Adobe Harnesses AI for Enhanced Personalized Customer Journeys via Real-Time Experimentation

At the Adobe Summit, renowned as the world’s largest Digital Experience Conference, Adobe unveiled significant innovations within the Adobe Experience Cloud aimed at empowering brands to elevate customer engagement by orchestrating impactful cross-channel journeys. This includes a newly introduced unified experimentation capability, enabling brands to conduct a higher volume of tests to identify customer paths that optimize conversion rates and facilitate the reuse of offers across various channels. Moreover, Adobe Journey Optimiser capabilities have been enhanced to enable both B2C and B2B brands to enrich journey orchestration with timely and personalised experiences.

Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe, emphasized the unique challenges faced by B2C and B2B brands in engaging customers, highlighting how Adobe Experience Cloud solutions cater to the distinct needs of both sectors. By consolidating disparate data through Adobe Experience Platform and providing a holistic view of customers, brands can deliver truly personalized experiences or target specific buying groups within their target accounts.

Marriott International, represented by Amit Manurkar, VP of Digital Content & MarTech, underscored the importance of delivering highly personalized experiences across digital channels. The Adobe Experience Cloud has played a pivotal role in Marriott’s efforts to provide personalized moments at scale throughout the customer journey and across various touchpoints, including its acclaimed Marriott Bonvoy App.

Unified experimentation and goal-based optimization services, facilitated by enhanced statistical models, empower marketers, product managers, and developers to leverage embedded decisioning capabilities within customer journeys. This enables brands to drive the reuse of offers across communication channels and optimize customer paths to maximize conversion rates. Additionally, new capabilities within Adobe Journey Optimiser enhance brand-initiated journey orchestration, enabling brands to align audience-centric campaigns with real-time customer signals to ensure timely and relevant engagement.

Furthermore, Adobe has introduced the AJO B2B Edition, an enterprise application built on Adobe Experience Platform tailored for account-specific buying group journeys. This unique product enables marketing and sales teams to collaborate effectively in driving personalized B2B buying experiences and demand generation with precision. Leveraging unified data in Adobe Experience Platform and generative AI, the AJO B2B Edition complements lead marketing workflows in Adobe Marketo Engage, offering a comprehensive B2B solution.

Overall, Adobe’s latest innovations in leveraging AI to advance personalized customer journeys through real-time experimentation demonstrate its commitment to empowering brands to deliver exceptional digital experiences across B2C and B2B sectors.