UPDATED 09:00 EST / MARCH 26 2019

CLOUD

Adobe’s customer experience management platform now generally available

Adobe Inc. is updating its cloud-based customer experience management tools with the launch into general availability of its Adobe Experience Platform.

Called Adobe Experience Platform, it’s intended to break down data silos across large organizations, enabling them to use that information to create more accurate and in-depth customer profiles. The idea is that enterprises will be able to understand their customers better and predict their behavior and needs using artificial intelligence technologies.

Adobe said the new release will help it address a number of problems it identified in a survey of 1,000 U.S.-based information technology executives and decision makers published this week. According to that survey, the vast majority of execs and decision makers report that as much as two-thirds of their workers’ time is spent managing legacy software systems. That’s a big problem, Adobe said, since it means there’s barely any time for “activities that progress digital transformation and innovation.”

The Experience Platform is designed to replace legacy customer experience systems, Suresh Vittal, Adobe’s vice president of Digital Experience Business, said in a statement.

“The days of proprietary, closed stacks and batch systems built for the needs of a specific point in time are over,” Vittal said. “By leveraging a real-time customer data platform along with open and extensible APIs, Adobe Experience Platform is allowing businesses of all sizes to future-proof themselves through actionable insights and AI.”

Adobe Experience Platform works by gathering data from the entire customer journey into a single profile that’s kept up to date in real-time. Crucially, it also allows AI to be used to get a better overall picture of each customer. Adobe’s Data Science Workspace powered by Adobe Sensei allows data to be prepared and optimized to train machine learning models that can predict customers’ needs in real time so they can be fulfilled even before the customer asks.

The new platform also integrates Adobe’s Experience Data Model, which uses a common data language that can extract information from a range of devices and channels, providing a superior overall view of each customer.

The platform also comes with new security and compliance capabilities that, for example, enable companies to ensure adherence to regulations such as Europe’s General Data Protection Regulation.

Photo: Adobe MAX/Flickr

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