the start \u2013 because \u2018great AI needs great data.\u2019<\/p>\n<p>&nbsp;<\/p>\n<h2>About the author<\/h2>\n<p><em><img loading=\"lazy\" decoding=\"async\" class=\"attachment-thumbnail size-thumbnail alignright\" src=\"https:\/\/www.microsoft.com\/en-gb\/industry\/blog\/wp-content\/uploads\/sites\/22\/2019\/06\/paul-bolt-150x150.png\" alt=\"Paul Bolt\" width=\"150\" height=\"150\" \/>Paul has over 20-years\u2019 experience in the technology sector across a variety of VP and GM roles. Most recently, Paul was appointed as CMO at Microsoft UK after running their UK SMB business and sits as a NED on the board of a SaaS start-up. His passions lie in building engaging workplace cultures, understanding how technology drives transformation, collaboration and creates compelling customer experiences.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Across every conversation and every idea, AI dominated this year\u2019s Future Decoded. From partner sessions to the unveiling of our exclusive report, \u2018Accelerating competitive advantage with AI\u2019, no-one could escape the technology and how it\u2019s enabling businesses to do more.<\/p>\n","protected":false},"author":489,"featured_media":18372,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","footnotes":""},"categories":[1],"post_tag":[175,160,897],"content-type":[],"coauthors":[552],"class_list":["post-18291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cross-industry","tag-ai","tag-blogger-series","tag-future-decoded"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How collaboration is evolving: A Microsoft-Adobe discussion<\/title>\n<meta name=\"description\" content=\"AI is transforming the way we all collaborate. 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