Microsoft and Adobe collaborate to provide marketers with new generative AI functionality

A collaboration between Microsoft and Adobe enables the integration of insights and workflows from Adobe Experience Cloud with Microsoft Copilot. This integration provides marketers with generative-AI capabilities that enhance efficiency, creativity, and collaboration.

Adobe and Microsoft announced plans to integrate Adobe Experience Cloud workflows and insights into Microsoft Copilot for Microsoft 365 at Adobe Summit, the preeminent digital experience conference globally. This integration aims to assist marketers in surmounting application and data boundaries, as well as optimizing the management of routine workflows. The forthcoming integrated functionalities will incorporate pertinent marketing insights and workflows from Microsoft Dynamics 365 and Adobe Experience Cloud applications into Microsoft Copilot. 

Adobe senior vice president of Digital Experience Business Amit Ahuja stated that in response to the expanding demand for personalized content across social media, mobile, and other fast-moving channels, marketers are under pressure to increase their daily efficacy and productivity. Although marketers dedicate a significant portion of their day to utilizing Adobe and Microsoft applications, the partnership offers marketing teams a distinctive solution that streamlines daily responsibilities including campaign execution, collaboration, and planning.

The marketing discipline is multifaceted and comprises specialized positions that necessitate the use of a wide range of tools. These include tasks such as campaign management, audience insights monitoring across channels in collaboration with internal and external partners, and the generation of reports detailing the outcomes. As a result, marketers encounter the difficulties associated with operating in divisions and across various applications, which may result in misalignment and have an adverse effect on efficiency and output. A recent survey carried out by Microsoft revealed that 43% of marketing and communications professionals found the process of navigating between digital applications and programs to be an impediment to their creative process.

Adobe and Microsoft will collaborate in order to tackle these challenges. Initial capabilities will prioritize meeting the requirements of marketers, who frequently manage campaign objectives, status, and actions while collaborating with multiple internal and external teams. The functionalities will encompass the following scenarios:

Strategic flow of work Insights: When integrated with Dynamics 365 and relevant campaign insights from Adobe Experience Cloud applications such as Adobe Workfront and Adobe Customer Journey Analytics, the Copilot for Microsoft 365 experience furnishes marketers with up-to-date information and valuable insights in Outlook, Teams, and Word. Marketers may inquire about the following: the status of a marketing project, the efficacy of a campaign, outstanding approvals and actions to be taken, the audience and key performance indicators (KPIs) outlined in the most recent campaign brief.

Incorporate pertinent context into campaign briefs, presentations, website updates, and emails: Insights can be obtained without requiring marketers to consult multiple tools or individuals. Adobe and Dynamics 365 marketing insights will be accessible in Copilot for Microsoft 365, enabling the creation of updates, reports, and executive evaluations. 

Maintain the momentum of initiatives with contextual alerts and summaries: Frequently, in order to ascertain the status of a project, marketers must comb through numerous applications, emails, and conversations. This includes everything from feedback and approvals to changes in work items and due dates. Utilizing these applications in conjunction with Adobe Workfront-integrated functionalities, users can generate notifications based on pertinent marketing data in order to remain apprised about developments and appropriate courses of action.