Delivering exceptional customer experiences that fuel business growth is both an art and a science — one rooted in understanding each customer’s unique needs. Only with this foundational knowledge is it possible to meet them with the right message at the right moment.

Since no two customers are alike, experiences must be tailored to individuals to match their context and serve them the most relevant offers. Effective marketing uses data, logic, and insight to create targeted audiences and to ensure every message drives real impact.

However, traditional audience building is often manual and time consuming, leading to delays and weaker campaigns. To keep pace, marketing teams need smarter, faster tools to build audiences and access deeper insights.

Rethinking the manual process of audience building.

Today, audience creation is a complicated, time-consuming, multi-step process that usually consists of:

• Discovery and planning. To support campaigns, marketers must identify the right data sources and appropriate data fields.
• Building. To scale personalization and ensure effectiveness, marketers often painstakingly write complex rules based on logic.
• Validation. As campaign requirements shift, marketers monitor audience sizes, double-check sources, and update logic as needed.
• Activation. After ensuring audiences are as complete as possible, marketers launch audiences across the appropriate channels, monitor conversions, and optimize as needed to reach campaign goals.

This process is then repeated for each new audience, campaign, or objective as required by the organization. It can take anywhere from weeks to months to complete, failing to support the demands of a fast-paced, ever-changing market.

We developed Audience Agent, powered by Adobe Experience Platform Agent Orchestrator and embedded within Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, to solve this problem. It empowers marketers to quickly identify, create, and optimize precise audiences that drive business results and elevate the customer experience.

What is Audience Agent?

Audience Agent acts as a productivity magnifier by helping marketing teams get to market faster with intelligently built audiences. They can also use Audience Agent to take advantage of insights and monitoring capabilities that expand their impact, accelerate action, and inform optimizations.

Agentic AI can radically transform your audience strategy.

Organizations can now reimagine their audience creation, management, and optimization workflows with Audience Agent. What used to take weeks or months can be done in minutes with human-AI collaboration. Using prompts that outline campaign goals and audience definitions, marketers can work with Audience Agent to:

• Better manage audiences and enhance findability. Govern audience hygiene, track performance and size changes over time, and proactively identify the right audiences.
• Quickly create more informed and intelligent audiences. Automatically create audiences based on recommended fields and attributes to ensure alignment to campaign goals.
• Scale and optimize audience creation to improve ROI. Leverage forecasting and audience estimation tools to automatically create goal-based audiences based on propensity scores.

At every step, the marketer stays in control and has the ability to review build plans and monitor performance. This ensures that marketers can get to market faster, make strategic decisions based on better data, and have additional time to focus on strategy and scale instead of manual management and monitoring.

Revolutionize audience building with Audience Agent.

Organizations must keep pace with the changing needs of prospects and customers while delivering the types of engaging experiences that drive growth. They can no longer wait weeks or months to build audiences or risk mistakes. Audience Agent helps brands get to market at speed, generate optimization opportunities that may be missed by manual effort, and scale effortlessly — all while ensuring key decisions are made by the practitioner and teams in charge.

The audience creation process has been disrupted. It’s time for enterprises to take advantage of a new way of audience building to help deliver exceptional customer experiences and drive business impact.

Explore how Audience Agent can support audience management and creation in Adobe Real-Time CDP and Adobe Journey Optimizer.

Alyssa is a Senior Product Marketing Manager for Adobe Real-Time Customer Data Platform. At Adobe, she has focused on demonstrating the value of the Adobe Experience Cloud suite to customers, partners, and key stakeholders to help companies achieve their goals and grow their business. Before joining Adobe, Alyssa built experience across branding, market research, B2B tech public relations, and a startup incubator. She is passionate about the ever-evolving digital marketing industry and how AI and innovations continue to greatly impact the way we work.

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