Adobe & AWS join forces to enhance digital marketing

Adobe has announced a collaboration with Amazon Web Services (AWS) aiming to enhance marketing and creative capabilities for businesses.

The alliance will see Adobe integrate its Customer Experience Orchestration expertise with the advanced cloud services offered by AWS. This partnership is expected to facilitate marketers and creatives in delivering customer experiences that are faster, more precise, and scalable.

Adobe's Experience Platform (AEP) is already available on AWS, and the new collaboration will further introduce integrations with AWS's generative AI services, Amazon Connect, and Amazon Ads.

These integrations are intended to create more meaningful customer interactions while leveraging AWS's robust, global infrastructure known for its security and reliability.

Sundeep Parsa, Vice President, Adobe Experience Cloud, commented on the expanding digital economy and its implications: "The growing digital economy is creating an environment where a higher volume of engaging and personalised content is required to drive customer loyalty. New integrations across Adobe and Amazon solutions will enable businesses to deliver impactful customer experiences that leverage deep data insights, while maintaining the highest standards of privacy and security."

The collaboration will involve the development of new integrations that enhance product offerings and facilitate effective ad campaigns:

One area of focus is enhancing omnichannel experiences. Integrating Adobe Experience Platform with Amazon Connect will allow businesses to gain comprehensive visibility of the customer journey while ensuring customer privacy. This will enable the delivery of more personalised experiences at multiple customer interaction points.

Another advancement comes in the form of AI-driven interactions. By utilising Amazon Q in Connect alongside Adobe's AEP AI Assistant and AI Agents, businesses can craft customised experiences based on consolidated customer data. This will enable uniform access to customer information across an organisation, fostering more contextual and personalised engagements.

In terms of marketing, Adobe's Real-Time Customer Data Platform (CDP) Collaboration will offer a secure environment for advertisers and publishers to utilise consent-driven first-party data for audience discovery, activation, and measurement. This initiative, integrated with Amazon Marketing Cloud, aims to enhance ad personalisation without relying on third-party data signals.

The collaboration enables marketers to merge insights from Amazon Ads with customer data from Real-Time CDP Collaboration, improving ad spend returns.

The partnership also looks to streamline creative workflows through direct integration between Amazon Ads and Adobe Creative Cloud applications.

By providing creative teams with professional templates for Amazon Ads within Adobe tools such as Photoshop and Express, it simplifies the ad creation process, including compliance checks and access to Amazon Creative Assets.

Additionally, applications that run on AEP, including Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics, will become accessible via the AWS Marketplace.

This provides an efficient route to acquire and implement various software solutions.