Adobe recently announced the global availability of Adobe Experience Platform, proclaimed as the industry’s first platform dedicated for customer experience management. An open, cloud-hosted, extensible platform, the Adobe Experience aims to provide enterprises with real-time customer data using advanced technologies like AI and machine learning.
In its announcement, Adobe also revealed that some of the biggest brands in the world including Verizon Wireless, The Home Depot, Best Buy, and Sony Interactive Environment are already using the Beta version of this new platform.
What does Adobe Experience Platform offer?
It’s a complete infrastructure that aims to provide marketers with all the tools required for delivering the best customer experience. Not to be confused with the existing Adobe Experience Manager, a stand-alone tool that is part of the Adobe Marketing Cloud. According to information released by Adobe, the Adobe Experience Platform is intended to work with other existing Adobe tools like the Analytics Cloud, Commerce Cloud, Marketing Cloud, and Advertising Cloud.
Adobe believes that meeting the data challenges of today requires a cloud-based architecture with real-time customer data powered by machine learning and AI. Adobe Experience Platform is built for capturing, processing and acting on data in real-time, thereby providing enterprises with the ability to deliver relevant and rich experiences to customers, as stated by Abhay Parasnis, the CTO and Executive Vice President of Adobe.
Highlights of the Adobe Experience Platform:
- Massive and rich data pipeline – The Adobe Experience Platform can read data from multiple sources across global networks, thereby updating customer profile in real-time. Users can choose from more than 50 customer experience schemas to represent the data.
- Compliance with Data Regulations and Policies – The platform also contains a set of tools that ensure data compliance in accordance with all latest regulations and policies like the GDPR. Additionally, since the platform is open, business IT teams can add customised data policies on top of the existing policies in the platform.
- Real-time Personalisation – The Adobe Experience Platform powers the CDP (Customer Data Platform), which helps to leverage data to activate real-time customer profiles across channels. This helps in intelligent segmentation of customers and enhance the overall customer experience. Businesses can use the Adobe Sensei AI to transform these insights into results.
- Intelligent decisions which translate to real-time actions – By using the Adobe Experience Platform, businesses can power their customer intelligence journey using the Adobe Sensei (the AI tool from Adobe).
- Adobe Sensei – The AI services of this platform helps brands deliver consistent customer experiences on the right channels at the right time.
- Open – The Adobe Experience is an open platform and is powered by a common semantic data model. As part of the Open Data Initiative announced by the three big brands in the industry, the Adobe XDM can be integrated with SAP’s CDM and Microsoft’s CDM.
- Other Features – Apart from these main features, Adobe has several other features under the hood including view-through data in Analytics, an extension of first-party data into social platforms, Audience Manager and more.
What’s the Impact of this Release?
Adobe is one of the dominant players in the corporate enterprise systems space. And recently, Adobe acquired two popular platforms – Magento and Marketo. With this release, it looks like Adobe has ambitious plans to emerge as the number one ecosystem for enterprises.