Adobe Unveils the Future of Customer Experience Management at Adobe Summit
Adobe at its Adobe Summit conference in Las Vegas this week unveiled a suite of innovations to help companies deliver one-to-one personalization at scale through generative artificial intelligence and real-time insights.
Major innovations across Adobe Experience Cloud and Adobe Creative Cloud will deliver business value from generative AI by driving insights based on unified customer data, scaling the production of personalized content and boosting customer engagement through journey orchestration. This includes an AI Assistant for a conversational interface to Adobe Experience Platform.
Also new is Adobe GenStudio, agenerative AI-first offering to help marketing teams plan, create, manage, activate, and measure on-brand content.
Adobe also unveiled Journey Optimizer capabilities to enable both B2C and B2B companies to enhance journey orchestration with timely, personalized experiences.
A new capability in Adobe Firefly, Adobe’s generative AI, called Structure Reference brings users a new level of creative control.
“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” said Anil Chakravarthy, president of digital experience business at Adobe, in a statement. “The ability to personalize every interaction has become the key growth driver in customer experience management for enterprises around the world, and Adobe is leading the way in making this a reality with powerful generative AI deeply integrated into existing workflows.”
New Data Innovations
Adobe’s latest product releases help brands with data management in the age of generative AI, creating a foundation to activate insights and deliver true personalization at scale. This is anchored in Adobe Experience Platform, which enables brands to activate customer data across various enterprise systems through an integrated set of applications.
Adobe Experience Platform AI Assistant provides a simple conversational interface that can answer technical questions and will automate tasks, simulate outcomes and generate audiences and journeys within applications such as Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer and Adobe Customer Journey Analytics.
Federated Audience Composition for data management lets teams federate audiences and data directly from data warehouses and data platforms (Amazon Web Services Redshift, Azure Synapse, Databricks, BigQuery and Snowflake) to augment real-time and cross-channel use cases in Adobe Experience Platform. This enables teams to minimize data copy, govern the use of sensitive data and get the most out of their existing IT investments for powering customer experience workflows such as profile enrichment, audience segmentation and personalized communications.
Adobe Real-Time Customer Data Platform (CDP) Collaboration is a new clean room application for collaboration to discover, reach and measure high-value audiences in a world without third-party cookies. Real-Time CDP Collaboration is expanding and evolving the value of a CDP to include data collaboration as a critical and necessary component of customer data management in a cookie-less world.
New Content Innovations
Adobe’s content innovations provide an integrated set of products for marketing campaigns and personalized customer experiences. It is composed of five key building blocks: Workflow and Planning, Creation and Production, Asset Management, Delivery and Activation, and Insights and Reporting.
Workflow and Planning: Adobe Workfront Planning will provide a unified view into all activities across the marketing lifecycle
Creation and Production: Adobe Firefly Services and Custom Models unlock personalization at scale for content creation and production.
Asset Management: Adobe Experience Manager (AEM) Assets content hub allows teams to distribute brand-governed assets across their organization and external partners. Content hub forms a seamless connection point between GenStudio and AEM Assets, where any user can search for an asset and create personalized variations with Firefly in Adobe Express, the all-in-one content creation application.
Delivery and Activation: Adobe Experience Manager (AEM) Sites variant generation, powered by generative AI, enables companies to create personalized variations of marketing assets with copy that is audience-centric and on-brand. With Edge Delivery Services, companies can deliver faster page load times. Document-based authoring in AEM Sites also allows broader teams to author webpages in Microsoft Word or Google Docs.
Insights & Reporting: Adobe Content Analytics will create an essential feedback loop for brands to understand which assets (including AI-generated assets) and campaigns are performing best, down to the attribute level. These insights help build a more complete view of the overall customer experience, building on top of Adobe Customer Journey Analytics which measures web, streaming, in-product and more.
New Customer Journey Innovations
For both B2C and B2B brands, the ability to enhance customer engagement through journey orchestration hinges on a unified and real-time view of the customer. This ensures that as brands interact with consumers on channels such as the web, social media and mobile, any real-time changes in user behavior or preferences are captured, triggering new experiences. Adobe is uniquely positioned to help teams harmonize both brand-initiated and customer-initiated moments, with new offerings to orchestrate personalized journeys that drive impact.
Adobe Experience Platform and Adobe Journey Optimizer unified experimentation uses enhanced statistical models to help marketers, product managers and developers leverage experimentation and decisioning capabilities within journeys, driving reuse of offers across communication channels or optimizing the ideal path a customer should take to maximize conversion.
Adobe Journey Optimizer (AJO) provides enhanced brand-initiated journey orchestration by helping brands connect their audience-centric campaigns with real-time customer signals, so that the right customers are engaged and mistimed marketing communications can be avoided.
AJO B2B Edition is a new application built on Adobe Experience Platform, with a unique focus on account specific buying-group journey orchestration that will reimagine sales and marketing collaboration throughout the B2B revenue lifecycle.
New Firefly Capabilities
Adobe is shipping a major update to the Adobe Firefly web application (web and mobile) that will bring users a new level of creative control. Structure Reference enables users to easily apply the structure of an existing image to newly generated images. Using an existing image as a structural reference template, users can now generate multiple image variations with the same layout, eliminating the trial-and-error process of having to write the perfect prompt to get an output that matches your imagination. By combining Structure Reference with Adobe’s Style Reference – an existing Firefly capability that takes a style reference image and applies it to your prompt – users can reference both the structure and style of an image to quickly bring ideas to life, delivering a new level of creative control and state-of-the-art visual quality.
Partner and Customer Momentum
Adobe continues to expand its robust partner ecosystem and extend the value of Adobe Experience Cloud. Adobe announced today an expanded partnership with Microsoft to deliver generative AI capabilities for marketers that bring Adobe Experience Cloud customer experience insights and Firefly generative AI directly into Microsoft applications to reinvent workflows and ignite productivity. An expanded partnership with OneTrust integrates consent management into AI-powered customer journeys. Adobe is also working with agency partners including Havas, IPG, Omnicom, Publicis and WPP, and system integrators including Accenture, Deloitte, EY and IBM to accelerate generative AI investments, processes and workflows across creative production and digital marketing.