Adobe Rolls Out Real-Time CXM Platform

Software giant Adobe has launched what it describes as the industry's first real-time platform for customer experience management (CXM). The tool uses customer profiles to deliver personalized experiences.

The new 'Adobe Experience Platform' has been developed to help companies combine data from the entire customer journey - including marketing, revenue, creative and commerce - into real-time customer profiles. With these profiles, Adobe says companies will be able to offer customers products and services based on individuals' online activities, purchase history and other criteria.

In addition, the new platform taps into customer profiles from Adobe Sensei, which uses machine learning and artificial intelligence (AI) for large-scale image matching, text and sentiment analysis, audience targeting and segmentation. Pulling data from multiple sources to enrich the customer profile, the platform then organizes this data into an 'Experience Data Model' with more than 50 customer experience schemas that use a standard language and data vocabulary. The new platform also powers Adobe's real-time Customer Data Platform, which brings together known and anonymous data to activate real-time customer profiles across multiple channels throughout the customer journey.

Abhay Parasnis (pictured), EVP and CTO, comments: 'Solving today's data challenges requires a cloud-based, hyper-scale architecture with a rich data pipeline and real-time customer profile powered by AI and machine learning. Adobe Experience Platform is purpose-built for capturing, processing and actioning data in real time, enabling enterprises to deliver rich and relevant experiences to their customers.'

Web site: www.adobe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.