[Music] [Jamie Brighton] I'm Jamie Brighton. I'm part of the AEM Product Marketing Team, and I'm joined on stage by two fantastic presenters from our customer, Kroger. We've got Lam and Fran, and they are going to introduce themselves over the course of the presentation this morning.
So I want to take you back to a Saturday just before Christmas. Our house full of people, full of family. Everyone's feeling the Christmas spirit. Everybody's in the front room watching some repeat on television. Some Christmas special from about five years ago, always seems to be the way. And I decide that it's time to break into the Christmas cake that my mum had brought. And I had my eye on this Christmas cake ever since she arrived for the Christmas holidays. So I creep out into the kitchen and I take a very small slice full of juicy raisins. Hopefully you all like Christmas cake. You're with me on this journey with the Christmas cake. I'm a massive Christmas cake fan. One of the best things about Christmas for me. So I have my little slice of cake, and then I go back into the living room and I'm watching TV. A little while later, my wife, Catherine, comes in and she says, "Did you not think that maybe somebody else in the house would have wanted some of that Christmas cake?" Now I clearly defined that I had a small slice of this Christmas cake. So I'm thinking there's something going on here. So I head out to the kitchen, and lo and behold, there is basically the smallest piece of Christmas cake left on the tray. And I'm looking around, and suddenly I notice that there are some of those big fat juicy raisins on the floor. What's happened here? Clearly, I can understand she thinks I've been a bit greedy.
I like my food, but there's no way that I could eat an entire Christmas cake in one go. So I look around the kitchen, and lo and behold, the most recent addition to our family, an 18-month-old Border Collie puppy dog tucked away in the corner of the kitchen in his dog bed, looking rather sheepish, which is appropriate for a sheepdog, obviously, and looking rather full. So we have a bit of a laugh about this kind of audacious cake theft that has happened. And then suddenly I recall in the back of my mind that potentially raisins aren't the best thing for a dog to consume. So suddenly I'm panicking. What do I do when I panic? Google, dogs and raisins. Thirty seconds later, I'm in a world of hurt, a world of pain thinking that I've killed Otis and that everything's going to go wrong. I also get distracted by some competition on Reddit about whose dog could eat the most raisins and survive, which seems a bit strange. But thankfully, my wife, Catherine, is a lot better under pressure. Let's put it that way. And in her mind, she's like, "Right. We've got insurance for Otis. The insurer is going to help us." So she goes to the insurer's website. Within a few minutes, she's on a phone call, video call with a vet who reassures us that as long as we get Otis to a vet to be seen in a relatively short period of time, everything should be okay. They send Catherine a text with a link to the nearest 24-hour vet hospital, and they actually help us to get an appointment for Otis. So we race Otis to the vet's. This is at Christmas time as well, so it's out of hours.
And the experience that we have with the vet is incredible. They're incredibly calm despite the fact that it's late and it's over Christmas and they've had all sorts of other crazy people bringing their fur babies in.
And they reassure us that everything's going to be okay. I won't go into the details of what happened to Otis. It wasn't particularly pretty, but he was okay. And two hours later, two hours after the whole incident has happened, we find ourselves back in the house. Otis is feeling a bit sorry for himself, but he's okay. And there is Otis, actually.
And I think Otis has hopefully learned a valuable lesson. We'll come back to that in a little bit in the presentation. But I've learned a lot, actually. I've learned that in critical situations, having access to reliable and authoritative information is crucial. Knowing I went down a rabbit hole on Google trying to find out information, but my wife had a very calm approach and she got information from our pet insurer really quickly. And secondly, for me, as I was able to reflect on what had happened, it underscored this need for relevant information and a personalized journey. And it was only really after we got back that I thought about how joined up the experience was. My wife was able to easily find the information she needed from the pet insurer. They had links with the 24-hour video vet. They were able to send us through geolocation to the right place to have Otis seen in a really short period of time.
So clearly not every interaction that you have with your customers is going to be about life or death. But I think there is one truth, which is every interaction that you have is an opportunity to show that you understand who the customer is, and to effectively deliver real value to them. And that's what we're going to talk to you today about during this presentation. If I can kind of signpost where we're going, I think we want to make sure that we set the stage here for a connected experience. We understand how important it is to actually connect the experience. You're going to hear from Kroger about some of the work that they've had to do to transform their approach to technology and their business to actually take advantage of this.
And I want to end the presentation talking about a relatively new concept within Experience Manager and within the Experience Cloud, which is this concept of intent-aware experiences and show you a few of the innovations that we're bringing to market and that we've launched as we've gone over Summit, as we've come to Summit to really help you in your organization to capitalize on this concept of intent-aware experiences.
So you joined us at 9am, so you've already passed the test. But here's a question. Anyone want to guess what 5,000 or 400 are on this slide? Shout out, anyone, please.
Sorry? Yeah. It wasn't far off, actually. That's a very good one. Anyone? Anyone else? Brilliant. That's about the level I expected after 9am after the Bash. Thank you, sir. So the average consumer we as average consumers are subjected to 5,000 plus marketing messages every day. We have about 400 milliseconds to sort the message that we're seeing, think about whether we're going to respond to it. So we are inundated with communications, marketing messages.
A couple more stats. Promise there won't be too many more stats, 80% and 70%.
Anybody? [Man] Seamless journeys, 80%. Oh, what? At the top of my head. Eighty percent of consumers say they want a joined up experience and what we might call a seamless journey as a marketer. Seventy percent of execs and marketers say that it's challenging to actually do that. And we did some research in Europe last year, actually, that was a bit staggering, which said that 40% of organizations felt that just being able to get the customer's first name and put that into a communication constituted personalization, which is clearly some way away from having a seamless personalized journey across every interaction that you have with an organization. So we're going to try and address that in the presentation this morning.
And we are obviously trying to address that in general with the Experience Cloud applications. So it's really easy to stand on stage and say there's a real problem because consumers want this and marketers aren't really doing it. But we know that there are some real blockers and some real challenges to actually making this happen. Fragmented data and content, often not in the same platform as where your journeys are being actioned, limit your ability to actually execute across channels. Poor workflows often prevent scaling and consistency. And that's not a sort of reflection of your ability to set the processes up. It's typically the way in which the products that you're using are not integrated. The technologies are not able to integrate. And then critically, coming from where we have done with the category of digital marketing at Adobe, having the data to understand interaction and understand the feedback and provide that into your systems is critical. So what we often find is that organizations end up with a fragmented approach. And for the end consumer, it feels like a really disconnected experience, a disjointed experience, which leads to, as you would expect, poor engagement, poor overall kind of assessment of the experience, and low conversion rate and lost revenue. So what's our approach to this? How are we thinking about helping you to organize your data content and journeys together? We love a good architecture slide at Adobe, and I'm no exception to that. You've hopefully seen all the way from Shantanu and Anil's messaging on main stage all the way down to many of the breakouts that you've been in this week that we fundamentally think that you have to take an approach where your data and content are together in the same platform so that you can then really start to action the journeys. And you can see some of the components that are critical to this. I'm going to come back to this area of content on the slide that's there at the moment because this is a new concept, this idea of an intent-aware experience. And there are various components that go into that that you need within your content platform. But we understand, I think, the idea around decisioning, making using systems to make a decision about what the next offer, what the next promotion is to serve up to an individual.
Where we're now in this journey is how do we actually orchestrate that journey on behalf of the individual? How do we take that decision? How do we take maybe the offline data science that you're doing in your organizations to understand customer lifetime value, next best offer, and marry that with contextual awareness of the specific interaction that somebody has with you at that point on one of your digital channels.
So this is the technology approach. And then we think that you don't have to try and boil the ocean. You don't have to invest in all of these technologies and all of these approaches all in one go.
I think there's a maturity curve here or at least a phased approach to this whole process, starting with making sure that you just have the ability to deliver a consistent experience and then starting to think about how you take that consistent experience across channels and segment it based on your audience types. And then moving beyond that to slightly more sophisticated, how do you use the intent? How do you use the signals that a consumer is giving off on a channel? I say consumer. I mean, digital citizen if you're in public sector. I mean, somebody in a buying group if you're in a B2B organization. These are all applicable concepts of targeting and getting relevant information to them.
And then, I think a critical piece that's often missing in these kind of campaigns and this approach is how effective has the content been. We're used to understanding at a campaign level how effective, how many sends we made, and how many opens we got and did it drive some conversion. But it's often what's missing in that is an analysis of which assets actually moved our customers to interact with us to make a purchase and how can we use that to inform at a more granular level what we're doing from an overall content strategy? So if we go into each one of these in a little bit more detail, what we're effectively saying is centralizing content management, which enables your teams to more efficiently create content. But then I think a term that we are talking a lot more about in digital marketing is, how do I reuse or repurpose the content that I've already created? Many organizations that we speak to, they've invested in DAM. They've got an asset management capability.
People upload assets with the best intentions, but they often download an asset to use it and then simply re-upload the same asset. So we end up with duplication. And it can be very difficult for people to actually find assets that have been used in a previous campaign, let alone understand how much impact they actually had on the performance of that campaign. And then we speak to a lot of companies who, they work with multiple different agencies. Every time they do a campaign, it's an entire new briefing, an entire new set of assets, which all gets dumped into the DAM with the best intentions in mind, which clogs up the DAM, makes it really hard to find that consistent content. And that leads to errors. It leads to errors in the messages that you're putting out. It leads to a lot of reduplication of work.
So we centrally manage the content.
Then I think the other concept here is certainly something that's important to us at Adobe is gone are the days of your DAM being simply a dump folder where you dump everything that you need for your campaigns and your assets. We very much think now about Digital Asset Management as being a place to activate on brand experiences, whether that's knowing that you have the rights to use the image, that they're compliant with particular legislation in a market where you're acting, or being able to put the power of remixing an asset using generative AI through Firefly into the hands of a marketer who maybe would typically have had to go and brief a creative agency every time they wanted to get a slight variation to a particular asset, but knowing that they can do that and make sure that it's on brand.
So we centralize. We provide the generative AI capabilities on top of that. That forms like a single source of truth. If we then connect the DAM up to the other applications, and I'm talking in general terms here. Whatever your digital marketing stack is, connecting your DAM and your content management capabilities to your email means that you have a single source of truth for managing the content and the experiences, and you should then be able to push that content out onto any of the channels that your email tool or your mobile messaging tool is capable of communicating to.
And then I mentioned the content effectiveness. Hopefully many of you are in the main stage Keynotes over the last few days. You've seen the content analytics capability that we're bringing to market.
There are some nuances to that product. The level of granularity that you can go down to in terms of understanding interaction with an individual asset, like an atomic asset that you're creating through the automatic tagging of those assets using computer vision, is going to be a game changer for understanding the performance of all of the campaigns and the assets that you own within your organization.
So this is the kind of general setup, the thing I think the landscape that you need to be thinking about, the place that we're operating in. What I want to do now is welcome, Lam and Fran from Kroger to the stage. And I want to say as well, they're fresh from Kroger winning the Conductor Award, this year's Experience Makers Award. So a round of applause for Kroger. Fantastic work.
Hopefully, you're all familiar with the Experience Makers Awards. They are a great event that takes place at the start of the Summit week, but we accept submissions for those awards all the way through the year. It's a great way of showcasing the work that you are doing within your organization using the Experience Cloud technology. So I wholeheartedly encourage you to think about submitting for that for next year. So with that, I'm going to hand it over to Lam and Fran. [Lam Dang] Thank you. We have to follow this amazing British accent and voice. - I can't do it. - That's all I've got going for me. - No one here is good. - All right. So we're going to show you where we're headed what we call the Email of the Future and our past and where we're going to go to. So first, some quick introductions. My name is Lam. I'm the leader of marketing technology at Kroger, and then we have-- [Fran McCoy] I am Fran McCoy. I lead our digital communications team, so in charge of all of our email, mobile push, SMS, or CS. Yeah. And then in charge-- I'm sorry about that. And in charge of my household, I also have Annie and Cheerio.
Jamie went 10 minutes on his dogs. I'm going to get at least 30 seconds for my little babies there. So thank you so much for looking at Annie and Cheerio. So who is Kroger? We are one of the largest grocery retailers in the United States that comes with a lot of complexities. So we do have, within those 2,700 stores, we're known as 20 different banners or different names. So lots of versioning has come with that. We also have to support so much. We have 2,200 pharmacies, we have field centers, we sell produce, we sell paper towels. We sell a lot. So a lot to support.
We also have a path where we want to go to one to one personalization. We see personalization from a scale from relevant to one-on-one personalization, and our goal is constantly to move that lever from more from the relevant to more of the one-to-one true personalization with our customers, getting them the right content at the right time at the right channel.
So our motto is that you're only as fast as your slowest process. We actually have other actual motto that has curse words in it, but I'm not going to show that today. But literally, so we intentionally looked across the board and created a foundational layer of technology to make sure that we were automated, and we were using the right technology. And we did that with Adobe, and I got 10% off just for saying that last word.
So for instance, we can have all the data we want. We have all the data for customers who are buying, but without content, we can't deliver that.
You can have all the content you want, but unless you have the data and the relevancy science models and you have the delivery systems automated, you can't get it to the customers. So we're going to show you our path to how we got there.
Yeah, so for our vision, what we really want to do is identify what is our goals within our digital communications channels. And we view email, mobile push, SMS, all of your outbound communication channels as the gateway to our digital properties and also the in-store, right? We have a huge physical footprint throughout the entire US, and we want to make sure that we're supporting that as well. And we want our content to excite and inspire our customers.
Food is something that a lot of people have a lot of passion about. They have history about. They have nostalgia about.
So, yes, promotions and coupon clipping is history as well, but we want to speak to people how they want to interact with us from a food perspective, from how they go forward and shop. So we want to make sure that engaging with Kroger is easy and enjoyable, and leverage a pool of content to serve customers that content at the right time. So make sure that the communications are not promotion-centric or product-centric but customer-centric. And speaking of their own experience as it comes to food, whether you'd be somebody who-- You're a meal planner, whether you're somebody who's buying the frozen food, whether you're somebody who's cooking together as a family. So we want to make sure that we can relate to the customer through our communications and speak to them how they best want to interact with us from a food and shopping experience.
So we'll start with what we where we're at in the past. So, we call this email of the past. This was five years ago. So essentially, mass targeting, right? Like, the most basic of targeting. You like avocados, you're going to buy avocados, so we'll target avocado emails to you. So like very basic targeting, like just, it's relevant. You buy avocados, you get out, like everybody eats avocados.
There's a lot of avocado sales throughout the year, like avocados are on sale every other week. So every single time there was an avocado sale, we had to create new content every single time. And then also manual tagging. We're like, oh, this email is about avocados. So like we had to tag manually. There's somebody literally just their job is to identify the tagging of each email. Where we are at now and into the future. So true one to one personalization. Because we are in AEM, we have stored all these content modules that are available to the customer. So we have thousands of pieces of content in our content hub, what we call in an AEM.
So each customer essentially is-- I'm sorry about that. Each content is scored for each customer depending on how relevant for this for them from 0 to 100. And then at every single day we send out emails to the customers their most relevant modules. Programmatic storage with AEM, and then we connect that to Salesforce Marketing Cloud to then deliver the emails. You have agentic AI tagging, so like there's no somebody in them anymore looking at what is this email about or what is this module about? We have AI tagging within AEM that can say, oh, we can identify this as an avocados, and we have beer and wings. This one is about fuel points, and automatically tag those, and then our relevancy models, then use those tags to then score for each customer to then deliver it to each customers. We have native connectors in and out of AEM from Workfront to AEM, from AEM to all of our systems, YouTube, Salesforce Smart Cloud, and all connected and automatically delivered to the customer.
All right. So how are we getting there? So we want to make sure that from our build perspective that we are constructing the gateway to move forward. And we want to make sure that we're speaking to both our digital and our in-store customers.
And really key to that is not only speaking but listening and understanding what the customers are saying. So leveraging digital engagement data, shopping data, we're able to personalize that content for our customers. And a major thing we wanted to unlock with this effort was, as Lam was speaking to, we were producing one piece of content for one communication, and then two, three weeks later producing another piece of content, so another avocado sale and sending it again. But we want our content to be more efficient. We want to make sure that we're eliminating single-use content and our content can work more. And that way, we can actually get more content into market, and we can have more breadth of content that we can then leverage that breadth of content to personalize for our customers.
We also want to make sure that our content is flexible, right? So with AEM, we've been able to load all of our content in through the metadata and allow our content to be modular. So it's independent of channel. We're primarily utilizing it in email right now, but we've developed for the future where we can bring it into our other broadcast channels. And we want to make sure that we're prioritizing that content within the communication as well. So our content is not structured to just be one singular format. We're able to leverage different format and modularity for different prioritization. And what we're currently doing now, as Lam was speaking to, is we use our own in house data sciences to personalize that content, and we are continually evolving those sciences. I think last year, we went through 30 or so different evolutions of those sciences in order to continue to personalize that content for our customer.
And what this allows us to do is send emails that are personalized to customers in real time. So we're able to leverage those static moments in what has traditionally been-- Sorry, those customer moments in what has traditionally been a very static channel. We're not generating our audiences two weeks out, building up the email and sending it. No, we're getting a daily feed every day of what content is available and what's most relevant for the customer and matching that with our communications that are going out the door to populate that content in. So this allows us to have that more relevant communication and allows us to also incorporate live customer data. So a channel that can go very stagnant very quickly is now much more relevant. And what's really unique that we're doing is we're actually building the entire email at the time of the send, right? So everything is built in content fragments that are then compiled into the email at the exact time that we're sending it out, which is really the great revolution. And it also created a lot of efficiency from our build process because we're not having to replace this content over and over and over again. It's building itself feeding in through a daily feed that we get.
How we're constructing this within our communications is that we're making sure that we're theming, so speaking to the agentic tagging that we're doing. We allow our content to be cohesive and make sure that our communications still have a theme to them so they're not a sporadic mix of different pieces of promotions or what have you. And we want to make sure that we're structured to align everything within one communication. So currently, we're doing themes around whether it be sales, loyalty, seasonality, right, and expanding upon those and building upon those as we build out and mature. And what's really enabled this is the automated tagging that we have that is running through AEM. So, basically, our AI agents are looking at that content within AEM, tagging it, and then that is then feeding back into the sciences.
So finally, as I stated, all of this is automated so we can build the email automatically. We can inject that content with the metadata. That is all then paired with our decisioning engine and then build the email at the time of send. And what this has really evolved into is that we've moved beyond communication measurement and communication deployment and moved to content measurement and content deployment. So we're looking at how content performs not only within one email we send but across a series of different communications, right? So we're making sure that we're evaluating what's truly resonating with the customer and focusing on what is driving those click-throughs, what is driving that engagement, I don't know if anybody here is a Kroger customer or not but some of those emails can get pretty long. So we want to identify what is that true lever, and we're able to do this through the unlocks we've done through this system.
So how are you getting there? So here are our focuses for 2025. First is continue our automation and enhancements in our Adobe systems. First, we're having all our calendars within Adobe Workfront Planner. Amazing system. So at every single moment, we know all the content that should be available to the customers in Workfront because the calendars are integrated. Secondly, agentic tagging. So like I said, we're constantly evolving our tagging, so it gets smarter. It can identify each piece of content and what that content is about. It's just more in-depth than just, oh, this is avocados or this is a hamburger but very in-depth, the colors of the email. What colors resonate with the customers? The AI tagging identifies all these metadata and then we can constantly evolve our data sciences to say, oh, this resonates with customers, so we're going to like and customers are buying these things and then combine that all to get the perfect content for every single customer.
Secondly, as I said before, our data sciences can tell us at every single customer moment what email or what communication they should get. But if we don't have the content for that, then we fail, right? We can say that customer buys a puppy bowl and customer buys puppy food, oh, this customer looks like they have a new puppy, so we should send them a puppy email. But without puppy email or without dog content, we can't do that. So we're using Adobe Creative Cloud and Adobe Firefly to proactively create creative assets at scale. So if we say we want a piece of content for a customer, it's available for that customer. Then finally, evolving our sciences or air traffic control. So at every single moment, we have 10 to 15 tests and learns going on using tests and controls. So we have a global control and then we're constantly testing different sciences and different relevancy models to say, hey, this one using transactions and using opens and then using clicks. Like, if we combine the 3 but 40% more engagement on email on opens and then we should send that content to the customer. So we're using our test and learns to evolve our sciences to gauge the best content for every single customer every single time. So then if their sciences are good, we kind of push it out to production. If, hey, this is how I bring back engagement to sciences, we can pivot or deprecate that at every month. So every month, we look at the sciences and then we push out the ones that are working, and we deprecate the ones or pivot the ones that are not.
Yeah. So what's the outcome? We've been able to unlock one to one personalization, right? We're aligning with our customer interests and we're providing a personal experience for our customer based upon how they're engaging with us as a brand.
For content, our content is now more efficient, more effective. We're able to go to that right time, right place, right channel. And we're making sure that our content frequency is based upon how you engage with us. Some people want to engage with daily communication from us. Some people want to just interact with us when they're getting ready to put their shopping list together that weekend. So utilizing our personalization sciences, we're able to identify what those key frequencies and communication are and communicate to the customer on the frequency that they want to. Finally, this unlocked a significant amount of production efficiencies, right? Between implementing and planning within Workfront, connecting that and flowing all of our content creative into AEM and then we have our own in house sciences that are referencing all the campaigns that are stored within Workfront and looking at the actual content itself that is stored within AEM and then sending that over to our ESP as it decisions which content is best for our customers. So it allows us to really create a lot of efficiency where this was all manual previously and now it's all automated and interconnected.
Superb.
Yeah.
Fantastic. So, relating this back to that story, why did the guy come on and start talking about his border collie? Here is a great example of an organization, a massive organization thinking about how they provide authoritative content to their customers and become a source of dependability and truth in terms of the offers and the promotions and the relevant information that their customer organization needs, and I think while also seeing great benefits in terms of the production efficiency and the way in which they manage the experience. So there's a win-win for the customer and for the organization.
So I mentioned intent-aware experiences. I think we believe that we're now moving into this space. You've heard us talk about the evolution of customer experience management into customer experience orchestration. And we believe that we as a technology company need to provide the tech to help you as organizations to actually provide these intent-aware experiences for your end customers. What is an intent-aware experience? Well, we could debate the various nuances of this, at length, I think. But fundamentally, we think it uses AI to understand the user's needs, anticipate their goals, and enables you to tailor and adapt the experience to provide that true personalization and truly relevant experience to them. So it takes into account the context, which I think many, many experiences are missing at the moment. There's a lot of work done to understand the longer-term decisions about what product to serve, what promotion to serve but less about less-ability to take into account the immediate context of an interaction that you're having with an individual or an organization on one of your digital surfaces.
So what do we think you need? So we saw this diagram on the overall architecture a little while ago. There are seven components to this. I'm not going to go into each one of those in detail, but I think that moving beyond simple kind of content management and experience management, combining your CMS and the place that you store your content with your data and analysis capabilities means that you're able to capture intent, you're able to take advantage of decisions, whether that's from a data science platform or from an agent that is helping you to understand decisions about an individual. You're able to take into account context, the context of the interaction. And that could be as straightforward as the type of device they're using, being able to serve a different version of a promotion based on the bandwidth that's available or the size of the screen or the digital surface.
You need to be able to build the experience. Sounds basic, but you need to be able to pull together all of the assets, all of the templates, all of the relevant elements to create an experience that will render correctly on the end device. And you increasingly need advice from the platform as to what to assemble and how to bring that together. And I'm going to talk a little bit about some of the innovations that we're bringing to market in this space.
You need trust and governance. Actually, you need to know that your teams feel confident that the assets and the content that they're selecting from within your content management are brand safe, are relevant for the individual, and meet the kind of legislation that might be active in a particular market. And then you need to be able to take action on that insight. And we at Adobe, particularly with an Experience Manager, we're creating and moving our innovation roadmap to help organizations to deliver these intent-aware experiences. We have three pillars. So generation is more than just the creation of the original content. It's about how you reuse, repurpose, and put to good use all of the assets and the materials that you're creating. I talked about activation, thinking beyond the kind of dump repository or the folder that's somewhere on the web where you simply place all of the assets that you've created to a proactive place where you can activate the experiences that are relevant. And then optimization is a critical part of the overall thing. So optimizing the experience based on the real time data that you're able to get in and make sure that every time you have an opportunity to serve, you're taking into account the latest interactions and the latest data. And that is underpinned by this idea of the Content AI Foundation, which is where in Experience Manager, we're able to tap into the agents that we're creating within the Experience Cloud, and then a trust and governance layer that means that the content that is used can be trusted and is within all of the kind of governance controls that you have within your organization.
So I just want to for the last few minutes of the presentation, we've announced a lot of new capabilities for Experience Manager specifically over the last few days, and I'm not sure that you would necessarily have seen all of those things in one place because we've got lots of presentations about AEM assets and lots of presentations about AEM sites and forms and all of the good stuff. But there are a few things I think is really kind of worth reiterating. If you are an AEM customer or you're looking at AEM, some really game changing capabilities that we're bringing to market. So the first is a reimagination of the interface within Experience Manager, which sounds quite straightforward. But I think we are in a place where we want to open up Experience Manager to many more personas within your organizations. We've had some great conversations with customers this week where they are very clear about who the roles and the type of people within their organization would ever log into Experience Manager to author or manage content. And that is often at the exclusion of people in marketing or creative teams. We think there's a lot of scope for those types of persona within your organization to have access to the types of data and agentic workflows that we're now going to be able to expose through Experience Hub.
The guys from Kroger talked a lot about the AI tagging of assets. We're working really hard in this area. You may have heard of smart tagging. We have new capabilities. I think one of the challenges with something like smart tagging, which for anyone who's not familiar, it takes an asset that you upload into the DAM and it intelligently applies metadata to it based on computer vision and various other capabilities.
One of the challenges of that, though, is it still relies on somebody who's looking for those assets who've been tagged to understand the particular keyword to trigger to bring that asset up. And so these new enhancements are going to enable you to do semantic search, natural language search within your repository, to have the platform actually surface all of the content that could be relevant, not just based on the specific kind of tag that you've used to search or the specific filter. And that has a real part to play in something that we call Content Advisor. So for a little while now, we've had the idea of the asset selector, which is a way of contextually bringing up assets that are available within your DAM. Taking that to the next level, when you're looking for an asset, we believe the platform should be able to make intelligent recommendations to you about the right assets to use for the particular campaign or the particular experience that you're trying to create. This goes further with the idea of experience building to take a campaign brief that maybe you've uploaded into Workfront or that you just have available that's governing how you're thinking about this particular campaign and have the platform then make recommendations to you about template, about assets to include, content fragments to bring in based on things like previous performance and an understanding of all of the content that you have across your repositories.
And then something which sounds a little bit more tactical at first blush, but I think is just as important and going to have just as much of an impact is a direct connection between Experience Manager and Adobe Journey Optimizer. So with this new integration, you're able to create the content. This comes back to this idea of a single source of truth for your content. Create the content once in AEM and then use content fragments in your communications in Adobe Journey Optimizer so that you know that you've got that consistency, you've got that control over the content that's being created, but you're then able to surface that in all of the different channels that you have with your customers. I'm just going to play a really short video of that in action.
[Man] Now let's go visit George, a lifecycle marketer at Secure Bank, who has been working in Adobe Journey Optimizer on the campaign definition, email creation, and mobile experience.
Based on the campaign brief, George has designated existing student accounts without credit cards as the target audience in Journey Optimizer. George is ready to create the email for this journey, which will redirect to the Secure Bank webpage created by Christine and a WhatsApp reminder that is triggered for any user who abandons the form. For the demonstration, we'll focus on creating the email in Journey Optimizer. Let's go take a look.
Within Journey Optimizer, George can use the same content for the Secure Bank webpage via the content fragment, saving George time and ensuring content consistency across channels. Reusing shared content across touchpoints also makes any future content updates easy. They can be made once at the source, so they are applied everywhere.
George could also leverage email templates in sites as well as images stored in assets for experience authoring in Journey Optimizer. But for this demo, we'll focus on using content fragments for email creation. George opens the content fragment selector in Journey Optimizer and selects the Student card content fragment. In the content fragment selector, we can see that it contains multiple elements such as the logo, a banner, a title and multiple variations of marketing copy. George uses the same logo and banner for the web page, but he selects the email specific headline and marketing copy description.
After making the selection, the content is included in the email code and the email is ready.
George now takes a look and previews the email right in Journey Optimizer email editor. Everything is looking good.
Now that the email is done, George needs to also create the WhatsApp message for his journey in Journey Optimizer. In this demo, we won't dive into this, but it is a new capability that is slated to be available in Journey Optimizer in the first half of 2025.
Now with all the components in place, the email, the webpage, the WhatsApp reengagement message, and the campaign definition, George is ready to launch the credit card campaign.
There we go. So just a short run through of some of those capabilities. So I just wanted to wrap this up. We've heard, I think, a fantastic story from Kroger about some of the benefits that that they've been receiving. This is not specific to retail. Real Madrid, one of the largest football clubs in the world has hundreds of millions of fans that they want to engage in various different locations around the world, even including while they're with the club actually at a game. They've seen an incredible increase in revenue by centralizing their content management and deploying it across those different touchpoints. Telmore is a telco out of Europe, using AI to drive personalization, another winner of an Experience Makers Award this week. And you can see from Vanguard as well, scalable content reuse has a real impact on their efficiencies and on their business.
So what did we cover? We covered some setup around why we think it's important to connect the Experience. We heard from Kroger on some of the changes that they've made in the way that they think about technology and the process moving from thousands of very similar avocado emails to Email of the Future. And I think the message I want to leave you with here is that we are really looking to help you address that within the Experience Cloud, particularly within Experience Manager and our integrations with the other applications to really enable you to understand customer intent and kind of capitalize on it.
If I have a call to action, where do you get started? We've been talking a lot this week with customers about.
I can see where I want to go. Here I can see what 100 looks like, but I'm just not sure how to get to 1. And I think some of the slides at the start that talk about this phased approach of consistent content and then thinking about segmented and then sort of trigger driven journeys are a great place to start. We think that scaling the content creation and management is critical. So having a secure content foundation which then enables you to, within the parameters of your organization, capitalize on things like generative AI. Connecting your CMS with your email platform, your outbound messaging platform is critical. We obviously want to make that as easy as possible within the Experience Cloud family of products but also whatever ESP you're using. And you heard from Kroger that they're using various other ESPs as well. And then I think you also need to be thinking about this concept of intent-aware experiences because your competitors are out there trying to be contextually relevant as possible with their customers, with your customers. Setting your organization up to think about these capabilities is critically important. So I think that brings us to the end. We've got some time for questions just to finish the presentation. I'm afraid Otis did not learn his lesson from the Christmas cake. This was him caught red-handed taking the scraps off the side. But hopefully, we have given you a bit of a lesson around intent-aware experiences and joining up the dots today.
Wonderful. I think that's all we've got time for. So thanks very much indeed, Lam and Fran. Thank you very much for attending this morning.
Thank you. Enjoy the rest of Summit. [Music]
