| Data foundation | Built-in CDP with identity resolution, custom objects, and catalog ingestion. Unified data model combining behavioral, transactional, and catalog data in real time. | Relies on Adobe Experience Platform (AEP) for CDP functionality; otherwise, data management is more fragmented. Integration across AEP, Analytics, and Campaign required for unified profiles. |
| AI depth | Predictive audiences, churn and propensity models, 100+ recommendation recipes, and agentic optimization for decisioning and personalization. | Adobe Sensei provides AI for segmentation and targeting, but use cases are less accessible to non-technical users. Predictive modeling typically requires integration with AEP and Data Science Workspace. |
| Personalization | Dynamic 1:1 recommendations across channels with merchandising controls. Unifies profiles, real-time engagement, and event data to deliver highly targeted content, recommendations, and next-best-action journeys instantly. | Personalization powered through AEP + Target integration. Strong for rule-based or template personalization, but not as real-time or unified across channels without full Adobe stack. |
| Journey orchestration | Lifecycle builder combining real-time signals, predictive scoring, and decisioning. Allows event-triggered and AI-driven orchestration from a single interface. | Campaign workflows and AJO (Adobe Journey Optimizer) handle orchestration. Powerful but complex; configuration often requires technical setup and cross-Adobe coordination. AJO is available as a separate Adobe solution, which can add licensing and implementation considerations. |
| Commerce support | Native support for multi product and SKU based programs, transactional triggers, price drop, and back in stock alerts. | Commerce capabilities often depend on Adobe Commerce or custom integration. SKU level triggers are not native inside Campaign without additional data feeds. |
| Integrations and APIs | 100+ pre built connectors, reverse ETL, webhooks, and warehouse connected patterns. Open and composable with CRM, ecommerce, analytics, and data warehouses. | Deepest integration inside the Adobe ecosystem (AEM, Analytics, Target). External integrations are possible but often require developer effort or middleware. |
| Analytics | Cohort and journey analytics, attribution, and predictive forecasts surfaced directly to marketers. | Reporting can be very deep through Adobe Analytics, but typically requires integration and analyst support. Near real time visibility is harder without full Adobe stack alignment. |
| Governance | Consent management, retention policies, lineage tracking, SOC 2 compliance, GDPR and CCPA support, HIPAA options. | Enterprise grade compliance exists across Adobe Experience Cloud, but governance is spread across components and can be complex to administer. |
| Ease of use | Marketer first design with templates, visual journey building, and no code access to advanced AI. | Enterprise grade but complex. Steep learning curve, and many teams rely on IT or marketing ops to execute. |
| TCO (total cost of ownership) | One platform for CDP, AI, orchestration, and analytics. Predictable scaling as programs grow. | High TCO due to multiple licensed components (Campaign + AEP + Journey Optimizer + Analytics + Target) plus implementation services. |
