What are LLM insights in Adobe Customer Journey Analytics B2B Edition?

LLM insights in Adobe Customer Journey Analytics B2B Edition are views that show how interactions with AI assistants and LLM-powered experiences affect account engagement, buying groups and opportunities. They combine LLM interaction data brought into Adobe Experience Platform with Customer Journey Analytics’s account‑centric model so B2B teams can see where AI touchpoints influence the B2B buying journey and pipeline.

What types of LLM interactions can Adobe Customer Journey Analytics measure?

Customer Journey Analytics can report on any LLM-powered events you instrument — such as AI chat starts, prompts submitted, assistant responses viewed, AI-driven recommendations clicked and subsequent behaviours like form fills or product usage. It can also measure sessions referred from LLM channels (for example, clicks from AI search or chatbot citations) when those visits are tagged or captured via your web and app data collection.

How does Adobe collect data from LLM-powered applications?

LLM-powered experiences are instrumented using Adobe Experience Platform’s Web SDK, Mobile SDK or server‑side APIs to log prompts, response metadata and resulting actions as XDM experience events. Those events are stored in Adobe Experience Platform and then connected into Customer Journey Analytics B2B Edition — with CRM, opportunity and account datasets — for unified analysis.

How do LLM insights connect AI interactions to business outcomes?

Because Customer Journey Analytics B2B Edition is account‑centric, LLM interaction events can be tied to accounts, buying groups and opportunities to show how AI touchpoints influence pipeline creation, stage progression, conversion and revenue. Analysts can use journeys, funnels and attribution to quantify which AI experiences actually move key metrics, helping teams prioritise the LLM use cases that deliver measurable business impact.

How does Adobe LLM Optimizer work with Customer Journey Analytics?

Adobe LLM Optimizer identifies where AI assistants surface your brand, measures agentic and referral traffic and detects optimisation opportunities, while Customer Journey Analytics shows what those AI-referred visitors do across channels and over time. By bringing LLM Optimizer metrics into CJA alongside web, product and CRM data, organisations can connect AI visibility to downstream engagement, pipeline and revenue and then iterate on the AI and web experiences that perform best.

Adobe Customer Journey Analytics B2B Edition Features

LLM insights for B2B

Measure LLM interactions like any other digital channel. Capture prompts, responses and conversational signals and connect them to downstream engagement, conversion and revenue. With clear insights into AI-driven experiences, teams can understand their impact on account and buyer engagement and act with confidence.

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Conversation insights (coming soon)

Turn human-to-AI conversation into actionable intelligence by understanding the impact of tone, sentiment and intent on business outcomes. This helps improve agent performance, personalise experiences and strengthen engagement from the buying team across channels. Teams can contextualise these signals within the full buyer journey to understand how conversational touchpoints influence downstream behaviours and impact.

Integration with Adobe LLM Optimizer

Understand how brand discoverability in LLMs results in unique buyer engagement with actionable insights that connect platform traffic, content demand and engagement patterns to business outcomes such as form fills, trial product downloads or pipeline influence.

LLM app data

Use your existing Adobe Experience Platform Web SDK and Data Collection APIs to bring interaction data from your LLM‑embedded applications into Customer Journey Analytics B2B Edition. Connect LLM‑based engagement to customers and unify those behaviours with activity across web, mobile and in‑store channels.