Opening Keynote

[Music] [Narator] Please welcome Shantanu Narayen. [Music] [Shantanu Narayen] Good morning. [Music] [Shantanu Narayen] Good morning. [Music] [Shantanu] Good morning.

Welcome to Adobe Summit. It's so great to see so many of you here with us in Las Vegas. And also welcome to the thousands who are tuning in online. Thank you all for joining us.

As we come together for our 23rd Adobe Summit, it's incredible to reflect on how creativity has evolved and the transformative role that it's played in creating and delivering digital experiences. I really believe we're in the golden age of design and enterprises all across the globe are investing in people and technology to elevate the look and feel of all of their communications.

It's incredible to reflect on how much marketers' drive in terms of the creative work as brands look to stand out as well as engage with customers more effectively across all channels. And AI is accelerating and expanding the creative aperture for everyone even further. It's opening the content floodgates tapping into everybody's imagination and massively expanding the number of creative assets that are being designed, edited and delivered.

Since Adobe's founding, we have been passionate about helping people and enterprises unleash their creativity and share their stories and brand with the world. And today, we're enabling everyone with a creative idea to bring it to life across all media types, whether through imaging, design, video, 3D, AR, VR, and across desktop, web and mobile. We're advancing creative expression with our amazing, amazing global community and reimagining how we deliver AI, so that we can deliver even more magic. We continue to innovate in flagship products like Photoshop, Illustrator, Premiere, After Effects, and Express, as well as to infuse generative AI seamlessly across all of Creative Cloud, so that we ensure that you can create with the power and precision of your imagination. And our new Photoshop, web and mobile app, for example, is just part of our strategy to put all of our innovation in the palm of your hand. Our new Firefly application is a comprehensive destination for ideation and creation, enabling you to generate stunning images, vectors, and now video and voice, all in one place. In fact, the Firefly video model is now available in public beta and is the first generative AI video model that is IP friendly and commercially safe, so you can confidently use it for all of your production-ready content. And Firefly and support for third-party models will also be available in conjunction with Creative Cloud.

But it's not just creative pros. Every student, business professional and small business is also looking for quick and easy AI-first applications to help them stand out. We believe that creativity is the new productivity as communications have become increasingly more expressive and visual. And so with every product launch, we're expanding the lens to make creativity accessible to more people. What we call creativity for all.

Adobe revolutionized how digital content is shared, viewed as well as preserved with Adobe Acrobat, as well as PDF, and it's now become the de facto standard for document productivity. We recently released AI Assistant in Adobe Acrobat and Reader unlocking even greater value from the trillions of PDFs around the world, because it empowers everyone to shift from reading documents to having an interactive conversation with a PDF, generating summaries, extracting insights, as well as using it to compose visual presentations and reports. We reimagined creativity for a broader set of customers with Adobe Express, the quick and easy Create Anything app. And we're bringing the powerful technology of products like Photoshop, Illustrator, and Premiere to Express to deliver the best of Adobe to customers of every skill. And we believe that the combined power of Acrobat and Express will make the journey from document creation to consumption smoother than ever.

With all of this explosive growth of content, Adobe has focused even more on bringing creativity and marketing closer together. Our goal is to help you create and deliver personalized content at scale across channels from mobile apps to social media, email, as well as advertising, because we want you to build the emotional connections with your customers and delight them with even more connected experiences that deliver greater customer loyalty, as well as lifetime value.

Adobe GenStudio is our overarching vision to bring together creation and production workflow, asset management, delivery and activation, as well as analytics and insight for the entire content lifecycle. And so everyone from small and medium businesses, digital agencies to marketing departments in the largest enterprises can achieve high-velocity creative expression with instant activation.

In 2009, our insight was that no other software company was exclusively focused on marketing professionals. We had a vision and passion to serve marketers with a comprehensive technology stack and created the digital marketing category. We started with Adobe Analytics and Adobe Experience Manager, web content management and analytics to empower every business to have a digital presence.

We've continued to expand on that vision and have been investing for over a decade to serve marketers, IT professionals as well as business owners. And that was the motivation for us to build the entire Adobe Experience Platform and bring together content, data and journeys in the pursuit of extending digital marketing to customer experience management. And thanks to our partnership with every one of you today, Adobe is one of the largest providers of marketing technology in the world.

But in the era of AI, we're even more focused on enabling you to truly unify creativity, marketing and generative AI, so you can deliver those personalized, conversational experiences at a global scale. It starts with the Customer Data Platform that helps you create and manage your audiences through a unified customer profile that we can hydrate with content created through GenStudio.

The Adobe Real-Time CDP, which is built on the Adobe Experience Platform, helps you curate audiences for what we are now calling intelligent orchestration, so you can deliver the right content to the right customer at the right time. And the AI innovations that we're delivering, we believe, can supercharge your decision making with real-time insights, so you can course-correct at any point in your campaign to maximize performance. We're incredibly excited to show you all of the innovations that we're working on later this morning.

Adobe's highly differentiated approach to AI is rooted in the belief that creativity is a uniquely human trait, but that AI has the power to assist and amplify human ingenuity to enhance productivity. We've innovated across all four layers of this AI stack, spanning data, models, agents, and interfaces because we believe that's the only way to deliver AI in a way that enhances your work. We train our category-leading Firefly models on licensed, high-quality data assets to offer commercially safe solutions, and we enable enterprises to create your own custom models that leverage your assets, as well as understand your unique brand value. But we also partner with other third-party models including Amazon, Google, Microsoft and others.

And we're now augmenting this data and model strategy with creative, document, and customer experience agents to reason as well as perform tasks and help you achieve your business outcomes more quickly. And together, these form the foundation of the Adobe AI platform, powering the applications and interfaces you use every day across your creative and marketing workflows.

For us, the impact of AI on the creative and business community is deeply personal. It guides our approach to ensuring that we deliver trustworthy and transparent generative AI.

And we're advancing industry standards for creator attribution with what we call Content Credentials. And I'm thrilled that over 4500 members have joined the Adobe-led Content Authenticity Initiative to promote content provenance.

Our mission to change the world through personalized digital experiences is more critical than ever before. We're focused on unleashing creativity across every facet of digital experiences. Starting with the ideation around the concept to the creation and development of all content, to personalization and orchestration across every channel, while understanding its impact and reach. It's an incredibly exciting time to stand at the intersection of creativity, productivity, and marketing. The transformation that we drive together starts with creative ideation that will redefine customer experiences for billions of people across every industry around the world. Thank you so much for spending time with us, and even more critical, for inspiring us to do our best work. I'll now turn it over to Anil Chakravarthy, who's President of the Digital Experience business, to share how we are bringing together creativity and marketing to help accelerate your success in the age of AI. Thank you and have a great show. [Applause] [Music] [Anil Chakravarthy] Morning, everybody. [Music] [Anil Chakravarthy] Thank you, Shantanu and hello, everyone. I'm thrilled to be here with you at Adobe Summit. We're really excited to connect in person with our customers and partners in our community. And for everyone participating online, thank you for joining us. What an incredible global community. Thank you again.

Your work inspires us to innovate. Look at these amazing businesses on screen and we're excited to hear from them. These industry leaders, during our keynotes, as well as the strategy sessions that follow the keynotes every day. And they're inspiring stories of companies showing us what's possible in customer experience, using our products to serve and delight their customers.

And this just touches the surface of the terrific work being done around the world and across industries today by all of you. Truly impressive. Thank you for sharing your story at Summit. We hear from you each year that the opportunity to connect with your peers is incredibly valuable. The best of the best are here at Summit. So, please take the opportunity to network, to learn and to share your expertise.

Shantanu talked about the evolution of Adobe. We created the digital marketing category 15 years ago and brought together creativity and marketing. It started with Adobe Analytics through our acquisition of omnichannel. And many of you have been our customers since then. We really appreciate the trust in the partnership.

We then expanded our portfolio significantly with Adobe Experience Manager for web content management and Audience Manager for delivering audience segments based on customer data.

Then, to enable digital customer journeys, we added Adobe Campaign for email marketing and Adobe Target for content optimization.

We established digital marketing leadership on the three key dimensions: content, customer data, and customer journeys. And these apps continue to be the foundation of digital marketing today.

Let me give you a proof point. The Super Bowl that was just last month. Many of you rely on Adobe to create and deliver the experiences that make your brand stand out during the big game. In fact, I'm pleased that the National Football League has named Adobe as an official fan experience partner of theirs. Just a few stats about the Super Bowl. Adobe Analytics processed over 1.5 billion server hits. We delivered over 550 million emails via Adobe Campaign, as well as 1.7 million concurrent media streams, and AEM supported over 500 million multimedia experiences, including dynamic images and video.

We have seen strong adoption of AEM cloud service with Edge Delivery Services after launching it a year ago, helping you achieve the fastest web performance, gain more organic traffic and increase engagement with your customers. And just last month, our customers created over 1000 new sites with Edge Delivery. And over 300 companies have already adopted AEM Sites Generate Variations, which we launched last year to help you create and experiment using GenAI. Another great example of creativity and marketing coming together. And thank you for trusting us to power your digital marketing.

By the mid-2010s, we saw that our products were critical beyond digital marketing. They were essential for the entire customer lifecycle, from acquisition to engagement to retention to loyalty.

So, we created the category of Customer Experience Management to help you address the convergence of digital marketing with the end-to-end customer experience.

We introduced new best-in-class applications, including Adobe Commerce, and Adobe Marketo Engage, and a couple of years later, we added Workfront to our portfolio to help you organize marketing workflows and to serve as the foundation for your content supply chain.

Then in 2019, we launched the Adobe Experience Platform with unified customer profiles to deliver real-time experience, which was critical to help you achieve the vision of Customer Experience Management. We built new apps natively on AEP to help you enable this, Real-Time CDP, Customer Journey Analytics, Adobe Journey Optimizer and Mix Modeler.

It has been an incredible success. Thank you for working closely with us to continuously drive that innovation and industry-leading performance. Today, AEP manages over 43 billion profiles. On your behalf, we activate at peak each day over 76 billion activations, consistent real-time performance with less than 100 milliseconds response time, each day 14 billion engagement events on the Edge and 1.2 trillion experiences activated every year across offers, push messages, emails.

We're now further expanding access to the Adobe Experience Platform. AEP runs on Azure today, and we're really excited that AEP is also coming soon to Amazon Web Services. You asked for multi-cloud support, and we are delivering. This is really cloud scale that you can count on. Thank you. [Applause] [Anil Chakravarthy] And the goal is to be built from the ground up to be secure, trusted and extensible.

And all of this was created with a singular focus to help you achieve the imperative of personalization at scale. Real-time personalization to hundreds of millions of consumers and thousands of businesses, something that is only possible by seamlessly integrating your content supply chain and stitching customer data and journeys into a unified customer experience.

Today, though, we're in the beginning, the early innings of a new era defined by generative AI and agent technology.

It means that customers expect seamless, connected, real-time, two-way, personalized conversations with your brand across any touchpoint, across any channel.

Of course, while respecting their individual preferences and their privacy.

To deliver on this, you need to actively orchestrate. You have to orchestrate across your teams, your AI agents, your apps, your workflows, your partners. You've got to bring all that together while keeping your business goals, your growth goals front and center.

I should also mention this is now the era of Customer Experience Orchestration, where your content, customer data, your journeys all work in harmony with the AI. And so, you anticipate what your customers want. You engage in natural language conversations across any channel, you respond in real-time, and you continuously delight them.

And this is the era where you pinpoint your marketing and your customer experience investments to the things that matter the most to your customers. You ensure that your tech stack and your processes are the most efficient, given the current environment. And ultimately, you supercharge customer acquisition, engagement, retention, and growth by delivering personalization specific to every individual, whether they're a consumer or whether they're a B2B business.

To achieve this true 1-to-1 personalization at scale requires a perfect blend of creativity, marketing, and AI.

I know this is a formula that we know firsthand at Adobe with our own digital business through www.adobe.com. In fact, it's critical to how we run our own digital business, and we built the Adobe AI platform based on that. It informs our innovation agenda and our product strategy. And we'll be sharing more of that throughout the course of Summit.

Now, in the meantime, there's no better way to bring what we have discussed to life than through a real-world example. In this case with one of the most iconic brands in the world, Coca-Cola. The Coca-Cola Company is rightly recognized as a leader in creativity and marketing. So, I am really excited to welcome Shantanu back to the stage with the Chairman and CEO of the Coca-Cola Company, James Quincey. Over to you, Shantanu. [Music] [Applause] [Shantanu Narayen] I'm delighted to welcome a leader who has redefined innovation, sustainability, and global impact at one of the world's most iconic brands. As chairman and CEO of the Coca-Cola Company, James Quincey has driven transformation, expanding beyond classic beverages to meet the demands of a changing world. And with a career spanning multiple continents and cultures, he brings a global perspective on leadership, innovation and reinvention. Please join me in welcoming James Quincey. [Applause] So, while I pour myself a drink as well, James... [James Quincey] Go on. [Shantanu Narayen] ...rumor has it that at your first employee meeting as CEO of Coke, you neither wore a suit for the first time and you had a beverage from the Coca-Cola Company but that was not Coke, true? [James Quincey] True. [Shantanu Narayen] What message were you trying to send? [James Quincey] I was trying to send two messages. One was, we needed to move with the times. We are in the South. We were very formal, hierarchical, stuck-in-our-ways-type culture at the time, and we needed to break out of it. And so the message, and actually, if you look at it when I was announced and all the fancy shows like this that we did and the investor stuff and blah, blah, blah, if you'd asked people the next week, what's the one thing they could remember? And the answer was he wore jeans, and it wasn't Friday.

I know that's weird for all you tech people, but like, that was a big deal ten years ago at the Coke company. And I got a lot of hate mail, from local tailors whose business way was the top people in suits and all sorts of things. But the message was very clear about the culture had to change. And the second thing was about the product. We had got ourselves trapped strategically in the idea that we wanted to be a total beverage company, but everything we looked at, people said, But it has to be Coke first, and you have to love Coke the most, but you can't have a total, you can't have all these different apps, if one has to be loved more than the others. You need to be able to choose. You need to be able to choose Topo Chico and I need to be able to choose Coke. And if you don't allow that, you trap everyone in a brand strategy that doesn't let the people choose. You're trying to sell what you make rather than make what sells. And so, the two things had to be broken down. And the reason I did it by what I wore and by what I drunk is a very famous old CMO of Coke once said, Everything communicates, and largely, it's not what's on the PowerPoint, it's not what's on the screen with all the fancy technology, it's not what the CEO actually says, it's what he does. And the thing they can remember is I was wearing jeans, and I wasn't drinking a Coke on that day, and that was a very powerful communication for them. [Shantanu Narayen] That's great. we'll go back a little bit. I mean, one thing we both have in common is we were actually aspiring electronics engineers. [Shantanu Narayen] We could spend our time talking... [James Quincey] It's leaving behind.

[Shantanu Narayen] We could spend our time talking about transmission lines and capacitors and inductors, but I don't think people are here for that. But just a little bit about your personal journey. I mean, I know you were in consulting for many years. You joined Coke in '96, and then you actually had a significant amount of global positions that you had and drove growth in Latin America, Mexico, Asia, just maybe a little bit about the leadership lessons, and especially the global ones.

[James Quincey] I think the first thing I would say is there wasn't a grand plan. So, all of you out there who haven't had a 20-year career plan written out for the last 19 years, I didn't either. I'm not saying that's necessarily the best advice for everyone to just go with the flow. But I had joined companies, whether it was in consulting or at Coke, that was very interested in growing the people and their capabilities. And so, the opportunities came along. So, I didn't have to have a weird career plan. I just went and did things that were interesting. So, I always say, as one of my bits of advice, is do something that you're really interested in, because the chances of you getting out of bed in the morning and giving your best are much higher, if you like what you're doing than if you don't like what you're doing. So, like what you're doing. The second thing that I would say is, particularly as it relates to Coke, and Adobe's absolutely the same, growth is what drives the machine forward. And so, in each of those general management jobs, there came a time where something bold needed to be done, some reinvention was needed. And so, having the courage to make the bold decision and go all in on something, I mean, you changed the way Adobe was connected to creativity and marketing. Every one of those jobs had a moment when there was a super big decision that was needed, and being courageous enough to do it is relatively rare in general management. Lots of other people, there's lots of process and blah blah blah, and it goes on forever. But actually, I know this is the moment for the big decision. It always came at some point.

[Shantanu Narayen] Well, you talked about reinvention and Coke, certainly, I think a lot of people here may not even know that while Coke was known for the first 100 years, you've really transformed it to this total beverage company, as I read it, 200 brands, and 30 of which are more than $1 billion of business. So, for everybody in this audience, how do you think about innovation? I saw a presentation of yours where you called yourself the chief agitator for innovation. So, maybe touch on that. James. [James Quincey] Yes. I mean, innovation firstly comes in many different shapes and sizes for us. It can be a niche thing, we're just putting something out there to get attention and bring people back to the core franchise. So, putting out a Coke in Oreo flavor, it's never going to last forever. But it brings attention back to Coke, the main brand. So, innovation has multiple roles. About whether you're trying to create a new thing permanently or whether you're trying to bring people back to an existing franchise. It can be about the packaging, it can be about the marketing, it can be about the way we do the marketing. But when we're talking about the core product, it's really about trying to serve unmet needs and expand the universe. As the industry has grown, you started with Coca-Cola, you started with a cola, and then you've got, eventually, after decades and decades and decades, that someone said, Well, what about a calorie free one? And then someone said, Well, what about a caffe? So, they're always looking for the feelings around the big ideas. The problem at Coke is we have more ideas than are ever going to work. And so, whilst I have one role which is chief agitator, to do something, whether it's continue to make the core brands relevant for the next ten years, as they have been for the last 140 years, or do something new. I'm also - and the PR people tried to stop me in the old days from saying it - I'm the chief zombie killer because whilst we have 200 brands now, five years ago we had 400. And that's the brands. If you think they come in multiple package sizes, the number of brands times number of packages is in the thousands. And every brand manager turns up, I don't know if it's the same at Adobe, Shantanu, and they see a product that's struggling and it hasn't worked for the last three years, and they go, I can fix it. Just one more campaign. We can do it, or one more reprogramming or whatever. [Shantanu Narayen] We'll produce the content for you. [James Quincey] Yes, exactly. And we've got lots of people who love your stuff, and they keep producing. But now it's like, no, the time has come. It needs to be put to bed. And so actually, the 200 used to be 400. And again, in the middle of COVID, we took the decision to kill half of the brands. So, I agitate but I'm also, if it doesn't work, it doesn't work, and it's got to go. [Shantanu Narayen] We'll get into marketing because the entire audience here is about marketing. But before that, just one other thing that fascinated me about the Coca-Cola Company is your ecosystem of partners. The bottling partners that you have. You have 33 million customer outlets. And I think you've talked about how people across the entire chain should be profitable. So, maybe just the business strategy around having this incredible ecosystem of partners. [James Quincey] So, let me describe it, and then say why. We, the Coke Company, focus on the brands, the marketing, the innovation, the strategy and the orchestration. We then have several hundred, what we call bottling partners. They physically receive a concentrate, the secret concentrate from us. They then get water, fizz, sugar, other ingredients, and they physically put them in bottles, put them on the trucks and take them to the 33 million physical outlets around the world that we deliver to each week. And we're selling approximately 2.2 billion eight-ounce servings of our products every single day. So today, there will be 2.2 billion of our products consumed. So, it's a massive physical system, and that's just us and the bottlers, and then you get the metal and everything else. It works for us because we cannot be good at everything. When I started, we owned 40% of the bottling system. And we were at best mediocre at being bottlers. And at times we were on a trend to be mediocre on other things too. And we had to be true to ourselves. We're really good at one set of things, and we can find another set of people who are really good at bottling, which is very different, it's much more asset heavy. The margins are less, it's much more people. So, the 750,000 people who work in the Coke system, us and the bottlers, of which less than 50,000 are in the Coke Company. And I'm including some of the bottling companies we still own. The vast majority of the people and assets are here, and they're great at running those things, and we're great at running a marketing mission. When the franchise system works, it's unbeatable. Because you have both the global perspective and scale of the company and its brands, and yet each bottler is local to the place they're in. There are 60+ bottlers in the US. There are multiple bottlers in Mexico. They're all different, and they love the bit of the world they're in. They own that dirt and go to market every day for that dirt. And we don't forget about any corner of the world. [Shantanu Narayen] So, let's talk about building brands then. And when you talk about global versus local, 2.2 billion, eight ounces sold every day. How do you decide, how do you build brands globally versus what's local? [James Quincey] Yes, that's an eternal struggle. And the starting point is, we need to make the brands relevant for each group of consumers. So, the relevance of the brand is the key. And what that generally turns into is a set of decisions. We're going to prioritize brands and products that can be global. So, I'm not looking to acquire a portfolio of zillions of things that are just relevant to one city at a time. I would prioritize things that can be relevant around the world. But if you take something like brand Coca-Cola, the focus of the marketing is, the core idea is, there're some things that are true about humanity across the world, optimism, happiness, the idea of a better world. There's no way that that's not true. And it's linked to the Coca-Cola brand. But how that's brought to life in each country has to be profoundly local. So, we have both global programs and a framework or a corridor in which Coca-Cola and all the other brands must operate. But then it's brought to life differently in every country. In India it's with biryani. In other places, it's with tacos in Mexico, it's with burgers in the US. And so, it's profoundly brought to life. If coke and meals is the idea, sharing a Coke at a meal is a universal idea. But the meal and the location of the meal, and whether it's a couple of people or the whole family, is very local, food is much more local than beverages. If you break the industries down, food is profoundly local versus beverages. And so, what that looks like in every country is different. [Shantanu Narayen] You touched on Share a Coke. And one of the things that I was really amazed with is how you've actually engaged by having customers in your marketing for decades. And you know the story around how you started the Share a Coke with the intention of everybody being allowed to have their name on a brand. That was pioneered well before social marketing, or social media. How do you think about integrating customers in your campaigns? And the pros and cons of that? [James Quincey] So, firstly, on Share a Coke, it was really one of the first pieces of digital marketing at scale. The reason it never happened before is not because the idea of personalization never existed. It just was not practical at scale. In your intro, you have creativity, and you have scale. For me, I can find plenty of creative people with lots of ideas, whether it's customers or... My pushback is how will it ever be big? And so, I think digital marketing, you could always print your own label and stick it on a can. But when I make 2.2 billion a day, for those of you interested in the technology of how you make a label on a bottle, the label on the bottle comes in a mega reel. Like, I'm not exaggerating, a huge reel of labels that is tens of thousands on a reel. But to print that reel is like printing a newspaper. In the old days when it was analog, they all had to be the same. And so every bottle had to be the same. But with digital printing, the digital printer can print a different name on every label on the reels. You can have thousands of different names. And so suddenly, it was one of the first times that the digitization of the execution of marketing could produce a much more personalized experience. It was probably like, almost 20 years ago now. And that was the beginning of actually being able to do personalization at physical scale. You could do it in emails, but physical personalization. Now you can go to the Las Vegas Coke store here, and in 30 seconds they'll print whatever you want, beautiful high-tech printing. And so that kind of personalization at scale really matters. When you want to then engage with customers, actually, you call customers, the people, end-consumer, we call them consumers, it gets very confusing. Customers are the retailers for us. But the end-consumer really wants to be the center of their own story and narrative. And that's part of what all this personalized creativity is about. It's engaging them in their own narrative. Now, we could enter into debate as to how social media is putting people at the center of their own universes, and the pros and cons of that and where it's leading us. But that is part of what's going on, is they want to be the center, or a protagonist in their own story. And so, this digitization, not just of the virtual world, but the physical world, can make them the protagonist in their own story, which is profoundly attractive. [Shantanu Narayen] More recently, I think, during the holiday season, you actually pushed the envelope with using AI in some of these campaigns, and a lot of people may not know you actually started that work well before AI sort of became mainstream. Maybe just the role of technology and AI and marketing and as you thought about that campaign, what were you trying to focus on? [James Quincey] Yes, we've always been in AI in the process and the analytical side. And obviously as a massive marketer, as we've been able to personalize communication, whether it be emails, people have personalized voice communication or text or whatever, the opportunity to go to GenAI, the breakthrough in GenAI we had no idea how to use when we jumped on the train because we said, Look, that's the way the world's going, let's at least get on and let's understand, because we're big and that tends to make us slow if we're not in at the beginning, For us to get to scale, we often end up too late, and so we started with the GenAI on the pictures, and actually one of the first scale usages of GenAI on pictures. We print a lot of point-of-sale material, those 33 million outlets we go to, most of them are pop stores in the emerging world, and there's a picture of a Coke, someone drinking it with an ad. In the old days, there was a photographer and a specialist somewhere, putting all that together. Now there's a GenAI program that can have a picture of me and you having a pizza or a curry, sharing the drinks you want to drink, and if they want to change the drink, you've got it, they just press the button on the GenAI and they can print it and send it to the source. So this revolutionary static imagery has occurred thus making a huge change the way marketing happens, physically printed. The next stage was when's video coming? And that has come now. The ad we made for Christmas, for those who haven't seen, you can look it up on the internet. It's a nice Christmas ad with the polar bears on the truck, what's interesting about it are a few things. One, it was cheaper to make than historical regular ads. It was much quicker to make. So it was a huge productivity opportunity. The limitations? What couldn't it do? It cannot produce resolution on people's faces that humans will buy into. So the boundary is still inanimate or kind of animal scale resolution of the picture. We generally want to make ads with people in. So it's super interesting because you can make a video with music and voice and you can customize it endlessly, and we can talk about where customization could take us. And so it's super exciting, but it is not yet at the stage when it can make all our ads. Because we want people in them. And humans are incredibly effective at noticing AI that's not actually a human. It will get there, I don't know how long it's going to take us, but when it breaks through and marry that idea with what is the ultimate unit cost of making that, and I think it's going to be a huge wave of marketing revolution and creativity. [Shantanu Narayen] So maybe just looking around the corner and if you had a wish list of how you would like creativity and AI to help you transform how you market to consumers, what do you see around the corner? [James Quincey] As someone once said to me you can't see over the horizon. I think there's a kind of a struggle between two ends of the spectrum. One is as the technology develops and especially as humans can be resolved into the GenAI programs, the question will become in part, what is the cost of every time I make it? Because let me give you the kind of the futuristic one end of the spectrum, which is the cheaper it gets to make GenAI, the easier it is for me to put you in the ad on your phone and put someone else in the ad on their phone, because I just pick up your picture and drop it in the ad. So I make you the protagonist of the ad. If that's cheap to do, great, I put you in. The next stage is to say, Well, you looked at your phone, but you didn't buy the product, and I know you didn't buy it. So today what happens is it goes back to a bunch of humans, and they notch their teeth and they go, Well, what can we do to make sure Shantanu clicks, yes? In the future, the AI can do that. It can go, Well, okay, he didn't click yes but let me... If it's cheap to redo the ad, I'll just make a few changes in the ad like a A/B test and redo the ad and then reshow it to Shantanu and see if he clicks. And I'll keep changing it until he clicks, yes. And so the lower the cost of the ad, the more I can set up GenAI plus some sort of intelligent engine to chase you until you click yes.

At the other end of the spectrum will be a whole load of annoyed consumers.

And they will start going, Man, this has gone from Minority report to something really weird, now I am in it? I want to buy those apps that block everything.

And so I block everything. And where does Coke then spend its money? Maybe I have to spend it on live experiences, because the only thing you can't avoid is a live experience. Look at how live experiences are growing. Look how the music industry is trending. All the money is in the live experiences. So this interplay between creativity, the cost of the creativity, people's level of annoyance, between being flooded and live experiences, in the center will be the quality of the creativity. I'm willing to let in the best stuff. I don't want to be spammed with rubbish. And that interplay between these three different polls, I think we would put a premium on core creativity. [Shantanu Narayen] Maybe last question. As you sit at the center of one of these largest companies with an iconic brand, we all think about purpose, and we all think about responsibility. So maybe just a little bit about as CEO of Coke, how do you think about advancing purpose for companies? [James Quincey] Well, firstly you've got to understand what it is. And I think we have reflected on purpose over the years and come back to the very essence of where we started, which was to refresh the world and make a difference. It's all about the business we're in, refresh the world. We're a beverage business, but not in any other businesses. People say, should you do the X, Y and go. If we're good at beverages, what's the chances of us being good at the next thing? Much lower. So let's just keep investing in beverages, especially as the opportunity is still massive and make a difference is in the end the inside, and you mentioned one of the ideas, which was everyone who touches the Coke business needs to make money. It's not set up so that we try and capture everything. We want everyone to be excited about working with Coke and they need to make money to do so. Because in the end, there cannot be a sustainable, successful business if the ecosystem and the society it exists in is not also sustainable and successful. And that then feeds into how we approach the economics, everyone needs to make some money, how we approach things like water or waste packaging, we have an objective to return all the water we use. Because if there's a problem with the water aquifer in the world, not necessarily the first, but pretty close to the first persons to be blamed will be us, irrespective of how much water we use. And so we're very focused on making sure that every element of the business, from the economics to the side effects, are all taken into consideration. And we can say we have for a set of policies that allow the business to be sustainable and grow in the very long term. [Shantanu Narayen] Let's end with a quick word association. I'll just give you a word, and whatever word comes to mind as a result of that. Birmingham.

[James Quincey] Getting better, not Alabama, he means England.

[Shantanu Narayen] Aston Villa. [James Quincey] Our time has come.

Champion League final coming.

[Shantanu Narayen] Consumer. [James Quincey] Center. [Shantanu Narayen] Olympics.

[James Quincey] Gold.

[Shantanu Narayen] Ice hotel. [James Quincey] Ice hotel. Awesome experience, got to be done. [Shantanu Narayen] The Coca-Cola Company.

[James Quincey] Iconic. [Shantanu Narayen] James Quincey. [James Quincey] Forgettable. [Applause] [Shantanu Narayen] Please join me in thanking James Quincey for being here. [Applause] [James Quincey] Thank you. [Applause] [Music] [Anil Chakravarthy] Thank you, James and Shantanu. It was outstanding. Wasn't it really terrific insights for all of us from an industry powerhouse on leadership, brands and bringing creativity and marketing and AI together to serve the bigger purpose? As James and Shantanu discussed, the opportunities for AI in marketing are significant.

Generative AI and agentic technology have the potential to transform creativity and marketing. At Adobe, we have accelerated our innovation engine to help you gain the maximum value from these technologies.

Shantanu talked about the Adobe AI platform. Our focus is squarely on the agentic offerings that are purpose-built for Customer Experience Orchestration, and our approach removes bottlenecks and dramatically increases your capacity, enabling your teams to focus on their unique strengths. The kind of strengths that James talked about, creativity, marketing strategy, business insights and customer delight.

So today, I'm excited to announce the Adobe Experience Platform Agent Orchestrator. The Agent Orchestrator provides the foundation to enable you to unlock the full potential of agentic capabilities and deliver true 1-on-1 personalized experiences at scale.

By building the Agent Orchestrator natively on AEP, we are delivering the trust, the transparency, security, and the guardrails you need to incorporate GenAI with complete confidence across your customer experiences.

Now, we believe that agents need to be open and extensible. So we are providing orchestration across both third-party and your agents that you have built, as well as our own purpose-built agents.

And we are committed to interoperability to ensure that our agents are easily accessible in other orchestration environments. So, let me walk you through a couple of the critical elements of the AEP Agent Orchestrator.

First, purpose-built agents. Today, I'm excited to announce a set of ten new purpose-built agents, with others coming soon, and together they will supercharge your team's capacity to deliver personalized experiences at scale by an order of magnitude.

Each customer experience agent addresses a specific area where marketing and CX teams are overburdened, and where your current processes can become bottlenecks.

The agents help you deliver specific business outcomes and free your teams to focus on the work that matters most. So, let's take a closer look at a couple of these agents.

The Site Optimization Agent serves as a powerful ally for product owners, marketing managers who are responsible for the overall performance and business impact of their web experiences.

The agent keeps the web experiences operating at peak performance by finding opportunities to optimize the site, and then executing on those optimizations across your web experience, including page speed, traffic acquisition, engagement, and conversion.

The Site Optimization Agent is able to identify optimization opportunities, including current site implementation, your content, and your code repositories, traffic and engagement and page speed performance, and then suggests prescriptive code and content enhancements to automatically capitalize on those optimization opportunities. And importantly, it can assist marketers in deploying these recommendations through an automated workflow. So every AEM customer, we believe, should really check out the Site Optimization Agent. It can have a significant impact on the performance of your web properties.

Let me take a look at the second one, the Audience Agent.

It's a perfect partner to marketers and MarTech ops teams, streamlining the complexity of audience management and optimization, finding the right audience, we all know is hard. The Audience Agent assists practitioners who manage hundreds or even thousands of audiences by curating and segmenting target audiences, defining personas for campaigns, and optimizing audience targeting.

So, with capabilities like detecting audience anomalies, identifying overlapping or duplicate segments, and analyzing engagement behaviors and conversion signals, the Audience Agent aligns the best target audience to your business goals.

And it simplifies audience creation and refinement by estimating audience sizes, identifying growth opportunities, and leveraging expansion and lookalike models. So by automating these critical tasks, the Audience Agent enables audience specialists, campaign managers, marketing operations teams to focus on more strategic aspects like growing and retaining your key audiences, ultimately driving more effective and impactful marketing initiatives. Again, runs on AEP, and every Real-Time CDP and Adobe Customer Journey Optimizer should really check out the Audience Agent. So I gave you a flavor of these two agents. Still there are ten new agents.

The second critical element of the AEP Agent Orchestrator is multi-agent collaboration.

The Agent Orchestrator uses adaptive decision-making to coordinate across multiple agents, again, agents in our family of agents, as well as ones that you have in your ecosystem, to accomplish key goals while balancing computational efficiency, execution time, and resource utilization.

The third key aspect is the Reasoning Engine, which uses inference models, processes context specific data, constructs predictive models, and builds orchestration plans to understand the consumer's intent and make decisions to continuously optimize towards the goal.

And finally, the Customer Experience Models.

These are proprietary, fine-tuned, small language models, within the Agent Orchestrator, that are grounded in your CX data and use cases, while maintaining your privacy and your data governance, and they are essential to maintaining precision and high-quality in chain of thought reasoning.

So, that is what makes it possible for them to understand intent, avoid hallucinations, and clearly explain their reasoning if required.

So, based on the Agent Orchestrator, today I am pleased to announce a brand-new agentic app, the Adobe Brand Concierge.

[Applause] [Anil Chakravarthy] Built on the Agent Orchestrator, Brand Concierge will help you configure and manage AI agents that guide your consumers and your customers from exploration to purchase to loyalty.

It enables real-time, immersive and personalized experiences. It's multimodal, supporting interactions across text, voice, images and video.

And because it's powered by content from AEM and insights from AEP, the Brand Concierge helps you personalize every engagement based on the customer's preferences and previous interactions. It's all anchored in first-party data to ensure reliability and brand compliance.

So as you embrace agentic AI to supercharge the daily work of your teams and drive business growth, the interoperability between the AI agents in different ecosystems will become critical. We are working with leading software companies, cloud platforms, SIs, agencies to deliver the interoperability you need for Customer Experience Orchestration.

And with these partners, we will support agent use cases across the customer lifecycle, including marketing, customer service, ERP, HR, collaboration and productivity and data management. So let me highlight a couple of them.

With Microsoft, we're developing the Adobe Marketing Agent for Microsoft 365 Copilot.

This will enable marketing practitioners to interact with content, journeys, data and insights from Adobe apps using natural language prompts via the Copilot directly in the Microsoft 365 apps that they're using, Word, PowerPoint, and Teams.

So I encourage you to check out the video that Satya Nadella just posted on LinkedIn today about how he's excited about the Adobe Marketing Agent working with Microsoft Copilot.

With SAP, we're working to combine Adobe's Experience Orchestration and GenAI technology with SAPs business suite.

This will help you uncover new insights and create experiences through agentic interactions. For example, a marketing practitioner who's analyzing campaign ROI could be prompted by the Adobe Data Insights Agent to incorporate cost data from SAP and get a better view into the ROI.

And with ServiceNow, Adobe and ServiceNow are working to bring together Agentic AI for connected service and marketing. By integrating Adobe's expertise in customer experience with the Now Assist framework, you will be able to automate agentic workflows and deliver personalized experiences at scale.

Our collaboration with ServiceNow has the potential to help you drive significant productivity gains and unlock new insights. We'll actually have ServiceNow's Chief Marketing Officer Colin Fleming with us in tomorrow's keynote, talking about the great work that he and his team are doing.

So that's the overview of our comprehensive portfolio to support you with best-in-class apps, a real-time cloud scale platform, and now Agent Orchestration, purpose-built agents designed specifically to support the high-value cases you need to deliver compelling customer experiences, all built on a strong agentic ecosystem.

These are the ingredients that you need to deliver on that promise of bringing creativity and marketing and AI together for personalization at scale.

To 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. David? [Music] [David Wadhwani] Thank you, Laura. How's everyone doing? [Applause] [David Wadhwani] Do you guys want to see some product? No product for that. You guys want to see some product? Thank you, thank you. Now, you've heard a lot from Shantanu, Anil and Laura about content today, how content is fueling your growth and the growth of the global economy, how digital content is absolutely exploding, and the best way to stand out is through personalization and how the world and social in particular, is increasingly dynamic, and how the speed to market can make all the difference for your companies.

But personalization and agility is really hard at scale. We need a lot more content as everyone talked about. You need tons of variance because a single hero asset turns into thousands of variations when personalized across products and geographies and languages, and demographics. You need to refresh that content very frequently, because its shelf life is getting shorter every single year. In fact, studies now show that efficacy on social of your content drops after just a week. And you need it to be cost effective because unlike the demand for content, your budgets are not growing as fast and you have a lot of pressure to deliver that content with less budget and more efficiency. But with all of that demand and all of that intensity that you all feel, studies are suggesting that creatives are spending 21 hours a week on repetitive design tasks that could be automated, and that 80% of large companies say that they don't have end-to-end visibility over the end-to-end campaign supply chain. And that's why we built GenStudio and all of the solutions that wrap that. GenStudio is a solution that helps you control your content supply chain all the way from workflow and planning, and ideation to creation and production to delivery and activation, to reporting and insights. GenStudio gives you end-to-end visibility across all of your campaign activities. That's also why we built Firefly Services, and you heard Shantanu talk about this earlier. Firefly Services is a solution that helps you produce content at scale. Firefly Services lets you train on your own custom models for your own proprietary content, and it provides you with a broad array of generative capabilities through automation like image generation, video generation, voice, vector translation, and a lot more. Now, as Laura mentioned, I run the digital media business at Adobe. The digital media business is about 17 billion and it includes all of our creative products. And we sell those creative products to a lot of audiences in a lot of different countries through a lot of different channels. And our biggest conference is called Adobe MAX. It's a lot like Summit, but it's for creative professionals. So fewer beards and more tattoos. And MAX London is just four weeks away. And I thought it would be actually interesting to show you how we're using GenStudio to build our campaigns to promote MAX London. Now, as you can imagine, we are customer zero for almost everything that we talk about at Summit, including GenStudio and Firefly Services. So our teams right now are in the throes of prepping and deploying that campaign. And we're going to run through all of the process and where they are right now in the content of creation. We're going to start by talking about how we did planning in Workfront. We'll then turn our attention to creation and production using our Creative Cloud applications like Photoshop, to deliver and develop the hero assets. We'll talk also about Firefly Services and how we use it to quickly scale production. We'll next talk about how we deliver and activate content using Express and GenStudio for performance marketing before getting to the metrics and insights. And now ultimately how we use that insight to actually improve future campaigns. Now, one thing I want to call out is that we deliver content in two ways. The first is what we refer to internally as agile delivery. We create content to empower our employees and our partners to personalize and distribute more and more on-brand content in their own voices to their own audiences. And second, we follow a more structured process for performance media. And we're going to show you both of these in the demos ahead. So let's get started at the beginning. We now want to start with how we create a content brief and that launches tasks and actually gets the process for developing the campaign in motion. And for that I want to welcome up Ann. Ann is going to play the role right now of a marketing ops manager. Ann. [Ann Rich] Thanks, David. I am so excited to walk you all through the Adobe MAX London 2025 campaign, leveraging Adobe GenStudio and the content supply chain solutions that enable content velocity, scale production and end-to-end campaign delivery. Now, as a marketing and operations leader, I typically spend every day chasing everyone and everything. With Adobe's recent innovations, I'm able to streamline mine and my collaborators work, and I do this by starting in Workfront Planning. Workfront Planning allows me to see the full end-to-end campaign delivery. I can see what's in flight and what is still being planned. It shows me my plans, how I want to execute on those plans and attaches marketing and metadata governance. And for today, we're going to spend our time in this Adobe MAX London campaign. I've already done quite a bit of work, but there's still some left to do. So jumping in, I have a full view of my campaign. I have the brief, content, projects, and, of course, key collaborators. Now, the brief is the foundation of every great campaign. It lets everyone know the expectations and how I want the goals to work. So right now I've added ingredients like objective, purpose, persona, key messages, and channels. This is looking really good. Jumping to content, I have everything, every asset connected to my campaign. And what I'm really excited to show you today is the AI-powered Content Advisor. There're already eight assets that have been found and a little bit about how this works. It's taking my campaign metadata, historical performance and context to let me know what might work well in this campaign. Let me take a look.

These first four are looking really good. Let's select those and then add them to the campaign. Now these are here for reference to let everyone know and align on the creative delivery. Now one of the hardest things about running a successful campaign is streamlining and tracking the work. Luckily, with Adobe Workfront, we have automated AI-powered templates that I use to start this campaign, and these templates pull from my organizational templates. Now I use the Corporate Events template right here. With a few tweaks I now have a full project plan. When I'm ready to kick off the next piece of the project, I just select where I want to go, Asset Production is where we're headed, and then I simply switch Not Started to Ready. And this sets off a whole bunch of automation, including emailing Wes, notifying all the other stakeholders that we are in the next phase and that creative has started. Back to you, David. [David Wadhwani] Thank you, Ann. So one of our... You can give her... [Applause] [David Wadhwani] I will tell you, this has changed our lives. One of our campaign managers at Adobe talked about kicking off a campaign as playing a game of DuckDuckGoose. You go and you tag the creative person in, and they run away from you as fast as they can because they have so many other things to do. So now, with the streamlined brief, we have the ability to onboard an entire campaign and assign tasks out based on what we know people are already working on. But we're not alone. We've seen an enormous benefit from this. But we're not alone. We have thousands of customers that are using Workfront for this very purpose. T-Mobile, as you see here, streamlined their task management and their review and approval process. So it's been a huge shift for us and everyone using it in terms of the efficiency and the alignment we have across our company and across the supply chain. Now that the campaign has kicked off, the notification has gone out to the Studio team, and the Studio team is now going to go build the content that we need. Now, before we demo that, I want to make sure everyone knows what Firefly is. We talked about it a little bit but let me spend a little bit more time on it. Firefly is our family of generative AI models. Things like images and videos and vectors, voice and design and more. Everything that you produce in Firefly is commercially safe. So everything you see us demoing here is something that you can use not just for ideation, but actually in production as well, and know that you're protected from IP issues. It's also highly customizable. I talked about earlier this idea that you can train Firefly on your own custom models and develop your own training models so that you can take content that is proprietary to you and make sure Firefly is able to generate that content. So let's take a look at how all of this happens. Let's, please, invite Wes on stage. He's going to play the role of a creative professional in the Studio team. And he's going to create and publish content to Express. And then Ann is going to change hats, and she's going to be a regional marketer in Europe. And she's going to show how she can take the content that Wes creates and actually use it to run regional campaigns. Wes? [Wes Hopkins] Thanks, David. So as a creative on our Studio team, I'm responsible now for updating the templates for Adobe MAX London. And I've received a notification here in my email. Now, I'll head on over to Photoshop where I have the original templates from MAX Miami, so the design is still good, but we want to switch out the artwork, which you can see in the bottom right. Now, let's go take a closer look.

It's a beautiful piece, of course, but perhaps it's a little bit tropical for London. No problem. I can go and create a brand-new image with Adobe Firefly. Let's head on over to www.firefly.adobe.com. And the first thing I'm going to do is I'm going to select my Adobe MAX backgrounds custom models. And so what this means is that when I enter my prompt, an abstract cityscape, and hit Generate, I'm now going to get a brand-new image in the MAX style. Looking pretty good. But now let's dial it in a little bit further. How about this? Of landmarks from London, England, and Generate. So again, in a few seconds, I now have a brand -new set of images, commercially safe, on-brand, and on demand. So I mean, we can keep going with this, but I'm going to pick this one here with the Tower Bridge in the bottom, copy that over to my clipboard, head on back to Photoshop, paste that in, and then when I save it up, Bam! That new background rolls across my entire design. You can even see we've got the Tower Bridge here in the background. So this is perfect. This is the exact type of rebrand that I want to do, and now I want to be able to take these designs and give wide access to it across the company for my colleagues in sales, marketing, communications, and so on, to be able to craft their own on-brand messages with without losing control of the design. And I can do that effortlessly with Adobe Express. So I'm going to head on over to Adobe Express, where I'm now going to upload my Photoshop document.

And once I've brought it in, I can now set the precise level of creative flexibility that I'd like to be able to offer to my colleagues. Now, I don't want them changing the logo, for example, so I'm going to lock this. But I do have a placeholder image where I want them to upload their own photograph for themselves and change that. So we're going to lock that, but allow replacement, of course, we're going to need a title, so let's keep it in place, but allow them to change what it says.

So with these creative guardrails in place I have confidence that we're going to have on-brand content. I can now share this design as part of my Adobe MAX brand library for my colleagues to be able to get access to it. And I can also put some additional creative controls here. So for example, stick to the Adobe colors, use the Adobe fonts, don't add anything new to the composition, and don't take anything else away. And with those guardrails in place now, I have the complete confidence that I'm able to democratize this design across the entire company for teams everywhere to be able to use it, and colleagues like Ann to be able to craft their own on-brand messages with.

[Ann Rich] Excellent! [Applause] [Ann Rich] Excellent! I have so many amazing templates from Wes. And as a marketer in Europe, I need to send specialized messages out across Europe to a bunch of different people. And with theses designs and layouts, I can do just that. Picking the one I want, I can preview it and then use it. And now here, I can easily see what I can't change and what I can. The first thing I'm going to do is replace the image. I just go to Replace Image, and I have all of my assets attached to my project. I'm looking for Bart, and it's right it. So I add him. Now, update the speaker name, Bart Van de Wiele. Great. Now, the speaker session.

Discover new ways. And... Photoshop, Illustrator and InDesign. Great, this is looking fantastic. Now, from here, I need to send this out all over Europe, which means I need a bunch of different languages. And luckily, I have the ability to translate right here. I go into Translate, and I simply select the languages I need. Now, I'm going to start with French, German, let's do Danish, Dutch, and Finnish. Excellent! I have my languages, and then I translate.

Fantastic! I have all of them here. Let's just spot check a few, French and German looking good. Now, I have this full set ready to go. Now, from here, I could easily share, send for approval connected natively to Workfront, or download. And downloading would allow me just to post it and go. Now, this is an awesome single extension of Express, but there are so many more. So going back to our designs, I can see all the different layouts. And I'm going to show you a few ways my colleagues have used these. Starting first, with a sales colleague that wanted to send out specialized agendas to all of their clients and customers. They can do that right here. Next, a corporate communication friend looking to update the internal website and email banners for our employees to learn more about the Adobe MAX London. And last, a product marketing manager looking to send out on LinkedIn a specialized post about their session. All these different activations from super simple, easy to use designs and layouts that are ready, on-brand and within creative guardrails. [Ann Rich] David? [David Wadhwani] Thank you, Wes, thank you, Ann. [Applause] [David Wadhwani] This agile production flow that we talked about is having huge benefits to us because it frees up our Studio team to do what's most important, and it empowers all of our employees and partners to be advocates for our brand and our activities. In fact, Red Hat, we have thousands of customers using this today. Red Hat doubled their campaign capacity when they started using Express. So I really encourage all of you to give this a shot, too. So now, let's take a look at the more structured flows and how we create content at scale for those. As we mentioned, Firefly Services is in market. In fact, we launched Firefly Services a year ago at Summit. And it's been an amazing year. It's probably one of the fastest adoptions I've seen of a product in enterprises. But the top requests that we've had is that it's been great to use Firefly Services to generate all kinds of variants that you can use in production at scale. But the one missing piece that everyone seems to want seems to want is video production and reframing and resizing of video so you can do video at scale because it is the most cost impactful change that we could do. And as we all know, video performs incredibly well. So with that, Wes, let's show them what we're doing with video in Firefly Services. [Wes Hopkins] Sounds good. With the templates out of the way, it's time to turn my attention to scaling video production for our international audiences. Now, here's the catch, though. I only have one source video to work with for MAX London finished already. I'm going to roll it for you to see what we're working with.

[Narrator] Adobe MAX London. Get inspired by industry-leading experts, learn practical techniques, and explore the latest trends and tools. In-person attendance is limited, so book early! [Music] [Wes Hopkins] So it's an awesome video. It's 16:9, it's finished, and it's in English. And I've not only got to be able to take this message and put it in multiple different languages and different aspect ratios for different channels, which is an extremely time-consuming process, pan, track, zoom, to say nothing of organizing the effort around translation. But now, thanks to Firefly Services, I've been able to greatly accelerate the workflow. So let's start. On the left, you can see my inputs. The video we just watched, the aspect ratios that we're going to go into, the 10 different languages that we're going to translate, as well as my campaign. And on the right, these are the steps which are now Adobe Firefly, which I would normally have to do as a creative by hand, creating static titles, translating videos, reframing, and then sending the results for review. But now, Firefly Services. Let's check it out.

So behind the scenes, here's what's happening to the video. We're taking that audio and we're separating it into music and to dialogue. The dialogue, we're translating it and then dubbing it into 10 different languages, putting it back together. And with the video, we're going scene by scene, pan, track, zoom, normally heavily manual, now, automatic. Now, it's very fast and it's powerful, but it isn't instantaneous. Video still takes time to process. So I'm going to skip ahead and show you some of the results that I computed earlier. So here I am in Frame.io, our collaboration surface for review. And you can see I've got my results, different aspect ratios, the different languages that are represented. And I want to show you here this one in French. So you'll notice, before I start, it's now square. The action is front and center. The dialogue is in French. And well, let's take a look.

[Narrator] Adobe MAX Londres. Laissez-vous inspirer par des experts de l'industrie. Apprenez des techniques pratiques. Et explorez les dernières tendances et outils. La participation en personne est limitée. Alors réservez! [Music] [Wes Hopkins] Now... [Applause] [Wes Hopkins] Yes, yes. [Applause] [Wes Hopkins] I mean, I want to emphasize, this isn't movie magic. This is the real deal. I made these outputs with the APIs, so it's amazing. Now let's take a look at one more. We're going to squeeze this a little bit more extreme with a 9:16 vertical ratio for your tall phones. And the language is in German, let's take a look. [Narrator] Adobe MAX London. Lassen Sie sich von branchenführenden Experten inspirieren. Lernen Sie praktische Techniken kennen und erkunden Sie die neuesten Trends und Tools. Die persönliche Teilnahme ist begrenzt. Also buchen Sie!

[Wes Hopkins] Pretty cool. [Applause] [Wes Hopkins] So that's two languages down. There're only eight more to go, shall we? No? Okay. But since we started from Workfront I still have all the context. So for all the campaign metadata that I'm able to attach for findability and trackability, as well as content authenticity credentials for provenance. Now that's just video, Firefly Services is multimodal. We have digital imaging, we just saw audio and video, we can do print and coming soon in 3D. And so massive assembly work, multivariate content creation, Firefly Services' forte. So again, another example here, where we've created a bunch of different banners at scale, targeting different audiences with different messages, across different time periods and different channels, etc, etc. And we have, of course, the original layer documents, because it is in our creative tool. So we can bring them back if we need to make any last mile edits. So I still have complete creative control. So once I give my creative approval on my assets, they're now packed up and shipped off to the destination where they're needed. AEM Assets, Content Hub, or any other platform where we need it. And now my team can go pick it up and run with it in their activations. And this is the power of Firefly Services, helping me create content at extreme scale and still keeping me in complete creative control. [David Wadhwani] Great, thank you, Wes. [Applause] [David Wadhwani] So Firefly Services has been an absolute game changer for us. Those kinds of processes in the past would take us months, and frankly, be somewhat error prone. But now it happens in minutes or hours, and it's really made us much more agile in terms of what we can do. In fact, you see that it's actually made us much more effective, not only in terms of the speed with which we generate things, but also it's giving us a 30% lift in open rates when we send these, because we are able to do more of them and personalize them much more effectively than we were in the past. And we're not alone. We have agencies around the world picking up Firefly Services and GenStudio to make sure that the content that they're working with you on is increasingly effective as well. Monks, as an example, use Firefly Services and reported a speed up in content delivery, and a 78% increase in click-through rates for one of the campaigns they ran for a client. So, video support is now available. This really is a game changer and excited to see what you do with it. Now we have all this ability to create this content at scale now. So the question is, how do we start to take that content and deliver it more effectively? So Ann is going through all of our personalities on stage. Now she's actually a performance marketer. And so Ann is going to show us how she uses GenStudio for performance marketing, to take all this content and actually deliver and activate it. Ann. [Ann Rich] Great. So as a performance marketer, I need a ton of variations to ensure the greatest return on performance/media spend. And with everything Wes created, I have that all right here, including the banners, scaled video, social, everything is here. But unfortunately, what I want to test, Wes didn't create it. What I think would perform really, really well, is this Countdown to MAX content, but with video. And I don't have that. Luckily, with Adobe GenStudio for Performance Marketing, I can create and test that right here. I simply find the asset, go to create variations, and then select the channel I want, in this case Meta. And now I'm taken directly into the creation canvas, and I have all of the aspect ratios for both Facebook and Instagram right here with marketing copy generated thanks to the fine-tuned models for copy generation. This is fantastic, but I still don't have video. Luckily, I can go to the image, select video, and now I'm taken directly in to Image to Video, powered by Adobe Firefly. I just need to enter my prompt, make it feel like London and Generate. Now this is taking my reference image, my prompt, any other context, and generating a video. Wow, this is incredible. It understood the abstract bridge, made it a bridge with people walking, the boat, the river, I encourage you all to try it. This is awesome! Image to Video. Now I need to create new ads because I don't want to replace what I had. So I create new. And I'm taken directly in, and now I have static and video ads, side by side. Now, one thing about GenStudio for Performance Marketing, is I know that I'm always on brand. You can see the brand check right here. Now though, it's not just brand. We also have channel and compliance check, with compliance being done by third parties integrating into the platform. So we have brand channel and compliance. I know that my content is on brand, compliant, performant and customized. I am now ready to send for approval to Wes. Just Request approval. Let's find Wes. Great, there he is, and Send. Now while Wes is approving, this approval service is connected through Workfront, ensuring transparency and connection across my campaign. And just like that, Wes has approved, thank you, Wes. And now I'm ready to publish. So when I publish this content, I am taken into a modal to add meta data. Now everything Wes did, and I generated, including the prompts, the brand, everything is here. And this is saved with the content and so when I publish, I'm taken directly into Content, I have the full experiences. This is connected to Adobe Experience Manager. So this is here and available across the organization. These experiences look fantastic. Now I'm ready to activate. And this is a newly released activation tab in Adobe GenStudio for Performance Marketing, where I can activate directly to platform. Starting with Meta and Google CM360 today, with more coming soon. I simply go into Meta, and I have a few fields to fill out. But starting with my creative, I can go in, select them all, and add them. The creative has all of that amazing metadata so that is brought in automatically. So I have all the metadata here. And this is looking really good. Now at the end I have a tracking ad name, which allows me to tie this creative in this ad, and understand the performance across campaigns, which is huge. And with that, I'm ready to send it to Meta. And we're ready to go. [David Wadhwani] Great, thank you, Ann. [Applause] [David Wadhwani] So GenStudio for Performance Marketing launched in October of last year, and it's great to see how fast partners are lining up to make the platform richer and richer. It's great to see, of course, Meta and Google CM360 available today. And with many more ad platforms coming in the very near future. But the other thing, when we spoke last year at Summit around everything, we're doing with GenStudio, that we got asked a lot in addition to the brand checker, which I think was the hit of the show last year, was around compliance. All of you have to work, especially those of you in highly regulated industries, have to work with a legal and compliance check. And it's been great to see partners like PWC develop an AI solution, for medical, legal and regulatory reviews for the pharma-industry as an example and integrate that directly into the compliance checks that we do in GenStudio. So we're very excited about the partner ecosystem building around this. And GenStudio, again, has been a huge difference for us. We've been using it very significantly actually well before it launched. Dentsu is another agency and a partner that has a great example of how they've embraced this. They're delivering assets 70% faster across 145 markets using GenStudio for Performance Marketing. So, excited about what this means and really encourage all of you to learn more about it at the show. Almost done, so we now have our campaigns in market. The big question then is, how do you measure the campaigns and track true performance, not just at a macro level, but get into the actual efficacy of the content itself? And now we're going to go back to Ann for her final debut, to talk a little bit about how she takes all of this work that's in-market and starts to analyze the benefits that it's having, or ways to improve it. Ann. [Ann Rich] I am so excited to jump forward to running this campaign. Note, the data you're going to see is fictitious, but the need is very real. So back in Adobe GenStudio for Performance Marketing, I have a view of my campaign's performance assets and approvals. This gives me and my executive team a snapshot of everything going on. But we're here to see how the campaign is doing. And for that we're going to jump to Insights. Now, in Insights I can see how everything is performing with visual reporting right here. But I can understand not just what, but actually why this creative is doing well, and why the ad is doing well. I could create variations, run optimizations and new experiments, all right here. And this is awesome. But sometimes I need to have more data to do more in-depth analysis, to understand across ads and audiences. And for that, I'm super excited to announce Adobe Content Analytics launching now. So what's amazing about Adobe Content Analytics is I have performance insights, and these AI-powered insights are telling me so much information I can understand conversion trends, forecasts, I could see anomalies, I can see high performing assets and potentially low performing assets with content fatigue, these amazing attributes, I can see how the different colors are performing. I can see tone of voice, so much information here. But what's great is that this information isn't just here, it's connected across all of Adobe, so it's connected across the Adobe Experience Platform and the data you just saw in GenStudio for Performance Marketing. This is incredible. Now, from here, one of the most powerful things that I can do in Adobe Content Analytics is understand these performance insights by campaign and region, but also by audiences. This is awesome, and before today, I couldn't do this. To do it, I just find the audience I'm looking for, and then I simply drag it up to the filter, and then all of my information is filtered by that audience. So now I have performance insights for the Adobe MAX London campaign in the UK for students. And you can see I have a whole new set of AI generated insights, as well as updated assets and color palettes. So if I wanted to target students in the UK for Adobe MAX, I know that I should be using more green than red. Now, this is amazing, and connecting all of these insights allows me to have a new view of data, experiences and creative assets across Adobe.

Back to you, David. [David Wadhwani] Thank you, Ann, and thank you, Wes. So I will tell you, this has fundamentally changed the way that we operate and the way we think about it. We used to look at campaigns and whether a campaign was working or not, but now to be able to track not just the effectiveness of the campaign, but the effectiveness of the content in the campaign is a game changer for us. And not just the content, but the attributes, the colors that are actually driving the most activity in action, the semantics of the images, are dog images selling better or cat images? Always dog images. But the question ultimately is how do you then start to take this and really leverage it in your organization? Well, the best way to do that is to try it. I'm excited to say that Content Analytics is available this month, but not just that, we're also announcing today the introduction of GenStudio Foundation, which is in beta now. It gives you a single view into the end-to-end experience across all of these products that we talked about, so that you can have a single cockpit to really drive the end-to-end experience of your campaigns and everything that goes into building a successful campaign. So we have covered a lot in the last 25 minutes. I'm going to give you a quick harbor cruise to just put it back in your head before I leave. One, we did workflow and planning in Workfront to get things started and make sure that the campaign was effectively kicked off. We used obviously, Creative Cloud and Photoshop to develop the hero assets, and then we use Firefly Services to take those hero assets and develop all these variations at scale. We used Express for agile delivery and activation to empower all of your partners and your employees to advocate on your behalf. We used GenStudio for performance marketing, for structured delivery across all of these different networks and activation, and of course, all of this is built on the underpinning of Adobe Experience Manager. So a lot to take in. This has been an amazing evolution in terms of how we run our marketing activities and programs globally. I hope you give it a try if you're not already using it. So with that, I'm going to turn it back to Anil, who's going to have a fireside chat with Jennifer from Eli Lilly. Thank you for your time. [Applause] [Music] [Narrator] You'll remember your grandchild's name. You'll live to see the day your son gets married. You'll stop rationing your prescription. Day by day, you'll get better when medicine does. When a disease that steals decades of your life is studied by scientists who give decades of theirs. When the medicine you depend on is one you can afford.

When a treatment targets the root of a disease rather than the symptoms alone.

When a company recognizes its power over life and sacrifices time, cost, convenience for 150 years and counting to prioritize your care. That's what a medicine company does when it puts health above all. [Music] [Anil Chakravarthy] Wow, what an inspiring video. I'm thrilled to introduce Jennifer Oleksiw. Jennifer is Group Vice President and Chief Customer Officer at Eli Lilly and Company, as she's been in senior executive roles for over 20 years now at Eli Lilly. And they're doing some amazing work at the intersection of medicine and digital. We'll talk about content, too, but we really deeply appreciate you being here, Jen, thank you for joining us. [Jennifer Oleksiw] Thank you for having me. [Anil Chakravarthy] Thank you. So, we've talked about Eli Lilly in the past, especially how you've been using generative AI to speed up the process of discovering new medicines, the kind of things that we just saw in the video It would be great if you could just start by just telling us a little bit about Lilly's mission over the last 150 years and share about your current role and also what's changed for Lilly in the last few years. [Jennifer Oleksiw] Sure, thank you, Anil. And I'm so glad that you started off with mission. What a great place for us to get started, because if you look at Adobe's mission, you're changing the world through digital, personalized experiences. At Lilly, we're changing the world by creating innovative medicine that makes life better for people everywhere. And believe it or not, we've been doing it for almost 150 years. In that time, we've had the chance to really take on some of the toughest diseases, improving the course of human health. We were the first to deliver life-saving insulin for diabetes patients. The Salk vaccine to eradicate polio, fluoxetine in order to revolutionize depression, Vincristine to fight cancer and Vancomycin, which today is still the last line of defense against antibiotic resistant infections nearly 75 years after it was invented. And our story today hasn't changed. We are still laser focused on innovation. We're working hard to discover, to develop and manufacture high-quality medicines to meet the toughest medical needs. And we're doing it across immunology, oncology, neuroscience and cardio-metabolic health, all with the goal of improving the course of human health. As you've said, I've had the wonderful privilege of being on this journey at Lilly for over 20 years and now serving as the Global Chief Customer officer, I get the wonderful responsibility to be able to take this lifesaving innovation and deliver it through personalized end-to-end experiences. [Anil Chakravarthy] That's a really inspiring story of over 150 years. [Applause] [Anil Chakravarthy] You talk about how you guys have run after the biggest challenges in health in the last 150 years, and you've tackled a number of them, like the polio vaccine. I didn't know about that one, that was amazing. So what are some of the challenges that you're currently seeing? I mean, where do you see the forefront? You outlined the four big areas. Where do you see some of the current challenges? [Jennifer Oleksiw] Yes, sure. You know, as we kind of think about what we're doing at Lilly, we're trying to create this world where everybody can live their healthiest life possible. So to be able to do that, you have to focus on what matters most. That's our customers. It's our patients. And to really go after that, you've got to take on and tackle the biggest challenges that are disrupting their overall customer experience. So there're four major areas that we're working on today. The first one is we have to continue to improve the access and affordability of our drugs. We have to reduce patient burden, and we have to improve equity in the healthcare system, a system that doesn't make it easy for people to get on medicine and to stay on that medicine. Second, we are committed to the safe and reliable use of our medications. That means setting a new bar with patient safety, and it means educating people on the dangers posed by the proliferation of counterfeit, fake, or untested knockoffs. Third, we're really fighting against the stigma that our patients feel when they're living with these conditions. So, for example, we know that folks living with obesity, they actually receive negative bias or stigma when they're interacting with people in public or sometimes even in a doctor's office. And we also know that those feelings prevent them from seeking and getting the care that they deserve. And finally, the one you and I are working on together, we have to have a more personalized approach to be able to meet our patients and our health care providers where exactly they are today, with the right content at the time that they need us most. [Anil Chakravarthy] Exactly, and I would love to talk a little bit more about that. But just in the course of 150 years, it's a huge cultural track record at the company, if you look at change management, how you are working on Lilly, just would love to understand how you adapted your approach in recent years to overcome some of these challenges and what you are currently doing from a customer needs and a customer experience perspective? [Jennifer Oleksiw] Yes, definitely. In order to continue to live out our mission of making life better for people around the world, we've really had to evolve our overall approach. And in fact, looking in the audience we learned so much from so many of you, Coca-Cola, Nvidia, Unilever, Procter & Gamble, Microsoft, and of course, Adobe, to truly improve the connection that we have with our customers, we have to deliver compelling content and we have to do it at key cultural moments that matter most. We've also learned from all of you that we've got to change how we're thinking about our interactions, instead of moving from a tactic-by-tactic basis, we really are going after holistic health and understanding the entire journey that a patient is on when they're suffering from a disease. In fact, some of you might have seen it in the video that we kicked off this conversation with, we're really trying to live out our brand truth of health above all. It's how you should see us when we show up to work. It's how we talk about what Lilly stands for. It shows up in the partnerships that we have, the sponsorships that we sign, and it also shows up in the solutions that we deliver directly to our customers. Maybe one example that we should share is Lilly Direct that was launched in 2024. Lilly Direct was actually the first-to-market direct-to-consumer healthcare platform that actually spanned the entire journey of our patients. So if you're a patient and logged on to Lilly Direct, you had the opportunity to access more information about the condition you were suffering from. You also had a chance to be able to maybe find a doctor that was close to your home, or you could do a telehealth visit. If you were prescribed a Lilly treatment, we could ship that medicine directly to your house. And of course, we had support services that were helping you stay adherent to the treatment plan that your doctor prescribed. Now, those support services also had an opportunity for people to access content to make better, healthier lifestyle changes. It could be related to diet, exercise, stress management, and even sleep because we believe that great innovation combined with good, healthy lifestyle choices delivered through personalized experiences is going to give the patients the outcomes that they deserve. [Anil Chakravarthy] It's maybe double-clicking into that that holistic health that you talked about and the role that technology is playing. And you guys have been pioneers in putting together the content supply chain in a very regulated market. I would love to hear a little bit more about that, the technology planning and then how you're digging into that. [Jennifer Oleksiw] Of course, our partnership as well. If we think about the healthcare industry right now, we have a movement to really transform. There is an awakened consumer base that is like hungry to take control of their personal health journey. But just like all the other decisions that they make in their day-to-day life, they're demanding simplicity. They expect personalization. They want that eye catching content that separates from all the noise, and they're expecting value from us each and every single day. Now, we know at Lilly that we are not going to be able to achieve this alone. It's one of the reasons why I'm excited to be here today, and that we're really proud of the partnership that we have with Adobe, because with Adobe, we've been able to transform the content supply chain. We're working to be able to plan, manage and measure our customer interactions. And this isn't just a marketing thing. It's something we're working together to roll out around the entire globe in order to transform how we're interacting with customers. We believe that if we can revolutionize the content supply chain experience, we have an opportunity to get to those best-in-class type of experiences. And maybe, Anil, I'll share, I know you and I have had a lot of learnings along the way as we've been working on this. Maybe just share one with the audience. I would just share with all of you that it's not just about generative AI or one of the components on the stack, like Experience Manager, Journey Optimizer. It's really getting to that full customer orchestration that matters. And that is something I know we are really working on together, and I look forward to doing even more of that to come. [Anil Chakravarthy] There have been a lot of the innovations that we saw today have been inspired by the partnership and the feedback that we've had from you. Really terrific work that you and the Lilly team are doing. So just maybe looking forward as you continue the mission, what's coming next? [Jennifer Oleksiw] Sure. Well, I think you can tell, and I hope all of you will say the same. We're really excited about the opportunities in front of us to truly improve and personalize the end-to-end customer experience, bringing innovation and healthy behaviors to people all over the world. Now, this is so important that we get this right, because at Lilly, we're just now embarking on our next era of innovation and really coming out with some breakthrough medicines that are going to be able to solve some of society's largest health challenges in diabetes, obesity, Alzheimer's. And we are just now figuring out the power of genetic medicine. But as I started this conversation, and as we've talked so many times before, it's more than just life-changing innovation. It's taking that medicine, healthy lifestyle choices, embedding it into our end-to-end personalized experiences. And that is what's going to matter most to patients around the world. So, Anil and to you as well as really the entire Adobe team, I want to say thank you for the partnership that we have. We look forward to continuing to make life better for people around the world and make a true difference in humanity. Thank you. [Anil Chakravarthy] Thank you. Huge round of applause for Jen. [Applause] [Anil Chakravarthy] Thank you so much Phenomenal. Really great and inspiring to hear your vision. Thank you, Jen. I really appreciate it. [Music] [Anil Chakravarthy] Thank you again for joining us, Jen. We have covered a lot of ground this morning, all focused on supporting you in this new era of Customer Experience Orchestration and to help you deliver personalization at scale specific to the individual with the help of AI. So as we wrap up, a couple of things to call out.

A couple of things to call out about the Strategy keynotes that are coming up. Please attend the Strategy keynotes this afternoon. We will record content today in great detail with the content supply chain. Tomorrow we're going to cover the data and the journeys in a lot more detail through both the unified customer experiences as well as the B2B go-to-market orchestration. Today we have two Strategy keynotes coming up. The two Strategy keynotes coming up today will start after the break. So I encourage you to attend both of those Strategy keynotes. They'll go deeper into the areas we have discussed with sessions focused on agentic AI and the content supply chain, and featuring experts from our team as well as industry leaders.

Second, if you have not downloaded the Adobe Summit app, please do so now. Among other things, you'll see it includes the Adobe Summit Concierge to assist with your own experience of the event, help you address questions about sessions, speakers, support, and your personalized schedule. It'll also help you get more information about the product innovations that we announced at the keynote today.

And finally, a big thank you to our partners who are sponsoring Summit. You can learn more about them in the community pavilion. With that, I wish you a great remainder of the day, and I look forward to seeing you back here tomorrow. Thank you.