1、12024Digital Trends23454810161116128131819Executive SummarySection 1 Personalization and customer journey expectations.Why are we still talking about personalization?What personalization means in 2024.Section 2 Unified data and insights are foundational for personalization.Connect your data for seam

2、less,personalized journeys.From compliance to competitive edge.Market leaders exemplify responsible data practices.Section 3 Clear starting points and future goals for generative AI.Generative AIs first use case is content.Internal strategies for adopting generative AI.From pilots to powerhouse.Reco

3、mmendations Exceptional digital CX through personalization,generative AI,and unified data.MethodologyExecutive survey.Consumer survey.Table of contentsAdobe 2024 Digital Trends3Adobe Digital Trends has,over the past 14 years,brought readers up to date with executives views on how their organizations

4、 perform in the face of change.For the first time,we have added an extensive consumer survey to uncover what customers really think about innovations in digital experiences.In this report,well define what personalization means in 2024 and how unified data lays the foundation for organizations not on

5、ly to effectively personalize but also leverage generative AI to its fullest potential.Lastly,well explore the actual impact of generative AI on customer experience(CX)today,and how organizations can deliver on its promise.Key Learnings:Consumer experiences are still not meeting expectations.Consume

6、rs feel companies have the potential to address their needs more closely,but many digital experiences have yet to live up to expectations.Consumers point to the fact that businesses hold enough of their data to provide better products and services but arent making the most of it.Personalization is o