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Adobe has released Magento 2.3.5. The headline is Adobe Sensei product recommendations arriving inside Adobe Commerce — machine-learned personalisation as part of the platform rather than a separate build.
Adobe Sensei product recommendations
Rather than rules-based logic you write and maintain, recommendations now come from machine learning models reading customer behaviour. The system takes in purchasing history, browsing behaviour, seasonal trends and demographic signals, and uses them to decide what to show each customer.
Getting it running
Configuration is minimal. You enable the feature and Sensei starts learning from your storefront data. Within days the quality of recommendations improves as the behavioural signals accumulate, and it keeps adapting as shopping patterns shift through the year.
What changes commercially
Early adoption data points to movement in the metrics you care about. Average order values rise when customers find complementary products they actually want. Conversion improves when what's recommended matches what the customer came for. Satisfaction goes up when the recommendations feel like they were made for that person rather than assembled from a generic list.
What else is in the release
Catalogue performance. 2.3.5 includes database query optimisations aimed at large catalogues. If you're running hundreds of thousands of SKUs, expect faster page loads, faster search and a more responsive platform generally.
Security. Multiple vulnerability fixes and hardened authentication. Standard, necessary, and worth applying promptly.
Developer experience. GraphQL API enhancements give more flexibility when building custom experiences, and improved extension points make it easier to build customisations without forking core.
What this means for you
Adobe is putting intelligence into the core platform instead of selling it separately. You no longer have to choose between a sophisticated storefront and a maintainable one.
For a merchant at any scale, 2.3.5 is a chance to improve the customer experience and pick up incremental revenue for not very much effort — which is the sort of upgrade we like recommending.