Adobe has announced a partnership with U.S. Bank to help the latter provide better online and in-branch customer experiences that are personalised to the requirements and interests of individuals.

The partnership will build on U.S. Bank’s digital transformation. It will enable customers to have a steady experience across branches and on web and mobile platforms, and make bank transactions in a way that fulfils their requirements.

Presently, over 80% of the bank’s customer transactions and about 65% of loan sales are being digitally handled.

Adobe said that its Adobe Experience Platform (AEP) will aid in delivering a single view of the customer, offering greater accuracy for the bank in providing appropriate content on time through the proper channel.

The platform will also enable U.S. Bank to improve its governance and controls for the use of data, allowing it to streamline communication by frequency, campaign, and offers.

U.S. Bank chief strategy and marketing officer Kai Sakstrup said: “We have made substantial investments in modernising our marketing technology stack, in support of the tremendous growth and engagement in digital channels.

“It is important to us to provide a seamless experience whether a customer is completing a transaction in person, online or on the mobile app.

“The Adobe Experience Platform underpins our goal to address the changing needs of customers, who demand more meaningful interactions with a financial services partner, while providing a foundation to reshape how we engage corporate clients in the future.”

The bank will also leverage the customer artificial intelligence (AI) feature within the Adobe Experience Platform, to support the distribution of marketing offers to various customer groups.

The customer AI feature is said to offer deeper data insights and automates decision-making processes to allow the bank to personalise outreach for services like bank loans and retirement plans.

Adobe experience cloud senior vice president Anjul Bhambhri said: “U.S. Bank is a leader in the financial services sector, setting an example as brands prioritise making the digital economy more personal.

“With Adobe Experience Platform, marketers at U.S. Bank can rally around a single view of the customer, driving an always-on personalisation strategy that can evolve with consumer expectations and be in full compliance with strict industry rules and regulations.”