12024DigitalTrends23454810161116128131819ExecutiveSummarySection1Personalizationandcustomerjourneyexpectations.Whyarewestilltalkingaboutpersonalization?Whatpersonalizationmeansin2024.Section2Unifieddataandinsightsarefoundationalforpersonalization.Connectyourdataforseamless,personalizedjourneys.Fromcompliancetocompetitiveedge.Marketleadersexemplifyresponsibledatapractices.Section3ClearstartingpointsandfuturegoalsforgenerativeAI.GenerativeAI’sfirstusecaseiscontent.InternalstrategiesforadoptinggenerativeAI.Frompilotstopowerhouse.RecommendationsExceptionaldigitalCXthroughpersonalization,generativeAI,andunifieddata.MethodologyExecutivesurvey.Consumersurvey.TableofcontentsAdobe2024DigitalTrends3AdobeDigitalTrendshas,overthepast14years,broughtreadersuptodatewithexecutives’viewsonhowtheirorganizationsperforminthefaceofchange.Forthefirsttime,wehaveaddedanextensiveconsumersurveytouncoverwhatcustomersreallythinkaboutinnovationsindigitalexperiences.Inthisreport,we’lldefinewhatpersonalizationmeansin2024andhowunifieddatalaysthefoundationfororganizationsnotonlytoeffectivelypersonalizebutalsoleveragegenerativeAItoitsfullestpotential.Lastly,we’llexploretheactualimpactofgenerativeAIoncustomerexperience(CX)today,andhoworganizationscandeliveronitspromise.KeyLearnings:■Consumerexperiencesarestillnotmeetingexpectations.Consum...
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