As businesses attempt to woo consumers with personalised marketing, Adobe has launched the next generation of its Adobe Cloud Platform, which integrates data and content to help marketers craft swift, personalised messages. It is powered by the Adobe Sensei, the company’s Artificial Intelligence and machine-learning framework.

At the Adobe Summit being held at Las Vegas in the US, Shantanu Narayen, President and CEO of Adobe, said experiences, not products, count in today’s world. It involves every business thinking of itself as a subscription model, where subscribers can always cancel with a click.

The need of the hour is technology that interprets data and combines it with content in real time to deliver engaging and relevant communication. A yet-to-be released study by Adobe and Forrester on the business impact of experience shows that brand awareness rose 1.6 times, revenue grew 36 per cent, and employee happiness was up 1.5 times, Narayen said.

Brad Rencher, Executive Vice-President, Digital Experience Business, Adobe, said the advancement brought together data, content and intelligent services, as well as an open ecosystem, to help enterprises transform themselves into experience businesses.

Adobe Cloud Platform also now enables Experience Cloud customers to be GDPR-ready. The General Data Protection Regulation will come into force in the European Union from May.

Adobe has announced several new additions to Adobe Exchange Marketplace, its hub for a multitude of third-party applications that connect into Adobe Experience Cloud, Creative Cloud and Document Cloud. Adobe is also introducing Adobe Experience League, a programme to guide customers with one-to-one support, training materials and other resources to make the most of the Experience Cloud.

The writer is at the Summit on the invitation of Adobe

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