Adobe Summit: Adobe wants to accompany brands into the Metaverse in the future

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For this year's Summit, Adobe has real-time personalization solutions up and running. In this way, brands should be able to individualize the customer experience with foresight.

Adobe Summit: Adobe wants to accompany brands into the Metaverse in the future

Adobe today opened the world's largest digital experience conference with its Summit 2022 and introduced new innovations in Adobe Experience Cloud. This year's summit will once again take place purely digitally and offers around 200 sessions for free streaming after registration.

The most important innovation that the company has brought with it is the expansion of the platform for customer data with a personalization solution in real time. The Adobe Real-Time Customer Data Platform (CDP) is designed to enable marketers to maximize the value of their customer data in relevant sectors such as retail, healthcare, financial services, and technology. With Adobe Real-Time CDP, you can view and manage updated customer profiles in real time. The findings should be usable across applications in the Adobe Experience Cloud applications across the entire customer journey.

Based on the real-time CDP, Adobe aims to offer brands a new way of interacting with selected audiences by opening up new possibilities for data collection, enrichment and distribution. According to its own words, the company provides real-time data with more than 24 trillion evaluations of target group segments and over one petabyte of processed data per day. So far, the real-time CDP is already used by some major brands such as Coca Cola, Nike, Workday and Real Madrid.

Combine customer profiles online and offline

New features include millisecond personalization with Adobe Target, allowing brands to leverage complete customer profiles from online and offline data for enhanced experiences. From the collected data, which is linked to the customer profile, personalized and individual experiences are to be waiting for websites. A particular challenge is consent management, which Adobe solves via Onetrust as part of the Adobe Experience Platform. Through the direct integration of Onetrust, companies should be able to feed their consent data directly into real-time CDP and thus easily implement consent and preference data.

The low-code topic cannot ignore Adobe applications either: companies should be able to complete data collection, enrichment and distribution faster with a fast low-code implementation. The Real-Time-CDP-Connections tool relies on the geographically distributed servers of the Adobe Experience Platform edge network. All this is networked with Adobe Sensei, Adobe's AI engine. This allows brands to scale marketing efforts and roll out personalized experiences on a large scale.

Marketo users in e-commerce were also considered: A new integration of Adobe Marketo Measure offers B2B companies the assignment of pipeline and sales. In addition, the company links commerce data, such as the browser or purchase history of customers. Webshop operators and marketers can thus analyze customer behavior, create comprehensive customer profiles and offer personalized shopping experiences.

Adobe dares to look ahead to the Metaverse

This is just one part of the innovations that Adobe is presenting at this year's summit. Here, the company wants to present applications related to artificial intelligence and KPI monitoring and also offer an outlook on Metaverse solutions to show how Zuckerberg's vision could have an impact on the social marketing of major brands. These innovations include the launch of the new Adobe Substance 3D Modeler, which aims to make 3D creation and sharing more accessible. The company presents corresponding scenarios for metaverse solutions.

Building on the capabilities Adobe currently offers for creating 3D experiences, e-commerce platforms, and digital experiences, the company announced innovations for designing, creating, and delivering engaging and realistic virtual experiences. At this point, the company could combine solutions from Creative Cloud and Experience Cloud to make it easier to create 3D content. As part of the summit, Adobe released a metaverse playbook for brands and gave an outlook on the upcoming Substance 3D modeler as well as augmented reality shopping tools to enable virtual commerce experiences.

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