Today, at Adobe Summit, the world's largest digital experience conference, we unveiled a suite of innovations for the enterprise through Adobe Experience Cloud and Adobe Creative Cloud, enabling brands to deliver one-to-one personalization at scale through natively integrated generative AI and real-time analytics.
These significant innovations will deliver business value from generative AI by driving insights based on unified customer data, scaling the production of personalized content, and increasing customer engagement through journey orchestration. This includes a new Adobe Experience Platform AI Assistant that enhances the productivity of experienced professionals, democratizing access for extended teams through a natural language interface and enabling them to unleash new ideas. Adobe GenStudio is a new generative AI-based offering for marketing teams to quickly plan, create, manage, activate in applications and publishers, and measure branded content. The new capabilities of Adobe Journey Optimizer enable both B2C and B2B brands to enhance journey orchestration with personalized and timely experiences. A new capability in Adobe Firefly, Adobe's family of generative AI models for safe commercial use, called Structure Reference, provides users with 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 organizational productivity while delivering new digital experiences. The ability to personalize interactions at scale has become the primary growth driver in customer experience management for companies worldwide, and Adobe is leading the way in making this a reality with powerful generative AI deeply integrated into existing workflows."
Anil Chakravarthy,
President of Digital Experience Business, Adobe.
New Innovations in Data
Announced at the Summit were a wide range of launches anchored in Adobe Experience Platform, designed to enable brands to activate customer data across various enterprise systems through an integrated suite of applications, creating a foundation for activating insights and delivering true personalization at scale.
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 like Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, and Adobe Customer Journey Analytics. Federated Audience Composition provides flexibility and efficiency in data management by allowing teams to federate audiences and data directly from enterprise data warehouses (AWS Redshift, Azure Synapse, Databricks, Google BigQuery, and Snowflake) to enhance real-time and multi-channel use cases in Adobe Experience Platform. This enables teams to minimize data copying, govern the use of sensitive data, and maximize their existing IT investments to power customer experience workflows like profile enrichment, audience segmentation, and personalized communications. Adobe Real-Time Customer Data Platform (CDP) Collaboration is a new clean room application that allows brands and publishers to collaborate securely and privately to discover, reach, and measure their 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 cookieless world.
New Innovations in Content
The content supply chain is an end-to-end business process that every company needs to deliver the content required 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.
Adobe GenStudio, a new generative AI-first offering, enables marketing teams to plan, create, manage, activate in applications and publishers, and measure branded content quickly. This innovation empowers teams to streamline the content supply chain, enhancing efficiency and creativity while ensuring that content is tailored to the unique preferences of each customer.
Content Automation and Personalization
One of the standout features of Adobe GenStudio is its ability to leverage generative AI to automate content creation, significantly reducing the time and resources required to produce high-quality, personalized content. By integrating GenStudio into their workflows, teams can quickly generate content variations, optimize assets for different channels, and scale their efforts to meet the demands of personalized marketing at scale.
Real-Time Insights and Optimization
Adobe Experience Platform’s new capabilities also extend to content insights and optimization. With real-time analytics integrated into the content supply chain, teams can monitor the performance of their content, make data-driven adjustments, and continuously refine their strategies to enhance customer engagement and satisfaction. This ensures that every piece of content not only meets quality standards but also resonates with the target audience.
Expanding the Value of Adobe Experience Cloud
These innovations are part of Adobe's broader strategy to expand the value of Adobe Experience Cloud, making it the ultimate platform for brands seeking to deliver personalized, data-driven experiences. By integrating AI, data management, and content creation tools into a unified ecosystem, Adobe enables brands to stay ahead in an increasingly competitive digital landscape.
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