Adobe Summit was this past week. GenAI was front, center, left and right. Honing into Adobe Digital Experience boss, Anil Chakravarthy’s three challenges for personalization at scale – scalable quality brand content, sourcing high quality data in a privacy compliant manner, and real-time customer journeys that take brand objectives into account (shameless plug: 2 out of the three challenges I highlighted in Syneractiv’s piece on personalization). Despite the bit of Martech bashing I had done in that piece, at least at first blush, looks like Adobe has really achieved turnkey data-driven personalization.
Here are the highlights:
GenStudio: Adobe has stitched together a pretty nifty workflow between omnichannel planning/measurement through MixModeler and personalized journey experiences through JourneyOptimizer, powered by custom content models in Firefly.
AI Assistant: Some cool capes here- a ChatGPT esque LLM model, combined with Adobe proprietary data to give some custom audience planning and optimization workflows- finding the right audience, right-size it by drilling into propensity segments Assistant (I suppose they couldn’t settle on an actual name for the “AI Assistant”, maybe they could ask it to come up with one😊). Quite versatile in facilitating audience discovery and activation across a gamut of typical questions that a datadrivenpersonalization campaign would need to address (duplicate segments, historical brand engagement frequency, preferred channels, highest lift journeys, scale audience, sub-audiences for personalization).
The lynchpin seems to be the custom Generative AI model, which needs a lot of firstparty and thirdparty data to be trained. For anyone that has done a large-scale omnichannel data integration project, getting all the data sources and creds lined up is worse than herding cats. Setting up the data layer for a CDP, where data is split between inhouse constituents, agency stack, adtech APIs and walled garden, among others is a long-haul effort to get off the ground. Wondering how “real-time” is AdobeRealTimeCDP? GenStudio does have a boat-load of partner integrations, and secure integrations from AWS, Databricks, Google, Azure and Snowflake etc. Good words of wisdom from Coke’s Precision Marketing Director (source: Martech), “…definitely take time to plan out your data and make sure all of your sources of data are well-defined and organized”. Despite the caveat on realistic time-to-market expectations, GenStudio dazzles for sure, the workflows are uber-intuitive and can really put your personalization agenda into overdrive IMO. The summit content is available on demand if you weren’t able to join live. Highly recommend this session that summarizes it all- “Embrace Generative AI to Transform Experiences”.
