Aprimo Announces Acquisition of Personify XP to Extend Digital Asset Management for Real-Time Content Personalization and Analytics

The move strengthens Aprimo’s ability to deliver personalized omnichannel experiences through real-time asset decisioning and generative AI content creation, surface relevant assets to DAM users, and inform content strategies based on customer engagement insights.

CHICAGO--(BUSINESS WIRE)--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.

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.

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.

“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.”

About Aprimo

Aprimo's AI-powered content operations platform helps your teams spend their time and effort on content and marketing strategies that drive business outcomes and reach customers in the right channels. Recognized by Forrester for its digital asset management software, Aprimo has been named the leading vendor in the Wave Reports for DAM due to its continued innovation in AI and vision for generative AI solutions. Learn more at www.aprimo.com.