Adobe introduces new AI capabilities in Experience Cloud

Adobe has announced the introduction of new capabilities in Adobe Experience Cloud, which will incorporate AI agents to enhance personalized customer experiences.

These advancements include an AI-first module in Adobe Journey Optimizer, designed to assist businesses in pinpointing significant opportunities and enhancing omnichannel performance. A new offering within Adobe Experience Manager aims to improve web performance by diagnosing issues and providing recommendations through automation.

In terms of B2B enterprises, Adobe revealed AI agents to aid in account orchestration, AI-driven content creation, and insights into customer journeys.

Amit Ahuja, Senior Vice President of Adobe's Digital Experience Business, commented on the importance of a unified customer experience in today's market.

"Delivering a unified customer experience requires a much more agile and streamlined operation that solves real customer pain points, which can often be resource and time constrained," he said. "Adobe is uniquely positioned to help brands meet this moment, with deep expertise in unifying AI, data and content production workflows to execute the right digital experiences with precision, while uncovering unseen problems."

Adobe Experience Cloud, which comprises analytics, targeting, journey orchestration, and content management, supports brands in actively managing AI-driven customer engagements.

Several major brands including The Coca-Cola Company, Coles, Delta Airlines, and General Motors use Adobe Experience Cloud to boost their digital operations.

The newly unveiled Adobe Journey Optimizer Experimentation Accelerator aims to help teams identify and leverage high-impact opportunities using its AI-first module. This module analyses trends, learnings, and best practices to offer actionable insights and recommendations. It is built on Adobe Experience Platform (AEP), which supports comprehensive data analysis.

Adobe Experience Manager Sites Optimizer, part of the content management system that fuels cross-channel experiences, introduces an application for enhancing web traffic and engagement by diagnosing issues and recommending solutions.

Companies like The Hershey Company and PGA TOUR have noted improvements in visibility and performance resolution after using these tools.

For B2B teams, Adobe's new solutions aim to refine market strategies.

The offerings include AI agents within Adobe Journey Optimizer for B2B purposes to speed up deal closures by improving workflow optimisations. These agents draw on first-party data to aid in creating buying groups, managing roles, and suggesting new members.

AI-powered content creation is now available for B2B marketers across various channels, with capabilities for personalisation at multiple levels. This feature includes native integrations with Adobe's Firefly generative AI for quick marketing content production.

Adobe is set to release a new application, Adobe Customer Journey Analytics B2B Edition, offering real-time journey insights which can be used to personalise experiences and accelerate business outcomes. This application is expected to aid collaboration and alignment in achieving revenue goals by offering shared insights across teams.

In the realm of inbound interest and lead management, new features in Marketo Engage will accelerate initiatives with visual journey planning and optimisation through AI guidance.

This system leverages Adobe Experience Platform's data and capabilities.