It’s been a week since Adobe Summit 2025 concluded in Las Vegas, and after digesting the wealth of announcements and insights shared, it's clear we're entering an exciting new era, one driven by intelligent automation and seamless collaboration.
As expected, Adobe Experience Platform (AEP) once again took center stage, but the depth of innovation this year was remarkable. Adobe has accelerated the transition from assisting marketers to orchestrating entire workflows through AI, bringing practical applications front and center.
Let’s dive into the most impactful announcements and explore what they mean for your business.
Agentic AI: Meet Your New Virtual Team
One of the most exciting announcements was the introduction to Adobe’s Agent Orchestrator in AEP, complete with 10 specialized AI agents. Imagine automating your content production, web optimization, audience segmentation, and journey management, all with AI "team members" managed from a single interface. These pre-built, compliance-ready agents simplify tasks previously requiring significant manual effort or technical expertise, allowing marketers to focus on strategic initiatives.
Adobe Brand Concierge: Conversational AI Made Personal
Another groundbreaking innovation is Adobe Brand Concierge, a powerful conversational AI that creates immersive, personalized customer interactions. Built directly into AEP, this tool not only engages customers but coordinates seamlessly with your existing customer data and content. From answering product questions to scheduling follow-up actions, Brand Concierge is poised to redefine how businesses engage across digital channels.
Experimentation Accelerator: Optimizing Journeys with AI Precision
Adobe Journey Optimizer received a major upgrade with the new Experimentation Accelerator. This AI-driven feature takes the guesswork out of optimization by recommending the next best actions based on real-time, cross-channel data analysis. Businesses can now systematically test and improve customer journeys, significantly boosting marketing efficiency and ROI.
The announcements around Adobe GenStudio and Firefly expansions are equally transformative. GenStudio Foundation streamlines content creation and delivery into a single cohesive workflow, while Firefly now supports advanced generative AI capabilities for video and 3D content. These advancements enable marketers to quickly create and localize content at scale, dramatically shortening production cycles and amplifying content effectiveness across all markets and channels.
Strategic Partnership: Adobe Meets Amazon & AWS
One strategic partnership stood out. Adobe’s deeper integration with AWS and Amazon Ads. This collaboration unlocks powerful first-party data matching and targeting capabilities, streamlines ad creative workflows directly within Adobe Creative Cloud, and simplifies the deployment of Adobe Experience Cloud applications within AWS environments. It’s a strategic leap towards better performance, compliance, and seamless cross-platform experiences.
Adapting to the AI-driven Era
Beyond technology, the Summit emphasized the significant shift businesses must embrace to fully leverage these innovations. As AI continues to redefine workflows and customer expectations rise, marketers and IT teams must collaborate more closely. Adobe stressed the importance of clear executive ownership, cross-functional agility, and ongoing experimentation to navigate this rapidly evolving landscape successfully.
Key Takeaways for Businesses
Leverage AI agents to scale personalization effortlessly
Embrace conversational AI for richer customer engagement
Adopt systematic, AI-driven experimentation to optimize customer journeys
Streamline content workflows with advanced generative AI solutions
Utilize strategic partnerships to enhance data-driven advertising and deployment flexibility
Final Thoughts
Adobe Summit 2025 was a testament to Adobe’s bold vision of integrated, AI-driven customer experiences. The advanced tools announced promise exciting opportunities for marketers and businesses ready to embrace these innovations. However, success hinges not just on adopting new technologies, but on fostering a culture of agility, collaboration, and continuous improvement.
To explore these innovations and their implications further, we recommend joining upcoming Adobe events or scheduling a session with our specialists at Accrease. The future of customer experience is here, so let’s navigate it together. Contact us here 😉
Adobe Summit 2025 is almost here, and we're sorting through all the sessions and announcements to keep our clients ahead of the curve.
With 306 in-person sessions and 28 online, there's a ton to choose from. And if you can't make it in person, no worries. The sessions should be recorded, just like in past years.
Not sure where to start? Whether you're looking to sharpen your Adobe Analytics skills, explore AI-powered personalization, or fine-tune your omnichannel engagement, this year's lineup has something for everyone.
To help you make the most of your time, we asked our experts to share the sessions they're most excited about. Here are their top picks:
Emma Walderlo
Emma is our data-driven Paid Search expert who is always turning insights into high-performing campaigns. With experience from Avanza Bank, she’s all about smart strategies and sharp analysis.
Reason: I’m looking forward to attending the session on calculated metrics in Adobe Analytics. This session feels especially relevant to me as it gives me the opportunity to learn more about how to create more precise metrics and gain a deeper understanding of how I can flexibly generate tailored insights, conduct more accurate analyses, and extract better insights from data.
No matter how much experience you have with Adobe Analytics, there’s always something new to learn and smarter ways to work. I believe that this session will provide me with the right tools to do just that. If you, like me, want to optimize your analyses and take your work in Adobe Analytics to the next level, I highly recommend checking out this session.
Jonas Nielsen
Former Consulting Manager at Adobe and Founder of Accrease. Jonas is a Swiss army knife for the Adobe stack, particularly AEP, and often finds himself by a whiteboard drawing the client's architecture around AEP.
Reason: This is the session I always attend at every Summit I have attended, and that is quite a few. It is a super fun format, and I love the passion.
Reason: AJO is one of the solutions we see generating a lot of value for our customers. It allows us to use all of the data we have available in AEP to communicate something relevant to the customer, no matter the channel and wherein the customer's journey the person is. So, learning more about the roadmap and innovations will be super interesting.
Reason: Because Accrease is already working with many leading telcos worldwide, I would love to learn more about how T-Mobile delivers personalized customer experiences using Adobe technology.
Reason: To succeed with Adobe solutions, you need to invest in building the right teams to work with the solutions. Nordea has always impressed me with building good teams to support Adobe technology, and I always love to see one of our customers present at Adobe Summit.
Martine Jørgensen
Martine is our Adobe Analytics and CJA expert, as well as a Danish champion in bench press! Data or dumbbells, she lifts it all.
Reason: A must-watch for any Adobe Analytics user looking to master the latest tips and tricks from industry experts. Learn insider techniques to optimize your analysis, uncover deeper insights, and make the most of your data.
Reason: This can be very insightful for Analysts and B2B marketers. This webinar dives into how Customer Journey Analytics can drive revenue, optimize sales funnels, and improve lead conversion. A must for anyone looking to connect marketing efforts with business growth.
Reason: This one goes through AA reporting and shows how advanced metrics can transform Adobe Analytics dashboards. I would say this is ideal for analysts who want to elevate their storytelling and level of insight with data and drive smarter decision-making.
Martin Björklund
Martin is an expert in digital analytics—mastering tracking, measurement, and setting up Analytics. And yes, he’s a big fan of Excel, believing it’s one of the most fantastic tools out there!
Reason: I typically like the hands-on sessions, and customer journey analytics is the future of analytics tools, so from that perspective, the class is very promising. One of the most difficult things is to show relevant insights so that everyone understands how brilliant they are. This session will give you some tools to master later the ability to tell a clear and good story about your most valuable insights!
Samuel Rajkumar
Marketo specialist unlike any other. Experienced in building digital strategies using technologies like CDP and combining them with Marketing Automation.
Reason: Performance optimization is a recurring challenge in Marketo, and this session offers hands-on insights directly from Adobe field engineers. From Smart List inefficiencies to campaign processing time, it covers the core elements that can impact system performance.
I find this session particularly valuable because performance bottlenecks often go unnoticed until they impact deliverability, scalability, and reporting. Learning how to proactively optimize Marketo setup, identify inefficiencies, and mitigate bot-related data pollution is critical for maintaining a clean and efficient instance.
Reason: Webinars continue to be a core part of marketing strategies, but leveraging Gen AI for enhanced engagement and personalization takes it to the next level. This session dives into end-to-end webinar creation in Marketo, including promotion, delivery, and post-event follow-ups.
I find this particularly relevant because recorded webinars often lose engagement over time, and using AI-powered tools to personalize on-demand experiences and repurpose content dynamically makes a huge difference. Learning how to integrate webinar insights into Marketo for improved lead quality and nurturing aligns well with how B2B marketers can maximize ROI.
Mette Riis Bach
Whether it’s navigating the post-cookie world or optimizing customer journeys, Mette knows how to connect the dots and make things happen.
Reason: I find it interesting to hear more about how companies and agencies can work together in a post-third-party cookie world. Both in terms of ensuring privacy focus and at the same time being able to fully leverage all the benefits of having an RTCDP. Personally, I find this session interesting because it provides insights into how companies can work seamlessly with external partners to enhance advertising and co-marketing efforts across channels like Connected TV, commerce media, and walled gardens. Something I know for sure can be an obstacle for many companies.
Reason: Today, it is inevitable to talk about personalized, omnichannel engagement strategies without mentioning Adobe Journey Optimizer, which fully allows us to put the customer at the centre of the experience. My second recommendation is this roadmap session, which I believe would help anyone better understand the direction of the product and allow us to be on top of new features.
Kasper Andersen
Former Manager at Adobe for Proof of Concepts in EMEA & JAPAC. He has been working with Adobe Analytics since it was known as SiteCatalyst; however, his favourite solution is still and always will be Adobe Target.
Reason: Obviously there's a lot of focus on AEP solutions and this is of course the direction Adobe would like everyone to move in. However, a lot of customers are still using Adobe Target and Adobe Analytics, so I was excited to see that the solutions listed for the Prudential case were the good old AA and AT.
Combine that with AI personalization and a lift of a whooping 135% and you got yourself a perfect Summit session...if you ask me.
Which session is my runner-up, you ask? Okay, nobody asked, but I'm telling you anyway. As mentioned the solutions within AEP is getting a lot of focus and at Accrease we have a lot of clients migrating from AA to CJA. So keeping it within that space, then Mix Modeler is a really interesting solution and there's been some incredible cases with huge ROI.
Alright, that's our take for now. Check back after Summit, and we'll summarise the biggest and most important takeaways.
Understand the differences between Customer Journey Analytics and Adobe Analytics with our Senior Analytics Consultant Martine Jørgensen
Customer Journey Analytics vs Adobe Analytics Data analysis is crucial for businesses to make informed decisions, and Customer Journey Analytics and Adobe Analytics are two prominent tools that aid in achieving this goal. Although both tools serve the purpose of providing valuable insights, there are key differences between them. In this blog post, we will explore these differences, discuss the benefits of implementing Customer Journey Analytics, examine successful case studies, and dive into the user profiles of both tools.
But first – What is Customer Journey Analytics? Customer Journey Analytics (CJA) has become a hot topic lately – and understandably. It is a powerful tool for businesses to track, analyze, and optimize customer interactions online and offline. It visualizes the entire journey from awareness to advocacy, helping identify pain points and preferences. By creating detailed customer personas, businesses tailor marketing and products accordingly. Businesses can use these insights to enhance marketing effectiveness, optimize resources, and create a seamless customer experience. It looks a lot like Adobe Analytics in relation to the UI and offers many of the same functionalities – so what’s all the hype about? Although it looks a lot like Adobe Analytics in terms of UI and functionality, there are fundamental differences between the two tools that we will discuss later.
What is Adobe Analytics? Adobe Analytics is the more widely used web analytics tool that focuses primarily on tracking and analyzing website performance. It provides businesses with valuable insights into website traffic, user engagement, conversion rates, and other website-related metrics. Users can create reports with tables and data visualizations in a workspace to analyze and distribute insights.
Adobe Analytics offers a wide range of features, including real-time tracking, segmentation, data visualization, and reporting. It enables businesses to understand how users are interacting with their websites, identify the most effective marketing channels, and optimize website experiences to drive conversions.
What are the Key Differences Between Customer Journey Analytics and Adobe Analytics? As mentioned above, Customer Journey Analytics and Adobe Analytics differ in various aspects. Below are the most essential differences:
The data approach One fundamental difference is their approach to the breadth of data – meaning the variety of data sources. Customer Journey Analytics focuses on capturing and analyzing the entire customer journey, from the initial touchpoint to conversion and beyond. This comprehensive approach allows businesses to gain insights into the various touchpoints and interactions that lead to a conversion, providing a holistic view of the customer's experience. However, Adobe Analytics mainly concentrates on measuring website traffic and engagement metrics, providing valuable information on user behavior within the digital space.
Connect to any data source on the Adobe Experience Platform (AEP) for cross-channel analysis. It is essentially a analysis workspace sitting on top of the AEP whereas Adobe Analytics is an analysis workspace on top of an Adobe Analytics implementation – specifically designed for collecting data within the digital realm. In CJA, instead of report suites in the workspace panels, you will see “data views”. This is your ‘view’ into the data connection that you or other admin users have created containing relevant data sources stitched together. Data views are like virtual report suites. Here you can work with the data, create derived fields, classify values etc.
The Architecture Thus, the architecture looks different for CJA and Adobe Analytics. CJA leverages the technologies of AEP. Here, data collection can come from various sources such as through Adobe's SDK, other Adobe solutions, third-party tools and more. The data is received in the AEP through streaming or batch files. Then, data is organized into a unified set of schemas and cataloged in the Experience Data Model (XDM) which enables a consistent view of the data. To get data from AEP to CJA, one must create a data connection in CJA. When CJA accesses the data lake in the AEP, it essentially pulls a copy into CJA. Then data from the data connection can be curated into a single data view. So CJA can be seen as an extension of the AEP – an analytics interface builds on the AEP.
An illustration of Customer Journey Analytics architecture
When it comes from Adobe Analytics, data is collected from web or app and is sent directly to an Adobe Analytics server where it is mapped into dimensions and events. This difference is vital to understand as it will also be important from a reporting perspective.
An illustration of Adobe Analytics architecture
Customization Another key difference is the level of customization. CJA offers a highly configurable platform, allowing businesses to tailor the analysis to their specific needs. This level of customization empowers organizations to create bespoke analytics solutions that align with their unique business objectives and KPIs. For instance, the derived fields feature in CJA. This can be compared to processing rules in Adobe Analytics but offers even more customization. With derived fields, the user can clean up data more easily, classify data and create more complex data manipulations. This can all be applied retroactively to the data which means that it will be applied to all the collected data and not just data collected after applying the logic.
In contrast, Adobe Analytics provides a comprehensive suite of pre-built features and reports, making it easier for users to start analyzing data without extensive customization. This out-of-the-box approach can be beneficial for organizations looking for quick and standardized analytics solutions.
Advanced Segmentation Additionally, Customer Journey Analytics offers advanced segmentation capabilities, enabling businesses to target specific customer groups based on their behavior and preferences. This granular level of segmentation allows companies to personalize their marketing efforts and create targeted campaigns that resonate with different customer segments. On the other hand, Adobe Analytics, although capable of segmenting data, places more emphasis on general website trends rather than individualized segmentation. This broader focus can be useful for organizations looking to understand overall website performance and trends across different user segments.
Benefits of Implementing Customer Journey Analytics Implementing Customer Journey Analytics brings several benefits to businesses. Firstly, it enables the organization to utilize the powerful technologies within the AEP. It provides a holistic view of the customer journey, enabling companies to identify pain points, bottlenecks, and areas of improvement across online/offline data sources. This knowledge empowers businesses to optimize their marketing campaigns, website experiences, and customer engagement strategies.
Furthermore, Customer Journey Analytics enables businesses to gain insights into highly engaged and potential prospects. By understanding the behavior, interests, and preferences of these prospects, companies can segment them and target them with tailored messaging and offerings. Advanced segments based on these 360-degree views of the user journey can be created and sent to the Adobe Experience Cloud to activate on these segments using other Adobe Products such as Journey Optimizer to leverage the value of the integrated tools. It is also possible to send these segments to other parties such as Google Ads, Meta etc.
Moreover, Customer Journey Analytics can also help businesses in predicting future trends and customer behavior. By analyzing historical data and patterns, companies can anticipate potential shifts in customer preferences and market demands. This proactive approach allows businesses to stay ahead of the competition and adapt their strategies, accordingly, ensuring long-term success.
Additionally, Customer Journey Analytics can be instrumental in improving customer retention and loyalty. By tracking customer interactions across various touchpoints, businesses can identify loyal customers and understand the factors that contribute to their satisfaction. This information can be used to create loyalty programs, personalized offers, and exceptional customer service experiences, fostering long-lasting relationships with customers.
Who Would be the User of Adobe Analytics and CJA? Adobe Analytics and Customer Journey Analytics have distinct user profiles. Adobe Analytics is commonly used by marketing professionals, web analysts, and digital marketers. Its intuitive interface and pre-built features make it accessible to users with varying levels of technical expertise.
Customer Journey Analytics, on the other hand, offers more advanced technical features. The level of customizable may appeal to users who require in-depth customer journey insights and tailored analysis. Nonetheless, given its user interface closely resembling Adobe Analytics, Customer Journey Analytics can offer value even to users who don't necessarily need highly customized reports but prioritize comprehensive insights into the customer journey. It retains familiar drag-and-drop functionalities and right-click options within the Analysis Workspace. Thus, transitioning from Adobe Analytics to Customer Journey Analytics wouldn't present a significant adjustment for users accustomed to working in the Analysis Workspace.
Before deciding which analytics tool to use, consider the following factors: 1. Data approach: Consider the variety of data sources that you need to analyze. If you need to capture and analyze the entire customer journey, Customer Journey Analytics might be the better choice. If you only need to analyze website traffic and engagement metrics, Adobe Analytics might be sufficient.
2. Architecture: Consider the technical requirements and resources needed for each tool. Customer Journey Analytics requires a connection to Adobe Experience Platform (AEP) and leverages its technologies, while Adobe Analytics is an analysis workspace built on top of an Adobe Analytics implementation. it's worth noting that while Adobe Analytics is optimized primarily for web and app tracking, it is indeed feasible to transmit data from alternative sources to Adobe Analytics. Yet, this process may not be as streamlined as it is when using CJA.
3. Customization: Consider the level of customization needed for your analysis. If you need more flexibility and control over your data, Customer Journey Analytics might be the better choice. If you only need to analyze website and/or app-related behavior and don't require as many on-the-fly data processing and customization abilities as CJA offers, Adobe Analytics might suffice.
4. User profiles: Consider the profiles of the users who will be working with the tool. Customer Journey Analytics might be more suitable for business analysts, data scientists, or marketing professionals who need a comprehensive view of the entire customer journey. Adobe Analytics might be more suitable for web analysts or digital marketers who simply need to analyze website traffic and engagement metrics.
5. Budget: Consider the cost of each tool and how it fits into your budget. Customer Journey Analytics is a more advanced and comprehensive tool, which comes with a higher price tag when migrating or setting it up. Adobe Analytics is a more affordable option, but may not provide the same level of insight and detail on every customer touchpoint as Customer Journey Analytics. Nonetheless, there are a lot of actionable insights that can be derived from using Adobe Analytics.
By considering these factors, you can make an informed decision on which tool to use for your data analysis needs.
Summary In conclusion, Customer Journey Analytics and Adobe Analytics are both powerful tools in the data analysis realm, but they have key differences. Customer Journey Analytics focuses on the entire customer journey, offers advanced customization and segmentation, and enables businesses to gain insights about highly engaged prospects. Adobe Analytics, on the other hand, primarily concentrates on website performance analysis, provides pre-built features, and targets a wider user based.
By understanding the strengths and characteristics of each tool, you can make informed decisions about which one best aligns with your specific requirements and goals. Whether it's optimizing the customer journey or analyzing website metrics, leveraging the right analytics tool can pave the way to data-driven success.
Are you just starting or looking to optimize your current operations?
At Accrease, we bring data to life. Most companies track their customer's behavior on the website but don't understand the data they collect. We help ensure to gather relevant data, make sense of the data, and present it back to you in a simplified manner.
Overall, we help you make decisions based on data so that you can improve your business.
