Adobe Journey Optimizer Experimentation Accelerator

Journey experimentation refers to the practice of systematically testing and optimising the customer journey across various touchpoints. By designing experiments (such as A/B tests or multivariate tests) at key moments in a user's journey, businesses collect data on how changes impact user behaviour and outcomes. The goal is to continuously improve experiences, increase engagement and drive business results by learning what strategies resonate best with customers.

Journey Optimizer Experimentation Accelerator is an AI-first application that runs with Adobe Target or Adobe Journey Optimizer. It leverages the Adobe Experience Platform Experimentation Agent and generative AI models to help analyse what is and is not working within past and active experiments. It then provides new test ideas based on AI insights — all within a ‘centralised hub’ to organise and share learnings across teams and business units.

Journey Optimizer Experimentation Accelerator is for growth marketing, product management and experimentation teams who are directly responsible for optimising customer experiences to improve business performance.

Teams responsible for experimentation and optimisation typically conduct manual, time-intensive analysis to understand if and why tests are affecting success metrics or KPIs and prepare findings to share with key stakeholders. Journey Optimizer Experimentation Accelerator enables you to:

• Prioritise testing - surface experiment insights to reveal why tests win or stall and prioritise testing strategies based on business goals/KPIs.
• Accelerate results - go from ideation-to-action in minutes to generate new test ideas driving growth with higher conversion and revenue lift.
• Scale performance - centralise experiment performance and streamline cross-team collaboration that fosters learning and innovation.

Journey Optimizer Experimentation Accelerator helps solve core experimentation challenges such as:

• Removing barriers for teams that don’t know where to start their A/B testing.
• Accelerating their experimentation maturity and programme performance more quickly.
• Preserving and sharing experiment wins and learnings that are currently lost or siloed across teams.
• Testing and iterating faster by unblocking the use of generative AI content variants and limiting visitor traffic or sample size requirements.
• Scaling experimentation across the business by reducing siloed, single channel testing and bringing workflows and data sharing together.

Journey Optimizer Experimentation Accelerator is natively built on Adobe Experience Platform that leverages Adobe’s extensive data and knowledge base across content, audience behavioural data and customer experience best practices. Journey Optimizer Experimentation Accelerator introduces new AI adaptive experiments that enable teams to test faster and quickly iterate active experiments that drive higher conversion and lift optimisation cycles.

Journey Optimizer Experimentation Accelerator uses AI and machine learning to analyse past and active experiment performance and generates new test ideas for activation with human-in-the-loop workflows. Currently, it analyses experiment metadata, performance of test treatments and variants and the content of a treatment or variant with plans to expand to audience, channel and journey data types.

Journey Optimizer Experimentation Accelerator will offer conversion metrics out-of-the-box with experiments. If customers are tracking revenue metrics in either Adobe Analytics or Adobe Customer Journey Analytics, Journey Optimizer Experimentation Accelerator will show progress and suggest new test idea opportunities based on those revenue metrics.

Journey Optimizer Experimentation Accelerator is an AI-first application that works with Adobe Target and/or Adobe Journey Optimizer experiments, ingesting experiment data for insight analysis and generating new test ideas to activate within Adobe Target or Adobe Journey Optimizer main consoles.

No, Journey Optimizer Experimentation Accelerator alone does not replace experimentation tooling that executes or runs experiments (e.g. Adobe Target or Adobe Journey Optimizer). The application works with these tools using agentic and generative AI models to help guide and prioritise optimisation efforts.

Journey Optimizer Experimentation Accelerator is a new AI-first application for Adobe Journey Optimizer and Adobe Target licensed customers. You can deploy Journey Optimizer Experimentation Accelerator for any Adobe Journey Optimizer and Adobe Target implementation and access it from either product console. You can integrate Journey Optimizer Experimentation Accelerator wherever Journey Optimizer or Target are integrated into your existing martech stack.