In today’s financial landscape, personalization is no longer a luxury; it’s a customer expectation. Yet, according to Adobe’s latest State of Customer Experience in Financial Services in an AI-Driven World report, only 36% of the customer journey is currently personalized, despite 74% of financial services executives acknowledging that their customers expect tailored interactions.

This gap isn’t just a missed opportunity; it’s a trust breaker.

Why Personalization Matters More Than Ever

Financial decisions are deeply personal. Whether a customer is exploring mortgage options, planning for retirement, or managing small business finances, they expect advice and experiences that reflect their unique goals and life stage. Generic nudges and one-size-fits-all messaging simply don’t cut it anymore.

Early-stage interactions—like product discovery or financial education—are especially critical. These are high-value moments where relevance builds trust and guides decision-making. Yet many institutions fall short, lacking the orchestration needed to deliver personalized engagement across these initial touchpoints.

What’s Holding Institutions Back?

The report highlights several barriers:

• Fragmented data systems that prevent a unified view of the customer
• Legacy operating models that prioritize product silos over customer journeys
• Compliance concerns that limit personalization efforts, even when customers expect it

These challenges are compounded by the rise of AI-powered experiences, which demand real-time, context-aware personalization across channels.

The Path Forward: Adaptive, Lifecycle Personalization

To close the gap, financial institutions must evolve from episodic personalization to adaptive, full-lifecycle engagement. That means:

• Investing in unified customer profiles and behavioral insights
• Building real-time content engines that respond to customer signals
• Designing personalization strategies that grow with the relationship and not just the transaction

Download the full Adobe report to explore the top 10 insights shaping the future of financial services, and discover how your organization can lead with intelligence, responsibility, and trust.

Learn About Perficient and Adobe’s Partnership

Are you looking for a partner to help you transform and modernize your technology strategy? Perficient and Adobe bring together deep industry expertise and powerful experience technologies to help financial services organizations unify data, orchestrate journeys, and deliver customer-centric experiences that build trust and drive growth.

Get in Touch With Our Experts

As customer expectations continue to rise, financial services organizations are under increasing pressure to deliver personalized, seamless, and secure digital experiences. Adobe’s latest report, The Total Economic Impact of Adobe’s Content Supply Chain Solution, reveals how Generative AI and connected data are reshaping the industry and why now is the time for financial institutions to evolve.

A Wake-Up Call for Financial Services

Consumers today expect more than just secure transactions. They want personalized recommendations, consistent omnichannel experiences, and transparency in how their data and AI-generated content are used. Yet, Adobe’s research shows a significant gap between these expectations and what financial services brands currently deliver:

• 90% of consumers rate data privacy as critical, but only 58% feel their data is handled securely
• 79% expect consistent experiences across channels, but just 47% say brands deliver
• Only 33% feel brands anticipate their needs with relevant offers, despite 70% expecting it

This disconnect presents a clear opportunity for financial institutions to differentiate themselves by investing in AI-powered personalization and content delivery.

GenAI Moves From Concept to Competitive Advantage

Generative AI is no longer a futuristic concept; it is now a reality. It’s a strategic imperative. In 2025, 56% of financial services organizations are prioritizing GenAI to improve client interactions and employee productivity. Wealth and asset management firms lead the charge with 60% focusing on AI-driven client engagement compared to 52% in retail banking.

Use cases are expanding rapidly:

• Chatbots are the most mature application, with 49% of organizations already using them
• Journey optimization and data analysis are gaining traction, with over 40% of firms piloting or deploying solutions
• AI is also being used to automate workflows, generate creative content, and personalize customer experiences across channels

Efficiency, Engagement, and Growth

Executives are already seeing tangible benefits from AI adoption:

• 51% report major gains in content production speed
• 50% see improved team productivity
• 47% note freed-up resources for strategic initiatives

These improvements are driving better customer engagement and laying the foundation for scalable, personalized marketing.

Overcoming Compliance, Data Silos, and Culture

Despite the momentum, scaling AI in financial services isn’t without challenges. Governance, compliance, and privacy concerns top the list, especially in retail banking, where 59% of executives cite compliance as the biggest hurdle. Siloed data is another major issue, particularly in wealth and asset management, where 51% struggle to unify customer insights.

To move forward, organizations must:

• Establish cross-functional AI governance committees
• Invest in real-time data platforms
• Prioritize ethical AI practices to protect brand reputation

The Road Ahead

The Adobe report paints a clear picture: financial services organizations must embrace AI and digital transformation to stay competitive. Key trends shaping the future include:

• Hyper-Personalization | Real-time, one-to-one interactions are the goal, but only 33% of firms can update offers based on browsing history.
• Omnichannel Consistency | Practitioners feel pressure to deliver more content across more channels, with 43% citing increased volume demands.
• Sustainable Innovation | Wealth managers are leading the way in sustainable investing, responding to growing consumer demand.

To succeed, financial institutions must take a methodical, compliant approach to AI adoption, balancing innovation with trust. The winners will be those who connect data, content, and customer insights to deliver meaningful, personalized experiences at scale.

Ready to Transform Your Digital Experience Strategy?

Navigating the complexities of AI adoption, data governance, and digital transformation requires more than just technology. It demands deep industry expertise and a strategic partner who understands the nuances of financial services.

Our experts bring together Adobe solutions, generative AI innovation, and financial services experience to help you:

• Deliver personalized, compliant, and scalable digital experiences
• Break down data silos and activate real-time insights
• Accelerate content creation and journey optimization with AI
• Build trust through secure, transparent, and consistent customer interactions

Whether you’re modernizing for next-gen customers, launching new digital offerings, or scaling AI across your organization, we’re here to help you move forward with confidence.

Let’s connect and explore how we can elevate your customer experience together.

The headlines are troubling but predictable. The Trump administration will launch a program next year to find out how much money an artificial intelligence algorithm could save the federal government by denying care to Medicare patients. Meanwhile, a survey of physicians published by the American Medical Association in February found that 61% think AI is “increasing prior authorization denials, exacerbating avoidable patient harms and escalating unnecessary waste now and into the future.”

We’re witnessing the healthcare industry’s narrow vision of AI in action: algorithms designed to say “no” faster and more efficiently than ever before. But what if we’re missing the bigger opportunity?

The Current AI Problem: Built to Deny, Not to Help

The recent expansion of AI-powered prior authorization reveals a fundamental flaw in how we’re approaching healthcare technology. “The more expensive it is, the more likely it is to be denied,” said Jennifer Oliva, a professor at the Maurer School of Law at Indiana University-Bloomington, whose work focuses on AI regulation and health coverage.

This approach creates a vicious cycle: patients don’t understand their benefits, seek inappropriate or unnecessary care, trigger costly prior authorization processes, face denials, appeal those denials, and ultimately either give up or create even more administrative burden for everyone involved.

The human cost is real. Nearly three-quarters of respondents thought prior authorization was a “major” problem in a July poll published by KFF, and we’ve seen how public displeasure with insurance denials dominated the news in December, when the shooting death of UnitedHealthcare’s CEO led many to anoint his alleged killer as a folk hero.

A Better Vision: The AI Concierge Approach

What if instead of using AI to deny care more efficiently, we used it to help patients access the right care more effectively? This is where the AI Concierge concept transforms the entire equation.

An AI Concierge doesn’t wait for a claim to be submitted to make a decision. Instead, it proactively:

• Educates patients about their benefits before they need care
• Guides them to appropriate providers within their network
• Explains coverage limitations in plain language before appointments
• Suggests preventive alternatives that could avoid more expensive interventions
• Streamlines pre-authorization by ensuring patients have the right documentation upfront

The Quantified Business Case

The financial argument for AI Concierge services is compelling:

Star Ratings Revenue Impact: A half-star increase in Medicare Star Ratings is valued at approximately $500 per member. For a 75,000-member plan, that translates to $37.5 million in additional funding. An AI Concierge directly improves patient satisfaction scores that drive these ratings.

Operational Efficiency Gains: Healthcare providers implementing AI-powered patient engagement systems report 15-20% boosts in clinic revenue and 10-20% reductions in overall operational costs. Clinics using AI tools see 15-25% increases in patient retention rates.

Cost Avoidance Through Prevention: Utilizing AI to help patients access appropriate care could save up to 50% on treatment costs while improving health outcomes by up to 40%. This happens by preventing more expensive interventions through proper preventive care utilization.

The HEDIS Connection

HEDIS measures provide the perfect framework for demonstrating AI Concierge value. With 235 million people enrolled in plans that report HEDIS results, improving these scores directly impacts revenue through bonus payments and competitive positioning.

An AI Concierge naturally improves HEDIS performance in:

• Preventive Care Measures: Proactive guidance increases screening and immunization rates
• Care Gap Closure: Identifies and addresses gaps before they become expensive problems
• Patient Engagement: Improves medication adherence and chronic disease management

Beyond the Pilot Programs

While government initiatives like the WISeR pilot program focus on “Wasteful and Inappropriate Service Reduction” through AI-powered denials, forward-thinking healthcare organizations have an opportunity to differentiate themselves with AI-powered patient empowerment.

The math is simple: preventing a $50,000 hospitalization through proactive care coordination delivers better ROI than efficiently denying the claim after it’s submitted.

AI Healthcare Concierge Implementation Strategy

For healthcare leaders considering AI Concierge implementation:

• Phase 1: Deploy AI-powered benefit explanation tools that reduce call center volume and improve patient understanding
• Phase 2: Integrate predictive analytics to identify patients at risk for expensive interventions and guide them to preventive alternatives
• Phase 3: Expand to comprehensive care navigation that optimizes both patient outcomes and organizational performance

The Competitive Advantage

While competitors invest in AI to process denials faster, organizations implementing AI Concierge services are investing in:

• Member satisfaction and retention (15-25% improvement rates)
• Star rating improvements ($500 per member value per half-star)
• Operational cost reduction (10-20% typical savings)
• Revenue protection through better member experience

Conclusion: Choose Your AI Future

The current trajectory of AI in healthcare—focused on denial optimization—represents a massive missed opportunity. As one physician noted about the Medicare pilot: “I will always, always err on the side that doctors know what’s best for their patients.”

AI Healthcare Concierge services align with this principle by empowering both patients and providers with better information, earlier intervention, and more effective care coordination. The technology exists. The business case is proven. The patient need is urgent.

The question isn’t whether AI will transform healthcare—it’s whether we’ll use it to build walls or bridges between patients and the care they need.

The choice is ours. Let’s choose wisely.

We’re proud to announce that we’ve earned our 8th Adobe specialization in Adobe’s Real-time Customer Data Platform. This milestone reflects our continued commitment to delivering exceptional digital experiences and deepens our already robust Adobe partnership.

View our other specializations in the Adobe partner directory.

What is Adobe’s Real-time CDP?

Real-time Customer Data Platform is a powerful solution that enables organizations to unify customer data from multiple sources in real-time, creating actionable profiles that drive personalized, omnichannel experiences. As customer expectations continue to rise, Real-time CDP empowers brands to activate their data with precision, speed, and relevance.

Why This Specialization Matters

Achieving an Adobe specialization is no small feat. Adobe’s rigorous program evaluates partners on their technical expertise, successful implementations, and proven customer impact. This new Real-time CDP specialization validates Perficient’s ability to architect and deploy scalable data solutions that help clients unlock the full potential of their customer data.

Delivering Real-time Impact Across Industries

Our team has already helped leading brands across industries leverage Adobe’s Real-time CDP to:

• Break down data silos and unify fragmented customer information
• Build real-time, privacy-compliant customer profiles
• Activate audiences across channels for personalized engagement
• Drive measurable business outcomes through data-driven marketing

“This specialization is a testament to our team’s deep expertise in Adobe Experience Cloud and our ability to help clients harness real-time data to deliver meaningful customer experiences,” said Lynn Brading, Global Adobe Alliance Director at Perficient.

How We’re Innovating and Growing With Adobe

As we continue to expand our Adobe capabilities, this specialization reinforces our position as a trusted advisor for enterprise organizations seeking to modernize their digital ecosystems. Whether you’re just beginning your journey with Real-time CDP or looking to optimize an existing implementation, Perficient is ready to help.

Let’s Connect

Explore our Adobe partner page to learn more about our specializations, success stories, and how we can help you turn data into a strategic advantage.

In today’s hyper-personalized digital world, delivering the right message to the right customer at the right time is non-negotiable. 

Adobe Commerce is a powerful eCommerce engine, but when coupled with Adobe Real-Time CDP (Customer Data Platform), it evolves into an intelligent experience machine, which is capable of deep AI-powered personalization, dynamic segmentation, and real-time responsiveness. 

What is Adobe Real-Time CDP? 

Adobe Real-Time CDP is a Customer Data Platform that collects and unifies data across various sources (websites, apps, CRM, etc.) into a single, comprehensive real-time customer profile. This data is then accessible to other systems for marketing, sales, and service. 

Key Capabilities of Real-time CDP

• Real-time data ingestion and activation.  
• Identity resolution across devices and platforms 
• AI-driven insights and audience segmentation 
• Data governance and privacy compliance tools 

Why Integrate Adobe Commerce with Adobe CDP? 

Adobe Commerce offers native customer segmentation, but it’s limited to session or behavior data within the commerce environment. When the customer data is vast, the native segmentation becomes very slow, impacting overall performance.  

What We Gain with Real-Time CDP

Use Cases

1. Win-back Campaign: Identify dormant users in CDP and activate personalized discounts  
2. Cart Recovery: Capture cart abandonment events. 
3. High-Intent Buyers: Target customers who browse premium products but didn’t convert 

Integration of Adobe Commerce with Adobe Real-Time CDP 

Data Layer Implementation

• Install Adobe Experience Platform Web SDK to enable real-time event tracking and identity collection.  
• Define and deploy a custom XDM schema aligned with Commerce events. 

Customer Identity Mapping

• Implement Adobe Identity Service to build unified customer profiles across anonymous and logged-in sessions. 
• Ensure login/signup events are tracked for persistent identification. 

Data Collection Configuration

• Tag key Commerce events (add to cart, purchase, product) to collect data. 
• Set up batch or streaming ingestion using the following extensions: 
  • audiences-activation 
  • experience-platform-connector
• Admin configuration for Organization ID, Dataset ID & Data Stream ID:  
  • System -> Services -> Data Connection 
  • System -> Services -> Commerce Service Connector 

Audience Segmentation & Activation

• Create dynamic audiences using behavioral, transactional, and CRM data.  
• Assign Audience in Adobe Commerce. 

Personalization Execution

• Leverage Adobe Target or Adobe Experience Manager (AEM) to serve personalized content.
• CDP can be used for decision making, like suppressing offers to churn customers. 

Challenges to Consider 

• Data Governance: Ensure GDPR/CCPA compliance with CDP’s consent management tools. 
• Identity Resolution Complexity: Work closely with marketing teams to define identity rules. 
• Cross-Team Collaboration: Integration touches data engineering, commerce, marketing, and legal teams.

Conclusion 

Integrating Adobe Commerce with CDP empowers both business and technical teams to unify profiles and stay ahead in a dynamic marketplace by delivering personalization.  

Adobe Real-Time CDP is not just a marketing tool, it’s an asset for creating commerce experiences that adapt to the customer in real-time.   

In earlier blogs – Why AI-Led Experiences Are the Future — And How Sitecore Stream Delivers Them and Creating a Brand Kit in Stream: Why It Matters and How It helps Organizations, I tried to explore what Sitecore Stream is, how it powers AI-led content management, and how features like Brand Kit and Assist streamline your creative process. Those were all about content creation and brand consistency.

But here’s the next big leap:

Imagine this: You’re enhancing your website, launching a new campaign, or rolling out a promotional activity — and you can plan, manage, and execute it all without ever leaving Sitecore portal. No switching between tools. No messy integrations. No lost time.

With AI seamlessly integrated into project creation and management, Sitecore Stream becomes more than just a workspace — it becomes your smart workspace. From automatically generating project outlines, suggesting tasks, and assigning responsibilities, to tracking progress and flagging risks, AI acts as your proactive co-pilot every step of the way.

• One Unified Platform – Content, creative assets, AI planning, project tracking — all in one place.
• Smarter, Faster Execution – AI recommendations help you plan and launch in record time.
• Team Alignment Without the Chaos – Everyone works in the same environment, with instant visibility into priorities and progress.
• Eliminate Context Switching – Stay focused by keeping everything connected inside Sitecore Stream.

Why Manage Projects in Sitecore Stream?

Traditional workflows often mean hopping between:

• A PM tool for scheduling and tasks
• A content platform for asset creation
• A chat app for collaboration

With Sitecore Stream, you get:

• A centralized workspace to create and manage projects
• Built-in AI to help suggest deliverables and tasks
• Direct Sitecore product actions (e.g., linking straight into XM Cloud or Personalize or CDP)
• Multiple visual views (List, Kanban, Timeline, Funnel) for different working styles
• Integrated file storage for creative assets and documents

Let’s walk through the steps to create and manage your first project in Sitecore Stream.

Creating Your First Project — Step-by-Step

1. Check Permissions

To create projects, you need:

• Admin app role in Stream, or
• Org Admin / Owner in Sitecore Cloud Portal

If you don’t have these permissions, request them from your Sitecore Cloud admin.

2. Create the Project

• Navigate to Projects → Create project
• Fill in:
  • Project name
  • Start and End dates (the UI will calculate total days)
  • Brand Kit – link directly to your approved assets
  • Labels – for easy filtering
  • Thumbnail – for quick visual recognition
• Click Save to open your Project Details page

Tip: If you have a Brand Kit, always link it when creating a campaign — it keeps every deliverable aligned with approved brand standards.

3. Add Team Members

• Admins can invite members directly or approve/reject access requests.
• Keep project access restricted to relevant stakeholders to reduce noise and maintain focus.
• Click on +(Plus) icon on top right corner to add new team member

Add Deliverables – Turning Ideas into Action:

Deliverables are the big-ticket outputs your project needs – the stepping stones between concept and execution.

Manual Creation

From the Project Details -> List tab:

• Click Add deliverable
• Enter:
  • Name
  • Due date
  • Funnel stage (Top, Middle, Bottom)
  • Funnel tactic (predefined or custom)
  • Labels (optional)
• Save

AI-Powered Creation

As Sitecore stream is AI packed, its helps you in every step from brainstorming to executions, Use Suggest deliverables with AI:

• Stream analyzes your project name and description
• Add a prompt for more context for creating deliverable. Ex: In below screenshot, I have given context to create deliverable to add campaign and stream has generated deliverables.
• AI proposes deliverables across funnel stages
  – Pick, refine, or regenerate until it fits your plan

Breaking It Down Further: Tasks

Tasks are the day-to-day actions needed to complete each deliverable.

Manual Task Creation

Under a deliverable in the List tab:

• Click Add task
• Give it a name and save
• Open the task pane to set:
  • Labels
  • Status (Not started / In progress / Done)
  • Start & end dates (Stream shows remaining days)
  • Assignee
  • Priority (High / Medium / Low)
  • Description
  • Attachments (DOCX, PDF, PNG, JPG)
  • Dependencies
  • Actions (predefined calls into Sitecore products)

AI-Powered Task Suggestions

• Click Suggest tasks with AI under a deliverable
• AI proposes tasks — you can save, edit, or remove as needed

Linking Sitecore Actions

You can add Sitecore actions to a task — e.g., a button to create an specific item in XM Cloud. This bridges planning and doing in one click.  You can add action for sitecore products like Personalize, CDP, XMcloud, once you choose resource, you can select action to be performed in the products.

Working Your Way: Multiple Views

Different teams prefer different ways of visualizing work. Sitecore Stream gives you five interactive views:

1. List View (Default)

• Hierarchical view of deliverables and tasks
• Best for editing, filtering, and using AI suggestions

2. Kanban View

• Drag task cards between statuses
• Perfect for daily standups and quick progress tracking
• Expand/collapse deliverables for focus

3. Timeline View (Gantt-Style)

• Visualize start/end dates, durations, and dependencies
• Drag-and-drop to adjust schedules
• Switch between Day/Week/Month/Quarter for planning at different levels

4. Funnel View

• Organize deliverables into Top, Middle, Bottom stages
• See funnel coverage at a glance
• Drag between stages to reassign

5. Attachments View

• Centralized file repository for your project
• Search, preview, filter, and download creative assets

The Value of Stream’s Orchestration

Sitecore Stream doesn’t just bolt project management onto a content tool — it blends them into a single marketing execution hub. The benefits are tangible:

• No context switching between PM tools and content platforms
• AI assistance for faster planning
• Visual views for different work styles
• Integrated Sitecore actions to reduce clicks and friction
• Built-in asset management for projects

When your campaign planning, creative production, and execution all live in one system, your team can move faster and with more confidence that nothing is falling through the cracks.

Sitecore Stream moves marketing orchestration into the same ecosystem as content and product tools. You’ll gain a unified space for ideation, execution, and optimization — keeping strategy, tasks, and assets aligned from start to finish.

That combination cuts down context switches, lesser dependencies, AI help for ideation, speeds campaigns, and makes funnel coverage and task ownership visible at a glance. If you already use Sitecore products, the integrated actions are particularly time-saving.

The digital world isn’t slowing down, and neither are your customers. They expect fast, around-the-clock support in their language. For global businesses, meeting that demand can be costly. Hiring multilingual agents in every region adds up quickly. That’s why more companies are turning to real-time translation tools. They offer a more scalable, cost-effective way to deliver consistent, high-quality service across languages.

In this blog article, I will guide you through how we, at Perficient, are addressing this challenge by leveraging Twilio’s ConversationRelay and AI translation technology to deliver real-time voice translation for contact centers. The result is a quick, accurate, and natural conversation with an agent who can speak in the customer’s native language. Pretty impressive, isn’t it?

What Is Twilio ConversationRelay?

For real-time voice translation with Twilio ConversationRelay, developers can access live Media Streams between the customer and agent, and improve their conversation in real-time. Think of it as a smart audio bridge that enables you to plug in AI features such as text-to-speech, real-time translation, speech-to-text transcription, or an LLM. As a result, it provides a strong basis for creating dynamic, multilingual voice experiences in modern contact centers.

Now, let’s see how the backend of our real-time voice translation demo is put together.

Twilio ConversationRelay captures live audio when a customer speaks in their native language, for example, Spanish, using Programmable Voice. That stream is then routed through WebSockets to maintain a quick and responsive connection.

The procedure reverses itself when the agent responds in English, recording their voice, transcribing it, translating it back into the customer’s language, and then turning it back into speech.

It’s fascinating how AI makes it possible to have seamless, two-way, real-time conversation between speakers of different languages without the need for a human interpreter.

Why It Matters

Real-time voice translation is revolutionizing the way businesses communicate with customers by enabling support in the customer’s language without needing an agent who speaks it natively.

But it’s not just about translating words. This method helps support teams truly understand what customers are saying, including the tone and emotion behind their message. That results in fewer misunderstandings, quicker resolution times, and a smoother overall experience.

More importantly, it helps build trust and empathy in conversations that might otherwise feel distant or disconnected. With that, customer satisfaction isn’t just possible, it’s almost guaranteed.

Challenges And Considerations

Real-time voice translation is a game-changer, but making it work seamlessly in a live contact center is a whole different story.

One of the biggest hurdles is latency. Even a slight delay, just a few hundred milliseconds, can disrupt the natural flow of a conversation and make things feel awkward or disjointed.

Then there’s the issue of accuracy. In industries like healthcare or finance, where precise language and industry-specific terms matter, generic translation tools can easily miss the mark.

And let’s not forget about privacy and compliance. When you’re dealing with live audio and sensitive data, you have to play by the rules, whether it’s GDPR, HIPAA, or PCI DSS.

That’s why building a multilingual contact center solution isn’t just about plugging in a translation tool. It takes careful planning, the right tech stack, and thorough testing to get it right.

At Perficient, our Customer Care practice is actively focused on minimizing latency in real-time voice translation for cloud contact centers. Leveraging Twilio ConversationRelay, we are optimizing low-latency audio streaming and integrating optimal ASR and translation models tailored to a specific industry. We also embed secure, compliant workflows that protect sensitive data while preserving natural conversational flow.

See It in Action

We’ve put together a live demo that walks through the full experience, from capturing the customer’s voice to translating it in real-time and vice versa within a cloud contact center.

Curious to see it in action? Or wondering how something like this could level up your contact center? Let’s connect, and we’d love to show you what’s possible.

For years, AI in customer service has been synonymous with efficiency. Businesses leaned on AI agents to reduce costs, deflect calls, and automate routine tasks. These agents were designed to streamline operations, not necessarily delight customers. But a new chapter is quickly unfolding.

We’re now entering the era of agentic AI with a new generation of intelligent systems that don’t just respond to commands but act with purpose, context, and autonomy. As highlighted in a recent CNBC interview with AI entrepreneur Adam Bialecki, brands are beginning to deploy AI not just as a support tool, but as a personal concierge that can guide, recommend, and even sell.

What Is Agentic AI?

Unlike traditional AI agents that operate within narrow parameters, agentic AI systems are designed to reason, plan, and take initiative. They can understand goals, make decisions, and adapt their behavior based on real-time data and customer context. This shift moves AI from being reactive to being proactive and from answering questions to anticipating needs.

Agentic AI is not just about smarter bots. It’s about creating autonomous digital experiences that feel personal, intuitive, and deeply aligned with a brand’s identity.

Adobe’s Vision: Brand Concierge and the Agentic Framework

Adobe is helping transform customer experience with its Brand Concierge, a new application built on the Adobe Experience Platform’s Agent Orchestrator. This tool allows brands to deploy AI agents that act as intelligent, conversational guides, helping customers explore, decide, and purchase with confidence.

At the heart of Brand Concierge is Adobe’s agentic AI framework, which combines reasoning engines, conversational interfaces, and real-time data orchestration. These agents don’t just follow scripts; they understand customer journeys, adapt to preferences, and reflect the brand’s tone and values.

Adobe Research is also advancing the foundational science behind agentic AI. Their work includes:

• Planning and Reasoning: Enabling agents to solve complex problems, backtrack, and replan when needed.
• Conversational Data Science: Letting users interact with data through natural dialogue, simplifying tasks like A/B testing and audience segmentation.
• Attribution and Safety: Ensuring agents provide accurate, trustworthy responses with clear sourcing.

This approach empowers marketers to deliver one-to-one experiences at scale, turning every interaction into an opportunity for engagement and revenue.

From Cost Center to Growth Engine

The implications are profound. Where AI was once a tool for cost reduction, agentic AI is becoming a growth driver. These systems can:

• Recommend products based on real-time behavior
• Personalize content and offers dynamically
• Guide customers through complex decisions
• Build loyalty through consistent, branded interactions

In short, agentic AI is transforming AI agents from passive responders into active brand ambassadors.

Agentic AI is the Future

As customer expectations rise, brands that embrace agentic AI will be better positioned to deliver the kind of experiences that build trust, loyalty, and long-term value. The future of customer experience isn’t just automated, it’s intelligent, intentional, and deeply human.

In today’s data-driven world, understanding how users interact with your application is no longer optional , it’s essential. Every scroll, click, and form submission tells a story, a story about what your users care about, what they ignore, and where they might be facing friction.

This is where event tracking and analytics come into play.

Traditionally, developers and product teams rely on third-party tools like Google Analytics, Log rocket, or Hot-jar to collect and analyse user behaviour. These tools are powerful, but they come with trade-offs:

• Privacy concerns : You may not want to share user data with external services.
• Cost : Premium analytics platforms can be expensive.
• Limited customization : You’re often restricted to predefined event types and dashboards.

 What Is Event Tracking?

Event tracking is the process of capturing and analyzing specific user interactions within a website or application. These events help you understand how users engage with your product.

 Common Events to Track:

• Page Views – When a user visits a page
• Button Clicks – Interactions with CTAs or navigation
• Scroll Events – How far users scroll down a page
• Form Submissions – When users submit data
• Text Inputs – Typing in search bars or forms
• Mouse Movements – Hovering or navigating with the cursor

Why Is It Important?

The primary goal of event tracking is to:

• Understand user behaviour
• Identify friction points in the UI/UX
• Make data-informed decisions for product improvements
• Measure feature adoption and conversion rates

Whether you’re a developer, product manager, or designer, having access to this data empowers you to build better, more user-centric applications.

In this blog, I’ll give you a high-level overview of a custom Event Tracker POC built with React.js and Bootstrap—highlighting only the key snippets and how user interactions are tracked.

1. Reusable Event Tracker Utility:

   const eventTracker = (eventName, eventData = {}) => {
     const key = 'eventCounts';
     const existing = JSON.parse(localStorage.getItem(key)) || {};
     existing[eventName] = (existing[eventName] || 0) + 1;
     localStorage.setItem(key, JSON.stringify(existing));
     const event = {
       name: eventName,
       data: eventData,
       timestamp: new Date().toISOString(),
     };
     console.log('Tracked Event:', event);console.log('Event Counts:', existing);};
   

    

2. Wherever event happen add in below format(e.g: form submit)

   eventTracker('Form Submitted', { name, email });

    

3. To view any event tracker count and which event it is, we can do as per below code.

   export const getEventCount = (eventName) => {
     const counts = JSON.parse(localStorage.getItem('eventCounts')) || {};
     return counts[eventName] || 0;
   };
   
   

    

4. Usage in dashboard

   import { getEventCount } from '../utils/eventTracker';
   
   const formSubmitCount = getEventCount('Form Submitted');
   const inputChangeCount = getEventCount('Input Changed');
   const pageViewCount = getEventCount('Page Viewed');
   const scrollEventCount = getEventCount('Scroll Event');
   
   

   This allows you to monitor how many times each event has occurred during the users session  (if local storage is retained).

Advantages of Custom Event Tracker:

1. Full Control – Track only what matters, with custom data structure
2. Data Privacy – No third-party servers, easier GDPR/CCPA compliance
3. Cost Effective – No subscription, suitable for POCs and internal tools
4. Custom UI – Fully customizable dashboard with React and Bootstrap
5. No External Dependencies – Works offline or in secure environments
6. Easy Debugging – Transparent logic and flexible debugging process

Conclusion:

1. If your focus is flexibility, cost-saving, and data ownership, a custom event tracker built in any framework or library (like your POC) is a powerful choice—especially for MVPs, internal dashboards, and privacy-conscious applications.
2. However, for quick setup, advanced analytics, and visual insights, third-party tools are better suited—particularly in production-scale apps where speed and insights for non-developers matter most.

• Use custom tracking when you want control.
• Use third-party tools when you need speed.

Meet Sean Brundle, Lead Technical Consultant, Sitecore 

Sean’s dedication to excellence and passion for continuous growth have defined his 10-year journey at Perficient, culminating in his recent promotion to Lead Technical Consultant. As a remarkable people leader, his commitment to professional development and mentoring his team across diverse technologies exemplifies Perficient’s promise to challenge, champion, and celebrate every colleague.  

Sean supports a broad range of clients within Perficient’s Customer Experience Platform (CXP) Managed Services department—primarily in the Sitecore business unit (BU)—by monitoring infrastructure applications, addressing performance issues, tracking latency, and maintaining robust security. Through these efforts, he delivers top-tier applications, expert recommendations, and security solutions that ensure clients maintain fast, secure websites with maximum reliability and minimal downtime. 

Continue reading to discover how Sean’s proactive client approach and obsession over outcomes have driven growth for Perficient’s DevOps practice.  

READ MORE: Perficient’s Customer Experience Expertise 

Sean’s Early Career Journey

Sean began his career in 2015 as an IT Specialist Intern at a marketing technology company and quickly advanced the following year to Project Specialist, building content in Sitecore and conducting in-depth content analysis.  

In 2017, he transitioned to the technical side of the business. As a Technical Quality Assurance (QA) Specialist, he sharpened his QA expertise by driving automation projects and pioneering numerous new processes within the department. Sean’s enthusiasm for software development and IT converged in 2018, when the company launched its DevOps department and entrusted him with the role of Junior DevOps Engineer. In this position, Sean played a key role in architecting many of the core standards and operational processes that continue to underpin Perficient’s DevOps practice today.  

Establishing a CXP Managed Services Department 

Sean’s passion for DevOps reached a defining moment in 2019 when he was promoted to DevOps Engineer. By anticipating client needs and fostering collaboration within his team, Sean led the creation and expansion of the Managed Services department, which later evolved into Perficient’s CXP Managed Services department. This milestone marked a significant turning point in Sean’s career and stands as one of his proudest achievements.  

“While supporting our clients, we noticed recurring challenges with some hosting providers. These experiences highlighted an opportunity for us to create our own Managed Services department. I helped lead that initiative and created the different tools and processes we use today. We started off with two or three clients and now have over 10 different clients expanding to various platforms. It was a cool initiative that I was able to have a major hand in leading.” 

Driven by a genuine commitment to people-first leadership, Sean’s forward-thinking approach has been pivotal in delivering greater value—empowering both colleagues and clients to accelerate growth and achieve meaningful results.  

“Our team is highly proactive. We focus on making recommendations and helping clients make their applications much better and faster before difficulties arise. We’ve spent a lot of time analyzing different client systems, and I’ve implemented specific processes and tooling that accelerate our work and identify issues the client might not even be aware of.”  

Building Expertise, Strengthening Client Engagement, and Leading with Purpose

Sean joined Perficient as a Technical Consultant through an acquisition in 2020 and quickly advanced to Senior Technical Consultant by 2022. Now serving as a Lead Technical Consultant, he works closely with the Managed Services team to deliver proactive client support, leveraging his expertise to inform tooling and offerings that optimize application and infrastructure development.  

Sean stays ahead in the fast-changing digital world by actively working with different platforms and technologies, continuously learning emerging best practices, and reading up on the latest innovations. Motivated by a results-driven mindset and devotion to client success, he has built lasting relationships through consistent delivery excellence and continues to shatter boundaries with cutting-edge solutions.  

“Identifying performance gaps, presenting those insights to the client, implementing solutions, and then demonstrating the impressive speed improvements we’ve achieved—that’s incredibly rewarding. Seeing the client’s excitement energizes my team and me, and it motivates me to keep enhancing their offerings. This ongoing effort helps strengthen client relationships.”  

Sean’s people-first leadership shines through his collaborative work with colleagues and clients. Anchored by more than a decade of IT industry experience, he has become a trusted advisor and influential mentor. 

Empowering Teams and Clients Through Strategic Leadership  

Sean has continuously advanced his technical knowledge by working with diverse clients and technologies, while also expanding his credentials with certifications such as Microsoft Azure Administrator Associate, Microsoft Azure DevOps Engineer Expert, and AWS Certified Solutions Architect.  

READ MORE: Accelerating Professional Growth Through Certifications  

Alongside his professional development, Sean has deepened his client engagement and relationship-building skills. He leads quarterly, in-depth reviews of his team’s progress and client successes, delivering strategic presentations that highlight untapped tooling opportunities—driving measurable value and strengthening long-term client relationships. Additionally, Sean completed Perficient’s Consultant Curriculum program, where he acquired strategies for effectively identifying and addressing client needs. 

READ MORE: Learn About Perficient’s Award-Winning Growth for Everyone Programming 

Sean has developed outstanding leadership skills that inspire collaboration, enhance team dynamics, and deliver impactful results. He embodies true team spirit by empowering individuals to grow and excel, driving collective success with passion and purpose.

“At Perficient, my role has given me a lot of opportunities to lead and mentor other engineers. I’ve really taken on that role and enjoy uplifting team members. Sharing knowledge, helping to support them, and seeing them grow has been really exciting. Focusing on helping my team rather than just myself benefits the entire team and department.”  

In mentoring his colleagues, Sean champions open communication as the foundation for building trust, setting clear expectations, and fostering meaningful learning experiences. 

“I think that listening and having clear communication has been valuable in my leadership growth. When assigning a task to someone you’re mentoring, it’s important to follow up, but not be too strict. Providing clear steps, setting actionable goals within a certain timeframe, maintaining consistent communication, and helping them when they get stuck makes a difference. I’ve noticed many team members respond well to this approach.”  

Sean’s empathetic leadership naturally promotes transparency across teams and time zones, driving seamless global collaboration. He works regularly with Perficient’s Nagpur office to monitor different applications and infrastructures, gaining cutting-edge insights from diverse multicultural perspectives.  

“There are times when I’m working with a team of colleagues who all come from different cultural backgrounds. This influences how they communicate or approach certain tasks. Being able to adapt to these differences and learn from them has significantly helped my growth as a leader.”

LEARN MORE: Perficient’s Global Footprint Enables Genuine Connection  

Unlocking Potential Through Shared Knowledge and Cross-Functional Collaboration 

Within Perficient’s Sitecore BU, Sean’s team fosters continuous learning through a dedicated Confluence platform for role-specific skills and monthly meetings to discuss new technologies and processes. Sean takes great pride in Perficient’s broader culture of cross-functional collaboration. 

“We have a lot of different BUs at Perficient, and they’re able to work together to support each other. Perficient colleagues are great about coming together as a team, supporting everyone, and enabling knowledge sharing that benefits both our team and our clients. I think it’s a big benefit with Perficient.” 

Charting New Waters Through Relentless Innovation 

Sean shatters boundaries and drives excellence through continuous innovation, fueling both individual and team success. 

“I try to push my team and myself to constantly seek better ways to serve our clients and improve ourselves—exploring better approaches, speaking up, and testing ideas we haven’t tried before. I strive to do this as often as I can.”  

While Sean champions continuous growth, he also emphasizes the value of experiential learning and resilience in the face of setbacks.

“Do not be afraid to fail. If you take on a new role or responsibility—even if you make mistakes— you will grow and learn. I’m lucky to have a lot of responsibility, and there are times when I have to learn from my mistakes, but it makes me much stronger and a better consultant engineer.” 

Just as Sean explores new technologies with curiosity and determination, he embraces the wonders of nature—reaching new heights through rock climbing and kayaking while cherishing time outdoors with his son. 

“Outside of work, I try to spend as much time with my son as I can. He’s almost 2 years old and loves to play outside, so we try to spend as much time outdoors as possible. I go rock climbing occasionally, and I also love being on the water. If I get the chance, I try to take out our kayaks. More than anything, I focus on spending quality time with my son and enjoying the outdoors as much as we can together.” 

MORE ON GROWTH FOR EVERYONE  

Perficient continually looks for ways to champion and challenge our workforce, encourage personal and professional growth, and celebrate the unique culture created by the ambitious, brilliant, people-oriented team we have cultivated.  These are their stories. 

Learn more about what it’s like to work at Perficient on our Careers page. Connect with us on  LinkedIn here. 

As Generative AI (GenAI) continues to evolve, its promise of speed and scale is capturing the attention of senior executives across industries. According to Adobe’s 2025 Digital Trends Report, 86% of leaders expect GenAI to significantly increase content production both in speed and volume. But for the marketing and customer experience (CX) teams tasked with implementing these tools, the reality is more nuanced.

While GenAI excels at creating content, it doesn’t eliminate the need for human oversight. In fact, 56% of marketing and CX professionals report that integrating GenAI has added strain to their workflows. The challenge lies not in the technology itself, but in the operational gaps it exposes from managing content pipelines to ensuring consistency across the customer journey.

56% of marketing and CX teams report that implementing Generative AI adds strain to their workflows. (Adobe 2025 Digital Trends report)

The Rise of Agentic AI

This is where Agentic AI comes into play. Unlike GenAI, which focuses on content creation, Agentic AI is designed to automate repetitive tasks and optimize decision-making. It acts as a digital teammate, embedded in assistants and copilots, that can handle time-consuming operational work, freeing up human teams to focus on strategy and innovation.

For example, Adobe recently launched Adobe Experience Platform Agent Orchestrator, a powerful tool that enables businesses to build, manage, and orchestrate AI agents from both Adobe and third-party ecosystems. These purpose-built agents are designed to support marketing and creative teams by streamlining tasks like audience segmentation, campaign scheduling, content optimization, and more.

Adobe also introduced Brand Concierge, a new application that transforms traditional chatbots into intelligent, brand-aware agents. These agents draw on a company’s unique brand attributes and customer data to deliver personalized, conversational experiences that feel intuitive and human.

Personalization at Scale, Powered by AI

Together, Generative and Agentic AI form a powerful duo. One drives creativity and the other ensures operational excellence. This synergy enables organizations to deliver personalization at scale faster, smarter, and with greater impact.

Agentic AI helps teams maintain efficiency while scaling their efforts by automating audience segmentation, personalizing outreach, and managing campaign workflows. It also supports backend tasks such as data collection and database management, reducing manual effort and minimizing the risk of errors.

The Foundation: Unified, High-Quality Data

However, even the most advanced AI systems can’t succeed in isolation. Their effectiveness hinges on a strong data foundation. Without unified, high-quality, and accessible data, AI tools struggle to deliver meaningful results. Fragmented systems and siloed data not only limit AI’s potential but also hinder collaboration between marketing, IT, and CX teams.

To fully unlock the value of Agentic AI, organizations must invest in connected platforms that support interoperability and real-time data access. This infrastructure empowers AI to make informed decisions, personalize experiences, and adapt to customer needs in the moment.

Efficient, accurate, and personalized experiences all start with secure and reliable data. Learn More

Turning AI Into a Strategic Advantage

The shift from efficiency to engagement marks a new chapter in AI adoption. It’s no longer just about doing more, faster. It’s about doing better, together. Agentic AI offers a path forward by addressing the operational challenges that often accompany GenAI, enabling teams to scale their efforts without burning out.

For organizations looking to stay ahead, the message is clear: AI success isn’t just about the tools you adopt; it’s about how you integrate them into your workflows, your teams, and your data strategy. Those who build the right foundation today will be the ones delivering standout customer experiences tomorrow.

Learn how Perficient can help you operationalize Agentic AI with confidence by visiting us at Perficient.com.

With the advancement of technology, machine learning and AI capabilities in the customer care space, customer expectations are evolving faster than ever before. Customers expect smoother, context-aware, personalized, and generally more effective and faster experiences across channels when contacting a support center. 

This calls for a need to revisit and redefine the success metrics for a Contact Center as a Service (CCaaS) strategy. 

Let’s break this down into two categories. The first category includes key metrics that are still essential to be measured. The standards for these metrics though are raised and the way they are measured have evolved. The second category introduces new metrics that are emerging because of advanced CCaaS capabilities in a modern contact center landscape. 

Key Traditional Success Metrics Reimagined  

Customer Satisfaction (CSAT) remains a cornerstone success metric. Every improvement a customer service center is looking to make, from improving operational efficiencies to enhancing agent and customer experience, will directly or indirectly impact the customer and is aimed at elevating that customer experiences. With automated personalized journeys being an important part of modern customer service, it is important to monitor real-time analytics on automated journeys in addition to live agent interactions. This helps better understand the customer experience and find opportunities to fine tune the friction points to improve customer satisfaction. Customer service is not only about resolving customer issues, but also about providing an effortless experience. 

First Contact Resolution is still a key success metric in the CCaaS space, but modern tools can revolutionize the extent a customer service center can go to improve this metric, so the standards for this metric have raised. Passing context effectively across channels, real-time monitoring, predictive analytics and insights, and proactive outreach can increase the likelihood of addressing customer needs on the first contact or even sometimes without the need for a live agent interaction. 

Customer Retention Rate metric has been revamped with the advancement of technology in customer service. Advanced predictive analytics can help track the customer experience throughout their journey and shed light on the underlying customer behavior patterns. This will enable proactive engagement strategies personalized to every customer. Real-time sentiment analysis can provide instant feedback to the customer service representatives and their supervisors to give them a chance to course correct immediately in order to shift the sentiment to a positive experience and retain customers. 

Emerging Success Metrics 

Agent Experience and Satisfaction has a direct impact on the operation of a contact center and hence the customer experience. Traditionally, this metric was not tracked broadly as an important metric to measure a successful contact center strategy. However, we know today that agent experience and satisfaction is a key metric for transforming contact centers from cost centers into revenue generating units. Contact centers can leverage modern tools in different areas from agent performance monitoring, training and identifying knowledge gaps to providing automated workflows and real-time agent assistance, to elevate the agent experience.

These strategies and tools help agents become more effective and productive while providing service. Satisfied agents are more motivated to help customers effectively. This can improve metrics like First Contact Resolution rate and Average Handle Time. Happy and productive agents are more likely to engage positively with customers to discuss potential cross-sell and upsell opportunities. Moreover, agent turnover and the cost associated with that will be lowered due to the reduced burden of onboarding and training new agents regularly and constantly being short of staff. 

Sentiment Analysis and Real-time Interaction Quality provides immediate insights to the contact center representatives about the customer’s emotions, the conversation tone, and the effectiveness of their interactions. This will help the contact center representatives to refine their interaction strategy on the spot to maintain a positive and effective engagement with the customer. These transforms contact centers into emotionally intelligent, customer-focused support centers. This makes a huge difference in a time where the quality of experience matters as much as the outcome. 

Predictive Analysis Accuracy represents an entirely new set of metrics for a modern contact center that leverages predictive analytics in its operation. It is crucial to measure this metric and evaluate the accuracy of the forecasts against customer behavior and demands as well as the agent workflow needs. Inaccurate predictions are not only ineffective but can also be harmful to contact center operations. They can lead to poor decision making, confusion, and disappointing customer experiences. Accuracy in the anticipation of customer needs can enable proactive outreach, positive and effective interactions, less friction points and reduced service contacts while facilitating effective automatic upsell and cross-sell initiatives. 

Technology Utilization Rate is an important metric to track in a modern and evolving customer care solution. While with the latest technological advancements a lot of intelligent automation and enhancements can be made within a CCaaS solution, a contact center strategy is required to identify the most impactful modern capabilities for every customer service operation. The strategy needs to incorporate tracking the success of the technology adoption through system usage data and adoption metrics. This ensures that technology is being leveraged effectively and is providing value to business. The technology utilization tracking can also reveal training and adoption gaps, ensuring that modern tools are not just implemented for the sake of innovation, but are actively contributing to improved efficiency within a contact center. 

Conclusion

The development of advanced native capabilities and integration of modern tools within CCaaS platforms are revolutionizing the customer care industry and reshaping customer expectations. Staying ahead of this shift is crucial. While utilizing these advancements to achieve operational efficiencies, it is equally important to redefine the success metrics that provide businesses with insights and feedback on a modern CCaaS strategic roadmap. Adopting a fresh approach to capturing traditional metrics like Customer Satisfaction Scores and First Contact Resolution, combined with measuring new metrics such as Real-time Interaction Quality and Predictive Analysis Accuracy will offer a comprehensive view of a contact center’s maturity and its progress towards a successful and effective modern CCaaS solution. 

We can measure these metrics by utilizing built-in monitoring and analytical tools of modern CCaaS platforms along with AI-powered services integrations for features like Sentiment and Real-time Quality Analysis. We can gather regular feedback and data from agents and automated tracking tools to monitor system usability and efficiency. All this data can be streamed and displayed on a unified custom analytics dashboard, providing a comprehensive view of contact center performance and effectiveness.