Adobe has just kicked off Adobe Summit 2019, the world’s largest customer experience conference, in Las Vegas, USA, by unveiling the latest Adobe Experience Cloud innovations like Adobe Commerce Cloud and Marketo Engage, while also announcing the global availability of Adobe Experience Platform.
Additionally, Adobe announced key strategic partnerships with ServiceNow, Microsoft and LinkedIn to accelerate Customer Experience Management (CXM) across enterprises.
Adobe Experience Platform
Adobe announced the global availability of Adobe Experience Platform, the industry’s first real-time platform for customer experience management (CXM). An open and extensible platform, Adobe Experience Platform stitches together data from across the entire enterprise, enabling real-time customer profiles leveraging Adobe Sensei artificial intelligence (AI) and machine learning. Adobe Experience Platform activates content based on customer profiles to deliver personalized experiences in real time.
As enterprise architecture moves to put customer experience at the core, Adobe Experience Platform is enabling enterprises to reduce time and resources to create their own infrastructure and focus more on driving business outcomes. (For more information, please refer to: Adobe Experience Platform Powers Customer Experience Management, attached).
New Innovation in Adobe Experience Cloud
Adobe shared how Experience Cloud, powered by Adobe Experience Platform, is integrating workflows between solutions and adding more real-time intelligence powered by Adobe Sensei. The new innovations make cross-channel experience design, delivery and optimization even more frictionless. Adobe Experience Cloud has seen massive adoption across businesses of all sizes and is used by the largest travel, media and entertainment, financial services, automotive and telecommunications companies.
- Adobe Analytics Cloud, the core system of intelligence and activation for CXM, is adding more capabilities to provide accurate and timely insight into cross-channel consumer behavior, along with intuitive, automated audience segmentation. Now, Adobe Audience Manager, combined with Adobe Experience Platform, delivers a real-time Customer Data Platform (CDP) that brings together known and anonymous data to activate real-time customer profiles across multiple channels throughout the customer journey. (For more information, please refer to this blog post.)
- Adobe Marketing Cloud, the foundation to optimize content, activate conversations and personalize experiences for cross-channel journey orchestration, has added the industry’s leading B2B marketing automation solution – Marketo Engage – into the Marketing Cloud. First integrations will enable marketers to seamlessly pull or edit content from Adobe Experience Manager or Adobe Creative Cloud and automatically build target lists to understand the next-best-action to take in B2B sales (Marketo Engage).
- Adobe Advertising Cloud gives brands the functionality needed to plan, buy, measure and optimize advertising. Adobe Advertising Cloud added capabilities to unite and automate cross-channel advertising campaigns, including all forms of video, with brand safety built in. In a new partnership with Roku, Inc., Adobe Advertising Cloud customers can now leverage first-party data to target audiences on Roku’s over-the-top TV inventory. (For more information on this new capability, please refer to: New Adobe Advertising Cloud Capabilities Power Cross-Channel Advertising Campaigns, attached.)
- Adobe Commerce Cloud was introduced by Adobe. Built on Magneto Commerce and leveraging an ecosystem of more than 300,000 developers, it provides an end-to-end solution to optimize both customer experience and business operations by powering integrated and fully managed commerce across all storefronts – physical, digital and virtual. (For more information, please refer to this blog post.)
New Partnerships
Adobe and ServiceNow announced plans to enable integrations between Adobe Experience Platform and the ServiceNow Now Platform to enhance Adobe’s real-time customer profiles with ServiceNow’s rich customer support data. This will create a more comprehensive view of a customer across the entire digital journey, from acquisition to service. Additionally, Adobe Experience Cloud solutions will integrate with the ServiceNow Now Platform, including its Customer Service Management (CSM) solutions. (For more information, please refer to: Adobe and ServiceNow Partner to Advance Customer Experience Management, attached.)
Adobe’s partnership with Microsoft and LinkedIn will create account-based experiences (ABX) through data integrations and new marketing and sales capabilities. By aligning key data sources to populate account-based profiles, the companies are collectively empowering B2B marketers to easily identify, understand and engage customer buying teams. This partnership will result in a more personalized experience at both the individual and account level on critical marketing and sales platforms like LinkedIn. (For more information, please refer to: Adobe, Microsoft and LinkedIn Join Forces to Accelerate Account Based Experiences, attached.)
Adobe Sensei
Adobe unveiled the next generation of Adobe Sensei, the company’s AI and machine learning technology that is deeply embedded into Adobe Experience Cloud solutions, driving deeper insights, real-time decisioning and smarter workflows. With the global availability of Adobe Experience Platform, new AI services (available in beta) provide the intelligence layer to connect data and content, ensuring brands consistently deliver the right message, on the right channel, at the right time, in the right context. Adobe Sensei capabilities are now widely accessible to any business.
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