At the annual Adobe Summit 2024 in Las Vegas, the design powerhouse unveiled a suite of new features. Keeping customers at the heart of innovations, the company has introduced new solutions to revamp customer experience management (CXM) through generative AI and real-time insights. Let’s take a look at the major updates made at the conference. 

Collaboration is the Key

Microsoft is partnering with the tech giant to integrate generative AI capabilities into Microsoft 365 applications for marketers. This collaboration aims to enhance collaboration, efficiency, and creativity by connecting Adobe Experience Cloud workflows and insights with Microsoft Copilot. Marketers can streamline workflows and relevant insights from Adobe and Dynamics 365 within tools like Outlook, Microsoft Teams, and Word.  It includes features like strategic insights, contextual content creation, and in-context notifications.

Streamlining Content Supply Chain

Adobe has come up with Adobe GenStudio, a generative AI-driven platform enabling marketers to efficiently plan, create, manage, and measure on-brand content across Adobe Experience Cloud and Creative Cloud. Additionally, integrated with new Firefly Services and Custom Models, Adobe Firefly facilitates content production at scale tailored to individual brand requirements. These innovations address the growing demand for personalised and engaging content, offering streamlined workflows, accelerated production, and improved performance measurement throughout the content lifecycle.

Data-Driven Personalisation at Scale

The new Adobe Experience Platform AI Assistant offers a conversational interface for tasks like answering technical queries, automating processes, and generating journeys and audiences across Adobe Experience Cloud applications. Additionally, Federated Audience Composition enables teams to leverage data directly from enterprise warehouses for real-time use cases, minimising data duplication. 

Furthermore, Real-Time Customer Data Platform Collaboration facilitates seamless collaboration between advertisers and publishers while prioritising customer privacy. These advancements underscore Adobe’s commitment to empowering brands to unify customer data, harness generative AI, and effectively deliver personalised experiences across channels.

Enterprise Content Creation 

It has introduced Firefly Services and Custom Models to bolster enterprise content creation and production. These capabilities empower organisations to automate content generation, editing, and assembly while preserving quality and brand consistency. 

With over 20 APIs, tools, and services provided by Firefly Services, creative teams can streamline tasks like resizing assets, merchandising, and localisation efforts. Custom Models enable enterprises to train AI models tailored to their brand, ensuring content alignment with organisational styles and objectives across various use cases, from campaigns to localisation. 

Personalised Customer Journeys 

Adobe unveiled new features to improve personalised customer journeys through real-time experimentation. Unified experimentation within Adobe Experience Platform (AEP) and Adobe Journey Optimiser (AJO) allows brands to optimise customer paths for maximum conversion and offer reuse across channels. AJO facilitates enhanced journey orchestration by connecting audience-centric campaigns with real-time customer signals, ensuring timely and personalised communications while avoiding mistimed interactions. 

Furthermore, the introduction of AJO B2B Edition equips cross-functional teams with a unified view of buying groups in customer accounts, enabling engagement through AI-powered experiences.