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Adobe today released the latest version of its web content management system. The update includes enhancements designed to extend digital experiences beyond traditional content channels and into relatively uncharted territory.
The San Jose, Calif.-based provider unveiled its Adobe Experience Manager (AEM) 6.3 in anticipation of next week's Adobe Summit. Officials stated the latest version will help users build experiences through “affiliated properties” like partner websites, Internet of Things (IoT) devices and emerging content channels like connected car dashboards.
“We see the importance of owned properties but there is also the need to build out experiences and content to other affiliated properties,” said Loni Stark, director of product marketing and strategies for Adobe Experience Manager in an interview with CMSWire. “Content is the fuel of digital experiences.”
AI-Powered 'Fluid Experiences'
Adobe Experience Manager is part of the company's eight-tier Adobe Marketing Cloud. It also includes Adobe Analytics, Adobe Social, Adobe Target, Adobe Audience Manager, Adobe Campaign, Adobe Media Optimizer and Adobe Primetime.
Adobe’s updates in AEM 6.3 are designed to help users build out “fluid experiences.” Stark said this refers to “content that flows and adapts to its context with the help of AI/machine learning, powered by Adobe Sensei.”
Adobe originally announced Adobe Sensei as an integration for its Creative Cloud at last year’s Adobe MAX conference. Sensei is an AI and machine learning framework that provides image matching and document sentiment and analysis.
Bringing Experiences to New Touch Points
WCM users want a digital foundation based on a content management, analytics and personalization strategy, which Stark called the “trifecta” of content needs.
But they also need to connect their customers’ experiences through a plethora of devices and channels beyond the traditional web, mobile and social content pillars.
“These areas are where we are focusing our innovation around Adobe Experience Manager,” Stark said.
The AEM 6.3 release includes “Experience Fragments,” which the company stated will help users deliver new packets of content in experiences outside of traditional channels. Fragments extends AEM to “power not only web and mobile experiences, but also well-structured touch points like ATMs and Pinterest to emerging less-structured mobile app and IoT experiences.”
What should the screen in a connect car look like? We've seen some interesting designs, but, Stark said, there isn’t much around best practices.
“What should be on the left and what should be on the right?” she asked. “Should this be responsive? There are still things to figure out on the need to manage content and distribute it.”
Updates to Livefyre Integration
AEM also updated its integration with Livefyre technology, a content curation and audience engagement platform which Adobe acquired last May.
Livefyre enables Experience Manager Assets (its digital asset management solution) to source and obtain permission for user-generated content from within its interface.
“This,” Stark said, “combined with continued improvements in the integration with Adobe Creative Cloud, drive greater content velocity.”
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