Introduction to Experience Rollouts introduction
Adobe Experience Rollouts is a controlled release system that lets teams deploy features all the way to production while keeping precise control over who sees them and when. A feature can be in production and invisible to end users — then switched on progressively for a targeted audience — without any redeployment.
From development to production dev-to-prod
Experience Rollouts supports the full journey of a feature from its earliest development stage through to general availability:
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Developer testing — A developer creates a feature flag, deploys their code to any environment, and tests against only their own session. No other users are affected and no branching is required.
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Targeted preview — A product owner links an audience to the feature flag, making the feature available to a defined subset of users (for example, beta participants or a specific region) for validation and feedback.
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Gradual rollout — The feature is progressively opened to a wider audience — 1%, 10%, 50%, 100% — with the ability to pause, adjust, or turn off the feature at any step.
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General availability — Once validation is complete, the feature is made available to all users.
Core capabilities capabilities
Experience Rollouts is a feature management platform that provides:
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Feature flags — Turn any feature on or off at runtime for a targeted audience, without redeploying code.
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Audience targeting — Control who sees a feature using user profile data, percentage-based rules, email address, email domain, IP address, or contextual attributes.
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Feature groups — Bundle multiple related feature flags across applications and manage them as a single unit, ensuring the same audience sees a consistent experience.
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Releases — Coordinate large, cross-team rollouts by grouping feature flags from multiple teams and applications into a single release event.
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Gradual rollouts — Phase feature delivery incrementally to reduce risk, gather feedback, and manage backend load.
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Kill switch — Turn off any feature immediately if a problem is detected, without a code change or redeployment.