Adobe Experience Platform
Power customer experience orchestration at scale
About Adobe Experience Platform
Adobe Experience Platform is the enterprise data foundation behind Adobe Experience Cloud. It collects, standardizes, and governs customer data from Adobe and non-Adobe sources, stitches it into real-time customer profiles, and feeds applications such as Real-Time CDP, Journey Optimizer, and Customer Journey Analytics. An agentic layer, Agent Orchestrator with AI Assistant, sits on top of the same profiles and governance rules.
Pros & Cons
Pros
- Unifies Adobe and non-Adobe data into one real-time customer profile shared by every Experience Cloud app
- Governance and consent enforcement are built into the platform layer, so every application and agent inherits the same rules
- Open architecture with prebuilt connectors, SQL Query Service, and federated warehouse access fits alongside an existing data stack
- Native integration with Real-Time CDP, Journey Optimizer, Customer Journey Analytics, and Experience Manager
- API-first design gives engineering teams programmatic control over most operations
Cons
- No public pricing; contracts are custom and typically sized for large enterprises
- Steep learning curve for admins and marketers; implementation usually needs data engineers or a specialist partner
- Value depends on a mature data model and XDM schema design up front
- The platform alone is not a CDP; activation, journeys, and analytics require separately licensed applications
Key Features
Client-side data collection
Collects and standardizes data from web, mobile, and connected TV applications for use in Adobe apps and customer-defined endpoints.
Experience Data Model (XDM)
Standard schemas that normalize ingested data from many sources into a consistent structure.
Identity Service and Real-Time Customer Profile
Stitches identities across sources into unified, low-latency customer profiles that can be activated across channels.
Segmentation and audiences
Builds audiences from profile data and shares them with Adobe and non-Adobe destinations.
Data governance and Privacy Service
Data usage labels classify data at ingestion, and Consent Policy Enforcement checks each profile's consent before activation.
Query Service and data science tools
SQL access to platform data plus support for bringing your own models for custom analysis.
Prebuilt source and destination connectors
Ingests from warehouses, CRMs, and other systems, with federated options for using warehouse data without copying it.
Agent Orchestrator and AI Assistant
Purpose-built agents, a reasoning engine, and a conversational assistant that act on platform data within existing access controls, licensed through AI Credits.
API-first extensibility
RESTful APIs for configuring computed attributes, accessing data and entities, exporting data, and integrating with the wider stack.
Pricing
- Licensed per 1,000 profiles (B2C) or business person profiles (B2B)
- Real-time customer profiles and audience activation
- Up to 4,000 generative AI actions per year
- Quote through Adobe sales
- Everything in Prime
- Advanced enterprise source and destination connectors
- Profile API calls and Destination SDK access
- Higher computed-attribute and activation limits
- Up to 6,000 generative AI actions per year
Best For
Enterprise customer data unification
Combine web, app, CRM, and warehouse data into governed real-time profiles that marketing, analytics, and personalization teams share.
Real-time audience activation
Build audiences from live profile data and push them to ad platforms, email tools, and Adobe applications through Real-Time CDP.
Cross-channel journey orchestration
Feed Journey Optimizer with unified profiles to trigger one-to-one messages and scheduled campaigns across channels.
Consent-aware personalization
Apply data usage labels and consent checks so regulated brands can personalize experiences without breaching privacy policies.
Agentic marketing operations
Use Agent Orchestrator and AI Assistant to surface insights and automate experience tasks on top of governed customer data.
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