Adobe Updates Strengthen Commerce Cloud in DXP Portfolio [5 Reading Tips]

adobe, magento commerce. dxp, ai — Photo by Lindsay Henwood on Unsplash

In May 2018, Adobe acquired Magento for 1.68 billion dollars. Even back then, it was only a matter of time until the giant from San Jose would integrate Magento into its tech stack. In April 2019, Adobe launched the Magento-based Adobe Commerce Cloud. By doing so, Adobe complemented its portfolio with the missing e-commerce platform which works in B2B as well as B2C relationships and fits in seamlessly with the Adobe Enterprise Cloud.

Recently at the MagentoLive conference in Amsterdam, important updates and key integrations with Adobe were announced. They will enable Magento users to deliver more personalised shopping experiences and to use the huge amounts of collected data more intelligently.

Adobe Enhances Magento Commerce with Its AI Technology

Magento and Adobe are linking up even more closely: The complete integration of Magento began with the Adobe stack. Using the in-house AI »Sensei« as a basis is the first step and a major highlight. By doing so, Adobe will position itself closer to the huge digital experience platform providers which have already implemented their AI into their commerce core.

In order to collect data, to make more personalised product recommendations and ultimately to be able to have a better understanding of the digital customer journey, Sensei will interact with Adobe Analytics and Adobe Target.

Regarding this, the Adobe Senior Director of Strategy, Peter Sheldon, explained that rule-based recommendations have existed for many years, but that this feature was fundamentally revised. With updates on product recommendations, brands can use machine learning in real-time in order to evaluate a customer’s historical interactions with products across several touchpoints.

This feature is to be available in its revised form in an early access version from January 2020.

At the same time, Adobe carried out the first big update for Magento since the acquisition. The Commerce and Open Source versions 2.3.3.3 are already available.

Access to Adobe Stock

In the future, both Magento Commerce and Open Source users will also have access to Adobe Stock which offers more than 130 million pictures for sale. Because of this, retailers using Magento can now access these pictures via a searchable interface in the admin panel. They can also discover and preview licensed pictures, templates, media assets as well as stock videos and embed them in their online shop.

Extension of Cloud Support

In addition to AWS, it was announced that Magento will also offer Microsoft Azure in the future, but only in the commerce edition. This way, Magento users have the possibility of selecting the cloud provider of their choice. In order to benefit the AWS user, Adobe announced Magento Commerce and Open Source support for Amazon Marketplace, starting in Great Britain with planned extensions in other European countries.

Adobe Extends Its Digital Experience Portfolio to Include SMEs

With this package of measures and updates, Adobe wants to convince large companies and enter the B2B sector more purposefully. Moreover, Adobe expects that medium-sized companies will migrate from Magento Open Source to Magento Commerce. Last week, Adobe additionally announced its product portfolio for SMEs as well as the creation of a new structure within the field of Digital Experience.

This product portfolio includes the above-mentioned Magento Commerce, Marketo Engage, Adobe Analytics Foundation, Adobe Sign for Small Businesses and Creative Cloud for Teams.

It is the goal to react to the increasing need among SMEs, to be better positioned at enterprise level and to grow according to the individual demands of the SMEs (agility, scalability, flexibility and company value).

Adobe Uses AI for Extension of Digital Experience Platform

With these important updates, Adobe further extends its Digital Experience platform and most notably joins the group of DXP providers which have already integrated machine learning and artificial intelligence into their commerce core.

This is a necessary step because using artificial intelligence efficiently has long become an important driving force for companies. Using the potential of AI allows for a comprehensive picture of customers and thus enables the design of individual customer experiences, digital customer relationships and efficient business processes. First successful use cases show how digital businesses can have success with AI. Let yourselves be inspired by this detailed guide!