[Music] [Anjul Bhambhri] Hello. Good evening, and welcome to the session on Personalized Insights and Engagement.

I'm Anjul Bhambhri and I lead engineering - here Adobe for the Experience Cloud. So, maybe, I'll just share - what we are going to cover today. I'm going to share some customer stories, the brands that we've been - partnering with. Just sharing, you know, - what their journey has been with us, the learnings, the outcomes. And joining me today on stage is one of our amazing customers Srini Nallasivan. He is the EVP, Chief AI - and Analytics Officer at US Bank. And so you'll hear directly from him - how their journey has been with Adobe Experience platform. Then we have Klaasjan Tukker - and Rakhi Patel from our product marketing teams. And they will-- Klaasjan is going to share the capabilities that are in AEP and applications and what else is coming. And then Rakhi is going to share another amazing demo with a mouth-watering brand of ours, chipotle. So that's what we have - in store for you today.

So I'm going to start - with a personal story today...

That really showcased for me the importance of personalization - and engagement.

So I was in New Zealand a few years back and lots of walking around there. So I was looking - for a comfortable pair of shoes.

Yes. And during that search, I came across a brand - that showed good shoes, vibrant colors, and comfort was top of mind for me.

And what really got my attention was the brand's message around - sustainability. So I ended up buying shoes - from this brand. And now my story could have - ended right there but the brand kept me engaged by sending very relevant campaigns with eye-catching content which was vibrant colored shoes for the spring season in North America, warm options for the winter, and fast forward three years later, - not only am I their loyal customer but I have converted - a lot of my family friends also to be a loyal customer of this brand. So this for me was really the power of great consumer experience and combined with a great product. And we at Adobe believe - that when those two come together, it really boosts business's growth and that's what we are calling - as experience-led growth.

So just as the brand - was able to connect with me, I could have been like a onetime purchaser - in New Zealand. But it stayed connected with me and made me a loyal customer - in North America. And every global brand - wants to do the same. So with the explosion of choices - that customers today have, it's certainly critical that brands make and retain - a strong connection with them.

And building on these strong connections absolutely requires a deep understanding - of the customer, delivering their meaningful - engaging experiences. And at the same time, - continuously learning, iterating and optimizing these engagements.

And for this, brands need a connected - technology platform.

Connected technology, we believe will lead to delivering - connected experiences. And this is exactly, I think you may have heard in today's morning keynote, that this is why we built - the Adobe Experience platform. So we started this in 2016, and we've had pretty much - unwavering vision to build and offer natively connected foundation. At the core - of this is the unified profile, a patented data governance framework, AI and ML models are at the core, a decisioning engine that helps deliver - these omnichannel experiences. And there are many more services, but that's sort of like the core - of the platform. And fast forward now, this platform powers our entire - Experience Cloud applications.

And it has obviously accelerated - a lot of innovation for us because we've also delivered three purpose-built applications - which are built natively on the platform.

You've been hearing - about these applications. The first one is the real time - customer data platform which is where the unified profiles - are built and actioned across all channels while adhering to consent, and data governance, - security and privacy policies.

Second is the journey optimizer which uses these profiles to deliver the engaging experiences - across channels, be it via email, via SMS, messages, push notifications, in-app messages, showing the right content on the website. So it's all done with the unified profile - at the center.

And third is the customer journey - analytics. This delivers - real time omnichannel insights across all stages of the customer journey.

And I'm very proud - as well as very thankful that together with all of you, we've seen tremendous adoption, success, and scale over the last few years.

And I'm going to share, - along with Klaasjan, more innovations that are coming - on the platform. I just wanted to touch - upon the scale a little bit that today we manage - over 30 billion profiles collectively across all the customers - that are using the platform.

And it's not that we just - manage these in a static way there are almost 26 billion updates that are made to these profiles - every single day. So these are not stale profiles, right? With that level of updates you can imagine that these profiles - are kept very fresh. And that is what allows the experiences that are delivered - to be very relevant and engaging.

Now our customers are also activating these profiles - and building journeys at scale.

And we see 27 billion profile - activations every day.

The number of insights that we deliver every year - is one trillion. So you can see that the scale is huge and the platform is powering - hundreds of brands at this incredible scale and also, it's happening at this very moment. So one stat that is, I found it pretty interesting - when one of our engineers shared that in the time that I just used to present - the slide 30 million updates - were made to the profile. So you can see how the real-time aspect of it is so critical and so foundational - to what we have built here.

So just stepping back, Adobe experience platform - is providing natively built apps which are powered - by the same unified profile. At the same time, we have 450 partners that are also integrating - with the platform. The real time capabilities are, when we look at - how these have been deployed, they are integrating and complementing - your existing infrastructure.

And all of this results - in faster time to value and together a lot of very quick and innovative capabilities that are really necessary for the future of customer experience management.

Now the Experience Platform - is powering and delivering value to thousands of Experience - Cloud customers. Like I said, right, - that now this platform powers all of our Experience Cloud applications in addition to just the three - that we have natively built. And these brands, if you - put some of the names here just to give you an idea, they are spanning different industries and it's been adopted globally - in different markets. The common outcome that we have seen here, that across all of these customers, that it's resulting in growth - as they are delivering these hyper personalized experiences.

So we've talked a little bit - about the technology. So I'm going to, kind of, revisit - the three pillars that I mentioned, which are so crucial - to this Customer Experience Management. And I'll give you four to five - customer examples highlighting what their unique - journey was, what is the challenge, - what they have seen, and what are the lessons that we have - collectively learnt? So I'm going to start first - with consumer packaged goods industry. And the unique challenge in this industry - is the lack of first party data.

So not having enough first party data, - it gets even more challenging, how do you tie customer interactions and brand purchase history - when there is limited first party data.

So let's look at a brand like Coca-Cola.

I mean, we buy coke from vending machines, you can buy it in retail stores. When you are having pizza, - you can order coke. So you can see that if the customer data, the purchase history patterns, they're all kind of scattered - across many of Coke's retail partners.

So now how do you connect - all the consumers and really offer them products - based on their preferences. So this is why Coke partnered - with Real-Time CDP.

And what they did was, - they took their limited first party data, they increased their investment in direct to consumer campaigns - using this first party data.

They tie the scattered data that they had - with their retail partners and they built unified profiles.

This then allowed the marketing - and the E-commerce teams to collaborate and create those contextual - experiences for the consumers.

While this journey is still continuing, they are now able to connect and reach out to two billion customers across 200 countries, offering them 250 plus products. So you can imagine - that from limited first party data to reaching out to two billion customers is a pretty remarkable outcome that they have had - with Adobe Real-Time CDP.

Now switching gears, - if we look at verticals like healthcare, so healthcare there's no dearth of data. There is a lot of data. But consumers expect that when healthcare care - companies are delivering experiences to them, they're doing it - with a privacy-first mindset. So this is a case of lots of data, but privacy is front and center.

And there's a lot of competition that if the consumers - do not get the right experience, they will change providers - for a better experience.

So CVS and there are other healthcare brands that have also adopted - Adobe Experience Platform. And for CVS, I'll share...

What their motivation was. They wanted a centralized approach - to data governance and customer privacy - across all of their business lines.

So with AEP, they were able to enable HIPAA readiness - for their entire organization. And create those connected - and privacy first health experiences. And this in their world - has resulted in those trusting, lasting relationships - with their customers.

Now in retail and travel and hospitality, convenience and personalization, that's top of mind for customers.

And brands face challenge that in order to deliver - those experiences, they have to connect data - which is both online and offline to create those omnichannel experiences. So Home Depot adopted AEP - to solve for these challenges and power personalization - for their consumers, every step of the journey, digital, - as well as in-store.

And they understood that they needed - a technology stack that would provide - those real time insights, add the granularity that they needed - down to the store level. So online and offline - was super important here.

And they had to really foster their entire organization's commitment to unify their approach - to this technology. Right? Moving away from data silos. That is never an easy task - to do inside an enterprise. And they recognized - that it is digital experiences, the right digital experiences that really lead to customer convenience.

Again, incredible results, they were able to increase the speed - to create these personalized experiences by almost 10x. They've been able to personalize - 62% more of their campaigns.

They streamlined - many of their customer journeys including the one which was around - buy online and pickup in store, because that's where online and offline - has to be brought together. And this increase in personalization has ultimately led to 14% year-over-year increase in net sales for them.

If we look at industries like - sports and entertainment, they need to not just - power personalization but they have to do it - with increased focus on in-the-moment engagement.

And again, the difficulty here - even in this case is that a lot of the data is scattered - across third party partners.

So looking at a customer - like Major League Baseball, they needed to better align - their league and teams. And they needed to, again, complement, augment their existing infrastructure to deliver those engaging experiences at speed for millions of their fans. So MLB, they adopted - their Adobe Experience Platform to connect data across teams, to deliver these - hyper personalized experiences to their at home viewers, - and in the stadium fans. So two very different segments - and different channels on how you have to reach - people who are watching at home and the people who are in the stadium. So this includes sending notifications - and offers in between innings for those individuals - which are currently in the stadium. And they've achieved this ability - for each of their teams that they have, kind of, - they've brought them together, but the teams are also able to operate - with autonomy.

And when it comes to our third pillar - which is about continuously learning and optimizing, brands need to make the last experience - better than the previous.

So that means requiring, that insights have to be evaluated - in real time, decisioned in real time - and actioned in real time.

So one of our German retailers Auto, they have over 10 million products - in their catalog. So they partnered - with Adobe Experience Platform. And they've used the data-driven approach to optimize the touch points for over 11 million of their customers - with these 10 million products.

And what they did was, - they had to go through almost about 40 cycles of optimization for improving their landing pages, choosing the right colors of the products, creating wishlist, and using this approach, - they were able to get their customers to really find the best products - that met their requirements.

And in doing so, Auto aligned-- they had to get alignment across - 40 of their teams, almost 300...

Employees across these 40 teams - had to get aligned to do these optimization cycles - and reach these results. So organization alignment, - team alignment was a big factor that helped them - achieve these results.

So speaking of organization - and team alignment...

There are now even more teams and roles within an enterprise - that must align for success that comes as Enterprises are taking on these customer - experience management initiatives. Now these are people - that are inside your organization that play distinct roles, like the CIO or the Chief Data Officer who's really focused on the data strategy - and technology stack decisions.

There's now the roles - of Chief Privacy Officer, or Chief Security Officer to ensure that the data is governed, - secure, compliant.

The CMO for really defining - the marketing strategy. And the technology platform has to really help all these different - stakeholders and teams to collaborate and yet be able to operate - with autonomy.

So the platform approach really serves - as that connective tissue across these different roles - and organizations. It helps bring those stakeholders - and teams together, helps them power those - connected experiences, but at the same time, they also have to be able to do this - while they can collaborate, but yet operate with autonomy. So we looked at the technology, - the customer successes, the learnings and how - platform is also enabling bring teams - in their organization together.

Now we are going to hear - all of this in action from Srini who is joining us today from US Bank and he's the EVP - and Chief AI and Analytics Officer, and he's going to share his brand's journey and how the partnership-- And then I'm going to come back, - and we are going to do a fireside chat. So first we'll hear from Srini - and then I'll be back. Thank you.

[Srini Nallasivan] Thank you.

Good evening, everyone. Before I get started, I just wanted to call out a few things. I want to thank the 40 plus - US Bank employees here in the room that made this happen. It's not just me. I'm just the messenger. As well as all the other adobe partners, - who are continuously supporting us throughout our journey.

So let me get started with US Bank, - a brief overview of what we do. We are the fifth largest bank - in the country. We serve about 20 million customers - across 26 states. And I just want to call out - that our credit card and our mortgage business is national. And we have a mandate that we - are really pushing from 26 states to go towards 50 states - and be a leading digital bank.

We have about 2,400 - retail centers roughly, about 4,500 ATMs, and I'm a numbers guys - so I can keep going over the stats, but we are about 675 billion in assets.

And the good news was we just acquired Union Bank in December and that brought - in about a million new customers as well as 200,000 small businesses. And most of the Union Bank customers - are based on the west coast, it's a very affluent market. So I just wanted to comment on - how our digital transformation started. And this was pre-COVID...

Versus post-COVID, and I'm going to call out a few stats. Today, 80% of our customers - are digitally active. 80%. And about 82% of our transactions - happen digitally. And if I had to take a snapshot from 2020, about 45% of the sales was happening - in the digital channels. And today, we have about 65% - of sales happening in digital.

And most of you might think that...

Well, COVID was a disaster, but COVID was a blessing in this disguise because it completely accelerated the digital transformation - for most of the banks. And how did we do it? And I wanted to call out the platform - that we use.

Those are a lot of Adobe tools - that we use. As Anjul said, data is going to be at - the center of everything that we do. And our AEP journey started - about two years ago. We really wanted to make sure - that we had all these different products. Adobe Analytics was helping us understand - what was going on, who was visiting our pages, - Target was helping us personalize, but the central brain was missing. And that is where we invested in AEP and AEP was a game changer for us. Because on the left hand side, what you see there is our - three strategic priorities from our CEO. First one is Digital Transformation. AS I said, you want to be digital first - like any other company. So investing - in a lot of digital capabilities, the second one is our Payments Ecosystem. So I want to call out - specifically why Payments Ecosystem. US Bank, I mean, if you look into our business mix, - we serve consumers, we serve large corporates, payments, wealth, and institutional business - and we have an international presence, but the payments ecosystem - is very different because we have a merchant acquirer - Elavon. And if you go to a Chick-fil-A, the point of sale device - there is nothing but US bank. So we do have a lot of transactions and the Payments Ecosystem - helps us sell...

Banking products to the payment - ecosystem partners. And the last one is Strategic Partners, and I want to call out - an example where State Farm. We have about 18,000 agents there. So that helps us scale - what we got to the retail network. But, again, if I want to comment on...

The Digital Experience Platform, AEP, as Shantanu was saying...

It's powered by all the data insights in a centralized place - in a real-time fashion. I just want underline the word "real-time" - because that is going to be a game changer going forward. Well, I also want to call - all the accolades that we have from all the different transformations that we're going on from a mobile - check deposit or the mobile app that we have. So as you can clearly say, we're investing a lot - in the digital transformation journey. And as our CEO says, we are one US Bank at the end of the day. I want to quote this from Andy Cecere - who is our CEO. Imagine it from a customer angle, not from the different lines - of businesses that we have. We have so many different lines - of businesses, that doesn't matter, but If I am Srini, - I'm banking with the US bank, look from a customer angle and pretty much break down all the silos - that we have across business lines, how can we operate much more efficiently. And once you do that, once you optimize, now you have the platform, - everything becomes much easier. So I just want to close out by thanking - our Adobe partners again because few years ago, - I didn't even would have realized, I mean, "Can we do this?" AEP has fundamentally changed - how we do business. And I'm happy to have a chat with Anjul to talk about the experiences - as we went our journey. Back on the stage, Anjul. Thank you, Srini. - That was an amazing story. Thank you.

That was amazing. - Thank you. - - Yeah. Thank you. And I'm sure folks will want to know more about the technology - and your strategic investments and what challenges you had to overcome because the question always is that, wow, this is great, but we also have - our existing market stack, how does all this fit in? So any thoughts there? Good question because as everyone knows, - it's not easy. But you have a lot of tools - that you already invested. And I'll start - with the data foundation again because that's where all the things start. And as any big bang, we have so many different data silos and bringing all the data - into a common place is the first step. And if you have all the data, - the second step is, "Hey, can we normalize the data?" Trying to make sure that we understand - and standardize the data. So once that is done, the second step is where I come in - from a data analytics perspective, we understand who the customer is. Once we understand who the customer - is, by collecting all these offline, online, the digital signals, the intent, and everything is getting - stitched into a profile. Then comes to action of AI - trying to make sure that what is the next best offer - that we can offer to the customer? But this is one side of equation, right? If you look into the content piece where Shantanu and Anjul were talking - about the content supply chain. You really need to make sure - that the content matches with the velocity of how you're trying to generate - these offers because once you have - both of them linked together, then you can activate - in the right distribution channels trying to make sure that you - distribute across the platform. So a lot of different things that we need to consider - while we take this journey. Yeah. I think like you said, bringing data, bringing content together - and the message from the CEO, I mean, that will definitely deliver compelling experiences for your consumers. And have you seen any of those customer expectations change, and if so, how do you-- from where you've started, how do you future proof - your business and the technology stack? It's an excellent question, Anjul, - because future proofing is not easy. You mentioned a couple of things - in your presentation, convenience factor, personalization. These are things that have - completely changed with COVID. Everyone used to walk into a banking - center before and now everyone wants to operate a mobile device - or sit on the laptop and then do banking. So if you think about the data, - everyone has talked about data, we collect a lot of data - as a lot of companies do. But you hit on the security aspect - of data. How do you make sure - that the data is secure? Because if the data is not secure and trusting is also-- I mean, trust goes both ways. So you trust the customer - and the customer trust you. And if I talk about trust, it's not easy. It takes time to build the relation. So you really need to be transparent - with how you use the data. You really need to make sure that you're not using the data - for any other reasons. Selling versus sharing. You talk about GDPR, CCPA, CRPA. And talk about Virginia coming up. Who said Virginia is for lovers, right? I mean, Virginia for privacy - people right now. And then comes Connecticut, - then comes Utah, right? All these 50 states have different laws. And how do you make sure that you bring - all these pieces together? Because it's a balancing act - at the end of the day. You really need to make sure - that the offense versus the defense, you really need to make sure - that the different portion is good before we accelerate - on the offence side of the equation. Yeah. I think that's-- It's the way you explained it, - it's like lot of nuggets there, or how to manage - this just from a consumer standpoint, direct to consumer. And I know in your case, - you have to do this, not just for the direct consumers, - but also the B2B customers. So I don't know. Any similarities, differences or a common technology stack is a good thing or a bad thing? It's definitely a good thing, right? Because I'm going to reiterate - what I said earlier, Anjul.

Customer, if you focus on the customer, if you focus on the needs of the customer, then it's a matter of making those tools - scatter to the customer's needs. Having the data foundation - is going to be critical, and that is where - you collect all these data and trying to make sure - that you understand who the customer is. And then it's a matter of activating - through the right channel, right? I mean, say B2B, their journey might - be different compared to B2C customer. You cannot compare a credit card - buying experience with a treasury management experience, these are going to be different, - but at the end, it's going to be the consumer - at the other side. So if you understand - what they're expecting and then cater to their needs, - then it's easier, much easier. Yeah. So just like there's obviously - rich context of the consumers, similarly having that rich context - from a B2B standpoint, that entity and then just ensuring that the engagement that's happening there is with that rich context - of that business entity. Absolutely.

I know there was-- it's not like AI is new news but it seems to be that this-- with all the generative AI - and the innovations that are happening, this has become like - that iPhone moment for AI, right? So we'd love to hear that-- And I'm sure our audience - would love to hear as well that how are you using AI and then any thoughts on the role - of generative AI when it comes to customer experiences? Yeah. I'll comment on generative AI - because it's a favorite topic of mine. And run data and analytics - so I'm a geek heart. And last week, I was tracking - all my twitter feeds because it was blowing up on Chat GPT-4, and how good of an Algorithm - it is compared to like 3.5 with a trillion parameters. And then I was closely tracking - what other companies are doing, 365 Copilot from Microsoft, - or you talk about Alpaca, or like Palm, or Midjourney. I mean, Jesus, - this space is exploding, right? Lot of things to learn. But if we talk about AI in marketing, - I'll give you a good use case, Anjul, because that's what I do all day, - every day.

Talk about our mortgage lending business and I'm going to talk - about an entire journey here. Previous world, pre-COVID, when someone is looking - for a mortgage online, it-- I mean, when you apply - for a pre approval it goes back into the credit bureaus - and the credit bureau pretty much takes its own sweet time. And we get that information - and then we go to our creative people and then it is a long process. But with the AEP right now, as soon as someone is doing - a pre approval, we get that fee real-time - from the credit bureaus. Through an API call - it directly lands into AEP and AEP actually shoots it to Salesforce - for the frontlines to act on it. And this is a good use case of AI. So I have a million leads - sitting in Salesforce as well as we have 10,000 bankers, how do we make sure that be prioritize what is the right lead for the frontline - to activate on it, because we have done studies, the first two hours - as soon as the lead is identified, there's a huge chance for conversion. So it has a time sensitive decay. So that is where AI plays a crucial role. And we talk about Gen AI, it's going to completely change - how marketing is done from a creative standpoint. Yeah. No, I think - that's a very, very fascinating...

Use case and an example that I've heard even around - the real-time aspect. And in Anil's session and our whole theme here - has been that the right experiences lead to growth. And you also now shared - that how real time, maybe it should not just be experiences - lead to growth, but real time experiences lead to growth. Real time. Anything else - that you want to share around? Growth is top of mind, of course, - for everyone. I want to reiterate an important fact - that you had in your slide, how things get done. making us use the word wardroom, but Agile mindset is going to be critical. Lock everyone in a room, - this includes data scientists, creative people, marketers, technologists, - privacy officer, legal and compliance. I'm going to quote one of the use cases that used to take at least - a couple of months to get emails out of the door.

And that has drastically reduced - to 24 hours, believe it or not. That is such a game changer. And we tested out when the mortgage rates - dropped last year, we were able to get emails out - identifying the right segment, population, - getting the email out creative, all this within a matter of 24 hours. Who would have thought? And I also want to make sure that you guys measure - everything that you do. I mean, measurement is going to be - super critical trying to understand. People might think that, well, - LTA solved world hunger, we clearly understand which product is being sold, but talk about a mortgage experience, - right? Can LTA help you there? I mean, you really need to understand - what is driving. What are the channels, and how do you make sure - that you continuously optimize the spend, because if not, - you might have a lot of dollars, but you won't see results - at the other side. So try to make sure that you measure - everything that you do and experiment. Experiment is going to be critical. The more and more that you understand - what a customer likes, it's going to be much easier trying to optimize - the spend and the conversion. Excellent, I think those are lots - of really, really useful nuggets for all of us. I mean, I was-- I know as we've been - on this journey together, there's a lots of learnings I've always - had every time I've listened to you. So thank you. And I know you've shared with me that there's also the part around how do you organize your teams and how do you set up the organization - for success, I hear this a lot from customers, right, that these customer experience - initiatives can be daunting. Yep. So any thoughts there - on team structure or-- I mean, a good question. - Data, marketing and technology. I mean, these three - need to be put together because if you think - these are, like three different silos, you're not going to win. Try to make sure that you have - a close partnership with your marketing organization. In US Bank, marketing and analytics - are together today. And we closely work with our - technology partners. So the three sides of the equation, - if you figure that out. And then, of course, as I said, privacy, everything that you do - trying to understand the consent, the preferences of the customer - so that you don't do anything that you're not supposed to do. So try to make sure that you have blessing from the privacy folks, - but these three teams, if you guys are in sync, then you can get out - all these campaigns, emails anything that you want - much, much faster. Excellent. Thank you so much. - Thank you, Anjul, for having me. - - And, yeah, absolutely. Thank you.

And next I would like to invite - Klaasjan Tukker, our head of Product Marketing. Klaasjan.

[Klaasjan Tukker] Thank you, Srini, for sharing how Adobe Experience Platform - has already been shaping US Bank's evolution - and success. And thank you, Anjul, - for sharing our vision and customer successes to date. Anjul talked through - how Adobe Experience Platform as a innovative - and foundational layer of technology that powers all of Experience platform, - our Experience cloud, as well as the free purpose built - applications, Adobe Journey Optimizer, Real-Time CDP, as well as - Customer Journey Analytics are basically under powered - by Experience Platform. Now I want to talk - about some exciting innovation both at a foundational, as well as in each - of these application pillars.

Starting with the underpinning - of Adobe experience platform.

I'm extremely excited to announce that customers can now query data directly from database partners - to compose audiences and enrich profiles directly - in Experience Platform. This framework introduces improved - interaction and reach to enterprise datasets. And it provides marketers - with quick access to the data they need for audience creation, activation, - and personalization.

Second, our continued advancement around industry privacy, governance, - and security capabilities in Experience Platform. Empowering our customers - to market responsibly by enabling them - to apply the right controls to gain customer trust - and honor key regulations, policies and preferences as they manage - and use this data for personalization.

And marketers and technical users alike, - will now be able to action on use cases within the product - with pre packaged workflows in Real-Time CDP, Journey Optimizer, - and Customer Journey Analytics.

This development - will guide customers through how to execute personalized insights - and engagement flagship use cases, which, by the way, - we'll talk about more shortly.

These tools enable practitioners - to make a big impact in very little time.

And finally, we're allowing - for experimentation capabilities at record speed. Across all touch points with the right planning and governance - to scale across the enterprise.

Centrally view, plan, - and manage experiments, all being designed - across Adobe applications and beyond.

The first pillar we going to talk - about is Actionable Profiles.

Real-Time CDP - provides an end-to-end capability on how data can be collected, unified into Real-Time actionable profiles - and be activated across any ecosystem. All of this is in under underpins - with a layer of consent and patented data governance. Audience portal and audience composition - allow customers to ingest and manage previously defined audiences - from Adobe and Non adobe systems. So and efficiently augment, refine, manage, govern and activate - these existing audiences in Real-Time CDP - for personalization at scale.

With AI and ML back - to lookalike audiences, we are empowering marketers - to expand their segments and finds skill by finding - similar profiles across first party, but also prospect data - ingested into Real-Time CDP.

Some new innovations - that we're announcing in this pillar are, the ability to unlock - full-funnel marketing use cases, applying account level segmentation - and activation, and new and evolved - Adobe interconnectivity between these applications. Let's talk about these - in a bit more detail.

We're launching an flexible framework. So brands can now enrich first party data - with partners such as Epsilon, Merkle, and any of their choosing. To be able to find net new customers or enriched known customers - with additional attributes. This helps to fill your - top of marketing funnel, a challenge that markets - are trying to solve especially with the deprecation - of the third party cookie.

Additionally, we're adding LiveRamp, - TikTok and Amazon ads as new activation partners, allowing customers - to activate their audiences in an expanded set of channels, - which include connect to TV and audio.

These powerful and new integrations - empower Real-Time CDP customers to achieve full-funnel marketing - to prospect, personalize and convert that scale - in a cookieless world.

Next, customers of Real-Time CDP, - business to business, and business to person editions - can now create list of accounts. Using both people and account data - to enable account based activation.

With this new functionality in place, we'll introduce LinkedIn - as a new destination alongside Marketo Engage. To ensure brands can activate - with a B2B focus on their account-based segments.

These new capabilities provide B2B - and B2B marketers, with the tools they need - to reach both account and rules with personalized accurate and real-time messaging - alongside effective efficiency.

And third, Real-Time CDP's customers have already been able to leverage - Adobe commerce data, such as order status, and past return, and combined it with - additional data sources to inform audience building. But now, Real-Time CDP customers can also - activate audiences in Adobe commerce to provide improved content, personalized promotions - and recommendations, ensuring customers - have received the right message at the right time - in their purchase journey.

And enhanced integrations - with customer junior analytics allow Real-Time CDP customers - to develop deeper insights that drive more meaningful - customer interactions. Customers will now be able to make use - of a new bidirectional workflow to unlock full circle insights to build - and activate audiences with deeper context.

As we move to our second pillar - for customer obsessed brands, Adobe Journey Optimizer is an agile and scalable application - built natively on Experience Platform for orchestrating - and delivering personalized connected and timely customer journeys - across any app, device, screen or channel.

I'm excited to announce that we have - some new innovations in this pillar. Journey Optimizer will evolve into a unified and differentiated customer - engagement hub. Bringing together, sophisticated - audience centric campaign management capabilities - with one to one real-time journeys. Brands will now have the ability - to progressively evolve their existing business as usual campaigns into customer journeys - using this approach without requiring a full re wiring - of the current batch-based programs.

Secondly, we're disrupting - the channel mindset. Consumers don't think in the terms - of inbound and outbound. They simply want impactful experiences - at every touch point. And for you, to meet them - where they are, when they are. We're now allowing you to visually compose - personalized web experiences that can be connected seamlessly with any other channel of engagement - such as email, mobile, or within a single journey.

And third, we are deepening - mobile engagement capabilities with the introduction - of in-app experiences. We're helping marketers and product teams - visually design personalized experiences, within their mobile applications.

In addition to push, and MO, and SMS, - we are ready to support all of your engagement needs - within a customer journey.

And finally, we continue to disrupt - the industry by unifying experimentation - and optimization across all of these channels - in a single application.

And for our third pillar around - omnichannel insights and analysis, customer journey analytics offers omnichannel analytics - that enable brands to understand the context behind every customer interaction - and unlock actionable insights that spend the customer journey - at a person level.

Some new and exciting innovations - in this area our Adobe Product Analytics. This introduces new purpose builds - analysis and workflow templates, tailored to product teams. Enable them with insights - into how product experiences affect a customer journey.

Second, advanced Audience Analysis - enables users to analyze the performance and activity of their audiences created - in Experience Platform. And activated through applications, - Real-Time CDP, and Journey Optimizer.

Customers will be able to measure - audiences against conversion metrics, track segment memberships over time - and drive very personalized experiences for full circle insights. And last in this pillar is Derived Fields. These are unique to Adobe and allow users to make - complex data changes on the fly and have that logic instantly - and retroactively applied to reporting, enabling brands to avoid costly IT cycles - for sophisticated data updates.

All of these innovations give you the ability to achieve - reimagined and evolved use cases. And we're making the planning - and execution of these use cases even easier with technical how-to guides, blueprint architectures and even in-product accelerators. Let's take a look at what exactly - those are and what you have access to in Experience Platform.

Within product use case templates, we are providing you - out of the box templates for value acceleration. Both marketers and technical teams alike can now easily select - from a menu of business goals to see a myriad of use cases - to help achieve those goals and enjoy guided workflows - on how to plan and execute against them.

All of this means greater - and faster business impact for you.

But now, I like you to see the power and innovation - of all of this in action with a demo that Rakhi Patel - is going to give you through the lens of Chipotle. Thank you very much for your time.

[Rakhi Patel] Well, hi, everyone. I know I'm keeping you guys - from your drinks and your dinners, and I'm sorry that this devil is probably - going to make you a little hungry. Thanks to the folks at Chipotle.. And I'd also like to thank them - for allowing us to use their data in today's demo. All of that will be fictitious in order to respect the privacy - of them and their customers. So with casual dining back into effect, the marketers at Chipotle - are thrilled to re engage with customers, as well as find new customers - by leveraging innovations in Adobe Experience Platform. Let's kick it off - with an example customer journey.

So Anna is a busy college student who is all about healthy food - to feed her brain. However, she's never been to a Chipotle. As she's browsing through her - favorite recipe blog, she sees an ad for Chipotle - that resonates with her. This is thanks to Real-Time CDP - and new partner integrations providing this relevancy. When she lands on the chipotle site, her first page experience - is also personalized even though she's an anonymous visitor. And this is thanks to Real-Time CDP - and Adobe Target in the background.

Anna decides to continue her journey, - adds a product to the cart, decides to create an account and even ends up joining - their loyalty program. And it's through this journey, - Anna becomes known. And in the background, - Adobe Experience Platform is stitching her known - and anonymous profiles to unify the profile - and make it actionable. However, it happens to the best of us, - Anna gets distracted and ends up abandoning her cart. We'll see how Adobe Journey Optimizer - helps us reengage with her - and others like her to go from one time customer value - to lifetime customer value.

So here in Real-Time CDP, We can collect and connect data - from various sources to create an actual profile - that updates in real time.

Example sources - could be a customer zone CRM system, Adobe commerce like we heard earlier. And now with integrations - with partners such as Merkle and Epsilon, we can enable first party data enrichment to solve for prospecting - and acquisition use cases, unlocking the ability - for more precise personalization.

And personalization begins with the audiences - that you like to target. And also now in Real-Time CDP, I can see a comprehensive view - of my audience ecosystem in one place. I can see audiences that were built - in Experience Platform applications. Perhaps those that came - in from the Experience Cloud, and even those from Chipotle zone - enterprise systems.

And the efficiency doesn't stop there. Now with Adobe Sensei Gen AI, we can now reimagine - our entire audience strategy. Let's see it in action.

So we want to grow our business by targeting more college students - like Anna who've never been to Chipotle, - so I'll start there.

And what we see right away is amazing. Thanks to the partner data - and Real-Time CDP. I immediately get a suggestion - to increase by reach, by extending the age range - of the college student audience. This is incredible. I didn't have to sift - through mounds of data to get here. But my goal is to be more precise here. Remember, Anna was also health conscious. So now I'm going to ask - how I can personalize to those in this audience - who actually health conscious. Check this out. I can actually pick those - health conscious dieters based on the Chipotle menu. How freaking cool was that? Now this audience is available - in the audience portal ready to go for activation - through Real-Time CDP through to our partners. So now we know - how to acquire your customers. How do we re engage those customers - who have abandoned their cart mid journey? Here in this comprehensive dashboard, we see Chipotle's experimentation - activities from different sources. Let's take a closer look - at this one from Adobe Journey Optimizer.

Here we see three different experiences - being delivered to this audience of health conscious customers, then we've composed an audience - by building a real time rule to qualify those - who've abandoned the cart. And then we've slipped them - into three groups.

Now that we have our audience ready, it's also important - that we build our experiences and we know that - this can take a lot of time. However, once again, Adobe Sensei Gen AI has had - a head start for me so I don't have to spend too much time - and miss any deadlines here. It's already suggested content for me that's ready to go based on the audience - I'd like to target as well as previous experiments - that I may have created. All I have to do now is simply edit - and I can even update the content, add a bit of a human touch - to update the tone. The content automatically generates - and it's ready to go. And now this audience - is ready to go for its experiment. Now if I'm interested in seeing - how this experiment performed over time, can view it through this dashboard, - and if you'd like to do deeper insights, we can go to Customer Journey Analytics.

Via this fallout funnel, we can actually see - that in one of the test groups some of the customers - added a product to their cart but finished their purchase - in the restaurant. These are not cart abandoners. Glad caught that. I'm actually going to create - an audience from this selection. It makes me think about Anna. Perhaps she wasn't actually distracted, she just went straight to her nearest - Chipotle to avoid being hungry.

And perhaps there's - a lot of other customers like her who fall into that same group. So what I'm going to do - is build a lookalike model to see.

And here in this model, I can pick audience sizes - based on different thresholds and also see - the different influential factors that made up the model. So now we've seen how we can acquire, - engage and retain customers with access to new partner data, centralizing audiences and experiments, and leveraging Adobe Sensei Gen Ai. But, you know what, there's more. Now with these out of the box - use case playbooks that Klaasjan also mentioned earlier, I can now go from ideas - to action with speed. I can filter by different areas - such as marketer goal, channel and so on. Get inspired - by different customer journeys, and even visualize each of the different engagement - touch points. All of this happens in one place and I can even test different workflows - before I launch them in market.

And then with a click, - I have everything I need to execute this use case.

And with that, I'm able to go from building actionable customer profiles to insightful audience engagement - all in real-time. So that the marketers at Chipotle can actually re target Anna and keep her coming back - for more burrito bowls. Thank you.

Awesome.

Thank you, Rakhi. Thank you, Klaasjan.

I hope you are all excited to see - the innovations that are coming on the platform. And you heard in this morning's keynote, right, that Adobe is embracing AI is not new for us, - but we are embracing Generative AI and I just want to share with you how this is going to super charge - the customer experiences.

So today we have 1.7 petabyte of data on Adobe Experience Platform. And we are already leveraging - AI and ML today, and it was shared, right, in doing lookalike modeling - from an audience's standpoint, predicting right offers, - promotions, next best action.

But we really believe that Gen AI is really going to super charge - experiences that individuals and customers - will have at their brands. And the experiences that people will see will be more dynamic, free flowing, - conversational, no more canned and fixed experiences. So just at a very high level I'm going share - what we are going to be delivering across Experience Cloud specially when it comes to AEP - and applications. We'll be delivering a lineup - of what we are calling as Copilots. So think of a Copilot is-- it's a large language model. Think of it as a virtual assistant, - a productivity tool, but that is extremely context rich. So it knows a lot about the customers.

And the backbone of these - is Sensei Gen AI and Firefly.

Now the Copilots are going to be trained - pre trained on the data that you have all collected - about your customers. Obviously, some of that is an - Adobe experience platform. But we can also work with you to pre train this with data - that might be in other enterprise sources inside your enterprise. And there could also - be brand specific information that Rakhi was showing in the conversation that was happening with Chipotle.

That could also be weaved - into this experience.

So-- And how are we going to deploy - these Copilots? There will be external facing Copilots that allow customers to interact - with brands and there'll be internal Copilots that your marketing teams can use the same conversational interface to interact with our technology stack and be able to design, enable them to really make them more productive - and enable them to design experiences, emails, campaigns, journeys, content around offers and promotions.

No more of this point - and click here and there. But really be able to do this - through the conversational interface. So that same ease of use - we are going to be bringing to your marketing teams so that-- I mean, - that we're Generative AI, we talk a lot about generating content and images, - but it generates it's code, right? And a lot of these creation of segments - and audiences requires...

Your teams that has specialized skills to generate or ride this code - which might be ready Adobe specific code. But we will generate that code so the marketers can maybe just - cut and paste that and the audiences will get generated.

Now these Copilots are going to show up and down the experience clouds stack. So in Real-Time CDP, the Copilot will leverage and extend the 360-degree view of the customer - powered by the profile.

So the profiles will heavily guide - the conversations. And the data from the conversations - will feed it back into the profile. So every subsequent interaction would have the learnings - and understanding of the customer which was gleaned - from these conversations. So you can imagine - that this leads to more dynamic and personalized engagements across sessions that brands and customers - can have together and it'll also enable the marketing teams to generate those rich audiences - for marketers.

In Journey Optimizer, - like Rakhi was showing in the demo, the marketer Copilot - will actually generate the journeys. It'll generate that channel content - very quickly. And the marketers will be able to iterate. They may say, "Hey, I don't like this," - or "I don't like this picture," or "I don't like this header." And it's going to respond - to those requirements and that conversation. So this will really allow the marketers - to become very productive where they can test iterate and optimize using this conversational interface - and working with this Copilot.

In Customer Journey Analytics, the Copilot will provide an intuitive natural language interface to analytics that will integrate text and visuals. A little bit of that was shown in the demo - when you saw the funnel and everything. So this is where we are going to-- and we can also work with you to create a brand-specific pilot, right, where you can in like in this case - of chipotle, they brought in their own menu options, which if you were just using Chat GPT, which doesn't have - that brand-specific information, you cannot weave - in that specific recommendations or product information - into the conversation.

And this brand specific Copilot - will definitely, it'll allow you to shape your experiences - with your customers.

And we think that this is going to be - a game changer. This was really where - it's going to super charge those customer experiences. So definitely, - the future is very exciting. But now is the time to join thousands of our customers - and brands who are already partnering with us and leveraging this technology to deliver those personalized experiences for high impact and growth. And with that, I would invite you...

To fill out the survey - on your Adobe Summit application, and thank you so much for being here today with us - and for all the support that you have provided to us during this journey - with Adobe Experience Platform, and the innovations that have been brought - to the market have all been in collaboration - with all of you. So thank you for the support - and please give that support coming. Thank you. -

Scroll Down

Innovation Super Sessions

Personalized Insights and Engagement with Adobe Experience Platform - SS6

Closed captions in English can be accessed in the video player.

Share this page

Sign in  to add to your favorites

SPEAKERS

Featured Products

Session materials

No materials available for this session

ABOUT THE SESSION

Building a winning personalization strategy starts with the ability to leverage deep insights and impactfully engage with customers to deliver meaningful experiences. Join to learn how Adobe can help you achieve this objective by deploying Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics — all powered by a natively connected foundation with Adobe Experience Platform. Additionally, learn how these solutions can supercharge your entire customer experience stack, including other Adobe applications such as Adobe Target and Adobe Commerce, as well as third-party systems like enterprise data warehouses. Discover the value of connected applications to power connected customer experiences.

Public Track: Customer Data Management and Activation

Type: Innovation Super Session

Technical Level: General Audience

Presentation Style: Thought Leadership

Audience Type: Business Analyst, Campaign Manager, Database Marketing Manager, Digital Analyst, Digital Marketer, Email Marketer, Marketing Executive, Mobile Marketer, Segmentation Specialist, Audience Strategist, Content Marketer, Data Scientist, Optimization Manager, Social Marketer, Web Marketer, Marketing Practitioner, Marketing Analyst

This content is copyrighted by Adobe Inc. Any recording and posting of this content is strictly prohibited.


By accessing materials linked on this page ("Session Materials"), you agree that 1. Session Materials are Sample Files per our Terms of Use and 2. you will use Session Materials solely as directed by the applicable speaker.

The Adobe event experience.

Discover how we produce winning events, year after year.