AI is transforming how businesses deliver personalized experiences — from planning and content creation to delivery and insights. The barrier to impact isn't just tools — it's how rapidly teams can test, adapt, and operationalize what works. From idea to impact, continuous experimentation makes the difference. Today, the most successful teams are those that learn fast, act faster, and then scale what works. This has become the new baseline for creativity, marketing, and cross-functional innovation at scale.

A recent survey conducted by Adobe and Advanis highlights how rapidly AI is becoming essential across teams and industries:

• Nearly 50% of creative and marketing teams now have formal mandates to use AI tools.

• 89% of marketers and 88% of creative professionals expect AI skills to soon be required for their roles.

• Technology and financial services are leading, with 79% and 76% of firms already investing strategically in AI.

But gaining an advantage requires more than access to AI —it demands operating discipline to experiment relentlessly and deploy it for measurable outcomes.

• 63% of creative teams and 55% of marketing teams now have dedicated GenAI budgets.

AI is advancing faster than most businesses can adapt. New capabilities emerge daily, promising to transform how we create, market, and engage.  Success now requires a cohesive strategy, decisive execution, and trusted expertise to bridge the gap between experimentation and impact — and that’s where Adobe comes in.

Adobe recently introduced Adobe Ultimate Success with Integrated Services, a partnership and service model designed to turn AI potential into measurable performance. Guided by an enterprise architect, Ultimate Success with Integrated Services brings together a dynamic team of Adobe experts to unlock new capabilities and applications through consulting, enablement, and technology activation. This flexible approach provides a hands-on partnership that helps businesses operationalize Adobe’s AI tools with confidence and realize value faster.

Through this model, businesses can co-innovate with Adobe to move from 12-month cycles to six-week cycles, delivering value through fast, iterative sprints. Small, outcome‑oriented deployments ship within weeks, using test‑and‑learn loops that tighten with each iteration. With Adobe’s expertise, data discipline, and change leadership, teams can operationalize what works, shorten the change curve, and build new capabilities along the way.

In just a few months of engagement, customers are already seeing results:

• A leading sporting goods retailer ran a seven-week AI-powered personalization pilot for professional sports fans, increasing the average revenue generated per visit by 4.6%.

• Virgin Atlantic launched its first AI-powered personalization use case two months ahead of schedule, generating over $1 million in revenue within 12 weeks, while doubling audience reach and tripling engagement.

• Coca-Cola piloted AI-powered personalization to deliver tailored content — exclusive interviews and music performances — to 70% of its audience, outperforming default content and demonstrating the impact of dynamic, audience-focused engagement.

Gaining an AI advantage isn’t about predicting the future — it’s about learning and adapting as technology evolves. By putting people at the center, running six‑week cycles, measuring what matters, and scaling what works, businesses can turn investment into tangible outcomes and build durable capabilities — not just this quarter, but every quarter. This is the operational rhythm and partnership Adobe provides to help our customers thrive in the age of AI.

Scott Bajtos leads Adobe Customer Solutions globally, including Customer Engineering, Customer Success, and Global Consulting for Adobe Experience Cloud. With more than 30 years of experience in the software and SaaS industry, he brings deep expertise in customer success, enterprise technical support, and global support strategy.

Prior to Adobe, Scott served as chief customer officer at VMware, where he led global support, services, and customer advocacy. He has also held senior leadership roles at Business Objects and SAP, including executive vice president and general manager. A passionate advocate for customers, Scott focuses on proactive, seamless support that anticipates customer needs and delivers innovative solutions. As a servant leader, he’s dedicated to building long-term partnerships and guiding teams to excel. His mission at Adobe is simple: help every customer succeed and become a customer for life.

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