We are just a few days away from Adobe Summit, the leading industry conference that paves the way for brands to transform into experience-led businesses. At this year’s Summit, we will be sharing some of the exciting new innovations in the next generation of Adobe Experience Manager (AEM), the digital-experience management and delivery solution within Adobe Marketing Cloud (AMC).
Over the past couple of years, we have seen a rapid growth in consumer appetite for rich experiences — not only with smartphones and tablets, but also a slew of Internet of Things (IoT) devices. Brands that have made AEM part of their digital foundations for transformation have new demands that extend well beyond websites and mobile apps.
Companies are grappling with the ways in which immense quantities of data and content come together to disrupt not only how marketing is done, but also how digital impacts the entire product/service experience. New opportunities for personalization and value-add are turning the traditional customer journey on its head. Two years ago, I spoke about how mobile apps are “…becoming the remote control to the Internet of Things.” While this is truer today than ever before, products, brick-and-mortar locations, and the ways in which people interact are all becoming a meld of the digital and physical worlds. While augmented reality is an obvious example of how this is happening, this trend is manifesting itself in more subtle and universal ways.
Fluid Experiences Power the Connected Customer Journey.
All of this requires content — a lot of it. And, not just any content, but the kind of content that is engaging and surfaces exactly when someone needs it or wants it — regardless of the device he or she is using. It’s something you and I do effortlessly when we have conversations that span email, text, face-to-face, and phone.
One of the overarching principles that has guided this latest release of AEM is that content is the fuel of digital experiences. When combined with data insights and intelligence, content provides the bedrock of what companies need to compete based on customer experience, which is why it’s critical to offer capabilities that allow brands to:
- Source the best content;
- Manage content in an omnichannel way; and
- Enable content to quickly flow to all the content-hungry connections across more traditional touchpoints as well as new ones.
On our continued journey to realize this vision, AEM 6.3 now allows companies to deliver compelling digital experiences beyond owned to affiliated properties — web, mobile, IoT — at incredible scale. In this latest release, we introduce new capabilities that enable users to realize the vision of what we call ‘fluid experiences’ — content that flows and adapts to its context with the help of Adobe Sensei, our artificial-intelligence (AI) and machine-learning framework. The experience fragments and content-services features extend AEM to power not only web and mobile experiences, but also well-structured touchpoints like ATMs and Pinterest as well as emerging, less-structured mobile app and IoT experiences.
