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AEM Sites Innovations: Content Evolution - Adobe Summit 2024
At the Adobe Summit 2024, Cedric Huesler and Gagan Mand unveiled the latest advancements in Adobe Experience Manager Sites, focusing on practical tools for marketers and developers to enhance digital experiences.
This session emphasized strategies for increasing customer engagement, integrating GenAI with experimentation to improve digital offerings, and simplifying the content development process for faster deployment.
Innovations and experiences for the future revolve around intelligent content generation, employing GenAI to create content on a massive scale. Intent-based individualization tailors user experiences dynamically, responding to user interactions with personalized content recommendations, layouts, or navigations based on user profiles.
The aim is to create more engaging and relevant user experiences, resulting in increased user satisfaction and conversion rates.
What are the building blocks for this vision? An efficient content supply chain ensures the management of large amounts of content and campaigns while adhering to organizational governance to maintain brand consistency. A culture of testing is foundational to achieving this vision, as the quality of content depends on understanding the audience's preferences and dislikes.
Understanding the audience is challenging, necessitating a culture of testing to validate hypotheses and resonate with the audience more effectively. Utilizing a common unit of content optimized and utilized across various interaction points ensures testing effectiveness over time, making content reusable and adaptable to different modal forms.
AEM sites play a crucial role in establishing robust interactions and preparing for future disruptions.
Key innovations being announced: Starting with an efficient supply chain, there's a native integration with Workfront.
Native Workfront Integration
Enhancing focus and productivity, this integration streamlines campaign setup, task management, and content optimization, ensuring content stays on-brand and maximizes impact.
General coordination work, campaign brief creation, content creation, homepage updates, and blog article additions are managed in Workfront, with a regularly updated task list visible in the AEM universal editor. This facilitates close collaboration, immediate task delegation or escalation, approvals, and follow-up work seamlessly.
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Culture of Testing
Facilitating quick experiment setups and removing blockers, this innovation leverages GenAI to create tailored content for various audiences. Within AEM, users can generate variations for testing purposes, creating templates using Generative AI for hero banner variations, for instance.
Users provide inputs such as user interaction explanation, interaction intent, target audience, tone of voice, and the number of variations, akin to a copywriter brief. The Sensei Gen AI then generates variations with brief explanations, which users can favorite, facilitating the creation of experiments for different audiences. Users can also generate images based on these prompts, saving and favoriting them for future use.
Common Unit of Modular Content
With native integration with Adobe Journey Optimizer, content created for reuse is adapted for modality, channel, or device, while also being personalized. In AEM, the content fragments console now includes an intent field, allowing authors to describe the purpose of the content and the desired consumer action.
Authors also specify the primary target audience. Using this data, users can create variations from audiences, enabling content reusability for different audience segments.
Šime Kulišić, Technical Architect at Cyber64, where I create innovative solutions at the intersection of technology and creativity. Enthusiast of all things Adobe, especially Adobe Experience Manager, I delve deep into backend technologies, relentlessly pursuing excellence in delivering seamless digital experiences in a dynamic and ever-evolving market landscape.
Šime Kulišić, Technical Architect at Cyber64, where I create innovative solutions at the intersection of technology and creativity. Enthusiast of all things Adobe, especially Adobe Experience Manager, I delve deep into backend technologies, relentlessly pursuing excellence in delivering seamless digital experiences in a dynamic and ever-evolving market landscape.
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