Aprimo, the leader in Digital Asset Management (DAM) and Content Operations, announced the acquisition of Personify XP, a leading content personalization and real-time analytics platform. The addition of Personify XP empowers brands to leverage visitor insights and brand-approved assets directly from the DAM to create personalized digital experiences that increase conversions and revenue.

“Our immediate focus is combining Aprimo’s market-leading content operations platform with Personify’s content decisioning technology to create personalized experiences in real-time”

Brands are challenged to effectively deliver omnichannel personalization due to a lack of content, manual processes, and gaps in technology, especially around rich media decisioning. Current tech stacks do not effectively connect asset metadata, rules, and content relationships into a personalization strategy that drives conversions.

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A recent report by Forrester suggests 42% of AI decision-makers say improving or personalizing customer interactions with generative AI-enhanced experiences is among their most important AI use cases for the next 12 months.

Aprimo will leverage Personify for:

• Content Personalization: Real-time creation and delivery of images and variants based on modular assets in the DAM system, consumer behavioral data, and generative AI asset creation.
• Insights-driven Content Strategy: Formulate and optimize brand content development strategy based on performance insights.
• Personalized Content Discovery in DAM: Recommend assets based on content personalization and customer engagement data, improving content discoverability and re-use.

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“Our leadership in DAM has always been based on a spirit of innovation,” said Erik Huddleston, chief executive officer of Aprimo. “We are now redefining the relationship between content operations, AI, and omnichannel personalization. With Personify XP, we’re creating a differentiated content operations and personalization company.”

Personify XP’s anonymous real-time analytics & personalization platform helps businesses like Burberry, NBCUniversal, and boohoo increase website conversions and revenue.

“Our immediate focus is combining Aprimo’s market-leading content operations platform with Personify’s content decisioning technology to create personalized experiences in real-time,” explained Ben Mercer, chief executive officer of Personify XP. “We’re excited to join forces to help content operations drive customer engagement and conversion.”