Aprimo, a leader in Digital Asset Management (DAM) and Content Operations, has acquired Personify XP, a platform specialising in content personalisation and real-time analytics. This acquisition aims to bolster Aprimo's ability to deliver personalised omnichannel experiences through real-time asset decisioning and generative AI content creation.

The integration of Personify XP into Aprimo's offerings will enable brands to leverage visitor insights and brand-approved assets directly from the DAM to create personalised digital experiences that drive conversions and revenue, according to the parties. Current tech stacks often struggle to effectively connect asset metadata, rules, and content relationships into a personalisation strategy that drives conversions.

A recent report by Forrester suggests that 42% of AI decision-makers say improving or personalising customer interactions with generative AI-enhanced experiences is among their most important AI use cases for the next 12 months. Aprimo plans to leverage Personify for content personalisation, insights-driven content strategy, and personalised content discovery in DAM.

"We are now redefining the relationship between content operations, AI, and omnichannel personalisation. With Personify XP, we're creating a differentiated content operations and personalisation company," said Erik Huddleston, chief executive officer of Aprimo.

Personify XP's platform has helped businesses like Burberry, NBCUniversal, and boohoo increase website conversions and revenue. Aprimo's AI-powered content operations platform assists teams in focusing their time and effort on content and marketing strategies that drive business outcomes and reach customers in the right channels.

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

Aprimo has been recognised by Forrester for its digital asset management software and named the leading vendor in the Wave Reports for DAM due to its continued innovation in AI and vision for generative AI solutions. A company spokesperson said the acquisition of Personify XP is set to further strengthen Aprimo's position in the market, providing a more comprehensive and effective solution for brands seeking to enhance their content personalisation strategies.