- Adobe outlines vision for brands to deliver one-to-one
personalization at scale with major innovations across Adobe
Experience Cloud and Adobe Creative Cloud that bring together
customer data, content and journeys with natively integrated
generative AI and real-time insights
- Adobe Experience Platform AI Assistant provides a
conversational interface that can answer technical questions and
will automate tasks, simulate outcomes and generate audiences and
journeys across applications
- Adobe GenStudio and Firefly Services accelerate the
enterprise content supply chain and deliver efficient production
workflows through powerful generative AI capabilities
Today, at Adobe Summit – the world’s largest Digital Experience
Conference – Adobe (Nasdaq:ADBE) unveiled a suite of innovations
for the enterprise that will empower brands to deliver one-to-one
personalization at scale through generative AI and real-time
insights. As the global leader in Digital Experience Platforms and
a trusted partner, Adobe’s latest products expand the Customer
Experience Management (CXM) solutions that enterprises have relied
on to bring data, content and customer journeys together to delight
customers and build loyalty over time. In the era of generative AI,
Adobe is providing a roadmap to help brands activate AI to deliver
customer value and capture the massive opportunity in driving
personalization at scale.
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the full release here:
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Preview of Adobe Experience Platform AI
Assistant (Graphic: Business Wire)
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.
- Adobe Experience Platform AI Assistant provides a simple
conversational interface that can answer technical questions and
will automate tasks, simulate outcomes and generate audiences and
journeys within applications such as Adobe Real-Time Customer Data
Platform, Adobe Journey Optimizer and Adobe Customer Journey
Analytics.
- Federated Audience Composition provides data management
flexibility and efficiency by allowing teams to federate audiences
and data directly from enterprise data warehouses and data
platforms (Amazon Web Services Redshift, Azure Synapse, Databricks,
BigQuery and Snowflake) to augment real-time and cross-channel use
cases in Adobe Experience Platform. This enables teams to minimize
data copy, govern the use of sensitive data and get the most out of
their existing IT investments for powering customer experience
workflows such as profile enrichment, audience segmentation and
personalized communications.
- Adobe Real-Time Customer Data Platform (CDP)
Collaboration is a new clean room application for brands and
publishers to collaborate in a privacy-safe way to discover, reach
and measure their high-value audiences in a world without
third-party cookies. Real-Time CDP Collaboration is expanding and
evolving the value of a CDP to include data collaboration as a
critical and necessary component of customer data management in a
cookie-less world.
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.
- Workflow and Planning: Adobe Workfront Planning will
provide every user a unified view into all activities across the
marketing lifecycle, to ensure organizations plan strategically and
accelerate delivery.
- Creation and Production: Adobe Firefly Services and
Custom Models unlock personalization at scale for enterprise
content creation and production, eliminating manual tasks while
ensuring generated outputs remain on-brand.
- Asset Management: Adobe Experience Manager (AEM)
Assets content hub allows teams to easily distribute brand-governed
assets across their organization and external partners. Content hub
forms a seamless connection point between GenStudio and AEM Assets,
where any user can search for an asset and create personalized
variations with Firefly in Adobe Express, the all-in-one content
creation application.
- Delivery and Activation: Adobe Experience Manager
(AEM) Sites variant generation, powered by generative AI, enables
brands to create personalized variations of marketing assets with
copy that is audience-centric and on-brand. With Edge Delivery
Services, brands can deliver the fastest possible page load times.
Document-based authoring in AEM Sites also allows the broader team
to author webpages in Microsoft Word or Google Docs.
- Insights & Reporting: Adobe Content Analytics will
create an essential feedback loop for brands to understand which
assets (including AI-generated assets) and campaigns are performing
best, down to the attribute level. These insights help build a more
complete view of the overall customer experience, building on top
of Adobe Customer Journey Analytics which measures web, streaming,
in-product and more.
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.
- Adobe Experience Platform and Adobe Journey
Optimizer unified experimentation uses enhanced statistical
models to help marketers, product managers and developers leverage
experimentation and decisioning capabilities within journeys,
driving reuse of offers across communication channels or optimizing
the ideal path a customer should take to maximize conversion.
- Adobe Journey Optimizer (AJO) provides enhanced
brand-initiated journey orchestration by helping brands connect
their audience-centric campaigns with real-time customer signals,
so that the right customers are engaged and mistimed marketing
communications can be avoided.
- AJO B2B Edition is a new application built on Adobe
Experience Platform, with a unique focus on account specific
buying-group journey orchestration that will reimagine sales and
marketing collaboration throughout the B2B revenue lifecycle.
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.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
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PR Contact Kevin Fu Adobe kfu@adobe.com
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