Adobe Summit 2024 - 3 highlights from the conference
The Adobe Summit 2024 conference in Las Vegas had attracted around 10,000 attendees. To no one's surprise, the main theme of this year's conference was Adobe's investment in artificial intelligence. Huge attention was focused on Firefly - a family of custom generative artificial intelligence models. Discover three key takeaways from Adobe Summit 2023 in our conference coverage.
AI Accelerate your marketing content
AI has opened up entirely new opportunities for business. Probably by now everyone has settled down to the fact that this is not just a temporary trend, but a reality we live in.
At last year's Adobe Summit, artificial intelligence introduced new possibilities in creative design with Adobe Firefly. This year, this technology is strongly raising the bar of automation throughout the content creation and delivery process, redefining the way we work. At the start of this year's conference, Adobe had already announced a series of innovations in the creation, delivery and measurement of customer experiences.
Adobe's strong emphasis on end to end processes was a much more consistent approach than is usual at this type of annual industry event. Although individual products were showcased, the main theme was how they work together, all using powerful generative artificial intelligence.
Much of the focus was on Gen Studio, which was first unveiled last October. It is a new product that acts as a management hub across the Adobe portfolio, coordinating the creation, deployment and measurement of creative assets and campaigns. In the AI assistant for the Adobe Experience Platform, generative artificial intelligence also becomes available in Adobe apps through a natural language interface.
Adobe has used its own product expertise to create a simple conversational interface that can answer technical questions, automate tasks, simulate results and generate new audiences and paths within the Adobe Experience Cloud application. The product can be guided by customers' own data to generate accurate answers to users' questions. Other new features help automate the process of creating and implementing personalised marketing activities.
It is mainly about using artificial intelligence and providing tools that allow you to work faster and more accurately, coordinating data, content and customer experience paths. The new features support the goals of providing easier and better personalisation at scale,. They also make it easier to experiment with different customer paths and analyse performance results, even down to individual attributes. As an example of the new variant generation feature in AEM Sites, brands can now create multiple text variants from a single marketing piece, tailoring content to different audiences.
Even greater personalisation of content
Adobe is betting on the strong fusion of marketing and sales and is once again proving how best to combine these two pillars of business. The common denominator is data.
The new Adobe Content Analytics enables brands to understand the performance of AI-generated content down to the attribute level, such as colours, objects and styles, analysing which best resonate with their target audiences. Additionally, new experimentation functionality enables brands to increase testing to find unusual customer paths. Tr actions maximise conversions and promote reuse of offers across channels.
In the process of determining the Customer Journey, Adobe Journey Optimizer is becoming a useful tool. The tool uses advanced machine learning algorithms to analyse customer data and create personalised interactions. Adobe Journey Optimizer integrates data from various sources such as CRM, e-commerce, online interactions, etc. This allows marketers to get a more complete picture of customer behaviour and preferences.
Gen Studio, which is currently available in a preview version, helps brands manage the entire process of implementing and measuring marketing data. The product is expected to be publicly available mid-year, and provides an easy-to-use interface for creating deployment-ready content, enabling the use of a custom AI model.
Analytics are available in the context of asset management, and the product uses prompt engineering to ensure that content meets brand guidelines. Generative AI within the platform proposes different ideas for website activities. Gen Studio's full feature set includes planning, creation, asset management, delivery, applications and reporting, among others.
Technology is about people
The Adobe Summit shows once again that technology is all about people. Technologies will only find their way into business if they respond to the specific needs of companies and their customers. Business awareness of the possibilities of using AI is growing every year. Every second company is using artificial intelligence solutions to maximise profits and increase growth momentum.
The Adobe Summit conference is a great opportunity to hear the issues, stories and business challenges people face. In this digital age, a face-to-face conversation in the real world brings a very different value and defines a very different perspective. The Adobe Summit is invariably a great opportunity to meet customers, partners and colleagues. We wrote about a similar conference atmosphere in our coverage of Adobe Summit 2023 - key takeaways. It's the perfect place to find inspiration for using technology in your business and the businesses of your partners.
To sum up the event, just like a year ago, the topic of AI dominated the Adobe Summit conference in Las Vegas. This, however, comes as no surprise to anyone. AI is no longer just a song of the future. It is our present. Following Adobe's example, we need to learn how best to use and improve it. And Adobe is showing year after year that it is doing it better and better! A summary of the key announcements from this year's conference can be found here.
Monogo has been successfully implementing AI solutions with our business partners for several years. With AI media optimisation and product description generation, you can also optimise media in your online shop. Thanks to the quick and simple implementation of the tool, you can minimise costs and improve your website's performance today. Write to us and arrange a no-obligation meeting. We will be happy to show you how to use AI effectively in your business.