The Adobe Summit 2023 kicked off with the keynote delivered by industry thought leaders with extensive experience driving innovation and growth. The keynote speakers included Anil Chakravarthy, President of Digital Experience at Adobe; Shantanu Narayen, Chairman and CEO of Adobe; and David Wadhwani, President of Digital Media at Adobe. Other esteemed guests on the panel included Dave Ricks CEO of Lilly, Marcus East – VP of T-Mobile and Susan Somersille Johnson, CMO of Prudential Financial.
Anil Chakravarthy began by welcoming the community to the Adobe Summit and emphasizing the importance of succeeding in a dynamic market environment. He noted that every company is expected to be digital first and build an ecosystem intuitive to consumers, and those who address these will have a competitive advantage over the next few years.
Brands that work on experience can do more with less. Digital marketing and digital products are converging, and the end-to-end customer experience is critical to growth. Adobe is concentrating on bridging the gap with new tools that would be introduced into the market over the next few days at the conference.
AI’s improvement on Productivity
Shantanu Narayen emphasized that as Adobe celebrates its 40th anniversary, the organization has grown from image publishing, document processing to a position where it is now infusing AI with its applications to improve user experience.
Adobe’s commitment to delivering groundbreaking experiences through AI will improve the impact it has on on business. He addressed accountability, responsibility, and transparency were crucial in ensuring AI has been developed without bias.
He stated that “AI and ML are meant to amplify, not replace, human ingenuity”. Rich and dynamic experiences through AI will now change lives and empower people to imagine, create, and deliver digital experiences with power, precision, speed, and ease.
Introducing Adobe Firefly
David Wadhwani discussed Adobe Firefly, which has been developed with a archive of 100 million stock content and open license content. Adobe firefly will use the information to generate content with simple large language models.
Adobe Firefly can create endless variations in multiple applications and will be soon available in beta. Integrating Adobe Firefly with Experience Manager will allow for unified customer data offline and online. This has been achieved through studying 600 billion predictive insights created and 30 trillion audience activations every single day. Generative AI technologies, such as those found in Adobe Sensei, will redefine creativity and customer experience.
Building a future with Experience Led Growth
The combination of generative AI and Adobe Firefly will help reimagine marketing. Adobe is focused on an experience-led growth strategy, connecting and optimizing the complete customer journey from acquisition to retention.
Through the Adobe Mix Modeler, an organization can take better decision by integrating data from different platforms to get a visual understanding on marketing practices and return on investment. Adobe Mix Modeler and Adobe Sensei allow for adjusting marketing plans and working iteratively and agilely, leading to experience-led growth.
Content Supply Chain
Adobe’s introduction of Content Supply Chain should accelerate the timeframe by which content is created for the end user. The time lost as part of a disconnect that is seen between the creative team and marketing would be drastically reduced with the introduction of Adobe’s Content Supply Chain. Adobe will help deliver powerful experiences that engage the customer through all lifecycle of the customer journey such as acquisition – engagement and retention.