At the Adobe Summit, the annual digital experience conference, the company unveiled significant innovations within the Adobe Experience Cloud aimed at enabling brands to consolidate customer data across its organisation, a crucial step in implementing and leveraging generative AI. The Adobe Experience Platform offers a centralised view of customers across all channels, facilitating real-time analysis of data by AI to provide actionable insights. This enables brands to execute marketing activation across various channels using applications developed on Adobe Experience Platform and achieve personalised communication with customers.
Major releases announced during the summit include an upcoming Adobe Experience Platform AI Assistant that supercharges the productivity of experience practitioners and democratises access to extended teams through a conversational interface, federated audience composition that enables brands to make high value data residing in enterprise data warehouses actionable within customer experience workflows and without the need to move or copy the data into Adobe Experience Platform, and first-party data activation capabilities in Adobe Real-Time Customer Data Platform (CDP) that enable collaboration between advertisers and publishers.
“Brands have relied on Adobe Experience Platform and Adobe enterprise applications to deliver personalization at scale, an imperative that is greatly accelerated in the era of generative AI. Adobe Experience Platform innovations such as an AI Assistant powered by generative AI enables brands to understand individual customer context and generate tailored omnichannel experiences. This increases productivity and boosts experimentation of new ideas, all while ensuring brands adhere to strict governance and security controls,”Anjul Bhambhri, senior vice president, Adobe Experience Cloud, said.
“At NBCUniversal, we are always looking for new ways to make our TV and streaming platforms more effective for advertisers. One of the ways we are doing that is through increased first-party data collaboration, which helps us personalize ad messages and measure campaign results in a way that is sustainable with the deprecation of the cookie and other 3rd party signals. We’re excited to partner with the Adobe Real-Time CDP, a platform that allows us to conduct this joint effort in real time, so we gain rapid insights, activate campaigns and measure results faster and more accurately than ever before,” Ryan McConville, EVP, Ad Platforms and Operations, NBCUniversal Advertising & Partnerships, said.
Adobe Experience Platform AI Assistant
The Adobe Experience Platform AI Assistant enables brands to supercharge the productivity of experience practitioners, democratise access to extended teams, and unleash new ideas. This is made possible through a simple conversational interface that can answer technical questions and will automate tasks, simulate outcomes, and generate new audiences and journeys within Adobe Experience Cloud applications such as Adobe Real-Time CDP, Adobe Journey Optimiser and Adobe Customer Journey Analytics.
Adobe Experience Platform AI Assistant brings this to life with generative AI and Generative Experience Models, which capture Adobe product knowledge and insights based on an organisation’s unique data, campaigns, audiences, and business goals—all in a brand-safe way and with a privacy-first mindset.
Adobe Real-Time CDP Collaboration: The Next Frontier of Customer Data Management
Marketers have relied on third-party cookies to glean insights that support advertising campaigns and personalisation. In a world without third-party cookies, brands need new ways to discover, reach, and measure high-value audiences. A new offering in the Adobe Real-Time CDP product portfolio, Real-Time CDP Collaboration empowers teams to make the most of their first-party data and safely collaborate with trusted partners in a privacy-centric manner. Marketers can discover and reach high-value audiences, activate campaigns, and measure advertising effectiveness all without the need for third-party cookies.
To enable successful and scalable collaboration for brands, Adobe is offering a flexible approach, allowing customers to securely leverage data from any source including Amazon Web Services (AWS), Databricks, Google, Microsoft Azure, and Snowflake, among others. In addition, identity partners such as Acxiom, Blockgraph, Experian, LiveRamp, Merkle and Unified ID 2.0 will help brands scale their audiences.
Adobe is partnering with NBCUniversal as the first publisher to allow brands to discover and reach audiences with the media entertainment company’s proprietary first-party data and campaign delivery data to better understand audiences viewing habits and interests. Businesses can then utilise the valuable insights to inform and activate marketing campaigns directly, across any digital property within NBCUniversal’s portfolio, with engagement metrics to support a holistic measure of ad performance.
Federated Audience Composition in Adobe Experience Platform
Federated Audience Composition enables brands to make high value data residing in enterprise data warehouses actionable within customer experience workflows, while minimising the need to move or copy data into Adobe applications. Adobe Real-Time CDP and Adobe Journey Optimiser enable practitioners to build audiences, enrich customer profiles with aggregated signals, make journey decisions to power engagement, and personalise channel content in-the-moment—with data and audiences federated from data warehouses and data platforms including AWS Redshift, Azure Synapse, Databricks SQL, BigQuery and Snowflake. This creates a seamless marketer experience while ensuring data security and data administration controls are respected.