• By quade
• 5 April 2024

Data-Driven Personalization Expected to Accelarate With the Adobe Experience Platform

In the recent Adobe Summit, one of the leading Digital Experience Conference in the world, Adobe unveiled its latest innovative tools with the Adobe Experience Cloud. These innovations promise to facilitate the consolidation of customer data. This incorporation is a major step for leveraging generative AI and data-driven personalization.

Adobe Experience Platform offers a comprehensive customer view across all channels, enabling real-time analysis and actionable insights by AI. This empowers brands to activate marketing channels and achieve genuine one-to-one personalization.

Adobe’s Potential for Data-Driven Personalization

When it comes to data-driven personalization, Adobe stands uniquely positioned to take advantage of this trend, given the scale and resources possessed by the. Adobe Experience Platform is expected to contain mountains of data and traffic. It is expected to have 40 petabytes of data, 5 billion edge interactions per day, and 17 trillion segment evaluations per day under 100 milliseconds—99.5% of the time.

The updates they announced include the impending Adobe Experience Platform AI Assistant. This tool can enhance the user’s experience, and productivity, and widen access to extended teams through a conversational interface. Federated audience composition empowers brands to utilize high-value data from enterprise data warehouses within customer experience workflows, eliminating data movement. Additionally, Adobe Real-Time Customer Data Platform introduces first-party data activation for advertiser-publisher collaboration.

“Brands have relied on Adobe Experience Platform and Adobe enterprise applications to deliver personalization at scale, an imperative that is greatly accelerated in the era of generative AI. Adobe Experience Platform innovations such as an AI Assistant powered by generative AI enables brands to understand individual customer context and generate tailored omnichannel experiences. This increases productivity and boosts experimentation of new ideas, all while ensuring brands adhere to strict governance and security controls.”

– Anjul Bhambhri, Adobe Experience Cloud’s senior vice president.

“At NBCUniversal, we are always looking for new ways to make our TV and streaming platforms more effective for advertisers. One of the ways we are doing that is through increased first-party data collaboration, which helps us personalize ad messages and measure campaign results in a way that is sustainable with the deprecation of the cookie and other 3rd party signals. We’re excited to partner with the Adobe Real-Time CDP, a platform that allows us to conduct this joint effort in real time, so we gain rapid insights, activate campaigns and measure results faster and more accurately than ever before.”

– Ryan McConville, EVP for Ad Platforms & Operations and NBCUniversal Advertising & Partnerships.

How the Adobe Experience Platform AI Assistant Can Help Businesses

Aside from helping with data-driven personalization, the Adobe Experience Platform AI Assistant empowers brands by boosting their productivity, democratizing team access, and fostering innovation. It utilizes a user-friendly conversational interface for technical inquiries and task automation. 

To ensure data-driven personalization, Adobe Experience Cloud has worked with other tools like Real-Time CDP, Journey Optimizer, and Customer Journey Analytics. When augmented by generative AI and Experience Models, this data allows customers to get a personalized experience that generates solutions that respect privacy and brand integrity.

How Data-Driven Personalization Can Change the Industry

In the past, businesses have relied on third-party cookies to access data for their advertising campaigns and to personalize it. Without these cookies need to find new ways to access their audiences and gather data. One new offering to help with that is the Adobe Real-Time CDP product portfolio. This tool allows businesses to maximize their first-party data by collaborating with trusted partners in a privacy-centric environment.

For this system to work, Adobe uses a flexible strategy where customers can take data from various sources like Amazon Web Services (AWS), Databricks, Google, Microsoft Azure, and Snowflake, among others. These are mixed with partners like Acxiom, Blockgraph, Experian, LiveRamp, Merkle, and Unified ID 2.0 to help brands scale their audiences. This level of data-driven personalization reduced the amount of research required by businesses.

Another major step in their data-driven personalization strategy is partnering up with NBCUniversal which will be the first publisher to allow brands to access the company’s proprietary first-party data and campaign delivery data. This has been used to understand a user’s viewing habits and interests but has great potential for other businesses. 

Data-driven personalization enables brands to make high-value data accessible in enterprise data warehouses and minimizes the need to move or copy data into Adobe applications. Tools like Adobe Real-Time CDP and Adobe Journey Optimizer allow users to build audiences and improve customer profiles through personalized channel content by using the data provided. Some of the data warehouses they can draw from include AWS Redshift, Azure Synapse, Databricks SQL, BigQuery, and Snowflake.