Adobe is expanding its Experience Platform to Amazon Web Services (AWS), marking a significant partnership in the $500 billion cloud computing market. Announced at AWS’ re:Invent conference, this collaboration allows enterprises using AWS infrastructure to activate customer data stored in AWS services for real-time personalization without the delays of cross-cloud transfers. The integration includes generative AI tools like the AEP AI Assistant, enabling businesses to use natural language prompts to analyze customer data and improve marketing performance. Leading companies like Coca-Cola, Major League Baseball, and Marriott are already leveraging Adobe Experience Platform, with the joint AWS offering set to launch fully in 2025.
This move reflects a shift toward cloud-agnostic platforms that streamline operations while enhancing personalization capabilities. For retailers, the platform offers real-time customer engagement, such as tailoring product recommendations for new buyers. By reducing complexity and operational costs, the partnership empowers organizations to scale personalization initiatives and meet evolving consumer demands. While Adobe emphasizes that this won’t impact its relationships with other cloud providers, the partnership signals a broader trend toward flexibility and innovation in enterprise software solutions.
Click here to read the entire article on VentureBeat