Anticipatory, Insightful, Automated: Top 3 Trends to Know Heading into Adobe Summit

20/03/2024

Code and Theory

Digital Agency

New York, USA

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20/03/2024

Code and Theory maps out the three areas that will likely see vital innovation

What will the future of marketing within the Adobe ecosystem look like? We are about to find out during the Adobe Summit (March 25–28th). Leading up to the big event, we’ve mapped out the three areas that will likely see vital innovation and the improvements we expect.

1. Deeper Customer Insights Are Coming

We all know Adobe’s Real-time Customer Data Platform (RT-CDP) and Customer Journey Analytics (CJA) are solid products for collecting and segmenting user data to profile and target customers. However, with the rise of GenAI tools, it seems that everyone is selling CDPs and data management products. So what will Adobe have in store for the summit this year?

A few things we hope to see:

Further expansion of features like onsite and offsite personalisation to create a genuinely omnichannel personalised brand experience. To power that, cross-channel audience management features need to expand to engage the growing customer touchpoints. With the rise of AI chat products, how will Adobe get more reach into those channels?
Speaking of AI, one topic our clients constantly ask about is dynamic display media/inventory optimisation using AI/ML to allocate advertising budgets efficiently across channels based on creative performance and targeting coming from the CDP.
GenAI has also invigorated the conversations with our clients about operationalising privacy and data governance, so any advancements in data collection compliance with global data protection regulations (GDPR/CCPA) by managing customer consent and data access would be welcome.

2. Dynamic Content Generation Gets Anticipatory

With artificial intelligence becoming more advanced by the day coupled with the growing demand for highly anticipatory experiences, we are seeing a fundamental shift toward dynamic content generation. This trend entails personalizing content on the fly to anticipate each user’s preferences and actions, making every interaction as personal as a conversation. How can Adobe elevate content personalisation even further? We’re excited to double-click on Adobe’s next steps in dynamic content generation, particularly how they plan to enhance Adobe Firefly and Adobe Sensei within the Adobe Experience Platform with their generative AI features and machine learning engine that push the boundaries of content creation and analytics.

3. Automation in Real-Time Analytics Amplified

It’s interesting to see how the increasing need for automated, real-time decision-making is changing how we use analytics to quickly respond to what our customers want. Marketers are digging deeper into understanding each step of the customer journey, using up-to-the-minute data to improve marketing efforts and predict what customers might do next.

As we look forward to what Adobe has in store for us at the upcoming summit, we expect Adobe to showcase the capabilities of its Experience Cloud with sophisticated real-time decisioning and automation tools, new features and improvements that streamline data processing, enhance predictive analytics and enable marketers to deliver even more personalised experiences in real-time. It will be fascinating to see how Adobe’s Experience Cloud tools bring together customer information, improved analytics and better visualisation tools to craft marketing solutions that offer new, deeper insights into customer journeys.