Adobe brings generative AI and real-time personalization to AWS: Here’s what’s next 

adobe is actively entering Amazon’s cloud computing field to expand its business scope Experience platform arrive AWS The partnership marks a major shift in how companies handle artificial intelligence and customer data.

The deal was announced last week at Amazon Web Services Re: Invention ConferenceAdobe leaders told VentureBeat the impact on the $500 billion cloud computing market is broader than initially disclosed.

The partnership comes at a critical time for digital commerce, as companies scramble to deliver personalized customer experiences in an increasingly fragmented digital environment. Recent data underscores the urgency: This year’s Cyber ​​Monday, mobile devices accounted for 57% online salesa significant increase from 33% five years ago, highlighting the rapid evolution of consumer behavior.

Marrying cloud strategy and customer experience: Why this partnership matters

“Brands will either only work with the major cloud providers or adopt a strategy of working with multiple cloud providers,” Anjul Bhambhri, senior vice president of Adobe Experience Cloud, told VentureBeat in an exclusive interview. “We want to meet the needs of our customers and provide The flexibility to run workloads on the cloud that supports their enterprise applications.”

The move is particularly significant for enterprises that have invested heavily in AWS infrastructure. Organizations that store customer data in AWS services, such as S3, red shiftor dynamic database It will now be possible to launch that profile for personalization without the complexity and delays of transferring the profile across the cloud.

“The complexity, cost and delay of moving or accessing data [are] reduce[d] Dramatically,” Bumbri said. “This means the ability to quickly launch personalized campaigns where experiences can be triggered based on customer actions that occurred milliseconds ago.”

Breaking down data silos: How Adobe’s AWS integration is transforming customer engagement

A key differentiator of this product is that through AEP Artificial Intelligence Assistant. This conversational interface represents a significant democratization of enterprise marketing tools, allowing teams to interact with complex data and automated systems through natural language prompts.

Bhambhri provided a concrete example of the AI ​​assistant’s capabilities, telling VentureBeat: “Through simple text prompts, teams can get answers to all product operational questions when needed, query customer data for insights, and thus greatly improve work efficiency. [and] Get answers to high- and low-performing segments and campaigns, and get recommendations for improving campaign performance.

Leading companies include The Coca-Cola Company, dick’s sporting goods, Major League Baseballand Marriott International Hotel Currently using Adobe Experience Platform (AEP) to drive its customer experience initiatives. When AWS joint offerings launch in 2025, these organizations and others will have the option to leverage Adobe’s suite of applications, including Instant CDP, Journey Optimizer, and Customer Journey Analytics, directly within their AWS environments.

Especially for retailers, the platform offers sophisticated, on-the-fly personalization capabilities. “For example, a sporting goods company could offer additional related products or accessories to a group of first-time buyers,” Bhambhri said. “The marketing team within the brand can simultaneously launch different personalized marketing campaigns based on different user attributes and actions.”

Fortune 500 early adopters: Major brands invest heavily in Adobe-AWS innovation

The implementation timeline appears to be tight, with Bhambhri saying some customers could have their initial use cases up and running in “a few weeks to a month.” However, the complete solution will not pass AWS Marketplace Until 2025.

The partnership is part of a broader trend in enterprise software: the move toward cloud-agnostic platforms that can run seamlessly across different infrastructure providers. While Adobe insists this won’t affect its relationships with other cloud providers, it represents a significant expansion of its AWS business.

The development comes as businesses face increasing pressure to deliver personalized experiences while managing complex data privacy requirements and technology infrastructure costs. By bringing Adobe Experience Platform to AWS, organizations can simplify their technology stack while maintaining the sophisticated personalization capabilities required in today’s digital marketplace.

For technology decision-makers, this partnership provides a clear path to scaling personalization initiatives while potentially reducing the operational complexity of managing data flows across clouds. However, the real test will come in 2025, when organizations begin implementing these solutions at scale.