Opening Keynote

Transcript

Hello everyone and welcome. My name is Hresh Kumar and I lead the strategy and product for Adobe Experience Manager, your content powerhouse from Adobe.

Welcoming everyone, all the customers, all of our partners, all of our champions for an exciting time where we are with AI, and how AI is changing and rapidly evolving the content space and not just the content space, but really the business that how our customers and you are evolving with it. As I look into our old vision of customer experience orchestration, there’s some fascinating evolutions and fast moving pieces that are happening right now. One, agents, they are everywhere. As we think about this orchestration, we believe these agents are going to be powering and connecting, and simplifying not as us as practitioners, but also for our customers and consumers who are interacting with these experiences and engaging with them. Automating and adapting into these seamless channels or the way they engage in these new rich media formats, or these new methods of engagement, we see there’s a massive move with AI coming into play that all of our customers are moving towards, we are prime for that disruption, but also rest assured, working together to get to that next place of evolution.

That redefines the personalization at scale. We now have the power to really go up to the one-to-one personalization, the promise of that very personalized engagement, and with AI, we are absolutely confident that we can get there, and not only just get there, but delight our customers with those experiences that they have. Last but not least, making our own teams not just effective, but bringing the unique creativity and their differentiation and the areas of growth for your businesses. I’m super excited about how Experience Manager is moving forward, and how we’re bringing these innovations to you. Just let’s take a quick deep view into what those innovations look like. I’m super excited as we look at the core premise or strategy, it’s really around accelerating the generation of content. When we say generation of content, it’s really around ensuring how we can bring that intent and the awareness of this intent so that every practitioner can design and create better content. But then every consumer who’s engaging and consuming that content is absolutely getting the right content at the right time. Activation is going to be everywhere. We are acutely aware that there are more and more channels. One thing that remains constant with all of our consumers and customers is really around activation. They’re going to bring new devices, they’re going to have more channels, they’re going to have more variations, they’re going to have more touch points. As they become more and more and more of everything, content becomes the core soul of that engagement. And that’s where activation is extremely important to ensure how do we get to the right channel, the right geo, the right size, and then make that dynamically available. And last but not least, it’s all about the optimization. When you think about optimization, it’s really around making that moment count. In that moment, that microsecond of attention that these consumers are giving us, how are we going to ensure that we get the best of that engagement, we ensure that they are always delighted and we’re constantly striving and making it better. Now it may sound extremely hard, but this is exactly why AEM and all of our teams are working extremely hard to help you realize this vision in a much more secure, trust and governing way, which is all built on this AI foundation. This is what unlocks the next growth of all of the innovations that we’re bringing to light. So let me just take a quick view. Now there’s a lot going to happen in the next few months, but I want to highlight just a few things that are going to be exciting that are coming into your inboxes shortly. On the generation front, there’s Experience Hub, one place to start all of your agentic workflows. Yes, you heard it right. Experience Manager is becoming an agentic answer, an agentic way and an active way to do all of your work in AEM. And the activation and governance, you’re going to start to see Content Advisor, and that’s a simple content service, an asset manager service that can live in any application. So instead of your practitioners coming to AEM, we bring the AEM to you. We bring the AEM to any of your applications, upstream or downstream, giving it the intelligence about what’s the right content, what’s the right winning content that is needed to create that experiences. And last but not least, the optimization. We’re constantly measuring, we’re constantly looking at what are the forms, how do we make that possible, how are these engagement channels working, and then recommending you the right updates to it so that you can always be looking at better conversions, better engagement at all times. And all of this is across all of our deployment models. So when you think about this Content AI Foundation, the assistant that helps your practitioners, an assistant that can help your consumers, a catalyst that helps you move all of these to the cloud in a much more faster and efficient form, and all of this becoming native AI-powered search. So let me start with a quick teaser into a few of these. What is Experience Manager Sites Optimizer? This is really this new radical application bringing to market around what are the opportunities you have that you can have to ensure that every touch or every engagement is working. And what we’re really looking to do is improve this traffic and improve the conversion of every engagement. That’s the core holy grail of our, many of our customers looking for driving more of these conversations. So we present to you auto-identification pieces. Some of these things like where are the broken backlinks? Some of the things like, where’s the content missing? What are the things that are not connected? What are consumers searching for? How are we in those conversations? That’s our identification. We suggest and recommend both on the code and content, what are the opportunities that you have and best of it all, help you optimize, deploy them automatically, either be on code or in content with a single click of button. That’s an exciting opportunity as we look across what’s happening and how things are changing. It’s a Gen AI for its application. And I’m super excited to unveil a few of the things that are happening right now. And as you see more and more of the improvements where we know that the speed at which any engagement happens is radically shifting faster and faster. And your experiences have to keep up with all of those desires and needs of this person has experiences. This is super exciting and lots and lots of our customers are looking to understand better how their traffic patterns are shifting and how they can bring the right eyeballs in a much more efficient and much faster way towards all of their experiences that have been owned and operated.

I’ll talk about something experience generation as part of our experience hub. And this is essentially giving you a whole new and radically easy way to navigate AEM itself. And what that means is our whole interface starts to become more agentic. You can now have a conversation with AEM and simply say, create me and generate me a new page, generate me a new asset, create something that’s relevant to the brief that I have, upload a brief and create me the content that’s relevant for this campaign. That agentic path and the suggestions that come all built on your brand relevant to all of the things that you have in your repository based on learning, based on that for you, brought to you in a very personalized manner for the author, for the practitioner, coming to our interface now. And I think that’s as exciting as now you think about all of the processes you had to engage in ensuring you have the right briefs, the right outcomes, the right previews and reviews that are coming across. We’ve now shrunken all of that with a simple click off button where all you do is ask the system, generate me a new page, generate me the new image, or even bring some videos or any of the content, create me some variations. It’s now a click away. Let’s go talk a little bit about the experience hub. So as this generation flow comes is one of those pieces that comes into play. We are releasing and launching experience hub, which is this new unified space where all of your workflows that happen in AEM can be now simply done with a simple prompt. And that’s it. As we as humans are evolving our interactions into more of a prompt based interaction, or simply just ask a question. I know I do this with my kids. I knew the moment when my five-year-old started to touch the TV and said, why is this not clicking? And it clicked into me, like that’s it. The behaviors are changing. That same change is coming now with how we do our day-to-day business, which is instead of finding and clicks and knowing whether our sub menus look like, we just ask. And that’s exactly the interface that’s coming to all of your inboxes basically with experience manager, just ask. I need to build a landing page. I need to build some resources or simply upload your briefs. And then we start to use AI to semantically parse that through and bring those opportunities or bring those expedite ways to bring things to market really radically faster and easier. Not to rest on this, but AI search. AI search is a fascinating path to how AI radically changes the use of asset management.

Every customer I’ve spoken with, and I don’t know how things are, but most of the customers come tell me that only 5% or less of their assets are actually being reused. And you start to think about it, then why are we storing these assets? What are we doing with it? What is impeding our ability to bring these assets to life? Why aren’t we reusing? And more often than not, it starts with simply saying, oh, because we didn’t tag right. Or our practitioners are new. They don’t know our taxonomy. They don’t know what to search for. Well, all of those dependencies all get taken away and fed into AI. And simply what AI brings to you is again, an agentic way to do search. And what that does is if you have a spelling error or you think about, hey, do I even have a taxonomy? Maybe, maybe not. AI search starts to semantically break down a question and give you the most relevant outcomes. We are super excited about this because it uses NLP based context. So understand the intent as you do a search. So as a practitioner, you’re looking for an asset for a campaign that happened a few months ago, or you’re looking for something specific like a backpack and backpack with certain kinds of backgrounds. Well, the brilliance of this is always, it doesn’t have to rely as much on what was tagged and how it was tagged. It really just relies on understanding the image itself. And so we bringing this AI search or AI driven search, which is all built on the vector database all to our customers. And this is coming, it’s already rolling out this month and next. And this is exciting because now we can just see the unlocked efficiencies that both the upstream practitioners or the downstream practitioners who are using these assets in different applications like a CMS or CRM or anything else, systems itself. We have these connections made so that you can now simply do that search and get this AI driven right answer, relevant answer with a single click of a button. Super exciting.

And I will probably close on this one last piece that have gotten me super excited with asset management. Where we’re seeing AI completely change and radically move the market towards is where we can give you proactive insights but not just to give you proactive insights but based on these proactive insights we can give you recommended content. So not only it’s about finding the right content based on the question you asking but it’s actually about providing you the winning content. What content is going to work? What content performed well that’s actually working well with a certain audience and perhaps you should be using that content. That advisor, your assistant, your technology that can work with any application, super powerful, super exciting with the way AI brings into play. We bring this into our products already. So with AJO and AEM connected from the ground up you have this advisor with Workfront and AEM together. You have this advisor in Workfront with AEM assets and sites connected together. You have this advisor in a CMS or any other application. So seamless way to get the winning content based on what kind of experiences you’re trying to create how you can scale to drive this one-to-one connection and experience consumption, make it personalized and in the end drive that ROI. Cause it’s in the end, it’s not really about how much volume or how many assets you have. It’s really about engagement that you’re driving with your customers. And that’s what wins the race. That’s what makes you the winning brand and doing it in a secure and consistent way. So that’s exciting for me. I hope you are equally excited about the innovations that are coming together. The vision of really driving this personization at scale really building the content foundation that allows us to scale in the world of AI using AI to accelerate and deliver the best experiences really makes me excited. And I hope you’re equally excited to see these innovations and thank you very much for joining in. I know we’ve got a great agenda with our other presenters our champions who are near and dear and providing ton of feedback, ton of insights into how our products should evolve. And I’m super excited to connect with you again. Thanks everyone.