Adobe Summit: The Dawn of Experience-Led Growth
By Lee Pittman
At Adobe Summit this year, more than 10,000 industry leaders came together to gain insights on delivering controlled, profitable growth, through experience-led strategies. Attendees were privy to the latest advancements from Adobe, including their innovative tools for personalization at scale, Adobe AEM enhancements, and generative AI for businesses. This conference provided an opportunity for professionals to learn from experts in their field, shaping the way organizations approach customer experience and revenue growth.
With Adobe’s latest cutting-edge tools, businesses can tailor their strategies to singular customer experiences seamlessly. Personalization at scale is a primary focus enabling organizations to develop scalable and relevant engagement models in support of the perfect customer experience, with messaging tailored specifically to each individual. In parallel, generative AI supports organizations in generating unique and compelling content that automates tasks and streamlines efforts to maximize the effectiveness of marketing efforts. The incorporation of these innovations into businesses’ strategies ensures long-term growth potential by prioritizing customer experience over short-term gains.
In this blog, I’ll cover some key updates shared at this year’s Adobe Summit and what they mean for businesses seeking to improve their digital experiences.
Adobe Summit Announcements
Adobe announced several new products that are set to change how businesses create and deliver customer experiences.
“The biggest lever to drive profitable growth is to address the end-to-end customer experience.”
— Anil Chakravarthy, President of Digital Experience at Adobe
Adobe Sensei offers advanced AI features that help marketers turn their data into actionable insights, AI-generated content, and automated workflows. The platform aims to help marketers achieve ROI faster and discover new ways of connecting with their customers. One of the key features of Sensei is its natively embedded AI, which enables teams to ideate with greater creativity and speed. By leveraging AI-powered solutions, teams can come up with more innovative ideas and create content at a faster pace.
Another area where Sensei excels is in content scalability. The platform allows teams to create and iterate dynamic content while maintaining consistency in messaging. With actionable data insights, teams can get a better understanding of their customers’ preferences and behaviors, enabling them to develop more targeted and relevant marketing campaigns.
A big concern many people have when it comes to using AI-driven tools is data privacy. In Sensei’s case, it offers patented data privacy tools that allow teams to access the insights they need while complying with regulatory policies and protecting customer privacy. This ensures that companies can use Sensei’s advanced AI capabilities without compromising the trust their customers have placed in them. Overall, Sensei promises to be a powerful tool that delivers advanced AI features that can help marketers unlock new levels of creativity, engagement, and ROI.
Adobe Firefly has the ability to generate images and text styles for safe commercial use, creating content that is both visually stunning and legally sound. Drawing from a vast pool of millions of professional-grade Adobe Stock images, as well as other openly available content, Adobe Firefly is designed to produce unique content with real business value. Unlike other generative AI models that may generate images based on a specific artist’s content or unlicensed IP from other people or brands, Firefly-generated content is specifically created to be safe for commercial use, helping businesses achieve their objectives in a legitimate and effective manner.
The launch of Adobe Firefly marks a significant milestone in content creation. With the ability to generate top-quality images and text styles, Firefly enables teams to create beautiful content that resonates with their target audience. On top of that, its integration into Adobe Experience Cloud makes it easy and convenient for businesses to access this feature and tap into its potential.
Let’s consider a practical example. You are writing a B2B marketing campaign for a SaaS company that specializes in project management software. As part of the marketing strategy, you want to create a series of targeted ads that will resonate with your target audience (even better, your key personas) and highlight the relevant software’s features.
Using Adobe Firefly, you can use text styles and image generation capabilities to create eye-catching graphics that communicate the benefits of your project management software.
For example, you could create an ad featuring a clean, minimalist design with a bold headline that says “Efficient Project Management Made Easy” written in an on brand font style. Alongside the headline, you could also feature an image generated by Firefly that showcases the software’s key features, such as Gantt charts or task assignments.
If you’re also using Adobe Experience Cloud, you can access and integrate Firefly to efficiently manage and track this ad campaign across multiple platforms, while also gaining insights into how the target audience is interacting with it.
Content Supply Chain
Another significant update made by Adobe is with their own Content Supply Chain solution. A Content Supply Chain empowers teams to develop more content in less time by streamlining content creation workflows. This solution allows businesses to create high-quality and personalized content, all while reducing time and cost. This is made possible through the implementation of machine learning and automation.
Want a real-life example? Read our case study: Business Agility in the Content Supply Chain
According to a recent study, more than 60% of marketers struggle to produce engaging content consistently, and over 70% of customers expect personalized and relevant content from brands. With a Content Supply Chain, teams can overcome these challenges by empowering them to create, manage and deliver personalized, engaging, and relevant content at scale.
As businesses continue to navigate an increasingly competitive landscape, investing in customer experience is more critical than ever.
With what we learned at Adobe Summit this year, it sounds like Adobe’s latest updates are setting the stage for businesses to implement world-class customer experience solutions that can help them succeed in a digital-first world.
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