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A survey of 13,000 marketing, creative and technology professionals conducted by Adobe has distilled the key digital and technology trends which look set to shape marketing strategies through 2018.

Key findings from the latest Digital Trends report include the fact that organisations with an AI offer are 50% more likely to exceed their own business goals, pushing 46% of brands to commit themselves to adopt the technology by the end of the year.

In tandem with this the report showed that three quarters of companies will invest in digital skills this year while 73% state that they are investing in their design capabilities as part of an arms race to steal an advantage on competitors.

John Watton, senior marketing director at Adobe remarked: “Digital means that customers now have more power to engage with brands in their own terms. This has changed the way companies interact with their customers, who expect great experiences as standard. For businesses that put the customer at the centre of everything they do, it’s clear the investments are paying off. But customer experience cannot just be the remit of marketing or customer services; it must be driven through every function of the organisation, from marketing and IT to product development and design.

“By breaking down organisational silos and using data and AI to combine analytical insight with design and creative capabilities, brands can offer stand-out experiences across every interaction.”

Adobe has previously predicted that 2016 would be the year of wearables