Keeping up with today’s always-on marketing demands means producing more content faster without compromising brand standards or slowing down creative teams. In this hands-on lab, work directly in Adobe Express to accelerate campaign production using brand-approved templates, AI-powered tools, and built-in collaboration workflows. Experience how Express empowers marketing teams to create, remix, localise, and publish on-brand content with ease — all within a connected Adobe ecosystem, streamlining your content supply chain.

Key takeaways:

• Create and customise campaign-ready content for web, social, and video using Adobe Express templates designed for fast last-mile edits, resizing, and localisation
• Increase productivity with Adobe Firefly, using generative AI to adapt and reuse existing assets while maintaining brand consistency
• Move content from creation to activation faster by leveraging native integrations across Adobe Experience Cloud

Be front row for an exploration of the renewed landscape of digital experience marketing. Top Adobe executives and customers from leading brands share fresh perspectives on accelerating growth, scaling personalisation, and boosting business by combining marketing, creativity, and agentic AI.

Learn how to use Adobe Experience Platform AI Assistant, powered by Agent Orchestrator, to simplify, accelerate, and improve the quality of core marketing workflows across Adobe Experience Platform and Experience Cloud applications. Gain practical experience using AI Assistant and specialised agents to translate business goals into execution across audience creation, journey design, insights analysis, and ongoing optimisation.

Key takeaways

• Learn how agent-driven planning, explainability, and guardrails help ensure reliable and high-quality results across marketing tasks
• Understand how Agent Composer enables teams to embed brand rules, operational definitions, KPIs, and compliance constraints so that AI Assistant reflects how your organisation works
• See how Agent Orchestrator executes multi-agent workflows while enforcing guardrails and providing telemetry for continuous improvement

Hand an AI agent your CJA data views and it can query them in plain language. But the native MCP only knows what's in your component descriptions, and nothing about forbidden metric combinations, mandatory filters, or the day your collection broke. So I built a semantic sidecar: a second MCP on AppBuilder Runtime that adds business context, caveats, and governance the native server can't. Three layers working together, system prompt × context × governance, shown through four real before-and-after cases. Then let's talk about where the knowledge layer belongs in your stack.

AI isn’t just accelerating content creation, it’s restructuring the entire content economy and redefining what speed, scale, and relevance mean. Most content supply chains were never built for this level of content demand, and collapse under the weight of real-time personalisation, exploding content formats, and new intelligent channels.

Learn from Brent Rudewick, VP of Adobe GenStudio Product and Strategy, how Adobe is helping forward‑leaning brands turn this pressure into progress by building a content supply chain for the AI world — shifting from static, linear workflows to dynamic agentic systems where humans guide strategy and AI agents orchestrate execution.

The web is changing — and the rules of visibility, engagement, and commerce are changing with it. As AI agents increasingly mediate how consumers discover, evaluate, and buy, brands face a fundamental question: are you built to be found, understood, and chosen in an agentic world?

In this session, we explore how Adobe Experience Manager and Adobe Commerce are evolving together into the backbone of the agentic web — combining content intelligence, experience creation, and high-performance commerce into a single, connected flywheel.

Together, AEM and Adobe Commerce don't just power your digital presence — they make it intelligent, adaptive, and ready for a world where agents do the browsing.

Whether you're managing content at scale, driving digital commerce growth, or rethinking how your brand shows up in an AI-first landscape, this session will show you what the agentic web looks like in practice — and what it makes possible.

As organisations accelerate AI adoption, the focus is shifting from pilots to enterprise-wide execution. While AI is already driving personalisation and content creation, the real challenge lies in scaling it for consistent, measurable impact.

This panel brings together ABB, a global brand, Adobe as the platform provider, and Infosys as the transformation partner to explore how enterprises operationalise AI across the customer experience lifecycle—connecting content, data, and activation in a unified ecosystem.

Discover how organisations scale AI across teams and workflows while balancing speed, governance, and brand consistency. Learn how strong collaboration across business, platform, and services partners unlocks faster value—from content supply chains to real-time personalisation and data-driven decisions.

Explore the questions you should be asking yourself and your partners around the use of AI within your content supply chain.

AI brings the potential for fundamental changes in the way you interact with your end users, which affects how you create and manage your content.

Adobe Real-Time Customer Data Platform has transformed how marketing and IT work together to deliver personalised, connected customer experiences across every channel - and complete flexible to work with data wherever it may reside, without needing to copy or move it.

Discover how Real-Time CDP unifies first-party data into rich, actionable customer profiles — enabling real-time segmentation, cross-channel activation, and AI-driven audience strategies that keep pace with evolving customer expectations.

Explore real-world use cases showing how organisations build resilient first-party data foundations, operationalise audiences at scale internally, or via data collaboration with other brands or publishers, and embed intelligent activation directly into marketer workflows — driving smarter decisions, faster execution, and measurable business impact. Whether you're accelerating CDP adoption or optimising an enterprise-scale deployment, learn how Real-Time CDP future-proofs your data strategy for what's next

Most product launches are still sequential, duplicative, and fragmented. Engineering and marketing operate in silos. Every team recreates the product from scratch. Content scaling is slow and expensive. The Product Launch Accelerator — co-created by Adobe and Infosys Aster — changes that. Built on a Trusted Product Source at its core, PLA is not another content workflow tool. It's a scalable launch operating model that governs product experiences across marketing, commerce, partners, regions, and technical documentation. In this session, Ralf Gehrig, CXO of Creative Services at Infosys Aster, walks through how PLA delivers faster time-to-market, greater content scalability, and measurably less duplicate work — and what it takes to move from POV to enterprise scale.

Across enterprise marketing organisations, three terms are routinely conflated: agentic capabilities, workflows, and operating models. They're not the same. And that confusion is one reason many AI pilots never become enterprise capabilities. This session introduces the four-layer architecture of an AI Agentic Operating Model—and a practical framework for assessing your organization's maturity. Explore the capabilities layer (AI-powered tasks such as asset generation), workflows (connected processes driven by shared data), orchestration (cross-functional coordination), and strategy (the intent layer that aligns execution to business objectives). Most organizations have isolated capabilities distributed across their technology stack. Few have connected all four layers into a system that scales. We'll walk through the progression from disconnected AI tools to orchestrated operations and show what to build next. Because scaling AI isn't about deploying more agents—it's about building the architecture that turns isolated gains into enterprise impact.

Join NatWest, Accenture, and Adobe for a 45-minute session exploring how NatWest's Marketing Operations is undergoing a significant transformation and what it means for financial services marketing more broadly. The session opens with a co-presented case study from NatWest and Accenture, covering the evolution of NatWest's marketing operating model, the role of Adobe Workfront in enabling the Marketing Growth Engine, and the outcomes delivered to date. It then moves into a panel discussion with a forward look at how agentic and AI-driven workflows are reinventing the way we work.

Enterprises are moving past AI experimentation and focusing on what really matters: results.

In this strategy keynote, you’ll hear from leading organisations that are using generative and agentic AI to move faster, reduce operational drag, and deliver better customer experiences. We’ll share concrete examples of how teams are driving measurable value in everyday work, automating image generation, customer journeys, complex workflows, and much more.

Sunil Menon, VP of Experience Cloud Portfolio will outline Adobe’s point of view on how this shift is reshaping marketing and customer experience, and why now is the moment to act.

You’ll hear from Amber Pine, Chief Marketing Officer of TUI, and see live demonstrations from Adobe product innovation leaders that bring the strategy to life and show how enterprises are turning AI investment into measurable impact.

The most sophisticated revenue teams aren't stitching together siloed tools - they're operating from a single intelligent command centre. Adobe has redefined what's possible with Marketing Orchestration: a purpose-built approach to orchestrate complex B2B journeys for leads, accounts and buying groups with expanded data sources, AI-driven insights, and a robust data foundation.

In this session, see how leaders are moving from marketing automation to marketing orchestration, coordinating every revenue-facing team around one connected system built for precision, personalization, and performance across the full customer lifecycle.

Watch Adobe's agents do the heavy lifting - detecting buying signals, assembling tailored experiences, and adapting in real time - while your team stays focused on strategy. Then get an exclusive look at what's next on the 2026 product roadmaps.

Key takeaways:

-Discover how Marketing Orchestration redefines B2B marketing by unifying Adobe Experience Platform and Marketo Engage into one intelligent revenue engine.

-See how coordinating marketing, sales and customer teams around a connected data foundation unlocks faster pipeline and greater revenue growth.

-Get an exclusive look at the 2026 product roadmaps and the AI-driven innovations set to shape the future of B2B marketing.

Get an exclusive look at what’s next for Adobe Journey Optimiser. Discover how agentic workflows and real-time AI Decisioning will transform customer engagement and loyalty. Learn about recent product releases, see compelling use cases, and preview the roadmap that will help you deliver personalised experiences faster and smarter.

Key takeaways:

• Explore next-generation journey orchestration and new product capabilities and sneak peaks
• See how AI agents and generative AI unlock efficiency, creativity, and scale
• Learn about advanced experimentation and AI decisioning for next experience

Join NatWest, Accenture, and Adobe for a 45-minute session exploring how NatWest's Marketing Operations is undergoing a significant transformation and what it means for financial services marketing more broadly. The session opens with a co-presented case study from NatWest and Accenture, covering the evolution of NatWest's marketing operating model, the role of Adobe Workfront in enabling the Marketing Growth Engine, and the outcomes delivered to date. It then moves into a panel discussion with a forward look at how agentic and AI-driven workflows are reinventing the way we work.

Most AEP implementations don’t fail because of bad data engineering — they stall because the organisation never makes the shift. Business disengagement, fragile buy-in, single-person dependency: none of those are technology problems. Patrick Hegnauer, internal AEP owner at a Swiss health insurance organisation and Adobe Champion, shares the AEP Mindset Matrix — a diagnostic framework built from three years of hands-on practice. It combines Covey's habit formation model with the People, Process, Technology triad to pinpoint exactly where adoption breaks down: is it a knowledge gap, a skills gap, or a desire gap?

Relevant whether you're pre-implementation, mid-migration, or post-go-live and wondering why momentum is harder to build than the platform was.

In this Adobe Summit session, The Pixel will share how it partnered with Farrow & Ball to deliver a customer-centric digital experience that combines brand heritage with modern commerce. Leveraging Adobe Commerce and Adobe Target, the programme focused on simplifying complex colour selection journeys, delivering personalisation at scale, and creating seamless paths from inspiration through to purchase. Attendees will learn how innovations such as colour comparison tools, enhanced checkout experiences, and data-driven personalisation helped customers make more confident decisions while strengthening engagement across digital and retail touchpoints. The session will explore how customer insight, experimentation, and connected commerce experiences drove measurable business outcomes and accelerated Farrow & Ball's digital evolution. Recognised by Adobe this year with a CXO Emerging Partner of the year UK&I award - The Pixel and Dee Gittins from Farrow & Ball will share the strategy, technology, and delivery behind creating customer experiences that continue to deliver commercial impact.

“The Agentic Enterprise: Why Business Architecture Matters More Than Ever”

AI is no longer just generating insight — it is beginning to act on behalf of the enterprise.

As organisations move toward an agentic model, where AI systems autonomously decide, orchestrate and execute, the role of business architecture becomes mission-critical.

In this session, we’ll explore why traditional, fragmented architectures struggle to unlock value from agentic AI — and how a clear, outcome-led business architecture enables AI to drive trusted, scalable and valuable action across the enterprise.

Designed for CIOs, this talk will focus on:

What changes when AI shifts from insight to action

Why business architecture is the control plane for agentic systems

How CIOs can align data, platforms and operating models to safely unlock AI-driven outcomes

The takeaway: Agentic AI doesn’t fail because of technology — it fails when architecture doesn’t give it permission, context and direction to act.

AI assistants and generative search are transforming how customers discover brands. In this hands-on lab, you'll explore how Adobe helps organisations improve visibility across AI-powered experiences while scaling the content operations that make that visibility possible. Learn how to optimise digital experiences for AI discovery, understand how AI systems interpret your content, and use Adobe Experience Manager AI agents to accelerate the creation and management of content at scale.

Key takeaways

• Understand how AI assistants and generative search engines discover, interpret, and recommend brand content, and what this means for your digital strategy
• Learn how to optimise content and digital experiences to improve brand visibility and performance across AI-powered discovery channels
• See how Adobe Experience Manager AI agents can accelerate content production and management, helping teams scale the high-quality content needed to support AI-driven experiences

Buying behaviour is increasingly digital, nonlinear, and largely invisible, creating a growing “dark funnel” that traditional tools and processes can no longer address. Learn how Adobe is paving the way for modern B2B marketing by applying its own Digital Experience solutions to unify customer data, orchestrate intelligent engagement, and scale content across the full buying cycle. We’ll share how Adobe connects real-time customer insight, agentic omnichannel orchestration, and a connected content supply chain to drive more relevant engagement, stronger sales alignment, and measurable revenue impact.

Key takeaways:

• How leading B2B organizations are unlocking the dark funnel and responding to nonlinear buying behaviour
• Why unified data and agentic orchestration are becoming foundational to modern revenue engines
• How connecting data, journeys, and content enables faster execution, smarter engagement, and sustained growth

AI is increasingly shaping how brands are experienced, trusted, and chosen. As customers interact with AI assistants in their everyday lives, expectations for discovery, engagement, and decision-making are changing. To succeed in this environment, brands must move beyond static content and isolated interactions, delivering guided, conversational experiences that reflect intent in the moment while maintaining control over voice, accuracy, and compliance across owned and third-party environments.

In this Strategy Keynote, you’ll hear from Loni Stark, VP of Strategy and Product, along with Stephen Glenfield, Head of Digital from Heathrow, on how brands can thrive in the agentic era by orchestrating intelligent content, trust signals, and real-time insights into cohesive experiences. Through live demonstrations and real-world examples, you’ll see how brands can guide customers with confidence, remain in control of how they’re represented, and carry intent forward across connected experiences while maintaining trust and brand integrity.

AI is everywhere in marketing, but real impact is still rare. Organisations are stuck in fragmented pilots, disconnected tools, and rising pressure to deliver growth faster than ever. This session cuts through the noise to show what it actually takes to move from experimentation to an AI‑native marketing engine that drives measurable results. Through an end‑to‑end view of Capgemini’s new model, you’ll see how leading organisations are connecting insight, content, decisioning, and execution into a single, always‑on system - where AI and human creativity work as one to deliver speed, relevance, and control at scale. This isn’t theory or another point solution. It’s a practical blueprint for turning AI into growth - showing how to move from complexity to clarity, focus on creativity, and transform marketing into a predictable, performance-driven business.

Producing more content is no longer enough. The organisations creating the most value are building connected human-agent workflows that scale production while maintaining quality, governance, and brand consistency.

Learn how to orchestrate AI agents across your content supply chain-from planning and creation to review and delivery-to accelerate content operations and produce production-ready content at scale. Discover practical patterns for multi-agent workflows, agent orchestration, and integrating AI into existing content processes without sacrificing human oversight.

Key Takeaways

• How to design effective human-agent workflows
• Patterns for orchestrating multi-agent content processes
• Ways to scale content production while maintaining brand quality
• Strategies for aligning AI agents to existing content operations

Discover how M&G transformed a fragmented pensions web estate into an audience-driven digital growth platform. This session takes online marketing leaders inside M&G & Merkle's Audience Driven Website programme, from market pressures and customer research to strategy, UX, SEO, design systems and build delivery. It shows how insight from 600+ research findings shaped clearer journeys for customers, advisers and corporate audiences, replacing high-friction navigation with mobile-first, task-based experiences and stronger value propositions. The work delivered 60+ pages, 17+ core components, 18+ bespoke components and 12 AEM templates, creating a scalable foundation for personalisation, experimentation and performance storytelling. Featured Adobe technologies include Adobe Experience Manager (AEM), Adobe Workfront, Adobe Express, Adobe Firefly and Marketo, with future opportunities spanning AI-enabled experiences, content transformation, CRM automation and integrated digital marketing across every stage of the customer lifecycle.

Card Factory has built its success as a beloved high street brand. Now, the business is entering its next phase - scaling into digital and building deeper, longer-lasting customer relationships.

In this session, hear how Card Factory is laying the foundations for growth, including the launch of a new loyalty programme designed to shift from transactions to ongoing engagement. With early investments in Adobe Experience Manager and a clear vision for modern customer experience, the team is rethinking how to connect content, commerce, and customer data across channels. While still early in the journey, the focus is firmly on building for scale, value, and adoption from day one. Drawing on experience from previous large-scale transformation programmes, this session will explore:

Transitioning from a store-first model to a digitally-enabled business

Approaching early-stage adoption of enterprise platforms like AEM

The role of loyalty in driving repeat engagement and lifetime value

Designing the right foundations before full digital maturity

This session is ideal for retailers and marketing leaders at the start of their digital transformation - looking to move quickly, avoid common pitfalls, and build a future-ready experience strategy.

The CMO Balancing Act is a practical guide for CMOs and senior marketing leaders navigating unprecedented complexity. Our analysis shows that building emotionally resonant brands and long-term customer relationships is now both a growth strategy and a defence against increasingly agentic customer journeys. AI is driving many of these challenges but also provides the tools to address them.

Drawing on analysis of 110+ industry reports and insights from 30+ Deloitte marketing leaders, this report identifies the most significant shifts in marketing priorities and provides actionable strategies to help leaders thrive in a rapidly evolving landscape.

This session shows online marketing professionals how to move beyond dashboards into an AI-ready operating model for experience-led growth. Powering Intelligence connects strategy, data engineering, identity, analytics and activation, helping teams unify customer profiles, understand journeys, personalise in the moment and prove commercial impact.

Featured Adobe technologies include Adobe Experience Platform (AEP), Adobe Customer Journey Analytics (CJA), Adobe Analytics, Adobe Content Analytics, Marketing Campaign Analytics, CJA B2B Edition, Adobe Journey Optimizer (AJO), Experience Platform Agents, AI Assistant, Data Insights Agent and Adobe Agentic Analytics.

Together, Merkle and Adobe create governed data foundations, decision-grade insights, predictive targeting and adaptive customer journeys, so marketers can act faster, optimize spend and deliver measurable ROI.

Analytics can sometimes feel like rocket science. Between acting as the pilot, engineer, and navigator, the pressure of the mission can feel immense. You don’t have to explore the void alone! Prepare for liftoff as we share intergalactic tips designed to make Customer Journey Analytics feel like a high-speed slingshot around Jupiter. Explore cosmically powerful storytelling capabilities, expand your horizons through data visualisations, and reach insights at faster than light speed. Whether you’re dealing with a cracked hull or a complex data set, we’ll show you how to solve any problem with the Customer Journey Analytics equivalent of duct tape, tube socks, and ingenuity. Explore our out-of-this-world analytics tips and a chance to win exclusive Customer Journey Analytics swag and prizes.

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 era — where AI doesn't just inform decisions, but works alongside your team to orchestrate experiences across data, journeys, and channels in real time.

Discover how leading brands are making the shift from campaign-based execution to continuous, intelligent engagement — and what it means to assign AI a goal rather than just ask it a question. From operational workflows to competitive response campaigns, see how agentic AI transforms the speed and scale of customer engagement without replacing the human creativity and judgement at the heart of great marketing.

Learn how Amplifon has transformed its omnichannel engagement strategy by orchestrating the full Adobe Experience Cloud. Starting with a modern, cloud-based, experience-led brand site, Amplifon uses Adobe Experience Manager and Adobe Experience Manager Assets as a centralised DAM to deliver consistent, relevant content across markets. Behavioural and transactional data are connected to Adobe Real-Time CDP to build a single, actionable customer profile. Building on this foundation, Adobe Campaign and Adobe Target enable truly omnichannel experiences, from personalised email and SMS to dynamic web and in-store interactions, aligned with each customer’s hearing care journey. In this session, Amplifon and Deloitte will share how they connected platform capabilities end-to-end and the business impact in terms of engagement, lead conversion, and loyalty, along with lessons learned for global, multi-market implementation.

Start Small & Scale Smart.

In marketing, being able to respond quickly is critical, but maintaining brand consistency is what ultimately builds trust and long-term impact. In this session, we will share how to build a scalable marketing model that enables you to run more campaigns without sacrificing brand integrity. We will walk through the technology setup that makes scale possible, but more importantly, go beyond the tech to unpack the real complexity behind it. This includes navigating governance, managing legal entities, defining data ownership, streamlining approvals, and aligning teams across the enterprise.

You’ll leave with a practical view of what it takes to operationalise scale and how to approach it in a way that is both realistic and sustainable.

Key takeaways:

• How to start building a scalable campaign model while staying aligned to brand standards
• How to navigate governance, approvals, and cross-enterprise complexity when scaling marketing operations

Fan loyalty was once inherited, passed down through generations, stitched into identity long before anyone thought to question it. Today it has to be earned, constantly, by audiences with more choices, more access, and far less obligation to stay.

This session brings together two of sport's most iconic organisations - the Premier League and the NFL - to explore what it takes to build lasting connection in a world driven by moments, not seasons. The Premier League reaches 1.8 billion fans across 189 countries. The NFL has grown to 183 million international fans in markets where the sport had no foothold a decade ago. But behind those numbers is a harder challenge: converting reach into relationship.

The organisations doing this well aren't just giving fans something to buy into; they're giving them somewhere to belong.

Microsoft and Adobe explore what it means to be AI‑ready in modern marketing. Fragmented workflows—not a lack of tools—create the friction that slows campaigns and limits impact. AI readiness isn’t about adding more technology; it’s about redesigning how work gets done. This session uses a “day in the life” lens to show how marketers can move from disconnected systems to a connected operating model. Learn how Microsoft Copilot and Adobe’s marketing agents work together across the campaign lifecycle—from planning and audience strategy to content execution, journey orchestration, and performance analysis—keeping marketers in the tools they use every day. Rather than future promises, this session centers on practical value available today: where AI removes friction, how agents augment (not replace) human decision‑making, and what organizational shifts are required to unlock real productivity gains.Attendees will leave with a clearer framework for assessing AI readiness,prioritizing high‑impact use cases, and evolving marketing operations to support speed, personalization, and scale.

The best customer experiences feel effortless—but they're engineered, not accidental. Join Microsoft and Adobe to discover how organisations are combining first-party data, AI and modern marketing platforms to deliver the right message at the right moment. Learn how Microsoft Fabric, Real-Time CDP and Adobe Experience Platform create a unified, governed customer view, while Microsoft 365 Copilot and Adobe Marketing Agent empower marketers to personalise at scale directly in the flow of work. Featuring real-world examples from leading brands, this session explores how AI is accelerating growth, strengthening customer engagement and redefining what's possible in the new era of personalised experiences.

The best customer experiences feel effortless—but they're engineered, not accidental. Join Microsoft and Adobe to discover how organisations are combining first-party data, AI and modern marketing platforms to deliver the right message at the right moment. Learn how Microsoft Fabric, Real-Time CDP and Adobe Experience Platform create a unified, governed customer view, while Microsoft 365 Copilot and Adobe Marketing Agent empower marketers to personalise at scale directly in the flow of work. Featuring real-world examples from leading brands, this session explores how AI is accelerating growth, strengthening customer engagement and redefining what's possible in the new era of personalised experiences.