[Release Update] Adobe Journey Optimizer June 2025 Release

[Sukrity_Wadhwa]

June '25 release notes

Check out what's new and improved in the latest Adobe Journey Optimizer product release update: Release Notes

New capabilities

• RCS Messaging: Rich Communication Services (RCS) messaging is now supported in the Journey Optimizer, enabling the following enhanced messaging capabilities subject to provider and carrier support:
  • Branded and verified sender support: Send messages using verified business profiles with branding elements (logo, sender name, etc.).
  • Message delivery insights: Receive detailed delivery reports including message status updates (e.g., sent, delivered, read).
  • Link tracking: Embed and track URLs within RCS messages for engagement analytics.
  • Fallback to SMS: Automatic fallback to SMS when the profile's device does not support RCS or is temporarily unreachable via RCS.
  • Basic message composition: Send text-based RCS messages with optional media and rich elements, depending on provider support.
•  Form fields in code-based experience content: You can now define specific editable fields in JSON or HTML content templates which enable non-technical users to easily edit content in a form-view within the code-based experience channel authoring, without the need to manipulate any code.
  More than that, when defining the code-based experience content templates you can now insert decision policies in the template, increasing reusability and ease of use.
• Content Decision activity in journeys: You can now include personalized offers in your journeys through a dedicated Content Decisioning activity in the journey canvas, and use them in journey activities, including conditions and custom actions. 

  This capability is only available for a set of organizations (Limited Availability), and will be rolled out globally in a future release.

•  Journey Dry run: Journey Dry run is a special journey publication mode in Adobe Journey Optimizer that allows journey practitioners to test a journey using real production data without contacting real customers or updating profile information. This feature helps journey practitioners gain confidence in their journey design and audience targeting before publishing it live. 

  This capability is only available for a set of organizations (Limited Availability), and will be rolled out globally in a future release.

•  Pause and resume journeys: You can now pause and resume your journeys. This capability gives journey practitioners greater control and flexibility by allowing live journeys to be temporarily suspended without disrupting customer experience. When paused, no communications are sent, and profiles remain in a suspended state until the journey is resumed.

  You can pause and resume one journey only, or perform bulk pause and resume operations to a group of journeys.

  In addition, you can apply global filters to paused journeys to exclude profiles based on their attributes. This capability is only available for a set of organizations (Limited Availability), and will be rolled out globally in a future release.

• Scale your Experimentation winner: Scale your Experimentation winner enables you to automatically or manually roll out the winning variation of an experiment to your full audience. This feature ensures that, once a top performer is identified, you can maximize its reach and effectiveness without constant manual oversight.
• Conflict & prioritization: In Journey Optimizer, managing the volume and timing of campaigns and journeys is essential to avoid overwhelming customers with too many interactions. Journey Optimizer now offers several tools for conflict management and prioritization - previously available only to limited-access (LA) organizations - that are now generally available (GA).

  Previously released in Limited Availability, this capability is now available to all environments. With this General Availability release, the following enhancements have been introduced:

  • Expanded Support: Conflict management tools now support both Unitary Journeys and Audience Qualification Journeys, in addition to Read audience journeys.
  • Improved Troubleshooting: Two new step event fields are now available in the Query Service, enabling you to analyze why a profile was rejected from a journey or campaign.
  • Enhanced Reporting: Reports now indicate which specific rule excluded a profile from a journey or campaign, providing greater transparency and actionable insights.

Please find the detailed information around the new capabilities and improvements here: Latest Release

Feel free to reach out in case you have any questions and/or feedback through the below comment section.