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Tech Companies

At the Adobe Summit, the largest digital experience conference worldwide, Adobe and Microsoft unveiled an innovative partnership aimed at revolutionizing the way marketers work. The collaboration brings together Adobe Experience Cloud workflows and insights with Microsoft Copilot for Microsoft 365, offering marketers powerful generative AI capabilities to enhance collaboration, efficiency, and creativity.

The announcement, made on March 26, 2024, signifies a significant step towards breaking down application and data silos, enabling marketers to seamlessly manage everyday workflows within Microsoft 365 applications such as Outlook, Microsoft Teams, and Word. By integrating relevant marketing insights and workflows from Adobe Experience Cloud applications and Microsoft Dynamics 365 into Microsoft Copilot, marketers can streamline tasks ranging from creative brief development to content creation, approvals management, and campaign execution.

Amit Ahuja, Senior Vice President of Digital Experience Business at Adobe, emphasized the growing demand for personalized content across various digital channels and the need for marketers to drive greater efficiency in their daily work. He highlighted the unique offering provided by the partnership, which enables marketing teams to streamline tasks across planning, collaboration, content creation, and campaign execution.

Jared Spataro, Corporate Vice President of AI at Work at Microsoft, echoed Ahuja’s sentiments, emphasizing the shared goal of empowering marketers to focus on creating impactful campaigns and enhancing customer experiences. By integrating contextual marketing insights from Adobe Experience Cloud applications and Dynamics 365 within the workflow through Copilot for Microsoft 365, the partnership aims to help marketers overcome challenges associated with working in silos and different applications.

The collaboration addresses the complexity of the marketing discipline, which requires specialized tools and involves working across multiple teams internally and externally. According to a recent survey conducted by Microsoft, 43 percent of marketing and communications professionals reported that switching between digital applications and programs disrupted their creativity.

The integrated capabilities will initially focus on addressing the needs of marketers who manage campaign goals, status, and actions across multiple teams. These capabilities include strategic insights in the flow of work, creating campaign briefs, presentations, website updates, and emails with relevant context, and keeping projects moving with in-context notifications and summaries.

With Adobe and Microsoft joining forces to address the challenges faced by marketers, the collaboration is poised to usher in a new era of efficiency, collaboration, and creativity in the marketing landscape. As marketers embrace these innovative capabilities, they can expect to streamline their workflows, break down barriers, and deliver exceptional results for their organizations.

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