Top Insights from Adobe Summit 2024

Generative AI takes center stage at Adobe’s flagship event

Adobe hosted another successful Summit in Las Vegas this year, bringing together 12,000+ marketing leaders in person and thousands more online for product updates, sessions, hands-on labs and trainings, and networking opportunities.

A prominent theme throughout the conference was Adobe’s generative AI (GenAI) capabilities across their marketing and creative clouds. The announcements around GenAI spanned their product lines, with a clear focus on moving from GenAI as a shiny new toy to technology you can confidently put into production and derive real value from.

Below, we’ll highlight Adobe’s major announcements coming out of Summit and how these innovations will help you take the next step in your digital experiences.

Bringing AI to content generation and the content supply chain

Adobe announced multiple updates to Adobe Firefly, its GenAI model that launched at Summit 2023. At this year’s keynote, Adobe shared support for custom models so enterprises can train Firefly on their own data to generate on-brand assets tailored to industry and brand voice. They also launched Firefly Services — new APIs that allow companies to embed Firefly’s text and image generation capabilities into their existing content workflows.

Another keynote headliner was the unveiling of GenStudio, Adobe’s new content supply chain application. GenStudio combines Creative Cloud, Firefly, Express, Adobe Experience Manager (AEM) Assets, and Workfront into a single solution to streamline the end-to-end content creation process using GenAI. Adobe showcased how GenStudio allows teams to brainstorm concepts, generate creative assets like images and copy, collaborate on revisions, and seamlessly publish content — all while adhering to brand guidelines.

AI-enhanced analytics and operations to empower digital businesses

Another major unveiling was Adobe Content Analytics, which provides in-depth measurements of how content assets are performing across channels and audience segments. The AI-powered insights give content teams unprecedented visibility into what’s resonating with their target audiences so they can double down on winning content strategies.

Adobe also introduced the Adobe Experience Platform (AEP) AI Assistant, which provides a simple conversational interface that can answer technical questions as well as automate tasks, simulate outcomes, and generate audiences and journeys within Adobe applications like Adobe Real-Time Customer Data Platform (CDP), Adobe Journey Optimizer, and Adobe Customer Journey Analytics.

Additional announcements paving the way for digital experiences

While AI was a focal point, it wasn’t the only set of capability updates revealed at Summit. Adobe shared advancements in marketing automation, governance and compliance, journey orchestration, and more, enabling additional opportunities to run an efficient and impactful marketing business.

Across all products, enhanced governance and guardrails for data management were top of mind. Adobe introduced Federated Audience Composition, which provides data management flexibility and efficiency by allowing teams to federate audiences and data directly from enterprise data warehouses and data platforms to augment real-time and cross-channel use cases in AEP.

The Marketo team shared their incredibly robust roadmap for 2024, leaning heavily into use cases across campaign creation, content personalization, engagement analytics, and sales enablement. A couple of standouts include:

• AI Assistants for creating tailored email copy, images, and subject lines as well as generating summaries, chapters, and FAQs in webinars
• New Email Designer and AEM Assets Connector that allows marketers to pick assets from AEM Assets and provide tailored content using Adobe Firefly images
• Continuous profile sync from Adobe Real-Time CDP, which syncs data between Marketo and AEP, allowing for control of profile attributes and reduced risk of overwriting field values

Adobe also announced a B2B Edition of their campaign orchestration tool, Adobe Journey Optimizer. This new version allows B2B organizations to identify buying groups across target accounts and manage and automate engagement across the buying committee.

Final thoughts

With this next wave of capability enhancements and new product announcements, Adobe is positioning itself as an end-to-end solution for enterprises looking to embrace GenAI for marketing while maintaining robust brand control, data governance, and ethical guidelines. Adobe Summit made it clear that Adobe views responsible GenAI integration as critical for achieving marketing’s “final frontier” — delivering truly personalized experiences at scale.

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