From AI to omnichannel excellence — inside the latest Adobe Journey Optimizer updates
2024 has been a transformational year for digital marketing and customer-obsessed brands. Marketers and CX professionals have more tools and technology than ever at their fingertips to drive personalised and relevant conversations with their customers. This exciting time offers more possibilities to get it right — and more possibilities to stumble. In fact, recent Adobe research highlighted that while 74% of marketers feel like they are sending out the right number of messages to their customers, 69% of consumers felt overwhelmed with too many messages. This expectations gap highlights the challenge and opportunity ahead of brands as they seek to cut through the noise.
In addition, there’s an influx of artificial intelligence (particularly the mainstream adoption of generative AI), customer data and personalisation, all of which are becoming increasingly central to an organisation's strategy. With AI’s potential to transform customer engagement, the task now lies in making sense of vast volumes of customer data and translating it into actionable insights for one-to-one, personalised journeys.
Adobe Journey Optimizer was purpose-built for this challenge, enabling brands to deliver timely, personalised experiences across every channel. These moments of connection are essential and our mission is to provide robust, flexible capabilities that meet the unique needs of every organisation.
This year has been truly remarkable for Journey Optimizer, as we’ve introduced dozens of impactful features and improvements. A few of these updates include Use Case Playbooks, multi-channel content templates, in-app messaging for web, MMS, decisioning, Federated Audience Composition and code-based experiences. These updates have delivered access to new channels, better control of data, new decisioning options, fresh inspiration for campaigns and journeys and much more. And our innovation hasn’t slowed. In fact, the past few months have brought a packed lineup of new capabilities.
In celebration of these new innovations, we’ve shared five brand new blogs over the past two months. These blogs dive into some key topics we know are top of mind for marketers, the new features surrounding them and the positive impact they can have on your marketing efforts.
Unleashing the power of AI with AI Assistant Content Accelerator
As marketers look to answer the question of how and where they can harness AI, one powerful yet straightforward example of this can be found in the creation of the experiences for your customers. The ability to quickly create these experiences, whether via email, push notification, SMS or other channel, can save teams massive amounts of time that would otherwise be spent brainstorming titles, subtitles, messages and other content ideas. One of our newest innovations, AI Content Accelerator, ensures efficiency on manual tasks, while also aligning to your brand’s visual and messaging guidelines for on-brand interactions.
Creating an exceptional email programme that makes an impact
Email remains the top channel for driving customer conversions and brand loyalty, delivering an exceptional ROI of $36 for every dollar spent. However, many email teams are unable to realise that value, constrained by outdated email tools and siloed from other engagement channels. Journey Optimizer is helping marketers transform their email programmes from static campaigns into dynamic, context-driven interactions. Our personalisation features tailor everything from content and offers to email send time and frequency, driven by actionable, unified customer profiles. With generative AI infused drag-and-drop email design tools, marketers can craft the perfect emails and test personalised email variations. New integrations with partners like Movable Ink and Stensul boost workflow efficiency and streamline QA, even when personalising at scale. Advanced deliverability tools ensure that emails reach inboxes reliably with new capabilities like IP warming, in-workflow spam checks and header unsubscribe options. These innovations enable marketers to streamline email creation, optimise performance and deliver tailored messages across customer journeys — making email a more powerful tool for customer engagement than ever before.
Intelligent optimisation and the role of AI in customer engagement
Journey Optimizer is redefining what’s possible in customer engagement with new intelligent optimisation features designed to make customer interactions more relevant and impactful. Leveraging advanced AI-driven insights, these tools allow you to better understand customer behaviour, automate key decisions and dynamically optimise experiences in real-time. Some of the newest capabilities introduced include unique brand-specific insights into datasets and segmentation, experimentation in journeys, send-time optimisation and multiple new decisioning features, like next-best experiences, reusable decision strategies and ranking method experimentation. These new innovations ensure the delivery of highly personalised, data-backed experiences, meeting the customer’s needs precisely when it matters most.
Delivering omnichannel excellence with expansive capabilities across channels
Expanding the channels marketers can use is key to delivering exceptional experiences and Journey Optimizer continues to lead the way with enhanced omnichannel capabilities. With recent additions like guided channel set-up, web experiences within journeys, content cards, code-based experiences and multilingual messaging — alongside existing channels like email, SMS, in-app and more — we’re helping make it easier for you to meet customers across a variety of channels. This expanded reach enables you to craft cohesive, timely, relevant and responsive journeys that flow naturally across touchpoints. This ultimately allows for greater flexibility and impact, empowering seamless journey orchestration that meet customers wherever they are.
Harnessing data for insights with reporting and measurement
When teams are being asked to do more with less, it’s critical that marketing activities are helping you to achieve your business goals. Without accurate tracking and performance analysis, teams risk missing valuable insights — insights that ultimately help steer marketing strategies to boost customer engagement and ROI. The recently revamped reporting experience helps ensure teams are tapping into those insights with ease, through a new overview dashboard, additional metrics and filtering and automated reporting — alongside improved interoperability with Customer Journey Analytics. These improvements help provide a better view of your performance across channels, making it easier to identify trends and drive strategic decision-making. These updates ensure that you can not only track the impact of your efforts but also adjust your strategies to create more meaningful, data-driven customer connections.
Transforming engagement with every innovation
Looking ahead into 2025, we’re excited about the future of Adobe Journey Optimizer and the innovations yet to come. The progress we’ve made over the past year is only the start, setting the stage for even more on the horizon. With every new feature, our focus remains on empowering you to make meaningful connections with your customers by scaling and personalising every interaction. We’re excited to continue delivering new features and evolving Journey Optimizer to deliver flexibility, insight and connection that is critical for today and tomorrow’s customer engagement demands.
Stay tuned for future updates and thank you for being a part of this journey with us!
