[Music] [Woman] Please welcome Chief Brand Officer, Adobe, Heather Freeland.

[Heather Freeland] Hello. Welcome to day two of Summit. I hope you guys are surviving a few days in Vegas. I know we're all dragging a little bit now, so we'll bring the energy up at this session. So I want to start by talking about the beginning of my career. So I started out as a graphic designer. Now this was back in the day where that meant sitting in front of a drafting table, not a computer, and it meant that I was designing things using an X-Acto knife on boards and a T-square, and if I had to send it for review, I actually had to call a messenger. Someone had to drive over and pick it up, take it to the client and bring it back. And then when we were done sending something to press, I filed it in a filing cabinet. So let's just say things have changed just a little bit, but not always for the easier, right? Like, things have never progressed further than they have in the last year, but the challenges somehow have gotten even bigger, and they're different. They're at a grander scale, but also, there's increased complexity because two of the biggest challenges are, in fact, at odds with one another. So I feel it, and I'm sure a lot of you in the audience feel it. There's increasing pressure from CEOs and CFOs, I know mine does it to me, to hold down costs, to move faster, to produce more and more and more assets. And then at the same time, we feel it from our customers. They demand and expect personalized experiences, and I feel it for my partners who are begging me for more assets to feed our media channels, to run more and more tests, and it's a lot. But what's amazing is now with generative AI and the new tools and technology and new ways of working, for the first time, we can solve for those two challenges and satisfy both our CFOs and our customers. So the critical thing to know right now is that if you don't jump on board at this point in time with the new tools and technologies that will accelerate your business, you run the risk of being left behind. Companies who adopt these new technologies will move faster, will scale further, and will see cost savings, more than they thought possible. But more importantly, they're going to see themselves connecting with their customers in a far more personal, meaningful way, and that they're going to create more customized and effective journeys, and ultimately, they're going to drive more engagement and more loyalty. Now at Adobe, my CEO, who you saw on stage yesterday and today, has put the expectation on my team, and I do the same with them, that we produce the best of what's possible using our tools. So what I want to do today is walk you through what we've been doing to produce the best of what's possible using Adobe's tools. And I like to use a little framework called the 3Cs creativity, content, and change. All three are critical right now. So first, I want to be declarative. The power for a big idea and the need for brilliant creative has never been more important. Creativity matters. And it doesn't just matter because it inspires us, but it matters because studies have shown that good creative delivers 11 times the return on investment. It makes things more memorable, more connectable and relatable, and ultimately, delivers results. So I want my team focused on just that, the big idea. But the reality today is that they're often caught up in mundane, repetitive tasks or slowed down by bad process. But now, with the tools that we have at our disposal and generative AI, I can enable my creative teams to focus on the big idea. And now that we've integrated Firefly into all of our creative tools, they can tackle jobs faster, scale production easier, and hold down costs, giving them the time to think bigger. So ultimately, these tools are helping supercharge their creativity. At Adobe, we're integrating generative AI into our workflows every day, and we're seeing real results. David Wadhwani spoke about it briefly yesterday on stage, but we ran a test this year on Black Friday using some of our new tools. Historically, we've had to produce literally tens of thousands of assets to satisfy specific offers for everything from different product lines to different offers to different customer segments to different channels and ultimately, to markets around the world. That means 52,000 assets were produced last year. Now that took us, after we came up with the original concept, seven weeks to produce those assets. This year, we ran a pilot using Firefly Services, and we reduced that seven-week timeline to five days. Ultimately, we've been able to produce 21 variations per minute. Now imagine what that can mean for you and your teams so they can focus on the next campaign, the next big idea, and so that you can run more experiments to generate more revenue and return. Now another example is actually what's surrounding you right here at Summit. The team was able to focus on the big idea and the visual design for this event, but then we trained a custom model on that design system, and we're able to scale it to assets and experiences all across this entire week. Now we were able to build emails, social media posts, landing pages, and more with those assets that were created by the model. And even better, we will able to export them to Express so that team members across the company could share and build and create their own content to help promote the event. Ultimately, we were able to scale far further than we would have otherwise, and it all just started with a simple design system.

These are just a few small examples of what we're doing and the meaningful impact we're seeing. But this is only one piece of the puzzle. We can't think about these projects in isolation of one another because guess what, we're doing hundreds and hundreds, dare I say, thousands of projects like this every year. And that increases complexity to no end. It's been even more of a challenge this year for us at Adobe because our rate of innovation and new product development has meant that we're no longer just releasing products at Summit and at MAX, but we're doing it every week in between, it feels like, some days. So we need to then take a step back and look at all of these projects and be able to look at them through a streamlined system where we can view production, deployment, and ultimately, results.

The risk of not addressing your supply chain is real. When I joined Adobe, it often felt like this to get work done. We like to refer to this as the spaghetti mess. Working this way can be time consuming, it can be expensive, you see duplication of efforts, and ultimately, and most importantly, you can see employee burnout and deliver a poor customer experience. But over the last year, we've turned this spaghetti mess into a streamlined content supply chain.

So we like to look at ourselves as Customer Zero of our products, and what that means is that not only do we get exposure to the products before they're even released to the market, but it means we sit side by side with our product teams, and we inform them about what our needs are, what our pain points are, what our hopes and dreams are, and hopefully, they can solve them. And they're able to work with us to build those into the product before we ultimately scale them out to you all. And so it's been a special part of my job to wear this Customer Zero hat. So I want to look at the five key components of the content supply chain that Shantanu talked about yesterday. We've gone through all of these. We started with workflow and planning and implemented Workfront, where we can optimize our process. For the first time, we know how long it takes to get something done. We can track work, we can look at resourcing. We've always use Creative Cloud for our creation and production, but now with Firefly, we can accelerate that even more and scale even further. We use AEM Assets for our asset management, and because it's now connected to Workfront, when we put a brief into Workfront, it automatically tags all of those assets with metadata before they are deposited into AEM Assets. And then delivery and activation. We can now rapidly publish, update, and test personalized content using AEM sites, where it's as easy to update a page as it is to edit a Word document. And then finally, we continuously measure our performance, and it's no longer just about measuring the performance of a campaign. Now we can look at the performance of individual assets to continue to optimize.

One of the most amazing things is the results we're seeing this drive for the business. So I have a sneak peek at a report that's going to be released soon by Forrester on the Adobe Content Supply Chain solution and what that's done in terms of economic impact. And what Forrester has found is that there's 40% reduction in hours spent creating and reviewing core content. There's 50% reduction in hours spent to create varying assets, and ultimately, 310% return on investment in these applications. Huge opportunity because, again, we all have that CFO behind us saying, reduce costs. We need you to do more with less, and this can help you do that.

So none of this is possible without focusing on change. It is critical at this point in time because of this disruption that a lot of these tools and technologies are bringing to our teams and our ways of working. It's in fact one of the biggest keys to success. You know, it's funny, some days I feel like I spend about 50% of my time on operations and change management because we are leading through such a transformation in the industry right now. Now here's the thing. It's not just about changing your technology. For what it's worth, I often say changing people are harder than changing technology. So you need to think about things not just in changing your tech stack and rolling out new tools, you need to think about every single part of that equation. So I think about it in five different dimensions. So first, we have been focused on evolving our content operations. So we've been streamlining all of our work and our operating model onto a common tech stack, like I just talked about. Second, we're evolving our creative technology. We're piloting and testing new tools, new ways of working, and ultimately, integrating those into our workflows. We're evolving our brand expression. We've had to really focus on making that stronger, tighter, and ultimately more scalable so that not just models can be trained off of it more easily, but as we scale content creation across the enterprise, it's easier for things to stay on brand, and to be more powerful from a customer experience perspective.

We've evolved our whole content ecosystem. You can't just think about this within your marketing team or your creative team, you need to think about this across the enterprise and even to your agency ecosystem. It's critical to have a singular view of everything coming across your organization.

And finally, you need to evolve your talent and org model. We're finding entirely new capabilities that we need to hire for, from archivists to creative technologists. We're doubling down on operations, and we're clearing the way for our creative teams to focus on that big idea.

It's moving so fast right now that the reality is we can't just build for where we are today. We have to see around corners. We need to build teams who can be agile and flexible and adapt to new functions in their role that's required to new ways of working because the pace of change will only accelerate. So the bottom line is that we all need to be open to new ways of working and lead our teams on that journey.

But clearly, I'm not the only one leading my team on this journey. I know many of you are, and I know all of you are doing this in different ways given your function. But now I want to turn the stage over to some of our partners at Omnicom. They're embracing Adobe's tools and leading an incredible transformation across their entire agency network. So please join me in welcoming Dr. Cleve Gibbon, who's the SVP of AI and Creative Technology, and Dr. Ali Alkhafaji, who's the global CEO of Credera Digital. [Music] [Ali Alkhafaji] All right. Welcome, everyone. [Cleve Gibbon] Good morning, and welcome. Hello, Vegas. So I'm Cleve Gibbon, Dr. Cleve Gibbon, the first of the doctors. And I have a PhD in computer science, but that's not the interesting thing here is, I'm an always be learning kind of person. So I've got other degrees in AI for business because I think that's super important, and also marketing because the only way in which I can serve my customers is to understand the language in which they speak. So at Omnicom, I look over the creative technology stack and how that's going to change as we move forward. And also, looking at the way AI is going to disrupt that space. So I sit at the center, and the other doctor is. Well, I'm going to start off right, good afternoon. My name is Ali Alkhafaji. I am the CEO of Credera Digital, part of Omnicom Group. And this is my tenth we were talking about this earlier. This is my tenth in-person Summit, which means I can sell-- Yeah. My own branded backpacks and Adobe hoodies on eBay. But on all sincerity, really thank you. I'm thrilled and honored to join Cleve and Heather and hundreds of other practitioners that come in from all over the world to really share their stories and hopes to inspire people in the audience so they can come back and tell their stories next year. So truly, truly an honor. Thank you for having us here. Today, Cleve and I, we will highlight and share Omnicom's journey into maximizing content creativity. - Let's get started. - Yeah.

So before we begin, I wanted to do a little bit of scene setting and talk about the creative content landscape. And you heard about this, you saw this in the keynote yesterday, I'm sure in the dozen sessions you've been to over the last couple of days, content has retaken its rightful position at the center of every conversation when it comes to digital experience. You heard it from Heather, and you'll hear it over and over. We are reaching or we're experiencing a tectonic shift of demand for personalized content. Consumers have higher expectations than ever. They want quality and relevant content, and they have very little patience and zero tolerance for noise. And it's fortuitous because for the first time in our industry in content and experience, it is possible to deliver one-to-one personalization at scale, thanks to GenAI. But with GenAI, there's always a drawback. And with all of this automation and augmentation, you see that production budgets are continuing to shrink. We're basically being asked to do a lot more for less. And I can always tell who works in production because I can see collective size from the group. Yeah. And, you know, at the end of the day, consumers want not just the content, but the experience, and they want it to be delivered in whatever channel they want to consume it in. So we wanted to, kind of, set that scene, and we also want to talk a little bit about Omnicom. Why are we here? Why do we qualify to be on the stage to share our experience? So Cleve is going to walk us a little bit through Omnicom's story. I'll take this little baby. So Omnicom, over 70,000 people across the network, delivering work day by day to over 5,000 clients in over 70 countries. And that's super important because I know there's a lot of things that we're going to talk about in terms of complexity, in terms of the scale of the things that we do. It is very complicated. But what I don't want to do is lose people in the room and say that, "Oh, this is not us." But a lot of the things that we're going to talk about today, even though scale is very important to us, there are other things in terms of the content supply chain and things that Ali's been talking about in terms of the ecosystem and unleashing creativity that is common to all of us. So yes, we do have scale, but we all have similar kinds of problems 'cause we're in it together, right? The next thing I would like to say is we have over 600 plus agencies going across multiple different categories. We do public relations, biggest group. We have health, biggest group. Media, creative, branding, experience, activations, performance, we have to knit that all together. There's a little small line at the bottom of that. It's called Omni. And we decided a long, long time ago that we believed that a platform, a single platform, to connect our employees, to deliver work back into our clients, and connect our clients through that platform is the right way to do it. We focus on collecting data, lots of data, petabytes of data, 25 petabytes of data, a lot of stuff. And we looked at the technology landscape and we grew that. Now we're standing on top of that foundation and focusing more on what is the workflow of the future to allow those agencies to work together seamlessly to deliver on our clients' ambitions? There's two Os in Omnicom, by the way. One is outputs. We're very, very important. We're clear on what outputs we need to deliver. And the other O is outcomes 'cause we deliver those outputs for better client outcomes. And then now, in the world of AI and automation, what does that do to that mix? So at the center of that circle, a little bit of showboating, Credera, we are Omnicom's center of excellence when it comes to digital transformation, hyper-focused on the Adobe platform. We are Adobe's most recognized and specialized partner, specialized across the entire Adobe stack, data, content, commerce, marketing, analytics, campaign, and we have been certified by Adobe as Content Supply Chain Ready. And it's primarily because of this conversation today and the work that we've done internally.

Also, being part of Omnicom, you have an opportunity to work with some of the largest, most spectacular brands. Not just leaders within their space and their own verticals, but also leaders across the entire globe, delivering amazing services from content, experience, marketing, creative, media, commerce services, all of those agencies you saw on the previous slide, having the ability to deliver that level of services to these types of clients like Apple, like Nike, Mercedes, McDonald's, Mars, really gives us front row seats to truly understand the content dilemma. And that content dilemma is over the last two years, more content was created than since the dawn of civilization. So what does that do? It creates a lot of content and ultimately, a lot of noise.

If you look at a consumer experience, the average person consumes up to 10,000 ads a day. Let that number sink in for a second.

The ability to look at all of the content out there, the ability to look at how to consume that content. At the end of the day, content creators, whether you're Omnicom or a TikTok vlogger, at the end of the day, consumer expectations are continuous pushing for quality, for relevancy with really no patience for noise. Almost creating this expectation of a connected culture, where personalized experiences are at the heart of it. And why personalized experiences? Well, personalized experiences are a complete byproduct of the content journey. So this is how it all comes back to content. You talk about content leads to experience, experience based on content, and around we go.

So having the ability to deliver on this end-to-end uncompromising, human-centric, relevant, thoughtful content journey is the goal.

And obviously, without losing track of governance, privacy, transparency. These are the things that make and really break our production value.

So at Omnicom, our content journey, we have codified it through working with thousands of clients into a solution called ArtBot. It is our content orchestration, content assembly, and content intelligence framework. This is how we deliver work to our clients. We use this methodology, and we execute and orchestrate for our clients.

Now to explain what ArtBot does and how it unlocks value for our clients, we have a little razzle-dazzle video that we absolutely love, and it will show you how ArtBot works and how we deliver for some of the best brands in the world. So let's roll it. [Music] So I hope everybody likes it. Wait there. Wait there. That was good, right? That's awesome. Come on. I was going to say, I actually worked on it just last night, so that people like it. No, I'm completely kidding. I can never do that. But what we saw, right, what we saw is how Omnicom uses this methodology to orchestrate intelligent content. But what we also saw is how Adobe, the Adobe Content Supply Chain powers, activates, and almost turbocharges our Omnicom ArtBot methodology to scale content creation for all of our clients and all of our services. And we saw that from creation and production in the Creative Cloud to delivery and activation in the Experience Cloud, obviously, centered around assets and workflow management. And this sounds like a lot. I know. But coming up after this, we will have a detailed demo showcasing how we leverage Adobe Content Supply Chain to truly activate on content for our clients. So you'll be able to see that after this.

Flipping over. Now I'm going to undo the button 'cause this is the painful part of the presentation. This is the reality. It's not easy, okay? We have a lot of things that we need to figure out and we haven't figured them out. What we are going to take away from the Content Supply Chain is that, Omnicom has its own Content Supply Chain that is beyond content. We look at things like Omni, which is, how do we get one platform and orchestrate entire campaigns to all our clients and internally to our agencies and get them working together? How do we connect that into the finance and the HR and the IT operations? How do we then look at moving work in terms of workloads between those different participants in that ecosystem? And how do we do the resource management in and around that? And then you think about all of the different capabilities and practices that live inside our network and our agencies, commerce, media, PR, all of that stuff. How do we get that to work? And then you bring in automation, and then you bring in intelligence with AI. We see TAI, which stands for Total Agency Integration. Every agency that you saw in that slide, that 600 plus, we're putting on top of the content supply chain. And we're using Workfront as a means to orchestrate all activities across that. So I know that sounds like a lot, but Total Agency Integration could be turned to you and say, in your organization, it could be all of the business units that you have in your organizations you want to knit together. Or it could be certain departments in a particular area that you want to knit together. The same thing, same principle is, how do you put that through the center of what you do and figure out how that works? That's what we're trying to do, and it's a similar problem that I see across many clients.

So if you're trying to build that solution for content, you've got two important pieces. You've got pre-production, which is how you get all of the content into one place, not easy, as everybody knows, and then you put it somewhere where everyone can get access to it. So for us, think about the network, it's Omnicom's created creative in one place. And then once it's in one place, what do you do with it? You then pull it out, and then you do all your post-production on top of that. And then you're optimizing as you go. To do that, we're leveraging TAI for orchestration, work management, resource management and redefining the lifecycle of how you create assets from conception all the way through to consumption. That's what the TAI solution is doing for content. And when you add Adobe into that, that's the technologies. Now one thing you need to realize is that Adobe is going through a transformation itself. And so when they got Workfront, you had all of their different products talking one-to-one with each other, which doesn't scale. So the smart people at Adobe realized that what happens if we orchestrated our own products? And that's what we're seeing here. We're having Workfront sit with anything in the Creative Cloud is basically passed through and filtered through into Workfront. And then it goes from Workfront down and traffic into something like Frame for your WIP, your work in progress files. And for review and approval, it can be done there. And once it's done, you've gone through all of those reviews and approvals, it's flighted across and down into AEM for storage. That makes total sense for us. And that's what we're building the new version of how we do content production, and ArtBot is one of the ways in which we're going to do that. Now standardization, centralization, and intelligence are three really key words. And remember Heather's 3Cs when she was talking about the future of marketing? The first one was unleashing creativity. Standardization is not a dirty word. It's not a dirty word. Standardization, when you do it right, means that you're very clear and intentional about what you can flex and what should stay still. If you're very good and think about standardization in that way, that's how you unleash creativity. Super, super important. So it is not a dirty word. You pull things together, it makes sense. Second thing, I would say here is that we are thinking about centralization, about getting all our assets in one place. That's really important as well because not only can one agency put and see stuff, but they can see across the entire network, your entire business, for inspiration. It's not necessarily just a reused asset. I don't know whether this is useful. What happens if I was to interrogate all of the assets, AI automation, think about that, and I'd be able to pull something out of that repository to inspire my creatives, to inspire my clients, to drive those better outcomes. You can't do that unless you've got the scale and the centralization. And the intelligence bit is where you give each asset a voice. You give it the metadata so that machines can interrogate and inspect at a scale and a speed that we can't have with humans, but under their direction for curation and-- That's super important. So these front two slides will be clicked through very quickly in the interest of time, but these are fundamental things that we've seen. Disparate, input based offerings, what that is, is that there's a lot of activity. But as Omnicom, we're very, very interested in our outputs because that's what we're judged on. And how are those outputs connected to one another? That is not a simple thing to do.

High levels of automation. We're not saying we're going to totally remove the manual side of the business, that's not what I'm saying here, but we are going to introduce automation to remove the mundane and also, the manual where it's appropriate. And that's the last thing. That's important to say where it's appropriate 'cause not everything should be automated.

We've been in lots of discussions with clients, and clients are talking to us and analysts, and they're very interested in the digital task based workforce. Think about this. As an individual, if this is your stack of tasks that you do every day, when do you stop thinking about automation? What do you stop doing because you've got other means to do it, whether it's automated or not? What do you start doing differently when you have the ability and the intelligence to do something smarter? And what do you continue doing in a more automated and speedy fashion? That idea of breaking yourself down into tasks is something that we should all be thinking about.

Then you need the language. Everyone talks about metadata, but you can't do this unless there's a language of the business that everyone buys into, and metadata is that. There are lots of different metadata models that you need to connect through. They need to be connected. It's like, just like the world full of languages, you need to translate. We've got different languages. That's okay. But you need a means through which you can communicate across that. I think that's one of the most difficult problems to solve, is to find the language of the business that everyone buys into.

And then, 600 agencies. There's a bit of competition. That's okay. But what happens when they start collaborating because things become more transparent? Because they can see that this person does that, and they do it better than them, so they can now focus on something else. Very important. And then the last one is my one, which is, there's a lot of stuff going into Digital Asset Management systems. There's a lot of people authoring. But what happens if you get smarter, you get more intelligent, and you can start doing hands-free asset management because the intelligence is built into the processes, the metadata is there, so the assets know, and you can interrogate them, and then you can build processes on top of that to move things along.

You know, so you guys can tell who drew the short straw. I present the amazing video, and he has to go through process. Yeah. But when we worked on this, when we worked on the solution, and this has been a long time coming, we as consultants often look at it and trying to figure out what are the keys to success? What are the areas that we want you to take away from this conversation into your own work, into your own projects, into your own ecosystems? And the first one, not because we're just at Adobe Summit, but investing in the Adobe Content Supply Chain was the right solution for what we're trying to achieve. It was the most comprehensive, the most enterprise solution out there to really do the job we wanted it to do. But more than that, investing in the right people and the right process, having the right approach and model, the adoption for change management is the most critical piece to the success of a rollout of this magnitude. And speaking of magnitude, we have built a long roadmap that covers what you saw earlier, 700 plus agencies, 70 plus countries, 80,000 employees. We have to have this roadmap and there has to be an organization wide alignment. We had our CEO reach out to everyone to set the expectation. This is the process. This is the solution moving forward. And then finally, we have to have a vision that is not just rooted in automation. So I already say automation is just stable stakes now, but it's rooted in intelligence. And not just intelligence, applied intelligence, intelligence that works, things that we can see and grasp. And we'll see a little bit of this in the demo coming up. We'll see the work we've done for one of our biggest clients and the amazing ability of GenAI to actually, what was mentioned in the keynote yesterday, get out of the sandbox and into production. So I gave you guys the overall success metrics. Cleve will tell you how we applied them.

So where are we? What's the reality? Progress, problems, plans. Progress is we set up an executive committee, has an operating committee. The operating committee surface up decisions. Those decisions go to an executive committee that has Adobe on there, and we meet periodically, well, quite a lot, actually because there's a lot of stuff, and we make decisions about which way the Content Supply Chain should change. Now to do that, we have to have an adaptable roadmap because the tools that come out of Adobe are changing. And they change because the Content Supply Chain, as a problem, is changing. So we have to have an adaptable roadmap so that we can move as we go. And then we have so many capabilities across our network that as we learn more about those capabilities, the roadmap changes, decisions need to be made, and that's the progress we're making. We're one year in, and we've got another two to three to go. The problems we have are the problems that you could think about, which is, what Ali has talked about is change. We have to define our success criteria based on adoption, not the rollout of the tool, but the fact that people use it. And that is really difficult, and I think everyone knows about that. But I would say, I'll just call out one of the problems, is people focus on loss. And we talk to a lot about people that are going to take the tour. They focus on loss and not the gain. It's like, this is a strange analogy, but just hold with me for now. Think about Tarzan swinging through the jungle, okay? Swings, he's on a rope, and then he reaches for the next rope. When does he let go? He lets go when he knows that he can take his weight and he's happy. That's the gain. What we're seeing is people are holding on the lost side, and they're not letting go. So what we're trying to do is show that picture of how we get to the gain. And to that, the plan is you have to give to get. You have to give something. I'm going to give you the ability to do X. And then you have to show and tell it constantly to make sure that they believe they're going to get if they give you something. That has been the hardest thing to do as we go agency by agency to try and get the adoption of this toolset across the network for those 600 agencies. So it's a phased rollout. It's continuous innovation. What I'm trying to tell you here is it's not easy, but if you focus on those problems and you have a real good plan of how you're going to address them, you can make progress and then suddenly magic happens.

Deploying generative AI across the chain, this is we do research strategy, we do build out concepts, you saw what ArtBot does, which is super awesome. And then we activate in performance, and TAI is in the middle, and we do a massive amount of work around our process to accelerate us around that. And GenAI is in the center, trying to produce that content, whether it's adapting it, editing it, or generating it in the first place. And on that, David Wadhwani talked about GenAI is coming out. It's no longer a play toy. It's not even a playground. We're going into production. Guess what we did with Mirinda? We put it into production. We were generating over half a million generative outputs for personalized cans. And that is a demo that we're going to walk you through. And with that, very happy to have had you. That's at zero. The lights are going down. I'd like to thank you. - Thank you so much. - Thank you.

[Music] Thank you. Okay. That was an amazing, inspiring look at what's possible going forward. So now I want to take a minute and talk about what is possible with all of our new technology and tools. So this is a demo, you're about to see a demo, that will show how Omnicom could possibly spark engagement with the Gen Z audience for the PepsiCo soft drink, Mirinda. So I'm going to introduce Emily Palmer and bring her on stage to bring all of this to life in a vision demo, and she's one of Adobe's Principal Solutions Consultants. So come on board, Emily.

[Emily Palmer] Thanks, Heather, and I'd like to thank PepsiCo for allowing us to use their brand to showcase our innovations and the art of the possible through this vision demo. To protect brand privacy, all of the data and workflows you'll see have been fictionalized. Let's take a look.

One of the first challenges the Omnicom agency faced was how to deliver the personalized customer experience while keeping the custom can artwork on brand and avoiding any copyright issues or inappropriate material. To do this, Omnicom used Adobe generative AI and automation tools. Custom models were trained to reflect image styles that align with the Mirinda brand. So when the AI generated artwork was created, it was done so with a brand consistent model. The team used Firefly services to generate over 540,000 images using these custom models. I mean, that's a lot, right? Here in Experience Manager Assets, we can see all of these images ready for the digital customer activation. And here's what's really cool. These images can be selected based on AI augmented smart tags and matched to attributes of the user's inputs, and dynamically arranged in a collage on the can. Pretty cool. This campaign is a great example of how content can be created for personalization at scale. Now let's switch gears. Let's see how Omnicom can use Adobe's solutions to streamline the end-to-end content creation and delivery process, and for that, we're going to start in Adobe Workfront. This new timeline view in the Workfront Planning module gives Omnicom a comprehensive look into all of the campaigns that are planned or in progress so they have visibility to mitigate risk and drive velocity. Workfront keeps the campaign moving forward. Campaign managers can import a brief, and AI intelligently scans the document and maps the information to the appropriate fields. We see the personas, the key messages, the product strategy, the target audiences. Not having to manually enter all of this information is a huge time saver. This new briefing experience drives team alignment, and it also helps to TAI strategy to execution. Tasks are created for all of the deliverables so the Omnicom campaign managers can quickly see the status and communicate back to PepsiCo. So we're working on a couple tasks today, social media assets to promote the campaign, and some different messaging variations for a mobile website. So we've just seen the planning process. Now let's move to creative production and see how those social media assets can be created. In Photoshop, the creative studio can create hero assets for social media, and later, the marketing team can leverage those hero assets to create the variations for different target audiences and various global markets. The creative team can see their Workfront tasks and get information from the brief. Now we want to change this thumbs up to a smiley face, and image edits like this are quick work with Generative Fill. We can enter a prompt, and in the future, we plan to add the ability to select from these custom models right here in Photoshop so that generated content is in the brand style. That smiley face looks great. Now collaboration is critical to the creative process. So when a concept is ready, it's easily sent directly to Frame.io right from Photoshop, a seamless workflow that saves time. And in Frame.io, colleagues can comment back and forth, keeping the work moving. And Frame.io and Workfront are also natively connected. So when this asset is ready for formal stakeholder review and approval, it's easily sent to Workfront with just one-click. This is such a seamless workflow. The approver is notified to review the asset here in Workfront where they can mark this asset as approved. These integrations reduce revision cycles, keeping the overall campaign moving forward. This approved asset is automatically delivered to Experience Manager Assets via the native integration with Workfront, not having to manually download and upload between systems saves so much time. And clicking into the details, we see that campaign metadata is already applied, including those smart tags that I mentioned earlier, allowing for easier search and activation of these assets. And Adobe Express is integrated into Experience Manager Assets as well. So if we want to make an edit or a variation, we can do that right here. Now what I just showed is a big deal. Adobe is natively integrating the tools to drive productivity and simplify your workflows, accelerating your speed to market. Now that the Studio has created these hero assets, let's see how the marketing team can create the variations. And for that, we're going to go to Adobe GenStudio, the new GenAI first application soon to be released where marketers will be able to self-serve content creation within brand guardrails. Now one of the cool features of Adobe GenStudio is the Content Hub, where we can see all of our approved assets for all of our campaigns, and we can quickly filter to find the asset we need by selecting the Mirinda campaign. Adobe GenStudio will help solve the challenge marketing teams face with quickly locating the approved campaign and brand assets they need by bringing everything into one central place. Now we want to create a variation of this asset, and we can do that in Adobe Express, which will be natively integrated into Adobe GenStudio. This Photoshop file is automatically converted to a layered editable Express file, so we can start making changes right away, like, deleting this smiley face and replacing it with some text. And yes, I am intentionally spelling flavor with a U since our launch market uses British English.

With built-in translation, this text is also easily translated for our various global markets, for example, Spanish. With new tools that drive team agility, marketers no longer need to compromise on the number of channels, number of audiences, number of variations they can test. Now this needs a bit of polishing, but let's keep moving. Let's see how we can measure the performance of these published experiences. With Insights in Adobe GenStudio, we plan to add the ability to see the performance of experiences and assets, and we'll be able to see the attributes of these experiences, things like tone, density, keyword, so we can begin to understand why certain assets might perform better than others. Now marketers can access these quick insights in Adobe GenStudio. They can also link directly out to Customer Journey Analytics for a deep dive in Analysis Workspace. Here, we can see things like asset and attribute performance across metrics like click-through and conversion rate. And we can filter by segment to see asset and attribute performance for specific target audiences. These Content Insights will provide marketers with a feedback loop to inform where to adjust creative and messaging for more precise targeting. Now how can we use these type of Content Insights to improve our campaign performance? For example, marketers often want to test different variations of messaging on a web page to see what performs best. The new Generate Variations feature in Experience Manager Sites uses generative AI to help us create different variations of marketing copy. Here's a headline that I generated earlier. Now I can adjust this AI prompt for some of these content insights. I'll paste them here, and I'll generate some new variations that might be more relevant and impactful for my target audience. And if I want to use one of these new variations, I can just copy it, and then I would have the ability to come here and paste it in to set it as one of these experiments. This is just one way of using Content Insights to improve our campaign performance. Now one last thing. This website you're seeing is built in edge delivery services designed to deliver fast websites that boost SEO and engagement. And clicking Edit, I can go into doc based authoring, where I can edit text and images here in a Word doc. Now this is intended to complement the developer experience. That doesn't go away. But imagine, enabling your marketers to keep your web pages refreshed and relevant. And assets are integrated here too, so I can easily search and find images to update my web page. This is just another way we're accelerating your ability to get content to market. Back in GenStudio, marketers can keep an eye on tests, see how things are performing and iterate, or inform strategy for future campaigns. And there you have it. From planning to production to delivery and optimization, only Adobe can deliver seamless workflows, supercharged with generative AI and intelligent automation across the Content Supply Chain. Thanks.

[Loni Stark] Thank you, Emily. The creative possibilities and potential impact to your business is exciting. Hi, everyone. I'm Loni Stark, VP of Product here at Adobe, and I want to share how we've been thinking about the strategy to support you. We've been focused a lot this past year on how we get you there faster to make it easier to scale the content that increases customer engagement and drives revenue growth.

There's still a lot that we're all learning about generative AI and what it means for our organization and how to scale it up. But here's what we do know. To support the power of AI across your organization requires that it's accessible and helpful to the teams in the tools they use every day. It demands giving you faster insights into what's working and not. A faster car requires a more agile steering system.

And it needs to have new levels and approaches to enterprise level controls and governance. We know that trust is paramount when you're thinking about how you scale it across your organization.

So we've accelerated the innovations from Adobe Research to product and expanded our collaboration with many of you so that generative AI is not a shiny thing that our engineers and developers are building, but something that can be applied to your real world content supply challenges to deliver real business results. An example of this, with Edge Delivery, which Emily showed, in Adobe Experience Manager Sites, we didn't launch that until we had 100 real sites to ensure that exceptional experience delivery and Core Web Vitals came straight out of the box. And the new Generate Variation button you saw in Experience Manager on MainStage went through the same rigorous process before making it widely available. The technology is cool, but the real results are what we find exciting.

Some of these results we've seen from pilot customers, 30% increase in click-through rates, 36% in revenue growth through hero banners, and 214% increase in average annual revenue.

So how are best-in-class companies and leaders champion the change that we're working with, and how are we supporting them through the products that we're delivering? First, they're bringing everyone along. We know that a few people in the organization doing it in a new way is not going to have a material change. To support broad adoption, we made Experience Cloud applications more accessible by bringing the tools to the skills that people have today.

In the future, we believe that the digitally transformed company, that every person's job will be digital-first or digitally empowered.

Now we've always had advanced tools for creatives, operations, marketers, merchandisers, developers within your organization, and those have been natively connected to the Content Supply Chain. Now we're accelerating innovations to serve all marketers, broader set of developers and creators with a single principle of designing for where the users are.

For example, in tools like Microsoft Word, Google Docs, we're providing new options for authoring brand sites in storefronts. New tools that people can pick up right away, like Experience Manager's Universal Editor, and Adobe Express.

Now with GenStudio, our product designers are working really hard to make sure that the central and distributed marketing teams can intuitively scale up personalized content.

And finally, we're exposing capabilities such as asset selection, task management, planning, and making them available not only in the Adobe apps, but also to easily expose them in other applications that you may have. We see AI, including generative AI, across all of these surfaces, as you saw with some of the AI assistant that we've shown, to support and help your employees come up with better ideas, advise them on new ways within our tools to do things, and to help them create more and better content.

Second, we reflected on what this all means, as you should too. In a world where your organization has at least 100 times more content, ultimately, we don't care about just the quantity of content. We also care that it's driving better outcomes, better customer experiences. So we're combining this increasing generative power in our tools with new ways for everyone in the team to understand what's working, what's not, and take action.

A couple of examples of this are we're providing asset insights and campaign visibility, such as new calendars, dynamic brief capabilities, and performance metrics, not only in the tools such as Assets in Workfront, but also exposing them in new applications like GenStudio. We made experimentation native in the Experience Manager authoring tools so that everyone participating in creating a website can easily see also what's working and not and take action.

So when everyone in your organization is empowered to create and optimize content, there's something else. We need to make sure that the enterprise as a whole can exert the control and coordination needed that is required because and this requires an evolution of brand governance and compliance. So we really thought about our product strategy and how we also think about the enterprise control that is needed. And there are three areas that we're focused on, in this space. One is creation, and thinking about where the guardrails needed for creation. One of the ways we're doing this is through templates to help people, as well as AI align to your organization's standards, like brand standards. The second area that we've been innovating on is around content review and approval. So things such as native integration across Workfront and Frame.io to streamline collaboration, as well as new AI services such as GenStudio's brand governance service and Workfront's quality control assistant will shift the process of approvals from a linear process to one that's proactive and distributed, activity with central controls to alert you of when assets are off brand or not aligned to your company's standards. And then finally, content metadata through the entire Content Supply Chain, and one area is around this content lineage through our content authenticity initiative. So in this case, we're helping people understand what is the source and authenticity of the content, as well as what's been the role of AI in the creation of that piece of content.

So as you can see, our product strategy is centered on unlocking the power of generative AI and future technologies across the Content Supply Chain. We're making Adobe's tools more accessible and helpful to people within your organizations and giving them faster insights into what's working and what's not. At the same time, we're fortifying the enterprise's tools for security, collaboration, and governance. In this world where we are rapidly accelerating GenAI, we understand that trust is paramount, and your trust in Adobe's tool is important to us. So with that, I want to welcome back to the stage one of my favorite Experienced Cloud customers, Heather Freeland.

Thanks, Loni. So what you've seen today demonstrates that it is possible to satisfy the increasing demands of our CEOs and CFOs, and the expectations of our customers in an increasingly powerful way. But you have to lean into your creative ideas, your ability to scale content, and your championship of change with your team to realize that vision. So thank you all for listening today. We really appreciate it. I'm going to do a quick public service announcement on a survey. If you can give us your feedback, we'd love it. And if there's a chance to win some prizes, just scan the QR code. So thanks again. Really appreciate it. Bye, everyone. [Music]