Adobe: Scaling Contextualized Customer Experiences by Unifying CDP, Journey Analytics, and Experience Optimization

This IDC Market Note offers a perspective from the future of customer experience (CX) standpoint on the latest announcements from Adobe Summit 2022. Adobe's 2022 Summit was anchored on the core theme of Personalization at Scale. The rise of intelligent context combined with scant customer attention has amplified the imperative for organizations to gain relevance with their customers. IDC believes that by 2023, 45% of Global 2000 business-to-business (B2B)/business-to-consumer (B2C) enterprises will exploit smart personalization for context-based customer engagement, utilizing artificial intelligence, big data, and conversational computing. With a unified platform approach, and an integrated, but modular approach to Adobe Experience Cloud, Adobe has demonstrated its readiness to help enterprises meet the challenge of contextually engaging with their customers.