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Adobe Summit 2022 Focuses on Creating a More Personalised Digital Economy for Customers
March 24, 2022 News


Written by: Muhammad Zulhusni, Journalist, AOPG.

Adobe recently kicked off its Adobe Summit 2022 and announced the new Adobe Experience Cloud innovations that will enable marketers to “personalise the digital economy for millions of people in milliseconds.”

“It’s an incredibly exciting time to come together as all businesses must redefine how we engage with customers and deliver digital experiences at an unprecedented scale,” said Shantanu Narayen,

Chairman & CEO, Adobe. “Today, the digital economy is bigger than ever as digital technologies are empowering individuals, transforming businesses, and connecting communities as never before.”

The execs at Adobe believe that the Asia Pacific region is on the right track in leading digital innovation. “Interestingly, when we surveyed executives in Asia Pacific, 85% of those executives expect the current pace of change, which is this rapid digitalisation, to continue. And COVID, while it was an artificial accelerator, they don’t see that slowing down,” said Simon Tate, President, Asia Pacific, Adobe.

According to Adobe’s new ‘2022 Digital Trends: APAC in Focus’ report, 77% of APAC firms saw an increase in new consumers and 77% saw new customer journeys through digital channels in the last 18 months. However, only 25% of businesses believe they have a good grasp on this new generation of digital-first customers.

To meet increased customer expectations, the majority of APAC organisations (59%) are increasing investment in customer experience management, edging out North America (57%) and Europe (57%) (53%). The majority of APAC companies also anticipate increasing their investments in customer data technologies (60%).

In support of this customer experience investment, the call to action for Adobe is to make the digital economy personal. “Customer experiences and seamless journeys – built on insights, data and compelling content – are what make the digital economy personal,” said Anil Chakravarthy, President, Digital Experience Business, Adobe. “Adobe Experience Cloud is the go-to personalisation engine in the digital economy, empowering every business to engage deeply with their customers across all digital channels.”

Adobe’s Collaboration and Product Enhancements

Consumers have become accustomed to conducting their business online. According to the Adobe Digital Economy Index, e-commerce expenditure will exceed USD $1 Trillion in the United States alone this year. As the Summit went on, Adobe announced new clients, collaborations, and the Adobe Experience Cloud ecosystem’s expansion to help organisations grow and prosper in this environment.

BMW, The Coca-Cola Company, Epic Games, EY, TSB Bank, and Walgreens Boots Alliance are among the customers mentioned in Adobe’s announcements. They also announced new collaborations with OneTrust to ease consent management; Anaplan to bring financial planning into marketing workflows; and the next wave of e-commerce integrations with FedEx, Walmart, and PayPal, all of which are now accessible. Last but not least, Adobe announced a new partnership with The Weather Company, an IBM company, that allows organisations to customise digital messaging using weather data.

Adobe also discussed their Adobe Experience Cloud Innovations, which enables businesses to create and deliver personalised customer experiences at scale using accelerated content velocity, seamless customer journeys, and real-time customer data from Adobe’s Customer Data Platform (CDP). The following are some of the highlights:

Adobe Experience Platform Enables Large-Scale Personalisation

  • Adobe Experience Cloud, Powered by Adobe Experience Platform: Adobe’s open and flexible enterprise platform that transforms data into unified, real-time customer profiles that can be used to create tailored customer experiences via Adobe Experience Cloud applications.
  • New Cross-Cloud Integrations: Adobe’s Creative Cloud, Document Cloud, and Adobe Experience Cloud products enable brands to generate compelling stories, meet the demands of remote work, and personalise digital experiences.
  • Adobe Experience Cloud for Healthcare: Because healthcare is personal, so should the experience. Healthcare organisations may use Adobe Experience Cloud for Healthcare to create and deliver more tailored digital experiences, empowering patients to take control of their own health.

Real-Time Customer Data Platform 

  • New Real-Time Customer Data Capabilities: Adobe announced the integration of Adobe Real-Time CDP and Adobe Target, allowing brands to tailor millions of web experiences in milliseconds, to offer content and experiences at the speed and scale required in the digital economy.

Content Velocity and Seamless Customer Journeys

  • Advanced AI Features: Growing a business necessitates business-changing consumer insights that may fuel tailored experiences. Adobe Experience Cloud’s new Artificial Intelligence (AI) innovations, powered by Adobe Sensei, Adobe’s AI engine, enable businesses to personalise content, forecast revenue and consumer behaviour, and translate data into actionable insights.
  • Adobe Learning Manager: Adobe’s innovative cloud-based learning platform makes it simple to build fresh and engaging digital learning experiences for customers, partners, and workers — a must-have for companies aiming to boost customer retention, sales performance, and close the knowledge gap.
  • Metaverse and Immersive Experiences: New Adobe Creative Cloud and Adobe Experience Cloud integrations are enabling brands to create and deliver immersive experiences, positioning them to succeed in the metaverse.
  • Sneaks From Adobe’s Research Labs: New innovations from Adobe’s research labs help businesses leverage technology like AI, machine-learning (ML) and Augmented Reality (AR) to stay ahead of the customer experience curve.