Unlocking marketing’s potential: Adobe Summit 2025 highlights for martech leaders.
04-01-2025
There are so many incredible marketing technology, data, and AI innovations coming our way. For marketing technology (martech) leaders, it’s an exciting time to be sitting at the center of the strategy and execution of their organization’s technical priorities. Today’s martech leaders aren’t just responsible for ensuring the smooth rollout of technology in their marketing organization, they’re also responsible for solidifying the practices for the teams, driving efficiency at scale, and providing the CMO with performance insights for strategic decisions. These themes were top of mind at Adobe Summit held in Las Vegas.
Many marketing organizations have already begun to implement and scale a wide range of AI solutions, from generative AI for content creation to agentic AI for automation of processes. But, as we have found at Adobe, traditional siloed organizational structures, with marketing, creative, and operations teams functioning independently, are no longer the status quo. Departments that exist with disconnected processes and priorities are not only impeding growth, they are also inefficient — slowing content delivery, causing unnecessary manual work, and delivering fragmented data.
That’s why as Adobe’s vice president of marketing innovation, performance, and global COEs for digital experience, I’m incredibly excited about how agentic AI and other leading-edge technology will break down these barriers, making organizational collaboration easier and less expensive than ever before. This year at Adobe Summit, these innovations were on full display. Anil Chakravarthy, president of digital experience business and worldwide field operations, announced exciting updates about Adobe Experience Platform Agent Orchestrator. This platform serves as a unified system of truth, offering shared, modular, and AI-enhanced features across a wide range of Adobe applications.
We also heard from our incredible customers how they are readying their business for this seismic opportunity. Be sure to watch the recordings of the Opening Keynote, Day Two Keynote, strategy keynotes, and martech sessions below to accelerate your organization’s next phase of growth.
Innovative product enhancements that will unleash new possibilities.
https://video.tv.adobe.com/v/3456031
On the main stage at Adobe Summit, Adobe Chairman and CEO Shantanu Narayen discussed in the Opening Keynote the evolution of the business from customer experience management to customer experience orchestration powered by AI. With customer experience orchestration businesses can effectively personalize at scale with support from the explosive new developments around generative AI and AI agents. As part of that seismic shift, we announced AI innovations with Adobe Experience Platform Agent Orchestrator, including ten new agents.
We also showed the strength of Adobe Experience Platform, Adobe Real-Time Customer Data Platform (CDP), Adobe Journey Optimizer, and Adobe Customer Journey Analytics, enhanced by agentic AI and Adobe Brand Concierge. Hillary Cook, VP, global marketing ops of Marriott International shared an incredible story on how her organization is taking on change by documenting process flows, better defining data, zeroing in on accountability, and building a fit-to-purpose marketing system architecture. Take a look below. View the Adobe Summit Opening Keynote and Day 2 Keynote.
https://video.tv.adobe.com/v/3456032
Strategy keynotes for building agility and scale and putting the customer at the center of your efforts.
https://video.tv.adobe.com/v/3456030
Strategy Keynote: Driving Marketing Agility and Scale: Transforming your Content Supply Chain with AI
Marketers are under pressure to deliver impactful campaigns quickly and at scale. This strategy keynote discusses how to build your content supply chains to optimize efficiency, break down silos, and enable agile marketing. Learn how AI-driven tools help teams accelerate content creation, streamline workflows, boost campaign effectiveness, and meet growing content demands. Watch it here.
Strategy Keynote: Put the Customer at the Center and Build Relationships That Last a Lifetime
Creating great first impressions involve making customers feel personal, connected, and relevant from the very beginning. It’s important to keep the customer at the heart of all your efforts, ensuring seamless and unified experiences across every interaction — from acquisition to engagement, measurement, optimization, retention, and beyond. Discover how to develop a business strategy that focuses on delivering a unified customer experience. Watch it here.
Summit sessions for marketing technology leaders.
Take a listen to the inspirational Adobe Summit sessions that help martech leaders implement change at their organizations. Dive into topics on intelligent activation, B2B transformations, and accelerating enterprise value.
Your Data Warehouse + Intelligent Activation: The Power Couple for In-The-Moment Experiences
Businesses require effective tools to adopt a comprehensive and adaptable customer data strategy. Discover the benefits of customer data platforms (CDPs) and federated datasets in providing exceptional, real-time customer experiences. Learn how to choose the best data management approach for your company and what steps you can take now to ensure future success. Check it out.
How EY Accelerates Enterprise Value with a Shared Platform Framework
EY, a leader in digital innovation, has developed a framework for an enterprise-grade shared services model. This model ensures governance and oversight while allowing stakeholder business units and user innovation to thrive. By utilizing various Adobe products, the framework reduces time to value and adoption, delivering consistent and personalized experiences. Take a Check it out.
B2B Transformation Series: Adobe on Adobe Digital Marketing
Adobe has turned its digital marketing stack into a powerful engine for growth and sales insights. As a global enterprise with a vast customer base and numerous digital channels, managing centralized account profiles and coordinated campaigns is a complex task. Discover how the Adobe team has streamlined technology and marketing operations, applying advanced data models to achieve personalization at scale. Check it out.
Learn more about Adobe’s offerings.
Explore the latest solutions that Adobe has to offer marketing technology leaders.
Max Cuellar is vice president of marketing strategy, performance, and innovation for Adobe’s Digital Experience business, responsible for the marketing function’s performance, operations, innovation agenda, and multimillion-dollar budget spend globally.
Before joining Adobe, Cuellar served as Hewlett Packard Enterprise’s first ever chief data officer and transformation lead, where he led the company’s data strategy and the enablement of all market-facing functions. Cuellar also held a variety of operating roles in the GTM function including SVP of marketing strategy, operations, data, analytics and general manager for ecommerce.
Cuellar serves as a lead director for the Silicon Valley community foundation and formerly on the boards of SAGE Publishing and Hewlett Packard Enterprise Foundation. He holds a Master of Business Administration and a Bachelor of Arts with honors from Harvard University.
