Top 3 learnings in Adobe Experience Cloud from Adobe Summit EMEA 2023

The Adobe Summit EMEA 2023, an eagerly anticipated event in the digital marketing and customer experience realm, recently concluded, inspiring attendees with valuable insights. This summit serves as a platform for industry leaders, experts, and innovators to converge and share their knowledge and vision for the future. Centered around the theme of experience-led growth, the summit placed significant emphasis on Generative-AI tools and features. Notable discussions revolved around trending topics such as ChatGPT and the impact of losing third-party cookies, which were well addressed through Firefly and Sensei GenAI. Having recently participated in the Summit, our team gained substantial insights, particularly in the following areas:

• Generative-AI and Automation – There was an extensive discourse on the transformative role of artificial intelligence (AI) and automation in revolutionizing digital experiences. Sessions explored how AI-powered technologies can elevate personalization, streamline operations, and facilitate hyper-targeted marketing.

• Data-Driven Decision Making – The power of data in making informed business decisions is another focus area. Organizations were strongly encouraged to establish robust data architectures, create a single source of truth, and leverage advanced analytics to extract actionable insights.

• Customer Experience – Delivering exceptional customer experiences emerged as a recurring theme throughout the summit. Speakers emphasized the need for personalized, contextual, and seamless interactions across all customer touchpoints to drive engagement and satisfaction. 

• Privacy and Trust – As data privacy concerns continue to grow, establishing trust with customers has become a critical imperative. Speakers stressed the importance of transparent data practices, compliance with regulations such as GDPR and CCPA, and adopting ethical data collection and usage practices to maintain customer trust.

• Content Velocity and Personalization – The speed at which content is produced and distributed emerged as a significant consideration for marketers. To meet the ever-increasing demand for personalized experiences, organizations were encouraged to adopt agile content creation and management processes. 

• Omnichannel and Multichannel Experiences – Ensuring consistent experiences across multiple channels and touchpoints remained a key focus at the summit. Sessions explored strategies for seamlessly integrating data, content, and interactions across various platforms, including web, mobile, social media, and offline channels.

• Collaboration and Ecosystems – Collaboration and partnerships were highlighted as crucial elements in achieving digital experience excellence. Organizations were encouraged to build ecosystems that foster collaboration among internal teams, external agencies, technology providers, and other stakeholders.

Aligned with a tagline used in one of the sessions, “Creativity is the new productivity,” we have identified three key takeaways that we plan to explore further:

1. Product innovations across the world’s leading customer experience management solution, Adobe Experience Manager Sites & Assets

The focus on Next Gen-Authoring within AEM Sites caught our attention. Demonstrations showcasing the seamless importation of web pages created in Google and Word Doc into AEM intrigued us.

Additionally, the significant increase in the creation of digital assets in the Cloud service and the need for express editing tools with basic features such as background editing, logo manipulation, and bulk metadata update within AEM Assets presents exciting opportunities. The overall improvements in the interface, including the one-click search experience, data-driven collections, and compact insights view, hold great promise. We anticipate potential integration with Adobe Firefly, although no official commitments have been made yet. Such features provide AEM developers and authors with a wealth of exploration possibilities.

2. All-in-one, content creation app Adobe Express

In collaboration with Firefly, Express has ingeniously reimagined Adobe’s revered all-in-one content creation app. The incorporation of new Firefly generative AI technologies has empowered creators of all skill levels to undertake previously time-consuming tasks with remarkable efficiency and enjoyment. Express now amalgamates the precision and power of Adobe’s renowned photo, design, video, document, and generative AI tools into a unified editor. This transformative integration enables swift and hassle-free experiences, ranging from removing image backgrounds to crafting exceptional social video content, editing PDFs, and animating characters through audio. This integration has seamlessly embedded Firefly into Express workflows, allowing for generating unique images and text effects based solely on descriptive input, thereby elevating the quality of social media posts, posters, flyers, and various other creative endeavors.

3. Enablement of personalization insights & engagements using Adobe Experience Platform

The Adobe Experience Platform empowers brands to navigate the next phase of their digital transformations with finesse by establishing connectivity between Adobe Real-Time CDP, Adobe Journey Optimizer, and Customer Journey Analytics. Wide-scale personalization, strategically executed at pivotal moments, emerges as the focal point while ensuring customer data’s utmost safety and security. The advent of new global partners and advanced audience management capabilities represents a significant leap forward, expediting the delivery of personalization campaigns. Brands now possess the capability to automatically ingest audience segments from any corner of the organization into Real-Time CDP, fortified with built-in governance and novel management features, including the ability to surface high-value segments.

By focusing on these key takeaways, our TO THE NEW’s Adobe Centre of Excellence (CoE) team is enthusiastic about immersing ourselves in these domains of exploration and leveraging the insights gained from the Adobe Summit EMEA 2023 to enhance our expertise.