Top 10 Adobe Summit sessions for government
With the public’s digital expectations rising due to the consumer-centric experiences they’re used to in the private sector, the time to invest in digital customer experiences for all is now.
Transforming employee and citizen digital experiences and delivering simple, seamless, accessible, and secure solutions is imperative at every level of government. On March 21–23 in Las Vegas and streaming live, join Adobe Summit to hear the latest CX trends, learn about best-in-class digital experiences, connect with CX, business, and government leaders, and be inspired by experiences that put people first.
This year’s event features an incredible cast of keynote speakers. These include Adobe CEO Shantanu Narayen, and T-Mobile Chief Digital Officer Marcus East on the future of CX, and Shaquille O’Neal, who will host Summit Sneaks — a fun sneak peek into what engineers are working on in Adobe research labs. Keynote luminaries also include Angela Duckworth, bestselling author of Grit: The Power of Passion and Perseverance, and Academy Award–winning writer, director, and playwright Aaron Sorkin. Also in attendance will be executives from the world's largest brands such as Nike, Verizon, U.S. Bank, Under Armour, Walmart, CVS Health, Caesars Entertainment, Truist, General Motors, and many more.
Join us in person for the first time since 2019 and take advantage of our $600 government discount code (S23GVT). Or attend online for free — either live or on demand.
As a former government IT executive, I continually kept up with the latest technology trends from across government and the private sector to make the most informed decisions on IT investments. And I have always found Adobe Summit to be filled with inspiration from leaders of the world’s largest brands about what’s possible through digital transformation. Summit consistently delivers outstanding sessions covering everything from content creation, personalization, and digital enrollment to analytics, data and document security, and work management.
Here are my picks for the top 10 Adobe Summit sessions that will help your agency modernize its digital experiences and put people first.
1. Impactful Experiences: From Content Creation to Personalization
In-person and virtual (live or on-demand)
Tuesday, March 21 | 7–8pm ET, 4–5pm PT
As the demand for more and better content continues to rise, organizations need new ways to create, manage, optimize, and deliver content across each channel. If your agency is struggling to connect disparate teams and workstreams, or if siloed access is causing productivity and version control issues, this session can help government agencies learn how to improve operational efficiency, deliver better experiences, and drive content at the speed of mission.
2. Personalized Insights and Engagement
In-person and virtual (live or on-demand)
Tuesday, March 21 | 7–8pm ET | 4–5pm PT
Building a winning CX strategy starts with the ability to use deep insights to deliver meaningful customer experiences. Best-in-class experiences start with data. However, government often struggles with being able to capture data across digital channels and connecting data across disparate legacy systems for actionable decisioning. This session featuring leadership from U.S. Bank will help you rethink the entire government CX stack to collect, store, and power data that intelligently activates a connected customer experience.
3. Transforming Omnichannel Customer Engagement
In-person and virtual (live or on-demand)
Tuesday, March 21 | 5:30–6:15pm ET | 2:30–3:15pm PT
Customer experiences are made up of myriad moments that compose individualized journeys — no two are the same. And today's citizens — whether they're booking a trip or renewing their license — each have specific channels they prefer to use. Hear how global brands like General Motors and APT D are innovatively engaging people exactly where they are in their journey, with the right service at the right time. And learn how your agency can deliver simple, seamless, and secure “consumer-like” digital experiences that are connected and inclusive for all people.
4. Building a Content Supply Chain that Scales with Digital Asset Management
In-person and virtual (on-demand only)
Tuesday, March 21 | 4–5pm ET | 1–2pm PT
The demand for content inside and outside government has doubled over the past two years. According to Adobe Digital Trends 2023, 89% of senior executives indicate that demand is expected to significantly increase in 2023. Yet, only 30% of practitioners supporting service delivery consider themselves good at producing, streamlining or automating content that eliminates rework, duplication of effort and administrative burden. In this session, you will learn a crawl, walk, run approach to accelerate content velocity — all the work it takes behind the scenes to create, coordinate, refine, gain approval, and publish public-facing information across the customer journey.
5. From Healthcare to Health with Personalization at Scale
In-person and virtual (on-demand only)
Thursday, March 23 | 12:30–1:30pm ET | 9:30–10:30am PT
Today’s healthcare consumers demand more personalized experiences. Yet most healthcare organizations struggle to use their extensive data resources to create these tailored experiences and improve equity, access, and self-service. Digital healthcare portals, modernized forms, digitized and automated workflows, optimized through data and insights can improve the patient experience for health services. In this session, learn best practices from Elevance Health (formerly Anthem) for using HIPAA-ready digital tools to engage with patients and personalize their individual wellness journeys.
6. Privacy and Governance 102: Responsible Data Management Across Channels
In-person and virtual (on-demand only)
Wednesday, March 22 | 5:30–6:30pm ET | 2:30–3:30pm PT
You're tasked with managing outreach strategy, channel activation, and collecting data from citizens safely. All while keeping HIPAA, CCPA, CPRA, and GDPR in mind. Whether you’re in IT supporting a program office or line of business, a legal or privacy leader guiding teams on data usage policies, or a digital professional responsible for data stewardship — learn how you can build a data foundation of trust in the context of your role and department.
7. The Future of CX in a Data-Driven World
In-person and virtual (on-demand only)
Wednesday, March 22 | 11am–12pm ET | 8–9am PT
In specific moments of need, customers must often use services that span multiple agencies — like when they’re seeking financing for a business or home, or if they’re experiencing food insecurity. In such situations, agencies should coordinate their service delivery to provide a more integrated experience that meets the customer's needs. To achieve this, they must be able to collect, store and share data and activate the customer journey based on insights in real time. This session will look at research from 451 Research on the impact of using real-time data for improving the customer experience.
8. Making Collaborative Work Management a Reality at Walmart
In-person and virtual (on-demand only)
Wednesday, March 22 | 7–8pm ET | 4–5pm PT
Silos and unconnected applications can make it harder for government teams to collaborate and communicate. The largest global retailer in the world understands this challenge better than any other organization. In this session, Walmart shares strategies and best practices for how government can streamline workstreams, reduce redundant tasks and administrative burdens, speed collaboration, and improve data integrity.
9. Mapping Out the Entire Customer Journey
In-person and virtual (on-demand only)
Wednesday, March 22 | 11a –12pm ET | 8–9am PT
The biggest barrier for modernizing service delivery in government is trying to democratize data and map complex customer journeys across a variety of devices, programs, services and life experiences. The key to any successful customer journey is to combine all your digital data into one single view of the customer. This session will equip you with best practices for collecting, managing, and analyzing customer journey data, as well as how to build a customer journey roadmap.
10. Welcome to Adobe Analytics — Where Do I Start?
In-person and virtual (on-demand only)
Tuesday, March 21 | 4–5pm ET | 1–2pm PT
One of the biggest challenges in transitioning between any tools is learning where to find equivalent functionality and learning how to use it efficiently. As Google prepares to end support for its universal analytics platform, this boot camp will provide a guide to help users transition to Adobe Analytics. Your IT team will learn a measurement framework that includes metrics, dimensions, and engagement attribution. Your program managers and line-of-business owners will learn to build analytics into your workflow, while frontline workers and analysts will receive practical tools for capturing and measuring success. Each team member will learn the critical and tactical steps for gaining immediate traction in any data collection and analytics program, while being set up for long-term success.
Create simple, seamless, and secure government experiences
Whether attending in person, participating virtually, or watching on demand, Adobe Summit provides government agencies with the insights, best-in-class use cases, and technology solutions you need to modernize digital experiences, efficiently deliver services, increase citizen engagement, and build trust through personalization.
Personalization in government connects the right person with the right services at the right time. When it comes to building public trust, nothing is more important than providing government services when and where they are needed.
Jonathan Benett is an IT business and digital experience leader with over 20 years of experience in IT modernization through digital transformation in the public sector. He is currently the chief of global government solutions at Adobe. Prior to Adobe, he spent 10 years as a public servant in various executive leadership roles in federal government including the U.S. Department of Agriculture and the U.S. Patent and Trademark Office, preceded by 10 years of successful experience in private industry.
James Hanson, head of industry strategy for public sector digital experience, also contributed to this post.
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