Adobe Summit is where the world’s top brands, leaders, and experience makers go to get inspired by what’s next in generative AI and customer experience. It is where the world’s most relevant brands share their transformation stories, learn from each other, and explore the latest emerging technology shaping digital experiences. Over 12,000 thousand people will attend the 2025 edition in Las Vegas this week, and millions will stream the sessions online.
There is no greater feeling than seeing Adobe’s customers take the stage to share their transformation stories and reveal how they are igniting a new era of customer experiences with our latest technologies. Among the leading brands joining us this year are The Coca-Cola Company, Marriot, ServiceNow, and Unilever, proving that even the world’s most successful businesses are rethinking their approach to content creation, marketing, and digital experiences to succeed.
The European leaders I speak with each day recognise that in today’s unpredictable world, they must do things differently or risk being left behind. This change is being dictated by their customers, who increasingly gravitate towards brands that make them feel seen and understood in a world of social, political, and economic uncertainty.
For their part, businesses in every industry are seeing competition for share of wallet intensify as consumers become more judicious about how and where they spend their money. According to Ipsos, inflation and financial pressures put a major strain on European households at the end of 2024, and despite a small uptick in January, consumers across the region are becoming increasingly price sensitive.
To stand out in this environment and secure business growth, brands must find ways to connect with customers on a deeper, more meaningful level while continuing to innovate at pace and keeping their costs in check. This is easier said than done. While 71% of consumers want brands to anticipate their needs with personalised offers or helpful information, just 34% of brands deliver this, according to the Adobe Digital Trends Report.
It might seem counterintuitive, but Artificial Intelligence (AI) is the key to delivering personalised, emotional customer connections at scale. The product innovations unveiled at Summit today mark a new era in Customer Experience Orchestration. This evolution of Customer Experience Management fully delivers on the promise of personalisation by enabling seamless, connected experiences across all touchpoints—powered by groundbreaking advancements in Generative and Agentic AI.
Adobe is uniquely positioned to bring the power of AI to creativity and marketing. Using our AI solutions, brands across Europe will move beyond passive data management and begin actively orchestrating AI-powered customer experiences that are adaptable, dynamic, and personalised.
AI agents in particular are one of the most promising areas of investment for brands. Brought to life in Adobe Experience Platform (AEP) Agent Orchestrator, we have launched a new capability where agents promise to help brands build, nurture, and unify their customer relationships through every interaction across every channel. True omnichannel experiences are not just about selling online, in-store, and via a mobile app. They require brands to make every customer experience feel relevant and consistent across every touchpoint.
What’s most exciting is that Adobe’s Agent Orchestrator introduces purpose-built AI agents that enhance the daily work within our applications, routinely automating, adapting and executing to deliver seamless insights and experiences on a scale like never before.
We do so at a time when demand for agents is booming among European consumers, according to new Adobe research. Traffic to retail, travel, and financial services websites from AI agents has grown nearly seven-fold in the UK these past five months, driving higher engagement rates across all three industries. Furthermore, 70% of respondents in my home country of France believe the technology will make their lives easier, as do 71% of people in Germany.
We also launch Adobe Brand Concierge, which uses trusted first-party data powered by Adobe Experience Platform Agent Orchestrator to make experiences more conversational and immersive. These insights then provide a holistic view of customer sentiment, with actionable next steps that can further shape orchestration.
Our AI technologies are also making brands more time and cost-efficient. For instance our content supply chain solutions streamline time-intensive content creation and approval tasks for marketers so they can dedicate more energy to creative thinking and strategies that impact their organisation’s bottom line.
Take The Estée Lauder Companies (ELC), which adopted the Adobe Firefly family of generative AI capabilities to accelerate its content workflows and shorten its time-to-market for digital campaigns. With its investment, the world’ second largest cosmetics company is on track to reduce its content production costs while making its campaigns more creative and impactful.
Adobe is proud to support pioneering brands like ELC in their mission to build emotional connections with customers while growing their organisations with confidence. From Virgin Atlantic, Havas, Signify, ABB, Nordea Bank, and Siemens Healthineers to Zeiss, the companies joining us at Adobe Summit this week understand that customer experience is undergoing a pivotal inflection point. It is the single most powerful force shaping how they connect with their customers - tomorrow and well into the future.
Most importantly, they understand that by powering their transformation with AI-driven technologies they will position their organisations to build and strengthen memorable, emotional customer connections for decades to come.
Want to learn more about Adobe’s latest innovations in customer experience orchestration? Join us online from anywhere, available here.
