Adobe wants your business to rank higher, faster with latest AEM update
When you talk about Adobe today, it won’t be long before the words “artificial intelligence” march towards the conversation. From the introduction of Generative Fill in Photoshop to the game-changing rollout Fireflythe creative software company has gone all-in on AI.
Now, Adobe Experience Manager Sites, the company is focused on enterprises CMS toolwill get all new capabilities and AI tools designed for faster iterations, improved site performance, smarter monitoring, and hopefully higher rankings.
But what’s really new in Adobe Experience Manager Sites and what is it all about? We spoke to Jamie Brighton, Director of Product Marketing EMEA at Adobe, about the latest update and what it means for businesses.
Score higher, deliver faster
When it comes to website builders, speed is important. After all, site performance is one of the first things a user will experience when visiting a company’s online portal.
Speak with TechRadar ProAdobe’s Jamie Brighton explains: “Customers are not interested in this slow, generic experience. So if (the company) is successful in getting a visitor to the site, they won’t retain that customer if the experience is slow to load or doesn’t stand out from the competition. And we notice that the people responsible for actually creating content find it very difficult to actually create and update experiences quickly.”
To help combat this, the latest update to Experience Manager Sites does everything it can to improve site performance, in an effort to improve SEO rankings, traffic, and conversions for users. This includes continuous monitoring by real users, optimized boilerplate code, staggered page rendering where the most important elements of a web page are loaded first, and persistent caching to prevent content loading delays when initiating design or code changes.
Web content optimization is also coming, with new built-in experimentation tools designed to let teams test and iterate on experiences to find the optimal design. According to the company, this goes beyond the traditional AB tests that most marketing teams are familiar with.
Explaining the tools, Brighton said: “The optimization and experimentation capabilities of Experience Manager Sites mean that authors can very easily create multiple different versions of the landing page experience or any experience on the site, and the system can track the metrics it collects to actually understand which of these performs best for a given set of business metrics or site metrics. And then we can start serving that best performing option in an automated way, or we can manually swap the best performing option from a particular page and move on to the next type of testing.
We notice that the people responsible for actually creating content find it very difficult to actually create and update experiences quickly.
Jamie Brighton, Adobe
For businesses, the results should yield higher traffic conversions and user personalization and satisfaction scores.
“We have direct examples of organizations where the very challenge of actually building an experience to support a new product limits the amount of new products they can actually bring to market in a given period of time,” said Brighton. the wrong direction when it comes to agility. That’s why we’re rethinking Experience Manager Sites as an application that allows organizations to deliver these high-impact experiences.”
Also high on the agenda is the speed of the content. As Brighton explained: “Part of the new set of capabilities is what we call extended authoring, which essentially gives our customers the ability to write and create content wherever they want. And one of the key areas of focus is that you can just do that with the tools they are familiar with, such as Word, Google Drive and Google Docs.”
The company has found that much of the content workflow starts in these tools before it is added to the CMS. It’s an inefficient process – and Adobe thinks it has the solution: not by forcing users to use unfamiliar platforms, but by integrating existing workflows into the AEM platform.
“We believe the focus and responsibility is on us as a technology company to make it easy for the organization to let their authors create content where it makes sense for them,” said Brighton. “Whether that’s directly through the WYSIWYG interface of Experience Manager Sites or through things like Microsoft Word or Google Docs, that means we’re offering a real form of writing flexibility.”
And then of course there is the supply of artificial intelligence. With Adobe Sensei GenAI for Adobe Experience Manager Sites, users can now create content that adheres to brand-specific guidelines. GenStudio integration, meanwhile, will help users improve campaign delivery and analytics to better understand visitor interactions with those on-site experiences. .
“Probably the biggest news is the ability to customize models,” said Brighton. “This allows brands to bring their own brand identity into Firefly, in the creative generative AI models. So brand style characters and objects related to the brand. Then when your team uses Firefly to create footage, it doesn’t just take into account the models trained in the general type. (It) also takes into account things it understands about the brand. That will save enormous time.”
They’re not the only improvements Adobe has made to its AI tools, either. Announced ahead of Adobe Max 2023, the company has announced three new models for its AI art generator.
Adobe Firefly Image 2 Model improves on the previous version for generating commercially safe content, and now supports text-to-image generation in the web app. The latest design model is built for creating fully editable templates in Adobe Express. While the world’s first genAI vector graphics model – known as Firefly Vector Model – will be able to create text-to-vector graphics in Adobe Illustrator.
You can try out the new Adobe Experience Manager Sites by clicking here.