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Adobe Experience Manager has new capabilities for 2023
Fri, 24th Mar 2023
FYI, this story is more than a year old

Adobe has unveiled new features for Adobe Experience Manager (AEM), including next-gen features that make content development and publishing easier and faster.

AEM is an industry-leading content and digital asset management system with functionality across creation, publishing and analytics.

The new release will also foster higher-quality web experiences and AI-powered data insights capable of helping brands to easily adjust new content for target audiences.

“The digital economy is now every sector’s growth engine, so websites and mobile apps have become fundamental to experience-led growth,” says Amit Ahuja, Senior Vice President, Digital Experience Business at Adobe.

“Keeping digital content fresh and relevant is key to capitalising on growth opportunities, and 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

AEM Assets will allow brands to use Adobe Firefly, a new family of creative, generative AI models.

This new functionality is focused on generating images and text effects and is designed to significantly speed up content development and drive efficiency.

Adobe Express with Firefly will be integrated directly into AEM Assets, meaning teams can instantly change image components, including colours, objects and scenery.

Further, users will be able to do this while generating variations for channels such as web, mobile and email automatically.

Firefly will assist in making brand content supply chains faster, powering wide-scale personalisation efforts.

The new AEM will also allow businesses to have useful Adobe Sensei-powered AI insights on attributes that are the most effective with consumers, from colours to objects and copy.

Adobe notes this is very important for ensuring consumers connect with generative AI-powered content and that it adds value to the business.

Empowering teams to drive content velocity

Adobe has also changed AEM to benefit users with a range of skill levels, empowering them to update content on any online channel automatically.

This includes websites and mobile apps and can be done directly from templated documents created with popular tools such as Microsoft Word or Google Docs.

Team members are able to create, edit and publish their work all from the same document, even if they do not have CMS expertise.

This is possible through security controls that ensure only authorised users can make changes.

These capabilities also benefit 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 provides true content velocity, allowing teams to push and edit content without the constraints of a centralised publishing schedule.

Adobe notes that retail, in particular, will see the value of this new capability as it provides versatility during crucial times of the year, such as holiday shopping seasons, when frequent digital channel updates can boost engagement and conversion, and delays directly impact profits.

Throughout a range of industries, the new AEM update will give Adobe’s customers better web experiences with more timely and accurate content.

AI-powered insights to drive creative decisions

The third area that Adobe has improved introduces industry-first capabilities powered by Adobe Sensei, the company’s AI and machine learning framework.

These capabilities use real-time insights that users can implement to inform how they create content, linking content analytics with creativity.

Adobe notes that organisations face ever-growing demands for creative content but tend to focus their attention on topline metrics such as views and clicks.

Prioritising these areas means they lack the more nuanced data that they need in order to understand which content is truly resonating with their target audiences.

Adobe Sensei allows users to analyse content at an attribute level and measure how different factors, including colours, objects, composition and writing style, impact performance with different audiences.

Having these real-time insights means brands can better understand how to adjust their content over time, giving them a feedback loop as they develop their content supply chains.
Brands can connect this data with Adobe Experience Platform to improve their audience profiles and support more personalised campaigns.

For example, Adobe says a brand would be able to see that a demographic, such as East Coast Gen Z women aged 18-24, respond best to orange tones and more casual writing.

Insights like this would be able to influence the creation process and boost performance.

“The PGA Tour audience continues to grow and diversify globally, spanning longtime golf fans to casual spectators who like to see a regular stream of content on their favourite players and tournaments,” says Eric Hanson, vice president of product development at PGA Tour.

“The new capabilities in Adobe Experience Manager have been a game changer for the digital experiences we provide, giving us incredible speed to deliver timely and engaging content for channels such as the PGA Tour website, mobile app and digital marketing campaigns.”