[Anil Chakravarthy] And share how we can put this to work for you, and to share a little more about where Adobe's headed in the future, let me welcome our own Chief Marketing Officer, Laura Balazs. Laura and her team are customer zero for our products, and they are the heart of creativity and marketing and AI coming together. So, Laura, over to you. [Music] [Laura Balazs] Thank you so much, Anil, and it is so awesome to be here on this Summit stage. Before I came to Adobe, I was a customer of Adobe's for many years, and I spoke at Summit. So you can imagine how excited I am to be here today. And to be running the global marketing organization that puts this event on with all the beautiful imagery. So excited to be here and part of Summit. I am what you call a career marketer. I've had the privilege to work at terrific brands and products, lifestyle brands, Fintech, B2B, B2C and no matter what industry, no matter what industry, what really works in marketing is the creative. It is today's innovation that's fueling creativity and marketing coming together to make an impact. I believe, I truly believe that when creativity, marketing and innovation come together, it brings us together. It inspires us, and it transforms the world around us. It's that ability to tell amazing stories, compelling stories with breakthrough images, video, sound, design that creates personal connection. And it's that at Adobe that fuels our teams to innovate, to push the envelope and to deliver people tools that not only delight them but expand their creativity. And it's what we're building our AI platform and service to.
Just look at this beautiful, creative. It's eye candy. As marketers, as creators, we love it. We're inspired by it. But importantly, when our consumers and customers see it, they're inspired and they take action.
I've never loved my job more because of all of this, but I know that this job is not easy. Being a marketer is not easy today. Trust me. Marketing has been transformed at a velocity that we never thought possible, generally driven by generative AI and a lot of technology that's been coming to the forefront. Along with this we have social media apps, mobile apps, digital platforms beyond what we ever expected. And that's great for us as consumers, we love it, we love to ingest all of this content. But breaking through is harder than ever before. So you have to find meaningful ways with creative that stands apart. It is a mandate. Personalization at scale is a mandate, marketers know this. They don't get on board. They're going to be left behind. And we know that the companies that adopt the technology, they will see cost savings and they will scale further and faster than they ever thought possible. We know because we have experienced it firsthand. Just like you, we have in-house creatives working with marketers, working with agencies, working in teams, and we struggle to keep pace with the volume, the variety, the quality of content that is required to fill today's digital channels. We've gone through the long process to create that content where you brief, ideate, collaborate, review, you go back again. It can take weeks, sometimes months to land. And we know that that is just not acceptable in today's environment, that's so fast moving. So we at Adobe, we said, Okay, this is not good. We're going to take this as a challenge, we realize stepping back, the process really hasn't changed for about two decades. So we thought, let's take the power of our AI-driven tools like Adobe Firefly to deliver new creativity, new agility, new fluidity, bringing teams together to create breakthrough work that is on brand, on brand importantly and commercially safe. So we're inspired to embark on a new project, we call it Project Catalyze, a project with a vision to create a digital ideation space, a tool that can reinvent campaign ideation. We believe it could be a game changer for companies. So let's take a look at what this could look like. We're going to show you a workflow and a campaign we created, it's a real campaign. It did take months, but you can see how now you could in the future, it could take just record speed. [Narrator] Sloane is a brand manager who needs to kickoff creative campaign ideation. She turns to a new GenAI-driven tool by Adobe. Her goal, to drive awareness of Photoshop's GenAI capabilities for creative professionals, AI suggest a simple and best practice structure to guide the ideation and Sloane is ready to jump in.
The tool surfaces high-performing social posts with key performance data and insights in order of impact. The biggest takeaway? Helping people unlock imagination in fun ways that drive engagement.
Sloane invites her colleagues into the campaign board to collaborate. Now the team is reviewing key insights, dropping in notes and refining the campaign around the theme Imagination Unlocked. They're guided to the next step to better understand the target audience, creative professionals. The tool next surfaces details on the target audience, based on the data they're seeing, Sloane and team discuss how to break through in social channels, the tool responds, finding opportunities that suggests to focus on video formats based on past and predictive engagement from this audience. The tool now generates suggestions for messaging and content options, using past campaign language, audience insights, and previous high performing content. The team selects key elements. The tool generates a moodboard to guide the brainstorm on the campaign's central ideas, pulling in brand approved assets and generating new ones that align with the campaign direction. The team loves the concept. Ready to engage the agency, Sloane generates this multimedia brief and video example asset with other reference content, all shared from this collaborative ideation space. [Music] [Applause] [Laura Balasz] So that's pretty cool, right? Well, like I said, that beautiful campaign, it did take months to create, but you can see how this would take days, maybe less than a day. So we're excited about the possibility of this tool. And what I really love about it is that we could take it here and show it for the first time, get your feedback, because you are really the best audience to give us that feedback. So with that, I have to say I could not be prouder to be part of Adobe, that trusted partner who's always looking around the corner and understanding how things can be done for the better using creativity, marketing and AI. And now I want to welcome my colleague from our digital media business to the stage, David Wadhwani. And what David is going to do is he's going to show tools that we have today that help you manage this entire supply chain of content. So you'll see it all come together. Thank you so much.
