Adobe Target uses AI to automatically personalize what individual visitors see on a website or app — testing different combinations of content, offers, and designs and gradually directing more visitors to whichever version performs best for each person. The AI Recommendations feature suggests products or content based on each visitor's behavior. These features have been available since approximately 2016–2018.

Adobe Target Premium offers four AI-powered modes built on a random forest machine learning algorithm: Auto-Allocate shifts traffic toward better-performing variations using a multi-armed bandit approach; Auto-Target personalizes the experience for each visitor individually based on browsing history, location, and other signals; Automated Personalization matches specific offer combinations to individuals; and Recommendations applies collaborative filtering to suggest products or content based on what similar visitors viewed or purchased. The Recommendations algorithm was adapted from machine learning models originally developed for Behance's content discovery feed.