The Future of Experimentation: How Agentic AI is Fueling Smarter Growth

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Customer Engagement


The Future of Fan Engagement: NFL, PGA Tour, 49ers and Fox on Trusted AI

00:51:27

The Future of Fan Engagement: NFL, PGA Tour, 49ers and Fox on Trusted AI

Discover how AI-driven fan engagement and trusted data personalization drive loyalty, revenue growth, and scalable digital experiences across sports and media.

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The Future of Experimentation: How Agentic AI is Fueling Smarter Growth

00:43:12

The Future of Experimentation: How Agentic AI is Fueling Smarter Growth

Learn how AI-driven insights, adaptive learning, and generative test ideas accelerate experimentation to optimize experiences and drive growth

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The Evolution of Digital Experiences in Telecom

00:49:00

The Evolution of Digital Experiences in Telecom

Insights from Adobe's telecom research on AI adoption, consumer priorities, and how leaders deliver connected experiences that grow customer lifetime value.

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Athletes as a Brand: Bigger Than The Jersey – How Athletes are Getting Creative to Build Their Personal Brand

00:38:49

Athletes as a Brand: Bigger Than The Jersey – How Athletes are Getting Creative to Build Their Personal Brand

The world’s best athletes are building a brand that no longer starts and ends on the field. Instead, they’re tapping into creativity, using storytelling, culture, and self-expres…

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Building NFL Engagement with Optimization Best Practices in Adobe Target

00:32:57

Building NFL Engagement with Optimization Best Practices in Adobe Target

The Green Bay Packers take a fan engagement approach to refine their optimization program using Adobe Target

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How Workday Drives Modern ABM with Adobe and Bombora

00:15:33

How Workday Drives Modern ABM with Adobe and Bombora

Learn how Workday powers modern ABM using Adobe B2B Real-Time CDP and Bombora—activating real-time account segments across the open web, CTV, and social.

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Proactive Run & Operate: How Teams Prevent Failures in Experience Platform

00:39:29

Proactive Run & Operate: How Teams Prevent Failures in Experience Platform

This session enables you to anticipate issues before they arise, maintain stability at scale, and continuously improve how your Experience Platform runs.

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AI‑Powered Marketing with Adobe Experience Cloud for Regulated Industries

00:56:08

AI‑Powered Marketing with Adobe Experience Cloud for Regulated Industries

Discover how insurers modernize marketing with data, automation, and AI to deliver personalized, compliant customer journeys.

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SHRM’s Journey to Connected, Mission-Driven Experiences

00:59:15

SHRM’s Journey to Connected, Mission-Driven Experiences

Learn how to modernize your digital ecosystem with connected content, commerce, and data to drive engagement and prepare for AI-enabled personalization.

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AZEK’s Adobe-Powered Evolution to Build the Future of Digital Experience

00:13:33

AZEK’s Adobe-Powered Evolution to Build the Future of Digital Experience

Discover how to transform fragmented marketing tech into orchestrated customer experiences using Adobe Experience Cloud with real implementation insights.

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Personalization Under Pressure: Lessons from High-Stakes Journeys

00:54:57

Personalization Under Pressure: Lessons from High-Stakes Journeys

Discover how high-stakes brands scale personalized customer journeys with trust, privacy, and data orchestration across channels.

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Ensuring Trust Across Financial Experiences in the AI World

00:30:38

Ensuring Trust Across Financial Experiences in the AI World

Learn how financial institutions build digital trust in the AI era with real-world strategies to detect UX issues, reduce risk, and boost customer confidence.

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MLB’s Path to “Sunny and 75”: Scaling Weather Based Fan Journeys

00:38:15

MLB’s Path to “Sunny and 75”: Scaling Weather Based Fan Journeys

Learn how to uses Adobe Journey Optimizer to deliver real-time, personalized fan journeys.

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Scaling Personalized Experiences in a Complex Energy Market

00:32:05

Scaling Personalized Experiences in a Complex Energy Market

Delivering relevant, timely customer experiences at scale is critical as the energy market grows more competitive. Vattenfall, one of Europe’s largest energy providers, is transf…

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Bringing It All Together to Modernize Financial Services at Scale

00:47:34

Bringing It All Together to Modernize Financial Services at Scale

Discover how financial services leaders align people and processes to drive successful digital transformation and overcome organizational silos.

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Enter the Era of Agentic Customer Journeys

00:49:13

Enter the Era of Agentic Customer Journeys

Adobe Journey Optimizer is evolving with AI agents and GenAI capabilities that transform how marketers ideate, plan, create, and optimize experiences at scale

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Globalization: No Home Field Advantage – Building Customers and Fanbases from Scratch

00:46:57

Globalization: No Home Field Advantage – Building Customers and Fanbases from Scratch

Global reach is easy. Cultural trust isn’t. As markets become saturated, the next decade of growth for every major brand runs through expansion to new cities and countries — a tr…

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Indie to Blockbuster: Customer Experience Use Cases That Ship Value Faster

00:47:28

Indie to Blockbuster: Customer Experience Use Cases That Ship Value Faster

Discover a proven Who/What/Where/Why/How framework to turn customer experiences ambitions into measurable outcomes with real-world examples and templates.

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Be Seen by Everyone: Why Accessibility Powers SEO, AEO, and Growth

00:38:25

Be Seen by Everyone: Why Accessibility Powers SEO, AEO, and Growth

Discover how accessibility and governance improve SEO, AI search visibility, compliance, and conversions without increasing headcount.

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How US Bank Optimizes Customer Engagement with AI Decisioning

00:34:30

How US Bank Optimizes Customer Engagement with AI Decisioning

Discover how US Bank leverages Adobe Journey Optimizer’s AI decisioning to transform customer engagement and deliver measurable impact

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Costa Cruises: Reinventing the Guest Journey with Adobe + Accenture

00:38:58

Costa Cruises: Reinventing the Guest Journey with Adobe + Accenture

How do you truly put the guest at the center of every decision, moving from communication to true connection?

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Experience Rewired: How AI Is Closing the Gap for Customers and Fans

00:38:08

Experience Rewired: How AI Is Closing the Gap for Customers and Fans

For the first time, the tools exist to align what people expect with what they actually experience. Across sports and business, AI is moving from a layer on top to the system tha…

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From Silos to Synergy with a Connected Intelligent Engagement Ecosystem

00:54:32

From Silos to Synergy with a Connected Intelligent Engagement Ecosystem

Discover how AI-powered, connected tech drives real-time, personalized customer experiences and maximizes ROI for modern marketers.

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Scaling Personalized Member Experiences with Agentic AI

00:09:04

Scaling Personalized Member Experiences with Agentic AI

Discover how Colonial First State is enhancing member engagement by combining unified, real‑time data with agentic AI to launch always-on member journeys

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Interbank Accelerates Content with AI in Adobe Journey Optimizer

00:12:55

Interbank Accelerates Content with AI in Adobe Journey Optimizer

Interbank’s Mar-Tech team shares how they are advancing the company’s omnichannel strategy by applying AI-generated content in Adobe Journey Optimizer

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From Personalization to Connected Fandom: Bridging Physical and Digital with AI

00:41:11

From Personalization to Connected Fandom: Bridging Physical and Digital with AI

Transform fan engagement with AI. Personalize fan experiences at scale, build robust data foundations, and drive impact across continuous journeys.

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Powering Unified Experiences at Scale — The Adobe Customer Zero Blueprint

00:45:20

Powering Unified Experiences at Scale — The Adobe Customer Zero Blueprint

Adobe unifies data, content, journeys, insights and experiments with integrated applications, enabling customer-centric engagement and omni-channel activation

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Future-Proofing Customer Engagement Through Messaging

01:01:04

Future-Proofing Customer Engagement Through Messaging

The way companies leverage mobile messaging has evolved from basic alerts into being a critical pillar of modern customer engagement. Driven by expectations for immediacy, person…

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Evolving Omnichannel Marketing at Telefónica Germany with Unified Data

00:41:51

Evolving Omnichannel Marketing at Telefónica Germany with Unified Data

See how Telefónica Germany unified customer data to transform omnichannel engagement, reduce cart abandonment, and deliver measurable business outcomes.

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Powering the Play: How Dick’s Sporting Goods Wins with Athlete-Centric Innovation

00:37:38

Powering the Play: How Dick’s Sporting Goods Wins with Athlete-Centric Innovation

Discover how Dick's Sporting Goods and Globant builds synergy between technology and strategy to enhance the athlete experience.

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Converting Fan Loyalty: Beyond the Bandwagon – Loyalty that Outlasts the Big Moment

00:50:00

Converting Fan Loyalty: Beyond the Bandwagon – Loyalty that Outlasts the Big Moment

Fan loyalty used to be built over generations – today it’s earned in real time with new and younger audiences, setting the standard with more choices, more access, and fewer ties…

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Building an Enterprise DAM and Architecture for a Multi-Brand Ecosystem

00:29:08

Building an Enterprise DAM and Architecture for a Multi-Brand Ecosystem

Discover AEM Assets DAM workflows, integrations, and multi-site component reuse that power a homebuyer search experience with admin and retailer portals.

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Skill Exchange Spotlight: Turning Data into Impactful Journeys

00:24:37

Skill Exchange Spotlight: Turning Data into Impactful Journeys

Scale personalization with federated data in AEP, reduce ingestion overhead, and build smarter journeys using Experience Cloud segmentation.

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Sneak Peek: Journey Optimizer Roadmap and Future

00:54:39

Sneak Peek: Journey Optimizer Roadmap and Future

Get an exclusive look at what’s next for Adobe Journey Optimizer. Learn about AI workflows, product releases, compelling use cases, and preview the roadmap.

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Tips and Tricks to Become a Pro at Journey Optimizer

00:46:45

Tips and Tricks to Become a Pro at Journey Optimizer

Go beyond the basics with Adobe Journey Optimizer in this expert-led session designed to uncover powerful capabilities that drive real business impact

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From Tools to Teammates: The Agentic Future of Customer Engagement

01:05:43

From Tools to Teammates: The Agentic Future of Customer Engagement

Great marketing teams don't just need better tools. They need more hands on deck. In this Strategy keynote, discover how Adobe is redefining customer engagement for the agentic e…

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Tips & Tricks to Accelerate Adobe Campaign v8 Adoption

01:03:59

Tips & Tricks to Accelerate Adobe Campaign v8 Adoption

Practical insights, best practices, and a clearer understanding of how to accelerate adoption with Adobe Campaign V8

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How Fanatics Leveled Up Its Email Game with Adobe Journey Optimizer

00:35:46

How Fanatics Leveled Up Its Email Game with Adobe Journey Optimizer

Fanatics and Adobe explore the crawl-walk-sprint evolution that transformed Fanatics’ email program with Adobe Journey Optimizer

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Deliver Connected Experiences with Adobe Experience Platform

00:10:24

Deliver Connected Experiences with Adobe Experience Platform

How Adobe Experience Platform standardize data, enforce governance, and make profiles and insights actionable across every touchpoint.

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In-Person On-Demand Session

The Future of Experimentation: How Agentic AI is Fueling Smarter Growth - S523

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Speakers

  • Brent Kostak

    Brent Kostak

    Principal Product Marketing Manager, Adobe

  • Sydnee Christensen

    Sydnee Christensen

    Product Manager, Adobe

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Session Resources

About the Session

As brands run more tests, many still face familiar challenges — siloed learnings, unclear ROI, difficulty knowing why experiments work, and a shortage of actionable ideas to drive growth. Adobe Journey Optimizer Experimentation Accelerator introduces an AI-first approach that pinpoints causal drivers behind lift and conversion, surfaces high-impact test ideas aligned to business goals, and rapidly iterates best-performing variants within live experiments. By unifying insights, generative test ideation, and adaptive experimentation, you can move faster, fuel smarter decisions, and scale experimentation programs that fuel continuous growth.  

Key takeaways:   

  • Uncover what’s driving test performance using AI-led insights that strengthen experimentation strategies and improve decision-making   
  • See how agentic and generative AI uncover high-impact test ideas tied to predicted lift and business KPIs   
  • Understand how adaptive experiments accelerate optimization, activating new variants mid-flight to maximize ROI

Technical Level: General Audience

Track: Customer Engagement

Content Category: Thought Leadership

Audience : Campaign Marketer, Analyst, Channel Marketer, Product Manager, Operations Marketer , IT , Martech Professional, AI Strategy/Technology

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