数字营销会议四大主题

R E W I N D S E R I E S / A D O B E S U M M I T 2 0 2 5 UNLOCKINGAI-ENABLEDEXPERIENCES 4 THEMES EMERGING FROM THE DIGITALMARKETING CONFERENCE I N T R O D U C T I O N Given the breadth and depth of theofferings in the Adobe ecosystem,Adobe Summit – the yearly digitalmarketing conference hosted bythe company and now in its 23rdedition – is an event that is relevantfor all enterprise marketerseverywhere, whether they are morefocused on strategy and creativity,on media, or on the delivery ofdigital customer experiences. by taking advantage of the paradigm shiftsbrought to bear by Artificial Intelligence.This is coming to fruition in experimentationthrough pilot programs in the case of someorganizations, and in fully-fledged, enterprise-level, multi-market implementations in thecase of early adopters, with Adobe itselfbeing at the helm of the second group. Beyond technology innovation, the increasingadoption of AI opens up a broader set ofquestions for marketing leaders convening atthe conference: will the role of human creativityevolve? What set of decisions should still bein the hands of human contributors? How willaudiences react to the progressive optimizationand personalization of the interactions theyare served? And how are these advancementswe are starting to experience as consumerspush forward expectations of B2B buyers? This year the conference – held in Las Vegasbetween March 18th and March 20th – foundmarketing leaders reconvening at a particularlytransformative time in the industry. The initialhype set in motion with the emergence ofGenerative AI in late 2022 has now morphedinto concerted practice, with some of theworld’s largest brands actively working tooverhaul how they go about innovating theircreative production, media footprint, andcustomer experience orchestration, as wellas several other aspects of their business OUR THEMES T H E M E 0 1 BECOMING ANAI-ENABLEDEXPERIENCEBUSINESS The premise for this consideration is truer nowthan ever before: as evidenced by SundeepParsa, Vice President of Products, CustomerData Platform, Experience Platform &Customer Journeys at Adobe, today consumersreceive across various channels approximately5,000 brand messages per day, which meansalmost 2 million brand messages a year. For over a decade now, Adobeat Summit has emphasized theimportance for organizations to“make experience their business”. Ina nutshell, this motto encapsulatedthe belief that, as endless optionsstarted to become available at ourfingertips across all categories ofproducts and services as a result ofthe digital revolution, consumers willreward the organizations that are ableto present these options through rich,consistent, and delightful experiences. Among the challenges presented by the scaleand complexity at which enterprise brands arenow demanded to operate, personalizationremains a critical component of Adobe'sstrategy and Adobe's vision for meaningfuldigital experiences is driven by the integrationof AI and machine learning. The introductionof AI-driven tools and platforms, such asthe Adobe Experience Platform AgentOrchestrator, which provides a foundation tohelp brands utilize their purpose-built AI Agentsfor managing their day-to-day work across theAdobe applications, is indicative of the newmandate for marketers in this ecosystem: so,let’s see how Adobe and other leading brandsdiscussed their transition into becoming nolonger simply experience businesses, butratherAI-enabledexperience business. Experience orchestrationgoes ‘agentic’ Adobe is itself going through thistransformation as it develops new tools toenable marketers to create, orchestrate,and deliver AI-enabled experiences in thiscompetitive landscape. In theOpening Keynoteat Summit, Anil Chakravarty, President, DigitalExperience and Worldwide Field Operationsannounced the release of 10 purpose-builtAI ‘agents’ to remove bottlenecks in differentareas experience marketers are engaged in. AI agents are AI tools that surpass task-oriented and responsive AI assistants by beingintelligent, autonomous, conversational,goal-driven, and proactive. In addition tothe previously mentioned Adobe ExperiencePlatfrom Agent Orchestrator, agents thatAdobe is launching in Adobe ExperiencePlatform include the Site OptimizationAgent, which independently identifiesoptimization opportunities for an organization’sdigital properties and assists marketersthrough automated workflows in deployingoptimization opportunities all the way toimplementation, as well as the AudienceAgent, which streamlines the complexityof audience management for marketers bydetecting audience anomalies, identifyingduplicate attributes and proactively proposingaudience expansion in look-alike models. The latter is a good example of how Adobesees the interplay between ‘human’ marketersand AI agents in this new era of experienceorchestration. While the Audience Agentproactively and independently pursues itshypotheses, visualizations of how differentaspects of exper