The 2024 Adobe Summit – Key Takeaways

MRM is excited to share key insights and takeaways from our week at the Adobe Summit

Adobe is transforming how marketers work and consumers experience brands. This year’s Adobe Summit in Las Vegas showcased the tech giant’s influence on our changing world, not only in the realm of AI but also in its growing and innovative portfolio of Customer Relationship Management (CXM) products and services. And even Shaq showed up! As a close partner of Adobe and an agency committed to delivering value realization for our clients, we're sharing our key takeaways from this gathering of industry leaders, techies, brands, and marketers.

#1: AI isn’t just about Creativity, it’s about Productivity.

Adobe's AI ecosystem has evolved beyond just fostering creativity; it now significantly boosts productivity. Last year, Adobe introduced Adobe Firefly for Generative AI, enhancing the creative process. This year, it expanded Firefly's capabilities to include audio, video, 3D, custom models, and services. As Adobe's platform advances, it integrates features that promise to revolutionize creative workflows. Additionally, AI productivity 'assistants' were introduced across various products, such as an Assistant for AEP and an Approval Assistant for Workfront. These two assistant programs swiftly build audience segments and journeys and streamline content approvals with customizable templates.

#2: Personalization at scale - no longer a pipe dream.

To achieve personalization at scale and streamline the content supply chain, content creation must operate at a mass scale. This was once just an ambitious pipedream, but it’s now more operationally viable. This year, Adobe introduced Firefly services/APIs, aimed at producing content at scale while reducing manual tasks. With enhancements to AEM for variant generation, brands can now generate brand-centric content at scale. Firefly Services will harness custom models for content generation, empowering brands to create their own unique base models. Previously, the demands for personalized journeys were daunting, but with AI integration, it's now cost-effective and feasible.

#3: Break down those silos.

Our industry colleagues agree that the focus is all about fostering customer relationships to boost loyalty and CLV across businesses. Achieving these goals, of course, hinges on seamless personalization, powered by data. However, not all companies have centralized their data to facilitate this process in order to create true connected experiences for consumers. It is no longer acceptable for businesses to keep rich data siloed. The announcement of Adobe’s new RTCDP’s Federated Audience Composition could be helpful solution for this, as it allows for data to be left where it exists today (ex AWS, Azure, Google Cloud, Snowflake) but be leveraged within RTCDP. With Federated Audience Composition, companies can instantly blend audiences and data from various enterprise platforms to enhance AEP.

#4:? The Content Supply Chain is more important than ever.

Due to ever-increasing consumer demand for personalized experiences across every channel --paired with the increases in content thanks to the maturation of AI services (Firefly) -- the need to manage the creation, distribution, and sharing of content efficiently is more important than ever. The tools that make up Adobe’s Content Supply Chain solution are designed to help orchestrate these processes.? When combined with the right operating model, the tools deliver on their promise of improved quality, velocity, and efficiency.? MRM’s proven operating model that spans the solutions of Workfront and Experience Manager Assets was on full display and continues to drive results for early adopters of the Content Supply Chain solution.

Closing on this year’s Adobe Summit, MRM is excited by the sheer pace of innovation, the depth of insights gained, and the meaningful industry connections we have forged over the years. For us, every relationship really does count. If you’re looking to learn more about us and how you can get the most out of your Adobe investments, let’s talk ?[email protected].

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