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Adobe unveils AI future of customer experience management

Adobe has unveiled a suite of innovations for the enterprise that will empower brands to deliver one-to-one personalisation at scale through generative AI and real-time insights. 

Adobe’s latest products, launched at last week’s Adobe Summit, expand the Customer Experience Management (CXM) solutions that enterprises have relied on to bring data, content and customer journeys together. In the era of generative AI, Adobe says, it is providing a roadmap to help brands activate AI to deliver customer value and capture the massive opportunity in driving personalisation at scale.

Adobe provided the following information:

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 upcoming Adobe Experience Platform AI Assistant that supercharges the productivity of experience practitioners, democratizing access to extended teams through a conversational interface and enabling them to unleash new ideas. Adobe GenStudio is a new generative AI-first offering that will allow marketing teams to quickly plan, create, manage, activate, and measure on-brand content. Adobe also unveiled Journey Optimizer capabilities to enable both B2C and B2B brands to enhance journey orchestration with timely, personalized experiences. A new capability in Adobe Firefly, Adobe’s family of creative generative AI models for safe commercial use, called Structure Reference brings users a new level of creative control.

Adobe Experience Cloud is the industry’s leading platform for delivering, measuring and personalizing customer experiences, now relied upon by 11,000 customers globally across industries, with support from 4,500 global ecosystem members and over 500 partner integrations in Adobe Experience Platform, which brings an organization’s data and content together under a common language model.

“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, Digital Experience Business at Adobe. “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.”

“Creating richer and more relevant experiences within a connected customer journey is fundamental to success in today’s marketing climate and Adobe Experience Cloud has been our partner of choice in Customer Experience Management,” said Norm de Greve, chief marketing officer, General Motors. “Adobe’s enterprise applications allow our teams to deliver real-time, highly personalized touchpoints at scale for customers engaging with our brands.”

In the era of generative AI, Adobe is the technology partner of choice for brands to unify customer data, scale content production, and enhance customer engagement through journey orchestration.

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.

New Content Innovations

Adobe provides an integrated set of best-in-class products that enable brands to accelerate their content supply chain, the end-to-end business process that every company needs to deliver 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. With Adobe GenStudio, Adobe will be releasing a generative AI-first offering for marketers to quickly plan, create, manage, activate and measure on-brand content, with native integrations across Adobe Experience Cloud and Creative Cloud.

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.

New Firefly Capabilities

Today, 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 powerful 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.

Adobe Summit 2024 is a hybrid event with both an in-person and online presentation powered by Adobe Experience Cloud. Luminary speakers and industry leaders presenting at Summit include General Motors CEO Mary Barra, Pfizer Chief Digital and Technology Officer Lidia Fonseca, Delta Airlines CEO Ed Bastian, TSB Bank CMO Emma Springham, MLB Chief Operations and Strategy Officer Chris Marinak, founder and CEO of Zaia Ventures Ukonwa Ojo, author and entrepreneur Nina Schick, and Shaquille O’Neal, host of Adobe Sneaks where Adobe unveils the latest research and development innovations.

To watch the Adobe Summit keynotes online, as well as explore more than 200 sessions and hands-on labs across 12 tracks, network with peers or speak live with an Adobe expert, visit the Summit web experience.

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