Experience Cloud is Adobe’s umbrella brand for its digital experience solutions. These include, among other things, its data and analytics services, content management tools, a commerce platform and, with the 2020 acquisition of Workfront, a full marketing workflow management service, too. The Experience Cloud brand made its debut at the company’s 2017 Digital Marketing Summit. This event is now the Adobe Summit — you can think of it as the Experience Cloud counterpart to the Creative Cloud-centric Adobe MAX conference — and it’s no surprise that the company is announcing a slew of new products and updates to its digital experience platform today at this year’s (virtual) conference.
The focus of today’s announcements is on providing new tools to help brands — and the developers that work for them — build more personalized experiences and provide deeper integrations between the different services inside the Experience Cloud, as well as some long-requested integrations with Adobe’s Creative Cloud, too.
“The companies we work with are seeing that they need to deliver more personalized experiences to their customers — and they also need to really give their employees the tools to be able to be successful in this digital economy,” Loni Stark, Adobe’s VP of Strategy and Product, told me. “A big part of our focus in these innovations around content and commerce is to provide those capabilities to personalize the shopping and commerce experiences to allow for everyone in the organization that builds customer experiences to be able to get to the richest assets and insights they need in order to do that — and to recognize that while we provide some of the best technologies out there, that one of our strengths is the ability to enable developers to build whatever they imagine, to help drive greater business growth and exciting experiences that we as consumers can all benefit from.”