Capturing customer intent in the AI era: Adobe and IBM study

You bought an AI tool. Nobody uses it. Sound familiar? You're not alone — and you're not the problem. Adobe and IBM just released research on something most AI vendors never mention: customers send

You bought an AI tool. Nobody uses it. Sound familiar?

You're not alone — and you're not the problem.

Adobe and IBM just released research on something most AI vendors never mention: customers send signals about what they need before they ever ask for it. And most businesses are missing those signals entirely — not because they're behind, but because no one showed them where to look.

Here's what that means for you. Your customers are already telling you what they want. In their search terms, their support tickets, their abandoned carts, their repeat questions. AI doesn't create that insight — it just helps you finally hear it.

This is the kind of AI application that actually delivers ROI. No ripping apart your systems. No six-month implementation. Just applying a tool to data you already have, around customer behavior you already care about.

One practical starting point: pull your last 90 days of customer support tickets or sales call notes. That's your intent data. There are simple AI tools that read that text and surface your most common unmet needs in under an hour.

That's a real first win — on existing information, with your current team.

What's the one customer question your business gets asked too often?

#AIStrategy #SmallBusiness #CustomerIntent #BusinessGrowth

Original Source

She works across product marketing, campaigns, and external research partners to develop ROI-driven narratives that drive demand, influence pipeline, ...