Adobe Experience Cloud launched

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Adobe this week took the wraps off the Adobe Experience Cloud, a comprehensive set of cloud services designed to give enterprises everything they need to deliver exception customer experiences.

It’s about the experience

The Adobe Experience Cloud will encapsulate existing products such as the Marketing Cloud, Adobe Analytics Cloud, as well as the just announced Adobe Advertising Cloud. The latter is Adobe’s programmatic platform for media planning and buying across TV and digital devices.

The Experience Cloud is built on the Adobe Cloud Platform, and as such integrates with the Adobe Creative Cloud and Document Cloud.

The move to put the Marketing Cloud under the Experience Cloud is perhaps inevitable, and can be viewed as an affirmation of Adobe’s mission to help brands adapt to an era of experience mobility. Among others, this entails delivering highly personalized experiences that are contextually relevant and delivered in real-time across devices, time and location.

Speaking to CMO Innovation at a press briefing, Haresh Kumar, the director of strategy and product marketing, Mobile and Connected Experience at Adobe elaborated that the Adobe Experience Cloud will work with third-party tools.

 “Our architecture is API based. It’s really a framework. Anything can be connected to it. If you are sophisticated, you can customize it your own way,” said Kumar.

Enhancements and partnerships

Elsewhere, Adobe also announced new enhancements to its Adobe Cloud Platform, the company’s cross-cloud architecture that unifies content and data. A key update would be new Sensei capabilities for enterprise customers as well as various new tools and partner integrations.

Billed as the intelligence layer to the Adobe Cloud Platform, the Adobe team showcased various AI and machine learning features to help address challenging topics such as anomaly analysis and contribution analysis. In addition, partners such as AppDynamics, ForeSee, Mastercard, Ooyala, SapientRazorfish and others also announced new Adobe Experience Cloud integrations.

“New enhancements to the Adobe Cloud Platform extends the functionality of the Creative Cloud, Document Cloud and Adobe’s new Experience Cloud so that enterprises can more easily deliver compelling experiences at scale,” said Abhay Parasnis, executive vice president and CTO at Adobe.

“Innovation in Adobe Sensei, our AI, machine learning and deep learning framework, dramatically accelerates and improves the design and delivery of experiences across any customer touch point,” he said.

Further reading:

Adobe: Singapore marketers need to helm the digital business transformation

Adobe on why businesses must ride the ‘experience business’ wave

Digital marketing is all about the customers, says Adobe