Adobe Summit: 2019 Driving the Future of Customer Experience Management

by Digital Europe

Posted on 03-26-2019

Today we kicked off Adobe Sum­mit 2019, the world’s largest con­fer­ence focused on cus­tomer expe­ri­ence man­age­ment (CXM). We revealed new fea­tures and inte­gra­tions across Adobe Expe­ri­ence Cloud, includ­ing the intro­duc­tion of Adobe Com­merce Cloud and Mar­ke­to Engage. Addi­tion­al­ly, Adobe Expe­ri­ence Plat­form is now avail­able. We also announced strate­gic part­ner­ships with Ser­vi­ceNow, Microsoft, and LinkedIn to accel­er­ate enter­prise cus­tomer expe­ri­ence man­age­ment capabilities.

Head­lin­ing our con­fer­ence will be exec­u­tives lead­ing dig­i­tal trans­for­ma­tion at their com­pa­nies, includ­ing Microsoft CEO Satya Nadel­la, Best Buy CEO Hubert Joly, Chegg CEO Dan Rosensweig, Intu­it CIO Atti­cus Tysen, and Sun­Trust Bank CMO Susan John­son. Also speak­ing will be Acad­e­my Award-win­ning actress, pro­duc­er and Drap­er James founder Reese With­er­spoon, as well as New Orleans Saints quar­ter­back Drew Brees—both have led trans­for­ma­tive change in their indus­tries. This year’s Sum­mit event will also fea­ture the first-ever Adobe Expe­ri­ence Mak­er Awards, as well as Marketo’s Revvie Awards, which both cel­e­brate brands dri­ving the world’s best cus­tomer experiences.

Adobe Experience Platform

Adobe Expe­ri­ence Plat­form, now avail­able, is an open and exten­si­ble plat­form that stitch­es data from across the entire enter­prise, enabling real-time cus­tomer pro­files lever­ag­ing Adobe Sen­sei arti­fi­cial intel­li­gence (AI) and machine learn­ing. Adobe Expe­ri­ence Plat­form acti­vates con­tent based on these cus­tomer pro­files to deliv­er rich, rel­e­vant expe­ri­ences in real-time. Adobe Expe­ri­ence Plat­form empow­ers our glob­al ecosys­tem, which now includes 13,000 agency, solu­tion and tech­nol­o­gy part­ners and more than 300,000 developers.

New Partnerships

Our new part­ner­ships with Ser­vi­ceNow will enable inte­gra­tions between Adobe Expe­ri­ence Plat­form and the Ser­vi­ceNow Plat­form to enhance Adobe’s real-time cus­tomer pro­files with ServiceNow’s rich cus­tomer sup­port data. This will cre­ate a more com­pre­hen­sive view of a cus­tomer across the entire dig­i­tal jour­ney – from acqui­si­tion to ser­vice. Addi­tion­al­ly, Adobe Expe­ri­ence Cloud solu­tions will inte­grate with the Ser­vi­ceNow Plat­form, includ­ing its Cus­tomer Ser­vice Man­age­ment (CSM) solu­tions. Our part­ner­ship with Ser­vi­ceNow will enable our mutu­al cus­tomers to inte­grate and lever­age dig­i­tal work­flows, ser­vice cat­a­logs, intel­li­gent con­tent and knowl­edge man­age­ment capabilities.

Our part­ner­ship with Microsoft and LinkedIn will cre­ate account-based expe­ri­ences (ABX) through data inte­gra­tions and new mar­ket­ing and sales capa­bil­i­ties. By align­ing key data sources to pop­u­late account-based pro­files, togeth­er we will col­lec­tive­ly empow­er B2B mar­keters to eas­i­ly iden­ti­fy, under­stand and engage cus­tomer buy­ing teams. This part­ner­ship will mean a more per­son­alised expe­ri­ence at both the indi­vid­ual and account lev­el on crit­i­cal mar­ket­ing and sales plat­forms like LinkedIn.

Adobe Sensei

Today we also unveiled the next gen­er­a­tion of Adobe Sen­sei, our AI and machine learn­ing tech­nol­o­gy, that is deeply embed­ded into Adobe Expe­ri­ence Cloud solu­tions that com­pa­nies use to dri­ve deep­er insights, real-time deci­sions and cre­ate smarter workflows.

With the gen­er­al avail­abil­i­ty of Adobe Expe­ri­ence Plat­form, new AI ser­vices (avail­able in beta) pro­vide the intel­li­gence lay­er to con­nect data and content—ensuring brands con­sis­tent­ly deliv­er the right mes­sage, on the right chan­nel, at the right time. Adobe Sen­sei capa­bil­i­ties are now wide­ly acces­si­ble to any business.

New Innovation in Adobe Experience Cloud

Today we also shared how Adobe Expe­ri­ence Cloud, pow­ered by Adobe Expe­ri­ence Plat­form, is inte­grat­ing work­flows between solu­tions and adding more real-time intel­li­gence pow­ered by Adobe Sen­sei. The new inno­va­tions make cross-chan­nel expe­ri­ence design, deliv­ery and opti­mi­sa­tion even more fric­tion­less. Adobe Expe­ri­ence Cloud has seen mas­sive adop­tion across busi­ness­es of all sizes, and is used by the largest trav­el, media and enter­tain­ment, finan­cial ser­vices, auto­mo­tive and telecom­mu­ni­ca­tions companies.

Adobe Ana­lyt­ics Cloud, the core sys­tem of intel­li­gence and acti­va­tion for CXM, is adding more capa­bil­i­ties to pro­vide accu­rate and time­ly insight into cross-chan­nel con­sumer behav­iour, along with intu­itive, auto­mat­ed audi­ence seg­men­ta­tion. Now, Adobe Audi­ence Man­ag­er com­bined with Adobe Expe­ri­ence Plat­form deliv­ers a Real-time Cus­tomer Data Plat­form that brings togeth­er known and anony­mous data to acti­vate real-time cus­tomer pro­files across mul­ti­ple chan­nels through­out the cus­tomer jour­ney. Adobe Ana­lyt­ics with Adobe Expe­ri­ence Plat­form is giv­ing brands a new way to inter­pret insights from both online and offline data in real-time. New Jour­ney IQ stitch­es togeth­er the full cus­tomer jour­ney to ensure the right cus­tomers are tar­get­ed at the right time; and a deep­er inte­gra­tion with Adobe Adver­tis­ing Cloud unites dis­parate data and inven­to­ry solu­tions, elim­i­nat­ing media silos and ensur­ing that mar­ket­ing and adver­tis­ing efforts are aligned. Addi­tion­al­ly, Adobe Ana­lyt­ics has inte­grat­ed com­merce dash­boards from Adobe Com­merce Cloud.

Adobe Mar­ket­ing Cloud, the foun­da­tion to opti­mise con­tent, acti­vate con­ver­sa­tions and per­son­alise expe­ri­ences for cross-chan­nel jour­ney orches­tra­tion, has added the industry’s lead­ing B2B mar­ket­ing automa­tion solu­tion – Mar­ke­to Engage – into the Mar­ket­ing Cloud. First inte­gra­tions will enable mar­keters to seam­less­ly pull or edit con­tent from Adobe Expe­ri­ence Man­ag­er or Adobe Cre­ative Cloud, and auto­mat­i­cal­ly build tar­get lists to under­stand the next-best-action to take in B2B sales (Mar­ke­to Engage). Oth­er Adobe Mar­ket­ing Cloud inno­va­tions pow­er con­tent veloc­i­ty through per­son­alised con­tent deliv­ery with more auto­mat­ed, per­son­alised push noti­fi­ca­tion capa­bil­i­ties (Adobe Cam­paign); a new intel­li­gent con­tent rec­om­men­da­tion engine (Adobe Expe­ri­ence Man­ag­er and Adobe Tar­get); and capa­bil­i­ties for auto­mat­ic video crop­ping (Adobe Expe­ri­ence Manager).

Adobe Adver­tis­ing Cloud gives brands the abil­i­ty to plan, buy, mea­sure and opti­mise adver­tis­ing. Adobe Adver­tis­ing Cloud added capa­bil­i­ties to unite and auto­mate cross-chan­nel adver­tis­ing cam­paigns, includ­ing all forms of video, with brand safe­ty built in. In a new inte­gra­tion with Roku, Adobe Adver­tis­ing Cloud cus­tomers can now lever­age first-par­ty data – a brand’s own audi­ence seg­ments gleaned from mar­ket­ing and adver­tis­ing efforts via Adobe Ana­lyt­ics Cloud – to tar­get audi­ences on Roku’s over-the-top TV inventory.

Final­ly, we also intro­duced Adobe Com­merce Cloud – built on Magen­to Com­merce and lever­ag­ing an ecosys­tem of more than 300,000 devel­op­ers. Adobe Com­merce Cloud pro­vides an end-to-end solu­tion to opti­mise both cus­tomer expe­ri­ence and busi­ness oper­a­tions by pow­er­ing inte­grat­ed and ful­ly man­aged com­merce across all store­fronts – phys­i­cal, dig­i­tal and vir­tu­al. Native inte­gra­tions with Adobe Expe­ri­ence Cloud includ­ing Adobe Ana­lyt­ics and Adobe Expe­ri­ence Man­ag­er, as well as added intel­li­gence pow­ered by Adobe Sen­sei, offer rich insights in com­merce dash­boards and deliv­er engag­ing com­merce expe­ri­ences in real-time.

Technology Previews

Be sure to watch this space for pre­view tech­nol­o­gy com­ing out of our R&D labs. We call them “Adobe Sneaks.” The pro­gram, host­ed by actress and pro­duc­er Mindy Kaling, will give our Sum­mit audi­ence an exciting—and entertaining—look into the future. Sneaks is a peren­ni­al high­light of Sum­mit and audi­ence favorites often become part of future prod­uct offer­ings. If you want to see some of the Sneaks live on stage, fol­low the sto­ries from our Adobe Insta­gram chan­nel start­ing Wednes­day at 5:00 p.m. PT. We will also pro­vide videos of all of the Sneak peeks here on the Adobe Blog lat­er this week.

Topics: Digital Transformation, AI, customer experience, Summit US, UK, UK Exclusive, Digital EMEA

Products: Experience Platform