Adobe Summit 2023
Adobe Summit is one of the largest technology events worldwide and perhaps the largest for Digital Experience conference. What I've seen at Adobe Summit is it ...
Since I joined Adobe (+2 years), I've been attending Adobe Summit and I've been collected a lot of good info, so I decided to share with everyone else. Hope this is helpful for you and spark some ideas.
The 2023 event, the in-person event was back, after the pandemic, with a lot of excitement and it delivered. Amazing content with inspirational customers on the stage and great great great innovation (you can also replace the great word for AI ??). Know everything below ??
A) Customers Success Stories (16 cases)
1) Marriot (the travel & hospitality giant): For the brands who were in the - place of personalization maturity, they moved from basic segment - into what we call automated forms of personalization, where they're doing - micro-segmentation in one to one, they saw eight to 10X increase - in terms of revenue, conversion and average order value. It's massive. So the nice thing to do is if - you're going to use past interaction, the very simple is this is - a new to brand customer and now I want to pair that - with some purchase behavior or maybe browsing behavior. That's the first thing I would do is - like they're browsing on something. Let's reflect back to them - what's important. However, you now have to scale up content. And content, the need for content growth - is literally exploding and has exploded. So this is looking out the last two years, two times or more, 51% growth. We're in 2023, 72% growth will be two times - or more higher than where it was. And you can see here on the last one, - 2024, 60% growth. So we're going - to continue to see this acceleration and the need for content to support - those micro segmentation. And as you start to look - at like the 10X growth, we see 19% for 2023 and closing in on - almost 30%, that's massive. And that is a transformation - for organizations. (Julie Hoffmann, Global Director Industry Strategy - Travel, Hospitality & Dining, Adobe)
2) IBM (the everything and everywhere tech company): IBM has a big challenge, a large set of products in a wide range of regional markets. To deliver experiences everywhere to everyone – in a personalized way, they had to change the approach. One of the examples was to structure their DAM.
3) Kroeger (a US retail and grocery store): to create content at scale, companies need a roadmap. This was exactly what Kroeger did, a 5-yr roadmap to achieve 4V's (Volume, Velocity, Variety and Value – maybe the most important).
4) Abbvie (an US pharma company, the top6 worldwide): The challenge here was to create and build a digital experience to their customers at the same time they're complying with all the regulations required for their industry.
5) Walmart (the biggest retail company worldwide): How to be a global giant leader with +1M employees at the same time ensure the work is flowing. This was the challenge at Walmart and in the session they shared how they handled it using Adobe Workfront.
6) GM General Motors (carmaker and auto company): a global company with several brands within. You can imagine how hard would be to create any new page for any new product launch. The question here, is to how solve that. You have several approaches to follow. Adobe can be in all of them. But, what's the better? Maybe do nothing and keeping the status-quo? The Eureka moment was when they realized they were prototyping 500 layouts for a single component in a web page for just a single page. That is insane. That pushed them to move and build something new.
So yeah, in our world, a lot of the things we've done - have been focused around this road map. My favorite anecdote from the situation - where I ran into that I realized that it was not possible to continue doing what we were doing in the pattern - when we were doing it, was walking into a meeting one day with some - of our delightful GMC brand folks and their design partners. And they had a PowerPoint slide - that laid out, like, 500 iterations of the same component - with different layouts. (Ronald Diemicke, GM' Senior Software Development Manager)
7) Cisco (the technology company): How to differentiate Cisco in a very dynamic industry where they are very known by the network but not for all the other amazing products? Driving content to shift customer and partners mindset.
8) Vanguard (the US financial services company): The challenge was to create a digital global operation focus in 3 aspects: Experience + Data + Orchestration. They started with Content, then went to Data and then finally, they're able to deliver an Orchestrated journey leveraging the first 2 aspects.
9) JLL (the global real-state company): Creating a developer workflow that deploys, is not easy. JLL shared how they built a workflow that deliver 20k deliverables in 2022.
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10) Chase (the retail bank of the JP Morgan multinational finserv company): They shared how experimentation drove results for the entire company and how hard is to change the approach to listen and act based on customers feedback/behavior
11) Bread Financial (an US finserv company): establishing a Content Supply Chain was key to allow create content to then deliver 1:1 personalization. The whole workflow results in 15k assets routed/reviews by 1k reviewers and 400 end-users.
12) Loblaw (a Canadia retailer): how to scale content production at the same you're reducing costs and delivering the best experience? This was the challenge and the solution of Loblaw, establishing a Content Supply Chain and then leverage Adobe tool to deliver assets at speed to their customers
13) Real Madrid (the biggestfootball club - in number of fans, of course, otherwise this is going to be a very polemic post ??): What if your company has the largest number of loyalty customers worldwide? What would you do? First things first ... start building an amazing website that entertains. That is exactly where Real Madrid started to build digital relationship with its fans.
14) NTT Data (the technology subsidiary of the giant telecommunications japanese group NTT): How to ensure everyone in the company that works in projects have visibility of its own work and how it's impacting the business? NTT was able to do that with Adobe Workfront, and the results are astonishing:
15) Chipotle (the US restaurant food chain): Sometimes what you hypothesize is not always what you learn. And it's great to be tested. So for Chipote, what they found is, there was an 81% lift in click through rate (CTR) in the desktop experience from the "Pollo Asado". So that kind of key homepage hero. What was interesting for us, though, is that there was little to no change in CTR on mobile web. So one of the hypotheses coming out of this is that, well, potentially, our customers on mobile web know what they want to order. The results with the experiments are:
The key difference in today's world of personalization is that it is no longer just a delighter for companies. It is no longer a way to just increase loyalty or to improve customer satisfaction. This is becoming a table stakes requirement for all brands. And part of the reason for that is really that consumer expectations have continued to increase given the proliferation of channels they deal with, given the amount of content they engage with on a daily basis. (Karla Fiske, Chipotle's Director of Digital Customer Experience Product Management)
16) Virgin Atlantic (the british arilines, very well know for its founder Richard Branson): The goal was to create a unique personalized homepage in a very hectic industry. The results were 70% increase in marketing channel visibility and increase of 50% of acquisition target achieved in first fully integrated campaign
Our ultimate goal is that everyone sees a unique homepage that no one else would see. Making our customers feel unique and valued. That’s what’s going to make us stand out as a brand. That’s the Virgin Atlantic way. (Steven Radford, Virgin Atlantic's Digital Operations Manager)
Sneaks (3 amazing solutions)
17) Project TrueColors: Enables AI to analyze you and match with the best suited color in the Adobe Commerce. I mean, for me, being a colorblind person, this is amazing and so helpful
18) Project SegmentStarts: What if you can analyze the segments you have and understand which content you already have for each segment? And, in real-time? BOOM! That's it.
19) Project Limitless: Well, if you liked the project above, you're wondering how can I create so much content, for each segment, right? This prject is the answer, leverage AI to create as variations as you want for your content.
Product Innovations
20-32) Short videos: To be honest, I was so amazed with so many innovations that we brought in this Adobe Summit, that is hard to select. Based on that, what I've done, I created a clip of short videos from Adobe Firefly, Express, Experience Manager, Workfront, Customer Journey Analytics and Frame.io. In the link below you can watch 12 short videos cut from what we presented at the Summit: