Adobe (credit card/Pixabay/StockSnap)Adobe announced new innovations in Adobe Experience Manager at Adobe Summit 2023. A major Digital Experience Conference in Las Vegas. Adobe Experience Manager (AEM) is a content and digital asset management system, which covers experience creation, publishing and analytics.

The release is expected to deliver next-generation features that bring speed and ease to content development and publishing. In addition to higher-quality web experiences and AI-powered data insights that help brands easily optimise new content for target audiences.

(Credit image/LinkedIn/Amit Ahuja)
Amit Ahuja, Vice President, Experience Cloud Products and Strategy, Adobe.

Amit Ahuja, senior vice president, Digital Experience Business at Adobe said, “The digital economy is now every sector’s growth engine. Websites and mobile apps have become essential to experience-led growth. Keeping digital content fresh and relevant is key to capitalising on growth opportunities. Our latest innovations in AEM empower more people to manage content, using AI-driven insights to guide their creativity.”

Generative AI innovations in Adobe Experience Manager

In AEM Assets, brands will be able to use Adobe Firefly, a new family of creative generative AI models. The solution is focused on image generation and text effects, to accelerate content development and drive efficiency gains.

Adobe Express with Firefly will be integrated directly into AEM Assets, enabling teams to instantly change image components such as colours, objects, and scenery. At the same time automatically generating variations for channels such as web, mobile and email. Firefly is expected to accelerate brands’ content supply chains, powering wide-scale personalisation efforts.

With the new AEM, businesses will also have Adobe Sensei-powered AI insights on attributes – from colours to objects and copy. This is expected to resonate most with consumers, a necessary connection to ensure generative AI-powered content is driving business results.

Empowering teams to drive content velocity

Adobe’s reimagined AEM empowers users to automatically update content for any online channel, including websites and mobile apps. This is managed directly from templated documents created with popular tools such as Microsoft Word or Google Docs.

Even without CMS expertise, team members can create, edit and publish. All from the same document. Security controls ensure that only authorised users can make changes. These capabilities also extend to AEM Forms, which digitises paper-based processes and expands consumer access in sectors such as government and financial services.

Democratising the ability to update digital experiences delivers true content velocity. This enables teams to push and edit content without the constraints of a centralised publishing schedule. Sectors such as retail will welcome this versatility during key moments such as holiday shopping seasons. Occasions where frequent digital channel updates can boost engagement and conversion, and delays directly impact the bottom line.

AI-powered insights to drive creative decisions

AEM also introduced industry-first capabilities powered by Adobe Sensei, Adobe’s AI and machine learning framework. The solution uses real-time insights to inform the content creation process linking content analytics with creativity. Organisations face growing demands for creative content, but often focus solely on topline metrics such as views and clicks. While lacking the more nuanced data necessary to understand which content truly resonates with their audiences.

Adobe Sensei allows users to analyse content at an attribute level. It measures how aspects such as colours, objects, composition and writing style impact performance with different audiences. These real-time insights indicate how content is optimised over time, providing a feedback loop as brands develop their content supply chains. By connecting this data with the Adobe Experience Platform, brands can enrich audience profiles and support personalisation campaigns.

Enterprise Times: What this means for business.

Will the new capabilities in AEM be a game changer for digital experiences? It already is a major digital asset management system used by businesses to manage libraries of images, videos and other content. Adobe has made a great fanfare of the incredible speed this innovation delivers content for channels including website, mobile app and digital marketing campaigns.

The company says the new AEM will enable customers to enjoy superior web experiences with more timely and accurate content. Integration of AEM Assets with Adobe Firefly and Adobe Express is expected to deliver a new level of flexibility. The ability of marketers to instantly change image components while automatically generating variations for different channels. This is expected to deliver superior web experiences and AI-enabled data intelligence to help brands optimize content for audiences. That is a potential game changer.


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