---
title: Brand Concierge + Semantic Profile (Retail - Luma Talk track)
slug: docs/brand-concierge-semantic-profile-retail-luma-talk-track
docTags:
createdAt: 2026-10-15T04:08:28.520Z
---
## Demo Overview
**Reina**, a Luma+ Gold shopper. First the customer chats with Luma's AI assistant (**Brand Concierge**) **anonymously **— the reply is generic. Then the customer **signs in **and, while browsing the **Men's > Marco Lightweight Active Hoodie **product page, asks a vague question — the assistant recognizes the customer (because it's reading the customer's **Semantic Profile**) and grounds its answer in the **exact page the customer is looking at**. During the chat the customer mentions *training for a trail half-marathon and mornings are freezing and windy *— Adobe captures that as a **signal **in real time, and the customer **qualifies for an audience **off that one sentence. That signal then **reshapes the Luma website **(a personalized banner) and **triggers an email **— all off the same profile. Finally, you'll show that a **marketer built all of this in CX Coworker**, no code.
Source: \[Retail product-team demo script]\(https\://wiki.corp.adobe.com/pages/viewpage.action?pageId=4075325693\&spaceKey=DMSArchitecture)
Special thanks to **Shota Ido and team**, and **Anshika Aggarwal's team**, for their demo and product support in bringing this Retail experience to DSN.
## Pre-requisite
- **Semantic Profile** — the real-time customer profile that also understands conversations. It produces a plain-language "narrative" any AI agent can read.
- **Brand Concierge (BC)** — the AI shopping assistant on the Luma site.
- **Page context** — the current webpage, product, or category the customer is viewing, passed to Brand Concierge as additional real-time context alongside the profile narrative.
- **CX Coworker** — the marketer's conversational tool for setting up the agent, profile, signals, and activations.
- **Target / NPP** — **Next-Page Personalization**: personalizing the website on the customer's next page/visit, via Adobe Target.
- **AJO** — Adobe Journey Optimizer: the tool that sends the personalized email.
- **Signal** — a piece of intent extracted from a conversation (e.g. "half-marathon training / cold, windy mornings").
- **Live profile: **Ingest the Reina profile with **your own Adobe email **swapped in (so the demo email lands in *your * inbox). Confirm it's **not **yet in the "Outdoor Performance Intent" audience. Use [DSN Luma Create Account](https://dsn.adobe.com/web/luma3/registration)
- **Browser A **(main screen): Luma site, signed out, ready. This is where you run the conversation.
- **Product page ready: **Have the **Men's > Marco Lightweight Active Hoodie **product page bookmarked/ready to navigate to in Browser A, for the page-context step.
- **Browser B **(2nd window, off-screen): Logged in as the **twin**, parked on the Luma home page already showing the personalized banner.
- **Fallback: **Have a screen recording of the full flow ready in case the environment is slow.
## Demo Walkthrough
Go to [https://dsn.adobe.com/web/luma3/home](https://dsn.adobe.com/web/luma3/home), Click **"Ask AI"**
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As anonymous user, give the prompt **("No idea who this is yet — watch what happens when the customer signs in.")**
**Hi, I'm looking for something new to wear for my workouts.**
Sign In with your profile in [Luma Sign In page](https://dsn.adobe.com/web/luma3/sign-in) or create a new using [DSN Luma Create Account.](https://dsn.adobe.com/web/luma3/registration) Now you see personalized response from Brand Concierge
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Navigate to **"The customer didn't even name the product — "this" is enough, because BC knows exactly which page the customer is on."**
Prompt: **How about this one — would it work for a cold morning run?**
Continue the chat
**Prompt: I'm training for a trail half-marathon and mornings are freezing and windy — I need something that'll keep me warm without overheating.**
Go to Profile and see the signal being extracted for the profile under events
Check in the profile viewer - profile has **just entered the "Outdoor Performance Intent" audience**
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Banner on the homepage should be updated and personalized powered by Adobe Target
Receive the personalized email from AJO journey/email
And the top ribbon should be updated, powered by Code Based Experience
# One sentence, personalized everywhere