[Music] [Adam Justis] Shout out to you stalwart few. 8am, Summit day two, a hearty welcome and a salute to your diligence. I think if we were actually creating an audience segment that represented you, you would be the Summit maximizers. You got out of bed, you got caffeinated, you got here and you're ready for a healthy dose of top customer experience trends. So trend hounds, thank you. Thank you. Thank you for being here today. This is always a cool session because-- Hey, trends are trendy. It's an awesome and interesting time to talk about what's new. What's maybe flash in the pan? What's going to be here for a minute? Thinking of you, metaverse.
That was Erin's joke. Erin, about six people laughed at that.
Looking at you, metaverse. But hey, some of these trends are here to stay. And as a matter of fact...
We couldn't have even imagined the payload of interest that we would have in say, agentic AI when we ran this study even just a year ago. So I'm Adam Justis. I run Portfolio and Solutions Marketing for Adobe Enterprise, such and what, and all of that stuff. And that's a long title. But the cool thing is that part of my team is the thought leadership crew that has issued recently the 15th annual version of the AI and Digital Trends report, which is available to you now. Don't go looking for it just yet. We will be referencing this data throughout the session today. But huge ups to the team that did that. In fact, Erin Hansen McKnight, right here in the front. Jim Clark from Econsultancy, our intrepid partner in this effort. If you're down for a gritty conversation about methodology or how you land a survey like this in a company like Adobe, these are your people after the session, for sure.
So...
I want to pull out these cue cards because speaking of methodology, I wanted to make sure to mention that that research report is the product of over 3,400 input and interviews from CX executives and practitioners and 8,000 consumers. So if you're wondering when you see the data points that we're referencing today, you're like, "Yeah. Okay. Well, maybe. I mean, where'd you source that data?" I do have a pocket here.
Voila.
It's a significant body of evidence and we're happy to distill it down into some meaningful trends for us today. But first, let's talk a little bit about why these trends are more important than just seeing what's going on. I think all of us, as those CX practitioners and executives and decision makers, we want to know at the heart what's important about customer experiences today. Here's something that's important.
In our research, we see that over 71% of consumers actually expect...
And anticipate that the experience they're going to get from you will be personalized and helpful. Then, as a follow-up question, how effective are the brands you're interacting with? How effective are they at delivering this type of experiences? Sadly, the data reveals that much fewer. We are missing the mark. Not every one of you. I'm sure we have some all-stars in the room. But collectively, we're missing the mark. We're missing the opportunity to meet the expectations of these critical, critical people. So hopefully, when we look at our trends, we'll identify ways that we can start to conceptualize how we close that gap. And I'm confident we're all working on this gap because we've been working on this for years. But hopefully, we can bring to light some really interesting data for you that is incredibly contemporary and super informative. And to help me do that, I'm going to welcome two co-workers and co-presenters and overall good people, Marta Frattini and Vivek Pandya to stage to join me. Let me get a round of applause for these individuals. Marta, welcome. Vivek, let's have a seat.
It will get awkward if we keep standing.
So we have Marta here today because Marta is, in fact, one of our resident experts in interacting with all of you. You see here that she's Director of Retail and Consumer Industry Strategy. So, Marta, you're going to be a great, I think, addition to a lot of the empirical evidence that we look at today. But why don't you let everybody know a little bit about yourself and what you'll be adding to our discussion today? [Marta Frattini] Yeah. Thanks, Adam. Hi, everyone. Good morning.
I worked for 20 years in retail myself, last I got prior to joining Adobe. And at Adobe, I'm part of our digital strategy group. So I work with trends of our top customers in the retail industry every day on the topics of digital transformation, personalization at scale, innovation. So I'm very excited today to bring the perspective of what I hear from customers in the field. Thank you. We're excited to hear it. Vivek, how about you? [Vivek Pandya] Yeah. Thanks very much, Adam. And it's great to be here. As I mentioned, I'm Vivek Pandya, and I lead the Digital Economy Index initiative, and I'm the Director of Adobe Digital Insights. And here at Adobe Digital Insights, we are the research and data-driven insights wing of Adobe, and we look across over a trillion data points, we look at visits, product sales, and we get a lot of insights that we share with executives, and customers, stakeholders to provide online trends, and that's what we're going to be showing today. Excellent. I mean, we would believe you even with just that smart sounding accent, but the fact that you're representing that tremendous-- What about my Italian one? My goodness.
Marta, like touché. Your accent is amazing...
And believable. - Thank you. - Okay. All right. Well, with that, let's get into our first trend. And these trends are based on the distillation, like I said, a lot of this data and trying to make it consumable and interesting for everyone. So here's trend number one. AI and predictive analytics are growth drivers.
Dramatic pause. I doubt anyone is surprised by that. But for me, the interesting thing about this takeaway is that second to last word, or maybe the last two words. Well, what we didn't identify is that AI and predictive analytics are super interesting for people this year. In fact, based on our research, brands expect AI and predictive analytics initiatives to be the primary contributors to their organization's growth this year. And based on my conversations over the last few days, I think everybody has a lot of pent up energy about this, but maybe fewer direct paths to actually considering or identifying that growth. So, Vivek, we're going to turn to you and ask you a little bit about what the data is showing. Yeah. So when we look at the ADI data specifically, we're seeing AI Assistant platforms, the visit referral growth is huge. We're seeing it double from where we were from August to September and it's doubling again every two months. So ultimately, that puts on a path where we've seen about 1,700% in terms of that growth since July. So a lot of momentum there. We're seeing users very comfortable with these AI Assistant platforms, and that's having huge implications for how they interact and what it means for customer journeys.
I'm sorry. I forced a pause on you but didn't intend to.
- Continue. - Yeah. I think we have this opportunity to really think about where consumers are leaning towards to get what they need in a very specific way. They're prompting that user guidance and the user prompts are helping them understand these are the opportunities in terms of the products they're looking for, the services, and that's what we're seeing net out in terms of that growth. Thank you. Yeah. I was actually caught up in a thought. I mean, these numbers are bananas. - Yeah. - Right? But it's so interesting to recognize that this isn't just hype. When we talk about organizations thinking, "This is where growth is going to come for us." And we're dabbling around in these things. There is an undeniable truth that our customers and consumers, those people that think that we're maybe not meeting the bar of their expectations yet are already using these tools. And they're using these tools just to walk right up to your front door. Thanks, Vivek. That's super solid. So moving on to another data point here, which I think is, we don't mean to be a wet blanket, but let's talk about the truth. So in some of our research talking about how are we going to close that gap, we asked organizations that how they feel about their ability to actually deliver exceptional customer experiences and surprise and delight the customers. And this one I found shocking, to be honest. Because this is over one year's time.
In 2024, 25% of CX practitioners, that's already low. 25% of CX practitioners felt enabled and confident in their ability to deliver these exceptional experiences. Over one year, that number cut almost in half.
So I don't know, maybe all of us in the room are feeling a little bit of anxiety about the introduction of these new tools and the expectations of consumers. And are we better off and are we more equipped to meet these expectations? At first blush, it looks like, maybe not, but as shocking as the data might be, I think there's something here that we need to solve. And, Marta, I'm going to look to you maybe because you're interacting with customers on the daily, and by customers, I mean, all of you, maybe you can tell us a little bit about what you see going on. Yeah. I mean, I think, so first of all, the bar of consumer expectation keeps moving, right? It keeps getting harder and harder. And I think, they're getting more impatient. So we have research that shows that it takes about two bad experiences to lose a customer but six good experiences to build loyalty. So there's only a few opportunities in which you can interact with the consumer and really need to get it right. The other thing that I think is really happening is the definition itself of personalization is changing. I think in the past few years it's been moving outside of the realm of just traditional marketing, more into the area of end-to-end customer experience. So consumers really expect that element of a seamless relevant experience end-to-end, which by definition relies on personalization heavily, right? They expect companies to be able to identify and recognize them as they hop from one device to the other, to continue their experience seamlessly, to see things that are relevant to them. And so this is not new for companies. I think it's been a priority for companies forever. They have been working at it. They have done great progress. But with the bug that continues to move, the complexity that continues to increase, I'm not too surprised that companies are feeling less confident and less comfortable. I think the good news is that with AI, we are seeing an incredible acceleration, right? We are seeing that AI is giving companies a chance to actually finally close that gap. And we are hearing a lot of momentum from the customers we work with about how AI is actually helping them accelerate some of that and meet those expectations and drive that growth. Thanks, Marta. I love finishing on a high note with a message of hope. I think that is the interesting thing. Maybe we all sense that at first. Maybe we had some anxiety, but as we build familiarity with these tools, we realized that maybe what we had some trepidation about might actually be the tool or set of tools that help us actually rise up and close that gap between expectations and what we're able to accomplish. So with that, let's hit the next trend. Next trend is that unified data makes or breaks your business. I feel like what's old is new again, right? I mean, we've been talking about this conundrum for a while now, but we know now as much as ever that disconnected data leads to disconnected experiences. And I've been at Adobe for a long time, 15, 16 years. And I can remember in my very early days at Adobe, I was an eager product marketing manager for test and target. And we were talking about the phenomenon of anticippointment. Has anyone heard us talk about that before? That's when you leverage your amazing marketing and you build anticipation with your customers and then they engage. Maybe they cross-channels only to be disappointed by the fact that your disconnected data is leaving them in a position where their expectations are not being met. Because that disconnected data leads to disconnected experiences, which leads to disappointment. Hence, anticipation, disappointment, anticippointment. I feel like I've overworked that.
But this is an interesting point that...
In the context of being able to close the gap between what we're delivering and the experience that our customers are actually having, it's incredibly important. But when we say unifying data, it's not just something that we need to get straight for ourselves. It's something that can be actually quite sensitive. And we got some input through this study where 88% of consumers say that responsible and secure data handling is incredibly important to them. In fact, 60% rate it as critical. And I think, Marta, I'm going to turn back to you to help shine some light on this finding. Yeah. I mean, for me, I don't want to really stress. Privacy and security are absolutely a priority, right? I think we hear from consumers that they are very optimistic about how AI will improve their customer experience, but they're also concerned that companies might abuse their data in the process. And so I think it's really important as an industry that we think about these and are proactive about it and are transparent about it.
I think when I look at the leaders and how they're approaching it, they clearly have guidelines and frameworks. And they're not just internal, they openly and transparently communicate those to their own customers.
The second point about data is AI is not the silver bullet.
The model is going to only be as good as what you train it on. And so I think, again, like you said it, what's old is new again, right? So companies have been working at data for a while. The thing is with AI, AI is accelerating everything. So I think that gap between the ones who get it right and the ones who get it wrong is going to get larger. And the window of time that companies have to fix it is unfortunately getting it a little bit smaller. So I think it's really, really critical that everyone focuses on getting that right. We see it even as companies move from POCs to scale now with some of the AI projects, right? You can hack your way into a POC somehow and as a proof of concept, prove that it works. But once you need to scale it, if the fundamentals are not there, you are in trouble and you cannot, right? So got to think proactively about your data. Yes. Thank you, Marta. I think absolutely the stakes are higher. Now we've established that AI might be the path to close that gap but you're going to get nowhere quick if you don't have the right data to inform those models. In fact, Vivek, let's turn it to you for some insights on the concept of data. Yeah. And we're talking about disconnected data, and I think when we talk about that, we're talking a little bit about walled gardens. And there's a huge demand for really incredible experiences as these traffic journeys are shifting. And a great example of this is we were able to look across social media affiliate influencer traffic, and we found that type of traffic converted nine times better than general social media traffic. So there's a big opportunity there to really personalize those experiences and maintain and track as these things shift and occur in ways that we haven't anticipated how quickly they're moving, but they're becoming more important than ever.
I honestly, think the data that you sharing, 1,200%, 9 times, I mean, this is like something that it would be so simple to miss, but yet so catastrophic to the opportunity that is available for you by simply ensuring that these datasets are aligned and included in your overall reference set. So let's move on to the next trend. Thank you both. Trend three, the CX journey requires bridging internal divides. Again, maybe not new news but nonetheless, I think super confirming because organizations are as challenged as ever, maybe more so, with identifying who actually owns the CX experience. And when you look at these two colorful wheels or donuts, you see immediately, when we ask how marketing and technology executives view ownership of the customer journey, marketing roles, no surprise, largely believe that the CX team or marketing are in the catbird seat or in the pole position for owning the CX journey. But yeah, when you ask anyone in a technology role, surprise, surprise, they believe that they own. And not only that they should but that they do, in fact, own the customer experience. So I think the interesting news here is that everybody can be right, right? It's not necessarily bad at the end of the day because everyone has a sense of ownership because everybody has a role to play, and everybody needs to believe in that role. So the trick will be actually figuring out how do we coordinate these efforts rather than creating internal competition and boundaries that get in the way of us ultimately delivering...
An excellent customer experience in closing that gap that we saw very early. So, Marta, I'm going to look to you because I know you've done a lot of thinking about this. In fact, you've been in the boardroom, so to speak, with organizations trying to figure out, how do we solve this? Yeah. Absolutely. And I've been through the pain myself and through the pain with a lot of our customers. And I think that you're absolutely right. When you put the customer at the center of organizations that have been product-centric, merchandising-centric, service-centric, it's a complete paradigm shift, right? So I actually don't think it's really about who owns it because the customer touches everything. So no one owns it.
That's almost the wrong question, right? The real question is how do we all work together and are all accountable towards that common goal of delivering a great customer experience? And so we actually did research with Incisiv as well on this topic serving over 1,000 executives. And we work with customers every day and hear it and identified what are the pillars or the ingredients of success because we also see a lot of companies that are successful at this. And I think what's interesting to me is that these projects are real transformations. And when they fail, about 70% of the times, it's not because of technology. Technology is any neighbor. It's because of people and processes, right? So when we think about the pillars, number one is sponsorship. You need to make sure that there is executive sponsorship, that the leaders in your organization make these top strategic priorities for the company. Number two is partnership because we talked about everyone touches the customer, right? So to be successful, it's really important that you establish strong partnership cross-functionally with all of the members and teams involved at all levels of the organization, right? So it has to be cross-functional leaders just as much as cross-functional practitioners and doers.
Number three is KPIs. Because whether we like it or not, people gravitate towards doing what they are measured on and responsible for. So there is really a shift in those who are successful in how do you think about goals, how do you measure success, how do you measure your team. So shifting from just channel metrics, not abandoning, but also layering things that are maybe a bit more meaningful around lifetime value, satisfaction, incrementality, other types of measures.
The fourth aspect is skills and upskilling.
You need to ensure adoption of technology, adoption of new ways of working. So you've got to train your teams. And I think one thing that is sometimes overlooked here is really making sure that you're looking at the talent that you have beyond just what the role is, right? Because I think very often in our organizations we have people who in their background, in their interest, in their experience, they might have what we are looking for, we just don't know because it's not in their job description today. So you got to look internally, as well as externally because very often you have that talent.
And last but not least is governance. So obviously, transparent decision-making, constant communication and feedback loop.
Because again, this is really a transformation for companies. For sure. Yeah. Ultimately, you need strong competencies across these pillars, right? Because this is consumers demanding speed and urgency, and this is a vector that companies can compete on. They want to be able to deliver across the board here so that the experience is pretty profound, and it can support these extensive journeys. So just to be clear, I noticed a few people taking a photo of this slide. If I did that, I was writing a note for myself to review immediately after the session, at some point later.
This is a recipe by which we establish what good looks like to rally our internal institutions and organizations and teams around this. So we bridge that divide from distributed ownership, where we all then rally around owning something that looks like this. - Correct? - Yep. Correct. Okay. Thank you both. Okay.
I think that we're ready now to move on to the next trend, and it is trend number four. We're making good time here, folks. Trend four winning brands prove ROI on AI. And I knew this was coming and so I've had a couple of table conversations with folks over the last couple of days and found that this is absolutely true. And it's interesting because I think it probably isn't a surprise to anyone but it is always like cart, horse, tail as old as time. If you want to continue to invest, the organization wants you to prove ROI. And yet things are so nascent that you're wondering, "Well, how am I going to get to a place where I can demonstrate ROI on these types of initiatives?" So here's what the research told us, that about 53% of senior executives using GenAI report significant improvements in team efficiency, yet only 12% of organizations have working generative AI solutions in place that demonstrate a clear ROI. That's a conundrum. And so what I found right now is that...
Organizations, obviously, they need to figure out how do we get from the playground into production? How do we get from a place where we're going from belief to proof? And I think executives and, let's face it, even practitioners, all of us on the daily now, probably several of you have an app on your phone where you're just asking a quick question, maybe using Microsoft Copilot, maybe using ChatGPT or something. We're dabbling in it. It is infiltrating our lives. But how do we get to a place where we unlock this critical element? Because we all know how things work when you're looking for budget and when you're looking for here's our go forward strategy. So, Vivek, I know that you have some data on this and I think it's super interesting. So can you point us in the direction where, if we're thinking about ROI, where we might go looking? Absolutely. And I think we might see some more snaps taken in the slides because essentially we're seeing the conversion gap close on AI source traffic compared to non-AI source traffic. So within just 8 months, we've seen that gap go from 43% to 9%. So it's gaining and we've seen that increase since July up about 53% in terms of conversion. So in a very short period of time, we're seeing consumers become even more familiar with these paths, these journeys, and as a result, we're seeing them-- We look at the data, but we also survey and ask users, and they're trusting the results more. They're finding it easy to navigate, and they're using it more. As a result, they're essentially taking advantage of these deep research capabilities across the platforms. So that's really accelerating things. It's even accelerating relative to what the early days of mobile and the incremental conversion we'd see there. So I would say there's a pace that retailers, brands, everyone's going to have to keep up with there. Thanks, Vivek. And I think it's a great marriage of this data. So we went and conducted this research, and we asked all of you what you think about these things. But, Vivek, for you and your team to come here with the Adobe Digital Insights and say, "Here's what we're actually seeing people do." And by people, I mean, our consumers, our customers, the people that we want to do business with, I feel like, "This is pretty revealing." And it's an interesting companion point to your point earlier, just about how much our target audiences are already there. They are leveraging these tools to interface with us. So it's an amazing opportunity for us to take this data back into our organizations and say, "If we can't show up, if we don't respect the fact that this is the way that consumers want to deal with us now, then the gap will widen, not narrow." Okay.
All right. Next data point. So companies with proven AI solutions are two times as likely to have completed ROI measurement frameworks compared to those rolling out or evaluating AI adoptions. I think this is probably a logical point B on this topic where you would imagine that those piloting, rolling out or evaluating AI adoptions...
Are farther behind those that are actually rigorously approaching an ROI framework. So I guess word to the wise, what we're suggesting is that well, what the data's suggesting rather is that you take an approach that isn't just dabbling, where you're not maybe running 1,000 little projects, but you're being intentional and thinking about how these tools are going to get into scenarios where ROI is accessible. And, Marta, I feel like what we're looking at here is an inflection point, really a critical point for organizations to accelerate towards identifying and building plans and getting to action. So we're going to turn to you to maybe illustrate some of the things that you're observing on this topic. Yeah, I know. Absolutely. And this is one I'm really passionate about. And I feel like for me, if I leave the room with one thing, it's probably this one-- Okay. Hold on everybody.
- Because-- - Marta just said this is the one thing. No, because-- Throw the gauntlet down. Well, yeah-- No, I think as marketers, and I put myself in the bucket, right? Because I'm a marketer at heart. I've done it forever. I think we are biased towards activation. We gather incredible data. We analyze the data because we like data-driven marketing. We activate incredible experiences. We measure to a certain extent. We obviously measure like frauds, opens, clicks, and what not. But marketing executives are under unprecedented pressure to prove the ROI of their investments. And part of it is because we got ourselves in trouble, right? Because, yes, we measure, but we don't always measure the right things. We don't always measure the meaningful things, right? We don't always take it outside of just the channel perspective into a more holistic perspective. How am I impacting the top line? How am I impacting the bottom line? What is the incrementality? Customer lifetime value? Customer satisfaction? That goes back to the organizational aspects we were discussing before. And so I think we've been through this, all of us. I think with AI, we are early enough in the journey that we can be proactive and think about it differently.
So I think I really encourage everyone as you start your projects, your POCs, your bigger development, not just focus but also really think about activation, but what is the measurement framework that goes with it. Because Vivek showed that there is clear ROI there. There is growth. And I think what we are seeing is that either companies don't always think about measurement or sometimes we take the easy route, which is efficiencies are very easy to quantify, right? Top line growth. Again, you need to think about the framework.
So I really encourage everyone to think about it because you're going to be asked at some point to prove the value of what you're doing to continue to secure your investments, right? So really make it a priority as you embark on the journey.
So don't become punch drunk with the idea of activation even though we have fantastic new tools that might help us accelerate. But we also have tools to measure. - So-- - Yeah, and we do have tools to measure. And you're saying, make sure that you're methodical and thoughtful about the measurement before you get out the gate. - Yep. - Yeah? - Yep. - Okay. Thanks, Marta. All right, that leads us to our fifth trend. And I believe, Erin, our fifth and last, we're going to dwell on this one for a bit. This has been, obviously, you've heard from our Main Stage. It feels like agentic is on the tip of everyone's tongue, even if they don't even really know why. It is what we are talking about. It is what we're talking about today, the evolution of generative AI into this exciting space of agentic AI. And here's what we found in the data that agentic AI represents an opportunity to compound your advantage.
So those of you that have recently maybe been trying to convince your children to open a savings account and delay that gratification, and you're trying to teach the idea of compounding interest, we're talking about the same thing right now. We're at an inflection point in business where there is an opportunity where agentic AI has the potential to give some organizations even more of an advantage over the competitors. But if the gap between brand delivery and customer expectations continues to expand as we saw...
These tools will make it exponentially harder for us to catch up if we're not ready to proceed. And I think that you put a fine point on that where you show how consumers are already-- The tools are absolutely in their bag of things that they're using to interact with brands. So absolutely, it could be a case of compounding advantage if we do it right, but the converse is also true, sadly, that as these requirements for excellent CX multiply and being thoughtful about building your measurement framework to get to a place where you prove our ROI. And proving ROI unlocks investment. Absent that, you put yourself in a position of compounding disadvantage, and nobody wants to be there. - Do they, Marta? - Yeah. No. No. I think it will be a very interesting balance because I think as AI accelerates and we are already in the era of agentic... Companies will have to become more comfortable with the uncomfortable. And uncomfortable doesn't mean reckless though. So I think you touched on it, right? The focus, the intentionality is really critical there.
We believe, as I'm sure most of you have seen yesterday, will see today, when we talk about agents, we strongly believe that they will be the most effective when we understand what the existing service of. What are we building them for? What are we using them for? And I think what I'm seeing is that whether it's AI, GenAI or Agentic, that really also helps with that adoption aspect, right? Because in any organization, there are most likely areas, whether it's repetitive tasks, whether it's getting to better insights faster, content variations. There are areas where the company can feel comfortable starting to use some of this technology without relinquishing too much of the brand control, brand area of safety.
So that's what I would encourage everyone to do, right? Start thinking about what are those areas where you can be intentional, where you can feel safe. Because that's very often a way to start. And then from there, you can continue to build.
Because the train has left the station at this point. Yes. So I don't think it's an option to not get on the train. How you get on the train is what you have to start thinking about. Thank you. Yes. We're on the tracks. We are on the tracks, folks. In fact, I think so, if you were in our Keynote yesterday morning, you saw Anil talk about the Adobe Experience Platform Agent Orchestrator and 10 new agents. Interestingly, I was happened to be in the boardroom.
I was in the boardroom with our CEO, Shantanu, when we started talking about the agents that we wanted to announce at Summit this year, and we had a pretty robust list. And he stopped the conversation and he said, "Hey, I want to know the job description of every one of these agents. I want to know the role. I want to know the title. I want to know the person that they exist in service of and I want to know specifically what each one of them did." And then that's what got us to that pretty curated list of 10 purpose-built agents that we described. And I think, Marta, that is, you're just-- I think you are expressing what our culture is and our approach to these agents, which can be tremendous tools, like to take the mundane out of the tasks, to automate where there is opportunity. So I think that's an interesting thing to take. And by the way, I think that might have been the sound bite of the day. "We got to get comfortable with the uncomfortable, but comfortable doesn't have to be reckless." Yes. So accent or not, you're just dropping bombs on us today. You're dropping truth bombs on us today. Marta Frattini, everybody.
Okay, so let's continue with this. And, Vivek, you're showing up round three with some of this hard-hitting evidence and data that helps make this point. Yeah. Absolutely. Thanks. So when we think about the traffic, we talked about conversions from AI source traffic versus non-AI source traffic. And it's pretty staggering on the graph there where we see the traffic coming from these AI sources are not leaving immediately the non-source traffic is. So the bounce rate is far more improved from this AI source traffic, and that's speaking to the relevant results consumers are getting, the retention, and that familiarity and that adoption is really moving these KPIs in a significant way, and engagement is up 24% from these AI source traffic sources. So all that's an advantage for many of these retailers to take advantage of because there's a big growing opportunity there as adoption scales. You have users testing this out, trying different things, but now they're really operationalizing it in their daily lives, and that's the improvement we're seeing.
Vivek has such a calm and cool demeanor and delivery on this stuff, I think, that maybe sometimes the impact is lost on what you're sharing. I think about my career as a marketer and how we would literally throw a party for a couple of points increase...
Of solving on bounce rate to get to a place where you're looking like out of the gate, here's an audience where you can expect 24% improvement if you can figure out how to effectively capture, engage and convert these individuals. I feel like that is incredibly, incredibly significant. Absolutely.
All right, so I think that we all need to process that data and realize that it's time for us to respect that this is happening. I think if you take anything away, hopefully, we've brought maybe some of these trends you felt like, "Well, I could have guessed that." And you probably could have because you're smart people. But I love us bringing the truth in about like, "It's not just about what we are trying to imagine is the truth. It is what our customers, consumers, and the general public is showing us is the truth." Yeah. And that's really well put, Adam, because and I have a few more insights to drop before we round out because what we're ultimately seeing is just the deep research and that driving from all that intent-driven mindset is improving the core metrics around time spent onsite. So we see consumers spending 41% more time-- They're spending time on the site 41% longer than non-AI source traffic, and they're exploring the pages. There's 12% uptick in the amount of traffic that's exploring these pages if they're coming from that AI source. So again, this is happening very quickly and it's making these big impacts across the KPIs and being able to funnel that enthusiasm and drive the impact overall has a lot of opportunity for the retailers. And the other call out I'll share is our team's calling card is essentially the Holiday Insight. So if you're ever curious about how much people are spending on Thanksgiving, Black Friday, Cyber Monday, that's our team. So we're very much looking at these metrics in this context, but then we also look at how things look over the holiday season and these moments like Cyber Monday, and that's where we're also seeing things really shoot up. So on Cyber Monday itself, we saw about 2,000% year-on-year increase from AI source traffic. So you have consumers leaning on it to find cheaper versions of goods, booking trips, all that is happening in a really profound way, and it's showing that many of these trends are here to stay.
Yeah.
Just another nonchalant 2,000% there from Vivek.
Thank you for that. And I think it's appropriate for you to say that that is in fact a trend that's here to stay.
And I can't help but think, and I don't know where maybe all of you are. Maybe you're a B2C company, maybe you're a B2B. One of the things that Adobe, and this is a little bit of Adobe on Adobe insight. One of the things that we're thinking about in our own marketing...
Is evolving the way we look at...
What our marketing's trying to do. Getting beyond just pipe gen and really embracing a new notion of the engaged consumer, and how do we effectively put measurement in place? So I'm just going to, at the sake of screwing things up, I'm going to rewind just to this. Speaking of trying to get to a place where your consumers are actually engaged with you or coming with a mentality and a mindset that they're here to engage 41% longer, 12% more pages per visit. This is the truth, Vivek. Thank you. All right. So that was actually our fifth and final trend. Not that we couldn't have found more, but we wanted to be respectful of everybody's time and give you an opportunity to choose your own adventure through this amazing data. So I would encourage everyone to take the time to familiarize yourself with this 15th Annual AI and Digital Trends report.
You can find it easily. And if you're wondering, we also have some specific data and call outs for these POVs. If you're thinking, "Hey, it'd be great if someone just showed me how this was particularly relevant to say financial services," or something along those lines. So, Vivek, Marta, you guys were wonderful. Thanks for dispelling truth and excellent insights for us today as part of digital trends. I have it on good authority. I asked them that both Vivek and Marta are willing to stick around. We have a couple minutes left in this hour. If you want to approach them and ask them questions about either the things they said or the things that you imagine they know based on the amazing insights that they shared with all of us. Or if you want to talk to the people that ran the reports, they're also here. So those are the trends. I hope we'll see you next year. We'll have new trends. I think, man, the earth is spinning at an accelerated rate beneath our feet, it feels like, right? It's not like days are now 18 hours, but it does feel like what we are all expected to know and manage is just accelerating by the day. So we were thrilled to share this insight with you. I honestly feel like if we would run this survey right now instead of Jim and Erin, how long ago did we drop this survey? - Six months ago? - [Erin Hansen McKnight] December. December? December? Three months ago that we would already have new and interesting compelling findings. So by all means, let's see you again next year, same time, same place, maybe not 8am, for those of us that really had to peel that mattress off our backs this morning. But appreciate your attention. Yeah. Like I said, please feel free to come forward if you have some additional questions, but go get that report. Enjoy your Summit. We can work our way over and see the day two Keynote where we're going to be sharing some exciting new innovations about unified customer experience and B2B for those B2B folks in the room. Thanks, everybody. Appreciate you.
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