Adobe Customer AI assigns a personalized propensity score to every individual in a company's customer database, predicting how likely that person is to take a specific action — such as churning, buying, or clicking — within a set time window. These scores are used to target marketing campaigns more precisely.

Customer AI uses machine learning to analyze Consumer Experience Event data and generate propensity scores at the individual profile level, rather than at an aggregate segment level. It surfaces the top factors influencing each prediction — for example, "this customer is more likely to churn because they haven't opened an email in 90 days." Scores are written back into Adobe Experience Platform profiles and can activate targeting in Adobe Target, Journey Optimizer, and Real-Time CDP. Adobe explicitly notes Customer AI is not designed for dynamic pricing or product recommendations.