Adobe Leverages AI to Advance Personalized Customer Journeys Through Real-Time Experimentation
26 März 2024 - 5:00PM
Business Wire
- Unified experimentation in Adobe Experience Platform (AEP) and
Adobe Journey Optimizer (AJO) will enable brands to optimize
customer paths that maximize conversion and drive reuse of offers
across channels
- AJO delivers enhanced brand-initiated journey orchestration by
connecting audience-centric campaigns with real-time customer
signals, to engage the right customers and avoid mistimed
communications
- AJO B2B Edition is an application built on AEP that will equip
cross-functional teams with the same view of buying groups in
customer accounts and engage them with generative AI-powered
experiences
Today, at Adobe Summit – the world’s largest Digital Experience
Conference – Adobe (Nasdaq:ADBE) announced major Adobe Experience
Cloud innovations that empower brands to enhance customer
engagement by orchestrating impactful cross-channel journeys. A new
unified experimentation capability enables brands to increase the
volume of tests to pinpoint customer paths that maximize conversion
and drive reuse of offers across channels. And Adobe Journey
Optimizer capabilities will enable both B2C and B2B brands to
enhance journey orchestration with timely, personalized
experiences.
“B2C and B2B brands have unique challenges in how they engage
customers, and Adobe Experience Cloud solutions can uniquely serve
the needs of both sectors,” said Amit Ahuja, senior vice president,
Digital Experience Business at Adobe. “By unifying disparate data
through Adobe Experience Platform and delivering a comprehensive
view of customers, brands can deliver true one-to-one
personalization or engage specific buying groups within target
accounts.
“Consumers expect brands to keep a close pulse on their
preferences, and Marriott is focused on providing a highly
personalized experience on every digital channel that is
intuitively timed to delight guests,” said Amit Manurkar, VP,
Digital Content & MarTech, Marriott International. “The Adobe
Experience Cloud is helping our teams across the globe to deliver
highly personalized moments at scale throughout the entire journey
and across touchpoints, including Marriott’s award-winning Marriott
Bonvoy App.”
AEP & AJO Unified Experimentation
Unified experimentation and goal-based optimization services
using enhanced statistical models helps marketers, product
managers, and developers leverage embedded decisioning capabilities
within their customer journeys, to drive reuse of offers across
communication channels or optimize the ideal path a customer should
take to maximize conversion. Brands can progressively enable
experimentation and decisioning across content, channels,
audiences, journeys and machine learning models, with centralized
administration to push winners, resolve conflicts and manage global
hold outs.
AJO Innovations
- AJO B2B Edition: An enterprise application built on
Adobe Experience Platform, AJO B2B Edition is a unique product
focused on account specific buying group journeys, that will enable
marketing and sales teams to act as one coordinated revenue team
driving a personalized B2B buying experience and creating demand
with more precision. It will leverage unified data in Adobe
Experience Platform and generative AI to personalize the journey
and complements lead marketing workflows in Adobe Marketo Engage,
providing a comprehensive B2B offering.
- New AJO Capabilities: Enhanced brand-initiated journey
orchestration in AJO helps brands connect their audience-centric
campaigns with real-time customer signals so that the right
customers are engaged—and to avoid mistimed marketing
communications. Additionally, mobile and web channel enhancements
in AJO will provide comprehensive support including push, in-app,
code-based experiences and message feeds.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
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PR Kevin Fu Adobe kfu@adobe.com
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