DocumentationExperience PlatformExperience Platform Release Notes

Adobe Experience Platform pre-release notes

Last update: Wed Sep 17 2025 00:00:00 GMT+0000 (Coordinated Universal Time)

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IMPORTANT
This document is intended as a preview of the release notes for the current month. Release items are subject to change, and may be added or removed in the final release.
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Refer to the following documentation for release notes of other Adobe Experience Platform applications:

Release date: September 2025

New features and updates to existing features in Adobe Experience Platform:

AI Assistant ai-assistant

Adobe Experience Platform AI Assistant is a conversational experience that you can use to accelerate and optimize workflows across Adobe Experience Cloud applications.

New features

Feature
Description
Agent Orchestrator
Adobe Experience Platform Agent Orchestrator is the intelligent layer powering AI Assistant. When you ask questions or request help, Agent Orchestrator automatically calls upon specialized agents to get you the right answers. Agent Orchestrator remembers your conversation history, enabling you to build on previous questions naturally without repeating context, and combines insights from multiple agents to present you with clear, unified responses.
Audience Agent
The Audience Agent lets you view insights about audiences, including detecting significant audience size changes, detecting duplicate audiences, explore your audience inventory, and retrieve your audiences’ size.

For more information, read the AI Assistant overview.

Alerts alerts

Experience Platform allows you to subscribe to event-based alerts for various Experience Platform activities. You can subscribe to different alert rules through the Alerts tab in the Experience Platform user interface, and can choose to receive alert messages within the UI itself or through email notifications.

New features

Feature
Description
Streaming profile ingestion alerts

You can now subscribe to two new alerts for streaming ingestion on a dataflow level:

  • Streaming Ingestion Failure Rate Exceeded
  • Streaming Ingestion Skipped Rate Exceeded

In-platform or email alerts will notify you when the thresholds are exceeded for the default threshold, or a custom threshold you define. For more information, read the Profile alerts guide.

For more information about alerts, read the Observability Insights overview.

Destinations destinations

Destinations are pre-built integrations with destination platforms that allow for the seamless activation of data from Experience Platform. You can use destinations to activate your known and unknown data for cross-channel marketing campaigns, email campaigns, targeted advertising, and many other use cases.

New or updated destinations

Destination
Description
[Beta]{class="badge informative"} Snowflake Batch connector
A new Snowflake Batch connector is now available, providing an alternative to the streaming connector for specific use cases.
Adform destination
Adform is a leading provider of programmatic media buying and selling solutions. By connecting Adform to the Adobe Experience Platform, you can activate your first party audiences through Adform, based on the Experience Cloud ID (ECID).
Data Landing Zone encryption support
You can now attach RSA-formatted public keys to encrypt your exported files, giving you the same level of security that other cloud storage destinations provide for your sensitive information.
Authentication expiration details for Pinterest destinations
Authentication expiration information for Pinterest destinations is now visible directly in the Experience Platform interface, so you can see when your authentication will expire and renew it before it causes any disruptions to your dataflows. You can monitor your token expiration dates from the Account expiration date column in either the Accounts or the Browse tabs.

New or updated functionality

Feature
Description
Enhanced destination management capabilities in the Experience Platform UI
Improve your destination management workflow with new sorting capabilities across the Browse and Accounts tabs. You can now also see a visual indicator when your account authentication is about to expire.

For more information, read the Destinations overview.

Experience Data Model (XDM) xdm

XDM is an open-source specification that provides common structures and definitions (schemas) for data that is brought into Experience Platform. By adhering to XDM standards, all customer experience data can be incorporated into a common representation to deliver insights in a faster, more integrated way. You can gain valuable insights from customer actions, define customer audiences through segments, and use customer attributes for personalization purposes.

New features

Feature
Description
Model-based schemas
Simplify your data modeling with Model-Based Schemas. You can now create schemas more easily with comprehensive how-to examples and guidance. This feature is currently available to Campaign Orchestration license holders and will expand to Data Distiller customers at GA, making data modeling more accessible and efficient. The feature includes support for time-series data and change data capture capabilities.

For more information, read the XDM overview.

Real-Time Customer Profile profile

Adobe Experience Platform enables you to drive coordinated, consistent, and relevant experiences for your customers no matter where or when they interact with your brand. With Real-Time Customer Profile, you can see a holistic view of each individual customer that combines data from multiple channels, including online, offline, CRM, and third party data. Profile allows you to consolidate customer data into a unified view offering an actionable, timestamped account of every customer interaction.

Updated features

Feature
Description
Profile viewer enhancements

The September 2025 release includes the following enhancements to the Profile viewer.

  • Combined view: Attribute, events, and insights have been combined into a single view.
  • AI-generated insights: The profile details page now displays AI-generated insights, letting you know details generated from your profile. These insights can include information such as propensity scores and trend analysis.
  • Style update: The profile details page has been visually refreshed.
  • Browse: You can now explore your profiles through an interactive card-based carousel with search and customization.

For more information, read the Real-Time Customer Profile overview.

Segmentation Service segmentation-service

Segmentation Service defines a particular subset of profiles by describing the criteria that distinguishes a marketable group of people within your customer base. Audiences can be based on record data (such as demographic information) or time series events representing customer interactions with your brand.

New or updated features

Feature
Description
Account audiences with experience events deprecation
After the B2B architecture upgrade, account audiences with experience events are no longer supported. Instead, use the new segment of segments approach: create a People audience with Experience Events, then refer to that People audience when creating an Account Audience. This provides a more flexible and maintainable approach to B2B audience creation.

Important updates

Update
Description
Audience estimates auto-refresh revert
The auto-refresh enhancement for audience estimates has been reverted. Audience estimates will continue to be generated within Segment Builder, but the automatic refresh functionality has been removed.

For more information, read the Segmentation Service overview.

Sources sources

Experience Platform provides a RESTful API and an interactive UI that lets you set up source connections for various data providers with ease. These source connections allow you to authenticate and connect to external storage systems and CRM services, set times for ingestion runs, and manage data ingestion throughput.

New or updated features

Feature
Description
New sources in General Availability

The following sources are now in General Availability: Several source connectors have been updated from Beta to GA:

. These sources are now fully supported and ready for production use.

Snowflake key-pair authentication support
Enhanced security for Snowflake connections with support for key-pair authentication. Basic authentication (username/password) will be deprecated by November 2025, so customers are encouraged to migrate to key-pair authentication for improved security.

For more information, read the sources overview.

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