Alberto Torres joins the Adobe International Advisory Board (IAB)

Even though it’s just begun, 2025 promises to be a year full of opportunity and possibility – a chance to innovate, connect more deeply with customers, and redefine long-term success.

The mainstream application of generative AI will continue to set forward-thinking brands apart from their competitors as they use its vast power to create, share, and personalise digital experiences for their audiences.

As such, brands across Europe are stepping into 2025 with a clear focus on adaptability and creativity. And, while the year ahead will bring its own set of challenges, from shifting economic conditions to evolving consumer expectations, these are matched by unprecedented opportunity.

That’s one of the reasons we created the Adobe International Advisory Board (IAB), bringing together leaders from the world’s most successful companies and drawing on their unparalleled knowledge to help our customers embrace these possibilities and bring their digital ambitions to life.

Today, we have the privilege of welcoming Alberto Torres to the IAB. Few people are better versed in business transformation than Alberto. A Senior Advisor to McKinsey, he has over 30 years of experience in the technology sector as a consultant, CEO, entrepreneur, executive, and board member. He previously led McKinsey’s European software practice, working with innovative software and technology companies across the region, including three of Europe’s largest IT organisations, as well as countless midsize and scale-up businesses.

Alberto has held multiple leadership positions in Europe and Silicon Valley over the years. He was an EVP of Nokia, leading strategy, design, and businesses with billion-dollar P&Ls serving as the general manager. As the President at Vertu, he led a successful brand turnaround and helped the business to drive 100% growth for two consecutive years. Alberto would then go on to become a Senior VP at Hewlett Packard, where he led development for the company’s mobility hardware and enterprise solutions as well as corporate efforts on mobility and big data.

Alberto’s experience is as broad as it is deep. He has helped brands in the telecoms, consumer, and travel sectors drive growth-focused transformation projects. What’s more, his expertise covers product portfolios and product management, organisational structures, business strategy, M&A, go-to-market, and more.

Best of all, Alberto is passionate about sharing his knowledge and insights with European businesses and entrepreneurs. Through his skills development and consulting services, he channels his love of product innovation and design while simultaneously growing the European technology ecosystem. That passion makes Alberto a perfect fit for the IAB, and I feel honoured to welcome him to our team.

It has been said many times that “the future is digital”, but with the rise of transformative technologies like generative AI, that digital future is now upon us. One IDC report found that 79% of marketers already use generative AI for content tasks, and we are only beginning to uncover the technology’s full potential.

Thanks to innovations like our Content Supply Chain portfolio, Adobe GenStudio and Adobe Firefly, our family of generative AI-powered capabilities, Adobe sits at the centre of this change for our customers. With the addition of exceptional leaders like Alberto Torres to the IAB, we are not just providing brands with the technologies they need to evolve in today’s digital economy, but also the guidance they need to thrive in the years ahead.

For more about how Adobe is helping brands across Europe personalise customer experiences, click here.