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Adobe brings Revolutionizing Changes into the World of Customer Data Platforms – What’s New in – Adobe Summit 2024
With the start of Adobe Summit 2024., Adobe announced three major updates coming to Adobe Experience Platform (AEP) Real-Time CDP.


- The Adobe Experience Platform AI Assistant introduces a conversational interface capable of addressing technical inquiries. It also simulates outcomes, automates tasks, and creates journeys and audiences within Adobe Experience Cloud applications.
- Federated Audience Composition, that enables teams to integrate data directly from enterprise data warehouses to enhance real-time use-cases while minimizing data duplication.
- Â Real-Time Customer Data Platform Collaboration offers streamlined workflows for advertisers and publishers to work together in identifying, reaching, and evaluating high-value audiences, all while prioritizing customer privacy.
Adobe Experience Platform AI Assistant
Through Adobe Experience Cloud, Adobe aims to orchestrate real-time personalized experiences across all customer touchpoints. While organizations face challenges with client data, such as siloed systems and databases, fragmented customer profiles, and increasing privacy concerns, Adobe introduced the Adobe Experience Platform (AEP) as a backbone and entered the Customer Data Platform (CDP) area five years ago with AEP Real-Time CDP.
The goal of AEP is to unify siloed data and provide organizations with tools to build a 360-degree view of customer profiles and put their interactions into context. On top of the AEP, Adobe developed three industry-defining solutions: Adobe Real-Time CDP (AEP RT-CDP), Adobe Journey Optimizer (AJO), and Adobe Customer Journey Analytics (CJA). These apps operate on rich data layers, ensuring trust, governance, and security while efficiently delivering experiences to customers.
Yesterday, Adobe introduced the Adobe Experience Platform AI Assistant at Adobe Summit 2024., offering a conversational interface for answering questions, automating tasks, simulating outcomes, and generating audiences and journeys. Embedded in Adobe's existing apps, the AI Assistant aims to boost productivity, democratize access to Adobe's tools, and unleash new ideas among users.
It operates on generative experience models, including LLMs for natural language processing and a custom model grounded in enterprise data. Importantly, the AI Assistant remains optional, allowing users to opt-in based on their preferences.
Federate Audience Composition


When it comes to Customer Data Platforms, organizations are frequently asking the same question: "Do we need to relocate our data? What about data duplication?". Yesterday Adobe answered this question with Real-Time CDP Federated Audiences.
With Federated Audiences, there's no need to uproot your data. Instead, Adobe Experience Platform (AEP) seamlessly queries your existing data sources, eliminating concerns about data migration and duplication. It's a game-changer in simplifying data management.
Addressing the challenges of data processing and egress latencies, Federated Audience Composition empowers customers to access and create audiences from enterprise data warehouses, enriching real-time customer profiles and audiences for improved segmentation and targeting.
It minimizes data duplication and integration complexities, offering flexibility in ingesting datasets directly into Experience Platform or accessing datasets from data warehouses. Federated Audience Composition enables customers to leverage batch and real-time functionality, enhancing audience segmentation, enrichment, and profile management capabilities.
By prioritizing data composition over application composition, Adobe provides a solution that ensures better customer experiences with optimized, low-latency activation across channels.

Adobe Real-Time CDP Collaboration
Adobe Real-Time CDP Collaboration is an upcoming feature of AEP Real-Time CDP that enables organizations to target and measure audiences effectively without relying on third-party cookies. It facilitates data collaboration in a privacy-safe environment, allowing partners to identify high-value audiences and discover new customers through trusted partnerships.
The platform offers marketer-friendly dashboards and workflows for audience segmentation, cross-channel campaign delivery, and measurement of campaign performance. It emphasizes respecting customer consent and privacy throughout the activation process, providing aggregated campaign performance insights while ensuring data security and privacy compliance.


Key features include:
Data collaboration without third-party cookiesÂ
Advertisers and publishers can identify audiences and discover new customers through trusted partnerships in a privacy-safe environment.
Cross-channel campaign delivery
Users can target audiences across various channels, from display to video and streaming, with up-to-date audience targeting and scalability.
Privacy-centric approach
Real-Time CDP Collaboration prioritizes customer consent and privacy throughout the activation process, ensuring responsible data handling.
Collaborative measurement tools
Advertisers and publishers can track the impact of ads collaboratively, optimizing campaigns and maximizing ROI.
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With Adobe Real-Time CDP Collaboration, advertisers and publishers can navigate the challenges of a cookie-less future confidently and efficiently, driving better results while upholding customer privacy.
Meet Viktor Lazar, our Principal Multi-Solution Architect with over eight years of experience working with Adobe Experience Cloud. His expertise in designing complex architectures and solutions based on Adobe Experience Cloud extends to Customer Data Platforms and harnessing the power of organizations' first-party data through data-powered marketing. In addition to providing our clients with state-of-the-art solutions, Viktor also collaborates on business and strategy consulting, utilizing frameworks and tools to help organizations rationalize their technological landscape.
Meet Viktor Lazar, our Principal Multi-Solution Architect with over ten years of experience working with Adobe Experience Cloud. His expertise in designing complex architectures and solutions based on Adobe Experience Cloud extends to Customer Data Platforms and harnessing the power of organizations' first-party data through data-powered marketing. In addition to providing our clients with state-of-the-art solutions, Viktor also collaborates on business and strategy consulting, utilizing frameworks and tools to help organizations rationalize their technological landscape.
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