Adobe Summit 2024 — unveiling the future of customer experience management (CXM) in the age of generative AI

Adobe Summit 2024: Unveiling the future of customer experience management (CXM) in the age of Generative AI marquee

Today, at Adobe Summit, the world’s largest digital experience conference, we unveiled a suite of innovations for the enterprise across Adobe Experience Cloud and Adobe Creative Cloud that empower brands to deliver one-to-one personalization at scale through natively integrated generative AI and real-time insights.

These major innovations will deliver business value from generative AI by driving insights based on unified customer data, scaling the production of personalized content, and boosting customer engagement through journey orchestration. This includes a new Adobe Experience Platform AI Assistant that supercharges the productivity of experienced practitioners, democratizing access to extended teams through a natural language interface and enabling them to unleash new ideas. Adobe GenStudio is a new generative AI-first offering for marketing teams to quickly plan, create, manage, activate across apps and publishers, and measure on-brand content. New Adobe Journey Optimizer capabilities enable both B2C and B2B brands to enhance journey orchestration with timely, personalized experiences. A new capability in Adobe Firefly, Adobe’s family of creative generative AI models for safe commercial use, called Structure Reference brings users a new level of creative control.

“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive organizational productivity while delivering new digital experiences. The ability to personalize interactions at scale has become the key growth driver in customer experience management for enterprises around the world, and Adobe is leading the way in making this a reality with powerful generative AI deeply integrated into existing workflows.”

Anil Chakravarthy, President, Digital Experience Business, Adobe

New data innovations

Announced on stage at Summit were a broad array of releases anchored in Adobe Experience Platform to enable brands to activate customer data across various enterprise systems through an integrated set of applications. These create a foundation to activate insights and deliver true personalization at scale.

New content innovations

The content supply chain is an end-to-end business process that every company needs to deliver the content required for marketing campaigns and personalized customer experiences. It is composed of five key building blocks: workflow and planning, creation and production, asset management, delivery and activation, and insights and reporting. Adobe GenStudio, a new generative AI-first offering, lets marketing teams quickly plan, create, manage, activate, and measure on-brand content to help companies automate and optimize their content supply chain.

New customer journey innovations

For both B2C and B2B brands, the ability to enhance customer engagement through journey orchestration hinges on a unified and real-time view of the customer. This ensures that as brands interact with consumers on channels such as the web, social media, and mobile, any real-time changes in user behavior or preferences are captured, triggering new experiences. The newest offerings announced at Summit are designed to orchestrate personalized journeys that drive impact to help teams harmonize both brand-initiated and customer-initiated moments.

Customer and partner momentum

“Creating richer and more relevant experiences within a connected customer journey is fundamental to success in today’s marketing climate, and Adobe Experience Cloud has been our partner of choice in customer experience management,” said Norm de Greve, chief marketing officer, General Motors. “Adobe’s enterprise applications allow our teams to deliver real-time, highly personalized touchpoints at scale for customers engaging with our brands.”

Adobe also announced today an expanded partnership with Microsoft to deliver generative AI capabilities for marketers that bring powerful Adobe Experience Cloud customer experience insights and Firefly generative AI directly into Microsoft applications to reinvent workflows and ignite productivity. An expanded partnership with OneTrust integrates consent management into AI-powered customer journeys. Adobe is also working with agency partners including Havas, IPG, Omnicom, Publicis, and WPP, and system integrators including Accenture, Deloitte, IBM, and EY to accelerate generative AI investments, processes, and workflows across creative production and digital marketing.

Adobe Summit 2024 is a hybrid event with both an in-person and online presentation powered by Adobe Experience Cloud. Luminary speakers and industry leaders presenting at Summit include General Motors CEO Mary Barra, Pfizer Chief Digital and Technology Officer Lidia Fonseca, Delta Airlines CEO Ed Bastian, TSB Bank CMO Emma Springham, MLB Chief Operations and Strategy Officer Chris Marinak, founder and CEO of Zaia Ventures Ukonwa Ojo, author and entrepreneur Nina Schick, and Shaquille O’Neal, host of Adobe Sneaks where Adobe unveils the latest research and development innovations.

To watch the Adobe Summit keynotes online, as well as explore more than 200 sessions and hands-on labs across 12 tracks, network with peers or speak live with an Adobe expert, visit the Summit web experience.