Latest news with #AdobeExperiencePlatform
Techday NZ
4 days ago
- Automotive
- Techday NZ
Adobe launches Real-Time CDP Collaboration in Australia, NZ
Adobe has announced the general availability of its Real-Time CDP Collaboration platform in Australia and New Zealand, with several local publishers joining as initial partners. The platform is designed to allow brands and publishers to work together using first-party data to build, target, and measure high-value audiences while maintaining customer privacy. Built on the Adobe Experience Platform, Real-Time CDP Collaboration gives brands the ability to connect data across multiple partners, activate audiences across television, video, and display channels, and measure campaign effectiveness. The solution supports the use of consent-based data and is intended to foster trusted relationships between brands and their customers. News Corp Australia, carsales, Nine, SBS, and TVNZ have been announced as the platform's first local publisher partners. Through these collaborations, advertisers are expected to discover new audiences aligned with consumer preferences and run campaigns across various publisher networks. Dean La Rosa, General Manager, Commercial Data at News Corp Australia, commented on the partnership, stating, "This expanded partnership with Adobe represents another significant step forward for News Australia in driving the industry to unlock the full potential of first party data against premium, scalable networks. Adobe Real-Time CDP Collaboration enables us to connect with brands in a secure, privacy compliant way to deliver rich audience insights, offer more relevant and personalised campaigns, and ultimately drive better outcomes from the media investments across the News Australia network." Nicholas Bailly, Commercial Director, carsales mediahouse, elaborated on the data-driven approach, saying, "At carsales, everything starts with trusted, high-quality first-party data — it's the engine behind our media and marketing solutions. With billions of behavioural signals each quarter at our fingertips, we're uniquely positioned to help brands reach the right audience, in the right place, at the right time in their buying journey. Our work with Adobe Real-Time CDP Collaboration takes our data capabilities even further, enhancing how advertisers securely connect with in-market car buyers in a privacy-first way. Supported by this integration, our people-based marketing platform, carsales Match, enables marketers to activate rich audience segments and deliver campaigns with greater precision, scale and confidence." Stephanie Drabble, Director of Data and Product Commercialisation and Strategy at Nine, underscored the importance of partnership, stating, "Collaborating with brands on their first-party data is crucial for Nine to deliver more relevant ad experiences and drive greater value for advertisers. In a privacy-first landscape, Adobe Real-Time CDP Collaboration provides a secure and intuitive environment for us to partner with brands, allowing them to discover high-value audiences and activate campaigns across our diverse properties with increased velocity, enhancing campaign effectiveness." Claire Lawler, Senior Data and Commercial Product Manager at SBS, addressed the privacy concerns, adding, "Many of our clients are eager to leverage data to enhance campaign efficiency, but privacy and security concerns often pose challenges. Adobe Real-Time CDP Collaboration provides a secure, consent-driven environment that allows us to work closely with advertisers, unlocking data-driven opportunities while respecting consumer privacy. This platform strengthens our commitment to providing solutions that seamlessly integrate with our clients' data platforms." Valerie Walshe, Chief Revenue Officer at TVNZ, highlighted the growing interest in data collaboration, saying, "TVNZ, so far, has partnered with more than 50 brands on data collaboration. This is the largest of any publisher in New Zealand and it's an area which continues to grow for us. The Adobe platform helps us streamline the full process, from sharing insights, to activation, to measurement, giving marketers greater access to TVNZ's rich first-party data. We're excited to unlock new opportunities and business results for marketers in this space." Real-Time CDP Collaboration is designed to connect and collaborate on first-party data from a centralised application. Advertisers and publishers can use dashboards to identify audience overlap and explore customer acquisition, retargeting, or suppression opportunities. Brands can use existing audiences from Adobe Real-Time CDP or other preferred platforms, and customise data visibility and access for ongoing campaigns. Advertisers can activate audience segments across display, video, and streaming television channels, reaching high-value customers and optimising advertising spend. Publishers can use these tools to refine audience targeting and scale revenue opportunities. Additional features, such as AI-driven audience expansion and lookalike modelling, are expected to be introduced soon. Brands will also have access to insights for measuring campaign ROI, with dashboards offering data on impressions, reach, and frequency. Planned enhancements will allow for secure integration of conversion data and the use of additional analytics tools for cross-channel measurement and media planning. Gabbi Stubbs, Asia Pacific Product Marketing Lead for Data Management and AI at Adobe, explained, "Brands are focusing on leveraging consent-driven data to personalise experiences and drive performance based on direct customer relationships. Adobe Real-Time CDP Collaboration empowers brands to jointly discover high-value audiences without moving or exposing directly identifiable customer data, and with our publishing partners, advertisers can easily and cost-effectively activate and measure campaigns that connect directly with their audiences."
Business Wire
08-05-2025
- Business
- Business Wire
Algolia Unveils New Real-Time, Context-Aware AI Agents Across Salesforce and Adobe
SAN FRANCISCO--(BUSINESS WIRE)-- Algolia, the AI-native search and discovery platform used by over 18,000 businesses, announced a new AI agent experience that proves how autonomous systems can reason and act on real-time data across enterprise platforms. Demonstrated using Salesforce's Agentforce and integrated with Adobe Experience Manager (AEM), Adobe Experience Platform (AEP), and Salesforce Commerce Cloud (SFCC), Algolia shows what's possible when agents are equipped with live, structured context, without latency or hallucination. The shift toward agentic AI is already underway. But most agents operate in silos or on stale information. Algolia addresses this head-on by serving as the connective intelligence layer across platforms. Algolia semantically interprets user intent, retrieves structured content from its index containing data from multiple customer datastores, and assembles context-aware responses in real time—bridging the gap between front-end agent platforms like Agentforce and the backend systems that hold critical content and customer signals. Bernadette Nixon, Chief Executive Officer, Algolia, said: 'Salesforce's Agentforce is a compelling vision for how enterprise agents should operate. With Algolia in the mix, it becomes actionable. Agents can understand a customer's intent and instantly pull from Adobe, Salesforce, and other systems to deliver real answers—not guesses.' Algolia handles this orchestration through its AI-native search engine, which retrieves the most relevant information from its index, content that has been ingested and structured from platforms like Adobe Experience Manager (AEM), Salesforce Commerce Cloud (SFCC), and Adobe Experience Platform (AEP). Whether surfacing personalized media, live product availability, or behavioral attributes, Algolia assembles responses that reflect the full customer context and returns them in milliseconds. The result is an agent experience that feels intuitive, precise, and deeply responsive to user needs. Consider a cruise line deploying Agentforce to help guests plan their trips as an example. A customer might ask about Mediterranean sailings in May. The agent interprets the request, sources destination content from AEM, pricing and availability from SFCC, and tailors results based on AEP-driven profile data like travel history, loyalty tier, and preferred ports. Once booked, Algolia updates the user's profile, enabling Adobe's platform to personalize downstream experiences across channels—from emails to dynamic landing pages to future itineraries. Nixon noted: 'This is not theoretical. It's available now and can be adopted by enterprise teams building agent-first applications on top of their existing systems.' What distinguishes Algolia is not just speed, but precision. It enables agents to retrieve the right content, in the right format, from an index designed to reflect the business's unique structure and priorities. There's no custom routing logic, no brittle connectors—just real-time performance, powered by semantic understanding and enterprise-scale architecture. Algolia's positioning is reinforced by its deep integrations across the Salesforce and Adobe ecosystems. It is the only retrieval engine integrated into Adobe Experience Platform (AEP) and Adobe Experience Manager (AEM) with bi-directional capabilities, and it powers discovery experiences in production for major brands running on Salesforce Commerce and Service Cloud. Recent research from analyst firm Valoir reinforces the growing momentum behind Agentforce. Companies using it reported a 16x acceleration in deployment speed over traditional DIY agent builds. Accuracy improved by 75%, thanks to tuned models and robust guardrails. Setup time dropped by more than 7x, aided by prebuilt tools and templates. Security and compliance were built in from day one via Salesforce's Einstein Trust Layer—eliminating the need for teams to construct governance frameworks from scratch. When combined with Algolia's real-time semantic layer, these capabilities take on even greater strategic value. Enterprises can now operationalize intelligent agents that don't just function, but also understand. Nixon added: 'This isn't about showing off what agents could do. It's about showing what they can do right now with a powerful user experience, if they have the right layer of intelligence underneath. That's where Algolia fits.' About Algolia Algolia is a leading provider of AI search solutions, serving over 18,000 businesses and 500,000 developers globally. Renowned for its user-friendly API-First platform and the fastest AI search technology, Algolia is the largest hosted search engine, trusted by businesses and developers for 1.75 trillion searches per year. Backed by a decade of innovation, expertise, and growth, Algolia continuously redefines the search landscape with its commitment to user-friendly solutions, significant scalability, and unmatched speed. Learn more: Note for Editors Agentforce is a proactive, autonomous AI application that provides specialized, always-on support to employees or customers. You can equip Agentforce with any necessary business knowledge to execute tasks according to its specific role. Salesforce Commerce Cloud (SFCC) is a cloud-based eCommerce platform that enables businesses to create and manage online storefronts across web, mobile, social, and in-store channels. Adobe Experience Manager (AEM) is a comprehensive content management system (CMS) that helps enterprises create, manage, deliver, and optimize digital experiences across websites, mobile apps, forms, and more. It's part of Adobe's broader Experience Cloud platform and is geared toward delivering personalized, scalable, and consistent experiences across customer touchpoints. Adobe Experience Platform (AEP) is Adobe's data platform that allows the capture of online and offline data to be used in Adobe's real-time customer data platform (CDP). This allows organizations to centralize and standardize customer data from multiple sources to deliver personalized, real-time experiences across channels.
Techday NZ
30-04-2025
- Business
- Techday NZ
Adobe & NFL expand partnership to boost fan engagement with AI
Adobe has announced an expansion of its partnership with the National Football League (NFL) to become an Official Partner ahead of the 2025 NFL Draft, focusing on delivering enhanced personalised fan experiences using Adobe's AI and creative technologies. The collaboration will utilise the Adobe Experience Platform, Adobe Firefly, and Adobe Express to increase fan engagement across the NFL and its 32 clubs. These tools are expected to empower fans to generate and share content themed around their favourite teams and players, introducing new NFL-themed templates for customisation across social and digital channels. The initiative will also enhance live event experiences through the NFL OnePass app, which will enable fans to receive content tailored to their specific interests and preferences in real time. In addition, over 140 NFL Live Content Correspondents will leverage Adobe Creative Cloud tools to produce real-time content from the field, including video and photo updates from every game and exclusive creator content. This expanded partnership builds upon the NFL Technology Innovation Hub, a programme aimed at integrating emerging technologies in all aspects of professional football, with a particular emphasis on engaging fans across multiple platforms and locations. According to Tim Ellis, Chief Marketing Officer of the NFL, the partnership puts personalised fan experiences at the forefront. "Everything we do starts with the fan — and today's fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own. Through our expanded partnership with Adobe, we're unlocking new levels of creativity, connection, and customisation that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys." Through the Adobe Experience Platform, the NFL and its clubs will orchestrate communications based on known fan interests and digital behaviours across properties such as the NFL App, and NFL OnePass. Adobe Journey Optimizer, Firefly, Adobe Customer Journey Analytics, and Adobe Workfront will support project management, audience and campaign development, creative production, performance optimisation, and localisation. Fan-generated storytelling is a focal point of the partnership. Supporters will have access to new NFL-themed templates via Adobe Express, allowing them to remix, download or share personalised content to celebrate their teams and players. This initiative marks the first time fans can directly participate in content creation using such tools across NFL platforms. For live event experiences, the NFL OnePass app will incorporate Adobe technology to deliver curated and individualised content to attendees. Alongside this, fans and content creators are encouraged to use custom NFL-themed Adobe Express templates to express their enthusiasm both online and during events. The league's content strategy will also benefit from the expansion of the Live Content Correspondents programme, with more than 140 correspondents using Adobe Creative Cloud applications such as Photoshop, Lightroom, Premiere Pro, and Express. These teams are responsible for the rapid creation and distribution of content that appears in brand channels, providing fans with immediate and diverse viewpoints from games and league events. Adobe's technology will also feature in annual initiatives such as "My Cause, My Cleats," where select NFL players use Adobe products like Firefly and Express to design custom footwear that highlights causes they support. This project is intended to simplify the creative process for players, boosting the visibility of charitable initiatives during dedicated weeks of the season. Beyond the NFL, Adobe currently works with other prominent sports organisations including Major League Baseball, the National Women's Soccer League, PGA TOUR, and the Adobe Women's Football Association Cup on similar projects to advance digital fan engagement. Fans will have opportunities to interact with Adobe-powered features and experiences throughout the 2025 NFL season as part of the league's ongoing digital transformation strategy. The partnership is part of the NFL's international expansion and appeal to a new generation of followers, utilising creative and customer experience technology to foster connection and engagement.
Business Wire
24-04-2025
- Business
- Business Wire
NFL and Adobe Launch AI-Powered Fan Experience Partnership
NEW YORK--(BUSINESS WIRE)--The National Football League and Adobe (Nasdaq: ADBE) announced today an expanded global partnership that combines AI, creativity and marketing to deliver a new level of AI-powered fan experiences. Ahead of the 2025 NFL Draft, Adobe is named an official partner of the NFL — a partnership that strengthens the connection fans have with their favorite NFL players and teams through enhanced content and creativity powered by Adobe applications. Adobe Experience Platform and applications, including Adobe Express and Adobe Firefly, will empower the NFL to generate fan content and engagement at a new scale. Whether fans are enjoying the game at home, on the go or in the stadium — this partnership will deliver new personalized content that will bring fans closer to their favorite teams and players, preferred stadium experiences and the promotions they care about most, creating the ultimate fan journey. For the first time, fans will be able to uniquely express their passion for the teams they love with NFL-themed Adobe Express templates that they can easily remix and share on their channels. This partnership is a development of the NFL Technology Innovation Hub, a new strategic initiative that integrates cutting-edge technologies into all aspects of football, including fan engagement. As an official partner of the NFL, Adobe is partnering with the NFL Technology Innovation Hub to make the sport even more engaging for its millions of fans, through tailored digital experiences and elevated content, including cutting-edge innovation in Adobe Firefly to scale video content internationally. This will supercharge the NFL's mission to deliver personalized, engaging experiences for all fans in all markets 'Everything we do starts with the fan — and today's fans, especially the next generation, want to engage on their terms, in ways that are deeply personal, expressive, and uniquely their own,' said Tim Ellis, chief marketing officer of the NFL. 'Through our expanded partnership with Adobe, we're unlocking new levels of creativity, connection, and customization that empower fans to not only feel closer to the game but also become creators and storytellers of their own NFL journeys.' 'We could not be more excited to become an Official Partner of the NFL and bring the best of Adobe technologies to NFL fans globally — inside and outside the stadium,' said Rachel Thornton, SVP and chief marketing officer of Adobe Enterprise. 'Together, we are bringing the next level of NFL fan experiences to life, with the shared goal of driving engagement through both digital and physical journeys, while enhancing fan creativity and content creation like never before.' Adobe and the NFL will partner on marketing technology initiatives, including: Personalized Fan Engagement: Deepening NFL fandom is predicated on orchestrating communications based on known fan interests and behavior across digital touchpoints, such as NFL App and NFL OnePass. Connecting the fan's journey across the NFL ecosystem creates the ultimate fan experience by directly delivering fans the content they want. Adobe Experience Platform enables the league and all 32 clubs to scale meaningful fan personalization end-to-end through project management, audience and campaign development, creative production, performance optimization and localization and translation — powered by Adobe Journey Optimizer, Firefly, Customer Journey Analytics and Workfront. Fan-Generated Storytelling: Fans will soon access new NFL-themed templates in Adobe Express. For the first time, they will be able to remix and download or share on their channels to show excitement for their favorite teams. Elevated Event Experiences: NFL events bring fandom to life with live interactive experiences, which are enhanced with the NFL OnePass app. Building on that experience, fans will receive personalized content on NFL OnePass, powered by Adobe technology, tailored to their preferences. Fans and content creators can also express their passion online with custom NFL-themed Adobe Express templates, crafting unique content to share on social media and celebrate their fandom. Scaling Live Content Correspondents (LCC): Over 140 NFL LCCs will utilize Adobe Creative Cloud products like Photoshop, Lightroom, Premiere Pro as well as Adobe Express for all content creation, editing and scaling. LCCs are responsible for capturing content shared across brand channels that fans love, like real-time video and photo content from every game, exclusive NFL creator content and 'helmets off' player content. 'My Cause, My Cleats' Design: Each year, during a designated week of the season, NFL players can pick a cause or organization of their choosing to represent on a pair of custom-designed cleats worn on the field. Now, Adobe will partner with select NFL players to use Adobe products like Firefly and Express to boost their creativity and make it easier to design customized cleats that help spread awareness for their chosen causes. Fans will start to experience the NFL and Adobe's partnership throughout the 2025 NFL season. About Adobe Adobe is changing the world through digital experiences. For more information, visit © 2025 Adobe. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries. All other trademarks are the property of their respective owners.
Forbes
10-04-2025
- Business
- Forbes
Key Insights From Adobe Summit On Agentic AI And B2B Innovation
Just over three weeks ago, the curtain came down on Adobe Summit in Las Vegas, Adobe's annual customer event. Last year's event was dominated by news of how Adobe was leveraging generative AI and infusing it across its platform and product set to help brands achieve personalization at scale. Of all the announcements made, what stood out to me, in particular, was how Adobe was using it to help marketers overcome traditional time and cost challenges in the content production process through its Content Supply Chain approach. Adobe headquarters in San Jose, California, USA This year, however, much of the talk focused not on generative AI but on agentic AI and the new possibilities it offered marketers. There were too many announcements to describe here, so here are my four big takeaways from this year's event: Adobe announced Agent Orchestrator, a new capability in the Adobe Experience Platform. It features 10 purpose-built AI agents that cover everything from audience optimization, content production, and customer journey optimization to data insights, data engineering, and site and workflow optimization. Adobe Experience Platform Agent Orchestrator Now, while all of the purpose-built agents are powerful applications that will undoubtedly increase the capacity and productivity of marketers and creatives, it was the data insights and data engineering agents that caught my eye. Why? The Data Insights Agent simplifies and enhances the process of deriving insights from signals across an organization, enabling marketers to visualize, forecast, and improve customer experiences in real-time. Meanwhile, the Data Engineering Agent supports high-volume data management tasks such as data integration, cleansing, and security- a complex operation as businesses continue to connect disparate data within their organization. These agents are taking on what is often arduous and time-consuming work, and while the demos I saw were powered by synthetic, clean data, the power and value were clear to see. Now, assuming that an enterprise has clean data, and that's no small assumption to make or challenge to overcome, these particular agents are going to have a significant impact on productivity and efficiency and could potentially call into question the number of data analysts that a marketing team needs. That's not just me talking. I discussed this with an executive from a large telecom firm at the event, and they mentioned that, due to the rapid evolution and increasing sophistication of AI-powered analytical tools in this space, they are considering resizing their data analyst team to concentrate on the top 25% of their analysts while redeploying the other 75% to different areas of the business. Hence, my quick take …. traditional data and business analysts look out! There is not a lot to say about Adobe's new Brand Concierge other than….. If you want to see what a multi-modal, brand-centric concierge-type experience looks like - one that can take a known customer from discovery to recommendation to purchase - then look no further. Check it out. It's going to be the future. Many Martech-focused events are dominated by B2C case studies, use cases and applications. This is despite the fact that, according to data cited at the event, B2B transactions typically account for around 70% of the GDP of most advanced and industrialised economies. So, it was refreshing to see Adobe lean into B2B marketing and Go-To-Market (GTM) orchestration at their event and illustrate how their platform can be used to deliver personalization at scale for B2B brands. Moreover, of the ten purpose-built AI agents Adobe announced at the event, one of them is a dedicated B2B application that focuses on account qualification, where the AI agent supports the evaluation and advancement of opportunities in a sales pipeline by automating the provision of the right content to the right people, within an enterprise buying group (i.e. the committee of individuals responsible for major purchasing decisions at an enterprise), at the right time based on where they are in their journey. Now, this sounds great and is in line with research that shows that B2B buyers spend 70% of their buying journey doing their own research before talking to vendors. However, what wasn't clear was what happens in those cases where a member of a buying group has a pre-sale question, for clarification, say, that comes about as a result of consuming some of the content that has been shared with them. It may seem like a small thing, but how that hand-off is managed and how context is passed through to the pre-sales rep or customer service agent can play an outsized role in how the buyer feels about their whole experience. A bad experience could lead to the souring of the individual's and, possibly, their whole buying group's view of the vendor. While at the event, I got a chance to talk to Vivek Pandya, Director at Adobe Digital Insights, about some new research coming out of Adobe that highlights the fast-growing proportion of web traffic that is now originating from generative AI assistants. Specifically, the research found that traffic to UK retail, travel, and financial services websites from AI Assistants has surged in the last 6-7 months. Banks are experiencing the largest increase in this AI-driven growth, with a 700% increase in visit share since August, compared to around a 500% increase in the Retail and Travel sectors. Moreover, these volumes are growing at a rate of more than 30% each month, suggesting that web traffic originating from generative AI assistants is quickly becoming a significant channel that brands need to navigate. Over the same period, brands in the US have experienced a 1,200% to 1,700% increase in traffic growth. But here's where it gets interesting. Digging into the data with Pandya shows that ChatGPT is by far the most commonly used assistant among those who have used Al assistants in the past month, followed by Google Gemini and then Microsoft CoPilot. Now, while to feature in the search results coming from Gemini and CoPilot, it would seem pretty safe to assume that the same rules of good search and Search Engine Optimization (SEO) would apply. The same is not true of ChatGPT, as speaking to two senior executives at the event, one from an international financial services company and another from a large US telecoms firm, they and their teams were not 100% clear on what is driving their search results, where all of their data is coming from and how up-to-date it is, despite the fact that OpenAI announced in May 2023 that ChatGPT would have access to real-time data from Microsoft's Bing search engine. As a result, they find themselves in near-constant contact with their search agencies about this issue to better understand how it affects their business and, particularly, how it affects their real-time pricing offers. What's clear from this is that there are lots of assumptions being made, and there is some confusion about what it takes to win in this new and fast-growing AI-assistant web traffic space. That needs to change if brands are to prosper.
