Adobe brings artificial intelligence and real-time customization to AWS: Here’s what’s coming

Adobe is making a bold move into the Amazon cloud computing space, and expanding Experience Platform to AWS in a partnership that marks a major shift in how businesses approach artificial intelligence and customer data.

The deal, announced last week at Amazon Web Services’ re: Invent conferencehas a larger meaning for the $500 billion computer market than previously reported, Adobe leadership told VentureBeat.

The partnership comes at a critical time for digital marketing, as companies scramble to transform the customer experience in a fragmented digital environment. The latest information confirms this: This year’s Cyber ​​Monday saw a mobile account 57% of online salesan impressive increase from 33% five years ago, reflecting the rapid nature of consumer behavior.

Cloud strategy meets the customer: Why this partnership matters

“Companies connect with their cloud provider or solution and go with multiple cloud providers,” said Anjul Bhambhri, Vice President of Adobe Experience Cloud, in an interview with VentureBeat. “We want to meet customers where they are and provide the flexibility to run their services on the cloud that supports their business.”

The move has particular implications for businesses that are already heavily invested in AWS infrastructure. Organizations that store customer data in AWS services like S3, Redshiftor DynamoDB they will now be able to turn on the data for customization without the hassle and delay of data transfer to the cloud.

“The complexity, cost, and delay of moving or accessing data is greatly reduced,” Bhambhri said. “This means being able to drive personalized campaigns where experiences can be triggered based on what customers did a few seconds ago.”

Breaking down data silos: How Adobe AWS integration is transforming customers

The main difference in this offering is the integration of AI capabilities through AEP AI Assistant. The conversation represents a major democratization of enterprise marketing tools, allowing teams to interact with complex data and automate processes using natural language.

Bhambhri gave a real example of the potential of an AI assistant, telling VentureBeat: “In simple words, teams can improve their productivity by getting answers to all the questions of how they make inquiries when they want, asking their customers for more information, getting answers to action teams better and lower and campaigns, and get ideas to improve their marketing activities.

Leading businesses including The Coca-Cola Company, Dick’s Sporting Goods, Major League Baseballand Marriott International they currently use the Adobe Experience Platform to support their customers. When AWS’s integrated offerings become available in 2025, these organizations and others will have access to Adobe software — including Real-Time CDP, Journey Optimizer, and Customer Journey Analytics — directly in their AWS environments.

For retailers in particular, the platform offers advanced real-time editing capabilities. “A sports company, for example, can offer additional or additional features with a group of first-time buyers,” Bhambhri said. “Branded advertising teams can run different campaigns at the same time, depending on their look and feel.”

Fortune 500 early adopters: Big brands bet big on Adobe-AWS technology

The installation time appears to be rough, Bhambhri points out that some customers may be working “from a few weeks to a month” with the first use. However, the complete solution is not available through AWS Marketplace until the calendar year 2025.

The agreement reflects a broader trend in enterprise software: moving to cloud-agnostic platforms that can work seamlessly between different providers. Although Adobe maintains that this does not affect its relationships with other cloud providers, it represents a significant expansion of its AWS infrastructure.

The development comes as businesses face increasing pressure to deliver their own experiences while managing data privacy requirements and the cost of technology. By bringing the Adobe Experience Platform to AWS, organizations can streamline their technology experience while maintaining the technology needed in today’s digital marketplace.

For technology decision makers, this partnership provides a clear way to add personalization while reducing the operational complexity of managing data flows in the cloud. However, the true test will come in 2025 when organizations start using these solutions on a large scale.