Multimodal Customer Experiences

The conversation between Amit, Anjul Bhambhri, and Ely Greenfield at Adobe Experience Cloud highlights the transformative impact of GenAI technology on the marketing and customer experience landscape. As the Senior Vice President of Products for Adobe Experience Cloud, Amit had the opportunity to speak with two of Adobe’s foremost technical experts, Anjul Bhambhri, the Senior Vice President of Engineering for Adobe Experience Cloud, and Ely Greenfield, the Chief Technology Officer for the digital media business.

GenAI in the Marketing Experience 

During the conversation, Ely shared insights on how Firefly, a new technology designed to address concerns around the safety and commercial use of GenAI, can be a massive productivity boost to creatives and marketers. Ely highlighted the importance of content supply chain and how marketers can benefit from a more granular approach to audience segmentation and personalization.

He also pointed out that the fear or problem faced by marketers is the state of the technology and the market, whether it is an IP concern, a licensing concern, or a legal concern. Ely emphasized that the market needs to evolve to address these concerns for marketers to use and deliver the promise of GenAI to improve on Customer Led Experience.

The Power of Content-rich AI Model

Anjul Bhambhri further expanded on the transformative impact of AI technology on customer experience. She shared a personal anecdote about her experience with ChatGPT while remodeling her kitchen. Anjul used ChatGPT as a virtual assistant to come up with a plan for her kitchen space. 

While ChatGPT understood her preferences and recommended the right cabinet colors, lighting, and flooring, Anjul pointed out that the AI was missing the personal context about her and the brand-specific products and recommendations. She also highlighted the need to make AI more context-rich and multimodal in order to supercharge the customer experience.

Improving the Customer Experience

The conversation between Amit, Anjul, and Ely highlighted the immense potential of GenAI technology to transform marketing and customer experience. As the technology continues to evolve and address concerns around safety and commercial use, marketers and businesses can leverage its capabilities to create more granular and personalized customer experiences. 

With the ability to understand customer preferences and recommend brand-specific products and recommendations, GenAI technology can revolutionize the way businesses interact with their customers.

Furthermore, the conversation highlighted the need for Gen AI to become more context-rich and multimodal to truly supercharge the customer experience. With the ability to process and interpret a wide range of data types, including images, videos, and audio, GenAI technology can provide a more immersive and interactive customer experience. By incorporating customer context and personalization into the customer experience, businesses can build stronger relationships with their customers and drive greater customer loyalty.

Building the multimodal Experience

Adobe Experience Cloud highlights the immense potential of GenAI technology to transform marketing and customer experience. As the technology continues to evolve and address concerns around safety and commercial use, marketers and businesses can leverage its capabilities to create more granular and personalized customer experiences. 

By becoming more context-rich and multimodal, Generative AI technology can supercharge the customer experience and help businesses build stronger relationships with their customers.

Highlights of Day 2 Adobe Summit 2023 – Watch Now  

Adobe Summit 2023 – Highlights Day 2

On the second day of the Adobe Summit, Anil Chakravarthy, the President of Digital Experience, welcomed the attendees and shared his excitement about the innovation that Adobe’s Experience Cloud can offer to drive growth through experiences. 

He acknowledged the inspiring examples shared by forward-thinking leaders, such as Eli Lilly, T-Mobile, and Prudential Financial, who have maximized their business outcomes by meeting their customers’ needs. 

In his speech, Chakravarthy highlighted the importance of Generative AI as the next natural evolution of what Adobe has been doing with Sensei, and how it can reshape every aspect of marketing.

From Adobe Sensei to Generative AI  

Adobe Sensei has been pioneering AI innovation for over a decade, delivering hundreds of features across its products to help marketers and creatives work, collaborate, and transform their businesses in new ways. Now, generative AI is the next step in this evolution, and Adobe is committed to making it a reality.

Generative AI Services in Marketing

During the Summit, Adobe made a significant announcement about its generative AI services in the Adobe Experience Cloud. These services will help marketers and creatives build a co-pilot that increases productivity, amplifies creativity, and enhances the customer journey.

The new Sensei Gen AI services are natively integrated into the Experience Cloud and the workflows of the applications that marketers and creatives already use today. Some of the services include marketing copy generation, conversational experiences, audience and journey creation, and caption generation.

AI Ethics at the Core

While AI can offer many benefits, it is also essential to consider AI ethics. Adobe has identified three key areas of focus for AI ethics: accountability, responsibility, and transparency. Through the ART of AI ethics, Adobe aims to advance AI in an ethical, responsible, and inclusive manner.


Adobe is committed to taking ownership of the impact of its work and has processes in place to receive and respond to feedback and concerns from its customers and their customers.


Adobe is responsible for every phase of designing, developing, deploying, and maintaining its AI systems. With thoughtful evaluation and careful due diligence, Adobe aims to make the AI experiences productive and efficient for marketers and creatives, with control and trusted governance capabilities in their hands.


Adobe is open about how it uses AI and how it can help its customers implement AI that respects their preferences and interests. Through the beta program, Adobe invites its customers to be a part of the journey and help design and implement generative AI that suits their needs.

The Potential of Generative AI for Marketers

Gina Casagrande, an Adobe Executive, demonstrated the potential of Adobe’s generative AI for marketers. She showcased how generative AI can help generate unique and personalized content, from emails and social media posts to landing pages and websites. Marketers can save time and resources by leveraging generative AI to automate the content generation process while ensuring quality and consistency.


Generative AI is poised to revolutionize every aspect of marketing, from planning and execution to analysis. Adobe’s generative AI services, combined with its AI ethics principles, can help marketers and creatives increase productivity, amplify creativity, and enhance the customer journey. As Adobe continues to push the boundaries of AI innovation, its customers can expect to enjoy new features and capabilities that help them achieve their business goals.

Highlights of Day 2 Adobe Summit 2023 – Watch Now  

Adobe Summit 2023 – Keynote Highlights

The Adobe Summit 2023 kicked off with the keynote delivered by industry thought leaders who have 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. 

Welcome Words

Anil Chakravarthy began the session by welcoming the community to the Adobe Summit and emphasizing the importance of succeeding in a dynamic market environment. He noted that every company going forward is expected to be digital first and build an ecosystem intuitive to consumers, and those who address these will have the competitive advantage over the next few years. 

Brands that work on experience can do more with less. Digital marketing and digital products are now converging, and the end-to-end customer experience is critical to growth. Adobe is concentrating on bridging the gap with new tools that will 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 this year; 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.

Adobe Firefly with GenerativeAI

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 allows 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. 

With the introduction of AI based power tools that would improve the quality of productivity, create first draft and reduce the gap between different segments of marketing. Adobe promises a power packed Summit where it lays emphasis that Experience Led Growth is the future.  

Catch the Full Keynote of Adobe Summit 2023 – Watch Now