Experience Cloud is Adobe’s umbrella brand for its digital solutions. These include data and analytics services, content management tools, a commerce platform, and a complete marketing workflow management service with the acquisition of Workfront in 2020. The Experience Cloud brand debuted at the company’s 2017 Digital Marketing Summit. The event is now called the Adobe Summit – you can think of it as the Experience Cloud, the equivalent of the Creative Cloud-themed Adobe Max conference – and it’s no wonder the company is announcing a slew of new products and updates to its digital collaboration platform. was this year’s Convention in Las Vegas this week.
The focus of today’s announcements is to provide new tools to help brands and the developers working for them create more personalized experiences and provide deeper integration between different services in the Experience Cloud, as well as support for Adobe creatives. requested integration clouds.
“The companies we work with are realizing they need to provide their customers with a more personalized experience — and they really need to empower their employees with the tools to succeed in this digital economy,” says the strategy, while Adobe VP of Products Lonnie Stark said. . To me. “A big part of our focus on these content and commerce innovations has been to provide these opportunities for personalized shopping and commerce so that everyone in the organization that creates the customer experience can access the richest resources and insights about what they need to do. – and recognizing that while we offer some of the best technology, one of our strengths is our ability to empower developers to develop their imaginations and help grow businesses faster and deliver immersive experiences. advantage. ,
Perhaps the highlight of today’s launch is the new Adobe App Builder for Commerce. Through this, Adobe provides developers with the tools to create cloud-based content and commercial applications. The idea is to help developers extend the capabilities of Adobe’s trading solutions with a variety of developer tools and SDKs. This allows developers to create new user interfaces as well as microservices to integrate with the rest of the company’s IT stack. It complements the existing app builder for the Experience Manager platform launched late last year.
“We don’t want developers – when they turn to Experience Cloud – to have too many different tools to create. They should have a unified API Gateway,” Stark said. App Builder will make it easier for developers to create more unique storefronts, for example, or extend existing e-commerce tools to include in-store pickup, he said. suggest.
In terms of integration, Adobe Workfront, the company’s marketing workflow management service, is now integrated with the company’s Journey Optimizer, which helps marketers manage and analyze their campaigns across all channels. And as more of the company’s employees are now actively involved in creating these campaigns and events, the company is also building a closer relationship with Creative Cloud to break down those siled structures and bring more users to the Creative Cloud corporate library. content. Adobe Experience Manager Assets and Assets Essentials service.
The idea here, Stark noted, is to build on what the company calls “partial experience.” They are essentially atomic units that make up a company’s content library, which can then be reused across multiple channels to provide users with highly personalized content based on their own preferences and the platform they use.
As part of this focus on personalization, Adobe today announced new AI-based product recommendations in Adobe Commerce to help B2C and B2B brands make better recommendations based on customer behavior, product sales, or popular trends. The company says that companies that have already tried this new product have seen their order value increase by 25% or more. Likewise, the company’s new Live Search feature, powered by the Adobe Sensei artificial intelligence platform, is helping consumer brands deliver faster, more personalized, and more relevant search results (perhaps something Amazon should also try). will often be comically inept).