Adobe announced on Wednesday its plans to integrate Adobe Experience Cloud workflows and insights into Microsoft Copilot for Microsoft 365. This move aims to assist marketers in overcoming application and data silos, ultimately enhancing their ability to manage daily tasks with greater efficiency.
The announcement was made in collaboration with Microsoft and was among many others made during the Adobe Summit digital conference.
“These new integrated capabilities will bring relevant marketing insights and workflows from Adobe Experience Cloud applications and Microsoft Dynamics 365 to Microsoft Copilot, assisting marketers as they work in tools such as Outlook, Microsoft Teams and Word to develop creative briefs, create content, manage content approvals, deliver experiences and more,” Adobe said in a press release.
In a world where personalised content demands soar across various digital platforms, marketers are said to be under increasing pressure to enhance efficiency and productivity in their daily operations. Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe, said, "The demand for personalised content across social media, mobile, and other fast-moving channels has been exploding, pushing marketers to drive greater efficiency and productivity in their everyday work."
Jared Spataro, Corporate Vice President of AI at Work, Microsoft, echoed this sentiment, stating, "Microsoft and Adobe share a common goal of empowering marketers to focus on the work that's most important – creating impactful campaigns and enhancing customer experiences."
With a focus on enhancing workflow efficiency, the integrated capabilities between Adobe Experience Cloud and Microsoft Copilot for Microsoft 365 aim to provide marketers with better access to relevant insights and workflows across various Microsoft applications, including Outlook, Microsoft Teams, and Word. Key features of this collaboration include:
Strategic insights in the flow of work: Marketers can access enriched campaign insights from Adobe Experience Cloud applications and Dynamics 365 directly within Microsoft 365 applications. This allows for quick access to campaign status updates, audience insights, and campaign effectiveness metrics.
Creating campaign briefs, presentations, and content with relevant context: Marketers can leverage data-driven insights from Adobe and Dynamics 365 to craft compelling briefs, presentations, and content directly within Microsoft 365 applications. Integration with Adobe Experience Manager Sites enables seamless content creation and publishing across various channels.
Keeping projects on track with in-context notifications and summaries: Integrated capabilities from Adobe Workfront provide marketers with real-time notifications and summaries across Microsoft 365 applications, ensuring teams stay informed and aligned on project statuses, feedback, and deadlines.
According to a recent survey conducted by Microsoft, 43% of marketing and communications professionals reported that the need to switch between digital applications and programs was disruptive to their creativity.
