The coolest things at Adobe Summit 2022

Adobe Summit, the largest Magento event, showcases the latest eCommerce trends and technologies over several days. There are many challenges ahead for eCommerce, and both retailers and industry experts have solutions. This conference was attended by us to inform you about what online commerce can expect in the coming months.


Three predictions about the digital economy

Adobe released three major predictions for the eCommerce sector in the immediate future, just before the Summit began. This data is based upon the Adobe Digital Economy Index which analyzes over one trillion transactions in real time to give a pulse on key trends.

Adobe predicts that eCommerce will drive 1 trillion dollars in U.S. spending this year. Digital grocery shopping will drive the most growth. The COVID-19 pandemic has shaped the habits of consumers and helped them to spend $72 billion online in 2021.

Adobe predicts that groceries will be a major category in eCommerce and eCommerce over the long-term, with a potential annual revenue of more than 100 billion dollars.

The second prediction is about the long-standing trend of prices declining. Higher prices drove almost $22 billion in inflation.

Although online shopping is often cheaper than offline shopping, this trend will change in the near future.

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The third prediction concerns supply chains. Problems with suppliers will continue impacting the digital economy. In the coming months, there will be billions of out-of stock messages for consumers. Adobe claims that they have received 12 billion out-of stock messages in the past four months.

Self-driving shops

Online stores require a lot of manual labor to achieve the best operational results, and keep in touch with customers. What would you think if your online store could do its daily tasks automatically? The concept of self-driving shops is here. Ryan Rozich, a product director at Adobe, explains the concept in detail.


Nearly 86% of customers believe personalization plays an important role in their purchase. Most shoppers also say that they choose to pay more or recommend brands to provide these personalized experiences.

There are many options for merchants to provide the shopping experience they desire. However, this requires a deep understanding of product relationships and merchandising guidelines. Merchants make thousands of small decisions every day, from page content to search configuration and emails.

Amazon says personalized shopping experiences lead to better results. Over 35% of Amazon’s overall sales can be directly attributed towards personalized recommendations.


This means that customers arrived looking for the item, but also finding it.

What is a self driving store?

A self-driving shop allows shoppers to customize almost every aspect of their shopping experience. This is evident in the Netflix homepage.


Nearly every item on this site is customized to a specific customer. Netflix generates fan art automatically for every title and learns which types of fan artwork the user prefers.

It’s a 100% algorithmically controlled test of millions of versions to discover what makes the best experience.

Personalization opportunities

There are many personalization touches that can be made during your shopping experience. Most of these touch points can be automated to make them self-driving.


Three things are required to achieve this level of personalization:

  1. Understanding your industry, business model, goals and needs.
  2. A unified data strategy. This eliminates data silos and allows for the integration of data from all channels.

An example of AI self-driving a store

A simple example will help you understand the concept of a self driving store. Let’s take for instance Luma Smart, a fictional store that is both a B2B merchant and a B2C one.


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Simon is the first. He owns a boutique in the U.K. called Quad Fitness. Luma Smart supplies him with inventory. Simon places regular orders every two weeks, and also places orders when necessary to replenish his inventory.

Next is Sheila, a regular shopper from the U.S. who has made numerous purchases at Luma Smart.

Personalized B2C experience

Sheila usually lands on the Luma Smart homepage. Its navigation items are customized to Sheila’s preferences. This is particularly useful for responsive mobile layouts, where there are fewer navigation options. This allows Sheila to see the most relevant navigation options at her fingertips first.

Artificial intelligence uses Sheila’s preferences to choose a banner for a store’s home page. The store’s current context is used to determine the next item in the cartousel. Sheila is located on the West Coast of America so this promotion is targeted.

The store AI then goes to the homepage and fills in the week’s deals. It is usually manually created every week. AI allows the store to decide which Sheila is most interested in.

Sheila then receives personalized product recommendations by using collaborative filtering algorithms. These algorithms show Sheila the most popular items in real-time. Algorithms are also able to filter items that are in stock and near Sheila.


A great search experience is essential for any self-driving commerce site. Intelligent search can deliver relevant results without the customer even starting to type. Natural language processing is used to understand the intent of the shopper and the meanings of the queries.

Personalized B2B experience

Simon’s B2B buying experience was different, but equally fueled by AI and data.

They are no longer personalized recommendations for him; they are individualized recommendations to the store. The page does not need to be a blank canvas with no content that highlights products or offers for him. It can be customized to fit the needs of the sales team and the store.

Simon is open to suggestions from B2B buyers to assist them in assortment planning and to consider additional items to add to their store’s catalog.


Simon is also able to have hyper-personalized experiences, with content that is relevant to his needs and those of his store.

Automated product positioning

Merchants need to be able to control which products are buried in what categories, based on their business needs. Smart search dicing allows merchants to create dynamic rules about which products and categories they want to promote.

In a self-driving shop, the level of detail can be customized. The algorithm predicts whether the shopper will want more details or just a summary.

A store can suggest bundles by using shopping basket analysis algorithms. Our self-driving store will recommend products to shoppers if a product does not suit them.

The self-driving shop goes beyond the webstore

The relationship does not end at the checkout. The post-purchase phase is taken care of by the store.

It may send educational materials to B2B clients or remind them to replenish stock or bring in seasonal inventory. B2C clients can also receive post-purchase care, such as tips and tricks on how to use the product.

The near future is self-driving shops

Adobe’s expert stated that self-driving shops are not far away. Many AI-powered experiences can be found in Adobe Commerce and Adobe Experience Cloud.

Adobe Commerce is ready to use right out of the box. It includes Adobe Sensei-powered features like product recommendations for B2B or B2C and live search for intelligent searching capabilities.

Adobe target offers advanced segmentation and optimization that allows you to create the perfect experience for each person. Customer journey analytics provides insights into how shoppers behave, what’s working and what’s not. It also allows you to spot unusual changes in metrics and pinpoint the root causes.

Adobe journey optimizer keeps journey optimization going even after customers leave your site.

How to transition to a self-driving business

You can identify the low-hanging fruits to make your store more self-driving. Features like product recommendations via live search can be a key to AI-powered features that have a big impact.


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After turning on live search, merchants see an increase in average order value and conversion rates of up to 15% due to product recommendations.

The next step is to eliminate data silos. You need a single view of all your visitors and customers across all channels. This will allow you to personalize interactions. Platforms that provide real-time customer data can connect customer data across channels.

For true omnichannel personalization, you must be able activate profiles and data across all channels. You will need a single data strategy and data that is accessible across all channels to achieve this.

Top CMS Innovations

Adobe Experience Managers Sites Haresh Kumar and Cedrik Husler shared top innovations in content management system design.

Adobe Experience Managers Sites (AEM), a tool that allows stores to create and distribute personalized experiences, is available. This tool is becoming more popular than the traditional method of content delivery via HTML pages. It is partly due to its ease of use and speed of work.


A new workflow for frontend developers

Quick Site technology makes it easier to create a website. The work can even be done from a template. The background handles the installation of components, such as templates, themes, and sample content.


Theme Sources allows you to customize the site’s appearance. It contains everything a frontend requires to complete the task. You can also download files for designers.

To preview the changes, you can view them locally. The code can then be uploaded to the website frontend within a matter of minutes.

Adobe experts view AEM as a new workflow that front-enders can use to reduce the steps required before they can begin working.

Integration of analytics is simple

Analytics integration is usually done in multiple stages. Adobe Experience Manager makes it easy: Select the site and click the analytics integration button.

Site owners must answer one question: How do they call the integration? All data collection, data mapping, and other stuff happens behind the scenes.


The site owner will receive a detailed report at the end that includes data about users’ origins, their actions, and which pages they liked best. Each component of the page is tracked in the report.

Personalization technology

AEM is based on personal experience. It allows you to make the most of your own experiences by combining several ideas.

First, imagine the ability to create a simulation by switching between multiple personas in order to see how the content changes. You can create content variations by using experience fragments. They are also easy to manage in one place.

AEM can be integrated to create product recommendations. AEM can bring the recommendations from Magento to life.


Performance and speed

AEM developers kept speed in mind while working on functionality. Customers can obtain high-performance scores using Google Core Web Vitals from the box.


AEM developers are proud of the speed with which they were able to deliver images faster, especially on mobile. CDN is an important part of faster delivery. AEM can handle large traffic volumes due to its tight integration with CDN.

The CMS will get a new UI in the middle of the year to manage content fragments and increase site performance.


Automate B2B Marketing Automation in 2022

Venu Tavisals, the chief of Adobe Marketo Engage, reveals new innovations for B2B marketing automation. It features new ways to increase marketing efficiency, scale and impact, as well as new channels for sales and marketing to engage customers.


Adobe Marketo Engage can be used to deliver account-based and lead-based marketing. Its efficiency speaks for its self:


Marketo Engage has a vision that is based on automation to help increase the online business results.

Marketo Engage offers the ability to combine all of its instances into a single data platform, allowing for unified profiles for B2B advertising.


Multiple Adobe Experience Cloud users will now be able use the same account to access them all, rather than several. This simplifies the administration of Adobe’s cloud products. Customers who are currently using the system will be able to migrate to the new system in the second quarter of 2022.

Predictive lead scoring and account scoring

Businesses will be able to communicate with customers more efficiently and at the right moment. Artificial intelligence (AI), which eliminates scoring models, leads to greater accuracy and quicker time-to-value.


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It is possible to configure the AI without being an expert in data science. Businesses will still receive clear scoring explanations that will help speed up adoption.

Businesses will also receive prediction and actual reports that can be used to confirm the accuracy of prediction models.

Predictive lead, scoring and other predictive capabilities will be available in the second quarter of 2022. First for B2B platform users, then for all Marketo Engage customers.

Innovation is the key to a great experience

Marketo Engage offers a Dynamic Chat method for real-time communication. This will allow you to generate more qualified leads.


As part of the standard offering, all clients will have access to this functionality.

It also receives starter templates, conditional branching and targeting based upon Marketo data.

Log Forwarding: How to monitor your Compute Workers

Your team has created Custom Asset Compute Worker to add watermarks for Adobe Experience Manager customers. How can you troubleshoot issues with this app?

Manik Jindal (Product Manager, Adobe Developer Console) and Olga Kopylova (Sr. Adobe’s Architect explains how Log Forwarding can be used in App Builder to improve monitoring of the application’s health.


Let’s suppose that the Custom Asset Compute Worker occasionally outputs incorrect watermarks, or they are never generated at all.


Each Compute worker is a microservice which logs information using the console.log function. This log is automatically stored by Adobe I/O and can be retrieved using command-line tools.


Custom Worker debugging in production

Production can upload thousands of assets simultaneously, which generates multiple lines of logs. Log forwarding with Adobe App Builder can be used by customers to filter out non-relevant logs using their log observation solution.


Log forwarding has many benefits.

  • All logs are accessible to developers. Developers have access to all App Builder logs, and can control the retention period.
  • Search in logs. Logs search, alerts set, log visualization
  • Logs consolidation Logs can be combined within the observability infrastructure to streamline the response.

These solutions support log forwarding functionality: image

Log forwarding demo

This demo shows how Adobe Experience Manager (AEM), allows developers to work with assets. It is your task to create a custom rendition using custom logic. As a watermark, the output should include a logo and an original image.

First, create an Asset Compute Worker using this custom logic, then integrate it with AEM and set up demo folders for assets.

This is how a worker will look with his logic:


Worker communicates with an external service that provides watermarking functionality.


The watermark is then added to the original image and saved in a rendition.

To debug Compute Worker, launch the log monitoring with the command AIO RT Activation Logs. You can find an error message and explanation (Worker exceeded the watermark quota for external watermarking services):


Using Log Forwarding

To configure log forwarding to external observation systems, use the command app config set Log-forwarding


Select one of the three systems available. It is Splunk for this demonstration. Please provide the necessary arguments to connect to your Splunk instance


It is easy to spot errors in production projects by using the filtering capabilities of Splunk, a centralized log management tool.

imageRead more on Log Forwarding on


Adobe Summit is a conference where everyone can learn from engineers and executives who work for Adobe and other large online retailers. They discuss how customer experiences are the currency in the digital economy, and how business owners can create personalized customer experiences.

This event will allow you to see the future of eCommerce and learn useful lifehacks that can help your store infrastructure.


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