Adobe Journey Optimizer

Quick lesson from a recent Marketo-AJO project: Marketo is program/campaign-centric whereas AJO is event/journey-centric. This sounds obvious, but it changes the schema design, segmentation, and journey logic. This is not a mere lift-and-shift setup.  The two main things aren’t the journeys themselves. These are schema design and identity resolution. Both are harder than they look. XDM Schema DesignIn Marketo, the data model is flat and permissive - custom fields can be added without touching anything else. In AEP, the schema is formal and more structured that every journey, segment, and destination downstream depends on.Few things that matter in practice:Schema classes come first: AEP has 2 main core classes - XDM Individual Profile (attributes like name, email, title, etc.) and XDM Experience Event (timestamped events like website visits, form fill outs, etc.). Every Marketo field needs to be sorted into one of these buckets before building anything else. Some Marketo fields have no

Hi everyone,I’m exploring how teams use Adobe Journey Optimizer when a customer’s experience depends on a mobile plan or connected device.For example, a customer buys a device with a data plan. That creates several useful moments for communication: purchase, SIM or eSIM activation, first connection, low data balance, renewal, and service interruption. The connectivity platform knows when these events happen, while Journey Optimizer could use them to send timely, relevant messages.I work with Spenza, a connectivity platform for connected devices. We’re interested in how teams would design this workflow; I’m not describing an existing Spenza–Adobe integration.For those who have built similar journeys:Which service events would you send to Journey Optimizer, and which would you keep in the operational system? How would you link a SIM or device event to the correct customer profile? Would you use a journey event for most lifecycle messages, or an API triggered campaign for immediate servic

How AI Put a Reliability Promise on Every AJO ServiceGiving nearly every service behind Adobe Journey Optimizer a measurable reliability commitment — at a speed and scale that manual work could never have reached. In our last post, From Gut Feeling to Grade Point, we walked through the Service Scorecard — the automated grade every AJO service earns across four dimensions of quality. One of those dimensions is Reliability Against Our Commitments: how much reliability margin a service is holding against the target it's promised to meet.That dimension is only as strong as the reliability targets behind it. Today, with an SLO defined for 90%+ of AJO services, we have clear, standardized visibility into exactly what each service is expected to deliver — and how much margin it's holding against that target.This is the story of how AI got us there — giving nearly every service behind AJO a precise, measurable reliability commitment, at a speed and scale that would have been out of reach any o

The recording of today’s Experience League LIVE show is now available on Experience League.https://experienceleague.adobe.com/en/on-demand-events/exl-live-episode-08-26-26 In this Experience League Live session, we introduce Adobe Journey Optimizer Loyalty, a new orchestration layer that sits above your existing loyalty platform to turn static points ledgers into responsive, AI-driven experiences. Whether you're running a mature loyalty program or testing engagement tactics, we show how AJO Loyalty connects loyalty data to the same orchestration engine already powering your broader customer journeys. We walk through how always-on AI surfaces insights and recommends next-best tactics for your marketers, how to build challenges that gamify customer behavior and personalize rewards, and how to orchestrate loyalty messaging alongside the rest of your customer journey, all without replacing the loyalty management platform you already rely on. Join us to see how loyalty can move from a backw

Hi all,I have recently gained access to the AJO feature ‘Optimize for AI Inbox’-feature for e-mails, which should make the text version of the e-mail optimized for an ai e-mail inbox, ultimately resulting in higher engagement. I find the feature super easy to use, and I like the use case as a simple step towards making our e-mail deliveries more AI-ready.A feature like this is very easy and interesting to perform a split test on, so I have already setup 2 separate split tests. Test 1: Bulk/One-off 50/50 split with around 50.000 customers in each treatment (Ecom sales e-mail)Result: No significance in either open rate or CTOR. Test 2:Always on survey/customer satisfaction e-mail. 50/50 split.Result: Low volume as of now, so too early to conclude. Disclaimer: I’m situated in Denmark (so are the customers from the test), and I’m aware of differences in european versions of email clients such as Gmail, where we don’t have full roll-out of the AI inbox feature yet. So I’m keen to hear from

Is your loyalty program actually driving growth, or is it just... sitting there? A static points ledger that doesn't talk to the rest of your customer journey? Join our next Adobe Experience League Live session on AI-Powered Loyalty Orchestration with Adobe Journey Optimizer Loyalty, where we're digging into exactly this problem. Here's what my guests Keara Fausett, Daniel Vivas, and Tyler Hoguewill be showing: ✅ How AI can surface insights and recommend next moves for your marketers, automatically ✅ Building challenges that actually gamify customer behavior (and make rewards feel personal) ✅ Weaving loyalty messaging into the rest of your customer journey, instead of running it in a silo ✅ Connecting loyalty data to AJO's orchestration engine — without ripping out what you've already built📅 Wednesday, August 26th 🕑 2 PM PT If you've ever looked at your loyalty program and thought "there has to be a smarter way to do this", this session is for you. Come join us.Register now: https://

Enable a client into a journey. A journey in this case could be serious of steps a client has to taken to complete an action. Taking an action is supported in multiple channels like web, mobile in app, email and push notifications. How would one should think of creating an omni channel journey that helps us visualize end to end client move through the journey? Question: How can Adobe Journey Optimizer support an omnichannel client journey today and in the future?I’m looking for guidance on how to model and orchestrate an end-to-end, omnichannel client journey using Adobe Journey Optimizer (AJO).In this context, a journey represents a series of steps or actions that a client needs to take to accomplish a specific goal. These interactions may happen across multiple channels, such as:Web Mobile/in-app Email Push notificationsFor example, a client may start an action on the web, receive an email as the next step, continue the process in the mobile app, and then receive a push notification

Rules are the quiet workhorses of decisioning. They decide who’s eligible, who’s excluded, and which conditions have to line up before an offer, a message, or an experience is allowed through.They’re also, historically, one of the more technical things a marketer is asked to build — a careful stack of attributes, operators, values, and logic that has to be exactly right to work at all.The gap has always been the translation step. You know, in plain language, exactly who you want to target: “loyalty members in New York who haven’t opted out.” Turning that sentence into a valid rule expression — the right attribute paths, the right operators, the right nesting — is where the friction lives.AI-assisted rule authoring closes that gap. You describe the rule you want in everyday language, and the AI Assistant generates a ready-to-use rule suggestion, complete with the underlying expression, that you can apply to the builder with a single click. This post walks through where to start, how it

Hi everyone,We are trying to better understand the actual behavior of the “Trigger after batch audience evaluation” option in AJO, because in our case it does not seem to behave the way the documentation and UI tooltip suggest.From what we have observed, if the first run of a daily journey happens before the export job for that day is available, the journey ends up using the previous day’s snapshot instead of waiting for the current day’s audience evaluation/export to complete. After that, each subsequent run appears to keep following the same pattern, since it only checks whether a newer snapshot is available compared to the one used in the previous execution.That makes us wonder whether this feature is really behaving as expected. In practice, it seems that if the first run happens too early, the journey can stay one day behind indefinitely, which makes the configuration much less useful for daily journeys than we would expect.The behavior we are expecting is that the journey should

Building a Decisioning rule or a ranking formula is only half the job. The harder question is always the same one: will it actually behave the way I think it will?Until now, the honest answer was “let’s find out in production” — you’d wire the rule into a decisioning strategy or a campaign, push it out, and watch the results trickle in. That’s a slow, nervous way to work, and it’s an expensive one when a subtle logic error means the wrong offer reaches the wrong profile.Simulation changes that. You can now test any rule or ranking formula against sample or AI-generated data before you put it to work — right inside the authoring experience, in a few clicks, with no hand-built data and no guesswork. This post walks through both: simulating a rule to confirm it qualifies the right profiles, and simulating a ranking formula to confirm it orders your offers the way you intend. The UsecaseConsider a common scenario. You’ve authored a rule that should only apply to profiles whose favorite cat

Your Adobe Journey Optimizer experience could win you $50. 🎁We're gathering feedback from Journey Optimizer customers, and we want to hear from YOU, whether you're in the platform daily or driving the strategy behind it.Two short surveys are live now:✅ Practitioners: Tell us how you use Journey Optimizer's channels, capabilities, and workflows day to day (~5 min)✅ Decision Makers/Leaders: Share what drove your investment in Journey Optimizer and the business impact you've seen (~4 min)👉 Practitioner Survey: https://lnkd.in/gMqTBS85👉 Decision Maker/Leader Survey: https://lnkd.in/g9aJv--cYour input directly shapes what we build next. Every completed survey is entered into a random drawing for a $50 gift card.

 Update (September 2026): Detach and Rejoin each now have a second(improved) way to trigger them — Detach edge is available directly from the "+" menu, and rejoining can be done with Select from canvas instead of searching a list. See the updated sections below. What We're Hearing? Since rolling out the new canvas experience, one piece of feedback has come up more than any other: connecting and rearranging nodes feels harder than it used to. "I'm unable to select and move a branch." · "Once I disconnect the in-between node, I cannot connect it again." · "Joining nodes is harder in the new experience." The common thread across these comments is drag-and-drop. In the previous canvas, you could grab a node and physically drag it onto a connection point to rewire your journey. The new canvas — rebuilt for better performance and a cleaner layout — replaces that single drag gesture with two explicit actions: Detach and Join.They're not hidden, but they also don't look like what you're used t

Introduction Personalized content is one of Journey Optimizer's strengths — but it is also one of the hardest things to test before you publish. A single email can personalize the subject line, branch on loyalty points and marital status in the body, and use fallback copy when attributes are missing — all in the same template. Simulate content variations gave you a dedicated screen to preview multiple variants and send proofs without the Adobe Experience Platform test profile workflow. That was a real step forward. But it still left the hardest part on your plate: figuring out which test variants you need, and building each one by hand. The Content Simulation Skill takes that job off your plate entirely. It reads your content, analyzes every conditional branch and personalization field, works out the minimal set of variants needed to cover each branch at least once, and uses AI to fill in realistic profile, context, and target attribute values that satisfy those branches. You preview t

RequestWe would like the ability to easily add a mailto link within the AJO content editor, avoiding having to form the link structure manually. ReasoningThe users of the content editor are often not technical This is fairly standard functionality for a WYSIWYG editor It is present in your other email products WorkaroundWe know how to create one manually, e.g.mailto:emailme@example.com?subject=I%20would%20like%20more%20information%20on%20your%20product 

Hi Adobe Journey Optimizer Community!Looking to sharpen your Adobe skills, discover new ways to work smarter with AI, and learn directly from Adobe experts and customers? Skill Exchange 2026 registration is officially open! 🚀  Adobe Journey Optimizer (alongside Adobe Experience Platform and Applications (Real-Time CDP and Customer Journey Analytics) sessions will be held on August 6th, with sessions across 7 Adobe products throughout Aug 5th-13th. A couple sessions you can expect to learn from: One Platform, One Customer Calling the Right Plays with Intelligent Journeys  Building an Intelligent Activation Layer and Orchestration Drives Results See full Adobe Experience Platform and Applications session list here  Join us this August for: ✨ Expert-led sessions across 7 Adobe products 🤖 AI-powered tips and innovations 💡 Real customer stories 🎬 Live demos and practical takeaways you can apply right away 🤝 Opportunities to connect with fellow Experience Makers  Whether you're just get

Adobe Journey Optimizer Business Practitioner Professional free online training with exam preparation. Have a question about the AJO Foundations course, AJO Business Practitioner Professional course, or the Certified Professional exam prep guide listed on the certification information page? Reply to this thread and a learning support specialist will respond to you.  We follow the Adobe Experience League Community Forum Guidelines in this discussion thread. If the response resolves your question, consider giving a Like to the learning specialist who replied. We appreciate the kudos! Questions outside the scope of the online courses and exam preparation guide will be directed to the main community forum page. 

Working with AEM Content Fragments in Adobe Journey Optimizer?Then join us for the next Experience League Live on July 16 at 8:30 AM PT as we explore the latest enhancements that make it easier for content authors and journey practitioners to collaborate, manage content at scale, and reduce handoff friction.In this session, we'll cover how to:✅ Fetch Content Fragments from multiple AEM configurations and switch repositories across journeys and campaigns✅ Manage fragment lifecycle from a new dedicated listing page in AJO✅ Keep content fragment context throughout the message for easier content reuse✅ Take advantage of locale and variation support✅ Access AEM Content Fragments directly in AJO with Managed Services. Whether you're an AEM author managing content libraries or an AJO practitioner building personalized customer journeys, you'll leave with practical insights into the newest capabilities and how AEM and AJO work together in a production content workflow.My guests are : ​@tkhwai 

As the travel tech industry grows, providing a seamless digital booking experience has become crucial for ground mobility platforms. Travelers landing at major international hubs expect a hassle-free transition from the terminal to their vehicles without dealing with hidden fees or legacy booking systems.In Pakistan, the digital shift is rapidly happening. For instance, when travelers are looking for a reliable islamabad airport rent a car service, their primary digital touchpoints are price transparency, instant confirmation, and localized digital payment options.From a digital experience perspective, optimizing this specific customer journey requires: Real-time Fleet Tracking: Keeping users updated on vehicle availability instantly. Simplified UI/UX: Reducing booking steps for overseas travelers who just landed after long flights. Data-Driven Personalization: Tailoring vehicle recommendations based on travel history and group size. What are your thoughts on integrating automated

Introduction In our previous post, Journey Simulation Agent — Cover Your Whole Journey in a Few Clicks with AI-Built Test Users, No Hand-Crafted Data, we showed how the Journey Simulation Agent generates a minimal, AI-built set of test users to exercise every branch of your journey — no manual profile construction needed. That post kept things simple: a journey with no event nodes.But most real journeys don't stay simple. They wait on events — a cart addition, a purchase, an app open, a custom behavioral signal. And those event-driven journeys have a few extra moving parts.This post covers those extra moving parts: how the Journey Simulation Agent automatically generates the test events your journey needs, matches them to the right test users, and triggers them in the right order — so you can go from draft to publish-ready without touching a single event payload by hand. The Problem: You Need Test Events for Test Users Here's where most practitioners hit a wall.The Journey Simulation A

Introduction A little while ago we introduced Simulation Mode — a way to test run a draft journey with lightweight, AJO-native Simulated Users before you ever publish. It was a big step: instead of pulling in AEP test profiles to try out a journey, you could spin up purpose-built test profiles right inside AJO.But Simulation Mode still left one job on your plate: you had to figure out which test users the journey needed, and you had to build each one by hand.The Journey Simulation Agent takes that job off your plate. It reads your journey, works out the minimal set of paths needed to exercise every branch, and uses AI to generate a realistic test user for each one, complete with the profile attribute values that path needs. Then it triggers them into the journey and hands you a single verdict: is this journey ready to publish, or not? No path-tracing, no hand-built profiles, no digging through logs.This post walks through that end-to-end, using an example journey.  The Issue: Hand-Craf

AJO is the channel marketers already trust to get every communication right — email, push, and SMS, orchestrated from one place. Adobe Target, meanwhile, has been the brain behind your best on-site moments — the right offer, the right visitor, the right second. That intelligence used to stop the instant someone left your site. Not anymore: AJO can now reach out mid-send, pull that same targeting logic straight from Target's Delivery API, and carry it into an email, a push notification, or an SMS — so the trust you've built on-site travels with every message AJO sends. Most teams have solved this the hard way before: rebuilding the recommendation logic inside the messaging tool, keeping two systems in sync by hand, and hoping the "top pick" in tonight's email actually matches what's live on the homepage. AJO closes that gap with Integrations — connect the Target Delivery API once, and any message template can call it at send time. The smartwatch a shopper almost bought yesterday shows u

In enterprise-level system architecture, just as we prioritize seamless data integration and scalability, the physical real estate sector is moving toward high-performance structural frameworks that prioritize long-term asset stability.Effective asset management, whether in digital ecosystems or urban development—relies on precise compliance, secure infrastructure, and optimized environmental layouts. As we analyze market trends for high-utility residential projects, it becomes clear that modern vertical developments are increasingly integrating smart infrastructure to meet the demands of global professionals.For those tracking regional market expansions and physical asset deployment, evaluating Apartments for Sale in Lahore offers an insightful look into how LDA-approved vertical housing projects are utilizing modern engineering to provide sustainable, secure living environments.Integrating such physical assets into a diversified portfolio requires the same level of analytical rigor w

Most marketers initially think of Quiet Hours as a simple Do Not Disturb feature, a single switch that silences or pauses all outgoing messages during a set period. Turn it on for a journey, define the time window, and you're done.That mental model is close, but the real strength of Quiet Hours lies in how it handles messages, not just when they're queued or discarded, but what happens to them during and after the quiet period.Quiet Hours in AJO is configured at the action level, this means a single journey can contain multiple messages, each with its own Quiet Hours behavior: one message might be discarded, another queued for later delivery, and a third allowed to send immediately. All of these can coexist within the same journey, with each action behaving according to its specific purpose.Because the messages in a journey aren't all created equal. Some are time-sensitive, others can wait, and some may no longer be relevant after a delay. That's why a one-size-fits-all Quiet Hours pol

Watch the show recording: How to efficiently test, simulate and validate journeys before going liveLearn how to go live with confidence by validating journeys before activation. We'll cover the best testing approaches for both event-based and audience-based journeys, plus a first look at the new Journey Simulation capabilities.You'll see how to:• Choose the right pre-launch testing method for your journey type• Validate branching logic and audience volumes without sending messages• Create simulated users manually or with Journey Agent support• Automatically test all journey paths in a single clickPerfect for AJO practitioners who build, publish, and maintain journeys and want faster, more reliable validation workflows.Register now: https://engage.adobe.com/ExpLeagueLive-260617.html

Modern customer journeys rarely stay inside one system. They depend on loyalty platforms, billing engines, CRM tools, fulfilment services, and partner APIs. When one of those integrations fails, the reason behind the failure matters just as much as the failure itself.A temporary outage may need a retry. A duplicate request may need no action at all. A suspended account may require customer service intervention. But until now, custom actions in Adobe Journey Optimizer could detect that a call failed without giving journeys access to the structured error details many APIs already returned. What's New: Error Response Payload Support Custom actions have long supported success response mapping. When an API call succeeds, you can define the response structure, parse the body, and use those fields later in the journey.Previously, error handling worked differently. If a custom action returned a 4xx or 5xx response, AJO recorded the failure status, but it did not surface the response body even