2024年数字趋势（英）-20正式版.doc

2024

Digital

Trends

Adobe2024DigitalTrends

Tableofcontents

ExecutiveSummary3

Section1

Personalizationandcustomerjourneyexpectations.

4

Whyarewestilltalkingaboutpersonalization?4

Whatpersonalizationmeansin2024.5

Section2

Uni?eddataandinsightsarefoundationalforpersonalization.

8

Connectyourdataforseamless,personalizedjourneys.8

Fromcompliancetocompetitiveedge.10

Marketleadersexemplifyresponsibledatapractices.11

Section3

ClearstartingpointsandfuturegoalsforgenerativeAI.

12

GenerativeAI’s?rstusecaseiscontent.13

InternalstrategiesforadoptinggenerativeAI.16

Frompilotstopowerhouse.16

Recommendations

ExceptionaldigitalCXthroughpersonalization,generativeAI,anduni?eddata.

18

Methodology

19

Executivesurvey.

Consumersurvey.

2

ExecutiveSummary

AdobeDigitalTrendshas,overthepast14years,broughtreadersuptodatewith

executives’viewsonhowtheirorganizationsperforminthefaceofchange.Forthe?rst

time,wehaveaddedanextensiveconsumersurveytouncoverwhatcustomersreally

thinkaboutinnovationsindigitalexperiences.

Inthisreport,we’llde?newhatpersonalizationmeansin2024andhowuni?eddatalays

thefoundationfororganizationsnotonlytoe?ectivelypersonalizebutalsoleverage

generativeAItoitsfullestpotential.Lastly,we’llexploretheactualimpactofgenerativeAI

oncustomerexperience(CX)today,andhoworganizationscandeliveronitspromise.

KeyLearnings:

■Consumerexperiencesarestillnotmeetingexpectations.Consumersfeelcompanieshavethepotentialto

addresstheirneedsmoreclosely,butmanydigitalexperienceshaveyettoliveuptoexpectations.Consumers

pointtothefactthatbusinessesholdenoughoftheirdatatoprovidebe

makingthemostofit.

■PersonalizationisoOrganizationso

individualcontactpointsratherthancreatingwhatcustomerswant—consistent,seamlessinteractionsacross

di?erentchannelsandthroughoutth