Adobe Summit 2024 insights
Adobe Summit 2024, also known as The Digital Experience Conference, was held from March 25-28, 2024 in Las Vegas, NV. The Summit featured keynotes from Adobe executives and more than 200 sessions discussing content delivery at scale and the future of experience-led business growth. Thousands gathered to learn, share, and shape the future of the digital experience industry.
Here are my top takeaways from attending the event:
GenAI can revolutionize how we build digital experiences
A primary focus of this year’s conference was Adobe’s investments in AI, centered around Firefly — its new generative AI (GenAI) engine. Adobe unveiled AI-embedded innovations across Adobe Experience Cloud and Adobe Creative Cloud. These new in-product AI tools are set to empower brands to deliver one-to-one personalization at scale through natively integrated GenAI, plus AI-driven automation and real-time insights.
Last year, Adobe introduced Adobe Firefly for generating images, and this year, they expanded its capabilities to include more media types, custom models for improving branded controls, and API services. Additionally, AI Assistants now streamline workflows across various Adobe products, such as an Assistant for AEP to build audience segments and journeys, plus an Approval Assistant for Workfront.
Summit was particularly insightful, and inspiring, for how we can navigate the tectonic transformations GenAI is having on the content landscape. Adobe introduced ways new GenAI capabilities can support increasing pressure on digital teams to deliver more — with more efficiency, more insights, and more impact. The scale of Firefly’s enhanced capabilities for enterprise use cases made this year’s Summit a landmark event with keynotes featuring a new vision for how digital experiences are made and managed working with AI.
Enterprise Content Supply Chain is foundational to intelligent, automated experience delivery
Delivering a data-driven digital experience requires an enterprise-wide Content Supply Chain that standardizes content and makes content available for automated personalization across the user journey. Brands need to streamline people, processes, and technology to deliver the increased demands for content speed, content variants, and content availability. There’s a growing need to integrate enterprise content management tools to single vision with enterprise data and customer journey management tools.
Adobe’s Content Supply Chain solutions for enterprises are designed to help orchestrate content processes while integrating content with Adobe’s customer experience management (CXM) suite of products that provide the ability to enhance engagement through journey orchestration and a unified view of the customer via Adobe Experience Platform (AEP).
Adobe’s introduction of GenStudio, a new generative AI-first “marketing hub”, reimagines how brands approach Content Supply Chain. It will allow marketing teams to plan, create, manage, activate, and measure on-brand content in one place. This new platform can streamline how teams deliver digital experiences and campaigns, leveraging the power of generative AI to automate content creation and multichannel deployments.
At Summit, we saw GenStudio demos of prompt-based content ideation to practically instant creation of social units, display ads, and emails generated in multiple, production-ready designs. Adobe’s GenStudio product page notes “Websites — coming soon [giving] marketers and agencies the ability to create optimized webpages that meet visual and copy guidelines.”
Experience leaders will need to guide safe deployment of this rapidly evolving technology
Whether adopting Adobe’s GenAI tools or other AI solutions, there is a lot of potential to accelerate design and content production, elevate how we tailor personalized content, and reduce manual tasks. However, experience leaders will need to guide safe deployment of this rapidly evolving technology to ensure GenAI is used responsibly and is brand aligned.
AI systems will need guardrails and require rethinking responsibilities across the content supply chain to monitor AI generated content quality and safety.
Here are resources on GenAI ethics and transparency from Adobe:
