Adobe Sensei - Unified artificial intelligence and machine learning

So, what is Adobe Sensei? I watched the video and I don't understand what it is. Seems like the video is a greatest hits collection of Adobe apps and services, but how does Sensei feature into this? Is there AI/machine learning built in across all Adobe apps somehow? I'm just terribly confused right now. :)

Hard to tell from the video what this does or what it offers.

I agree, just how are they using ML?

looks like a collection of algorithms used in Adobes softwares (and available in other softwares for a long time too) .... nothing new? Is this purely marketing ?