Scenes from the future of customer experience at Adobe Summit 2024

Scenes from the future of customer experience at Adobe Summit 2024

Adobe Summit is more than a conference. It is a meeting of minds and ideas. From automotive leaders like GM, to insurance giants like Allianz, to global hotel chains like Marriot, it is where the world's most relevant brands go to share their transformation stories, learn from each other, and be inspired by the latest emerging technology shaping digital experiences. It is also where business leaders go to check the pulse of today's digital economy, see where they stand, and forge their path to success.

At Adobe, we have the unique honour of hosting this inspirational experience each year. This week, we get to see how our latest technologies power the world's most influential companies as they enter a new age of customer experience and personalization. That includes UK Bank TSB, whose CMO Emma Springham took the stage at Summit to share how Adobe Experience Platform powers the firm's real-time customer experiences, helping it to serve the right content, to the right customer, at the right time via their channel of choice.

It also includes Delta Airlines, the world's largest public airline by revenue. In his interview with Adobe CEO, Shantanu Narayen, Delta CEO Ed Bastian explained how AI will help his company to better serve the 500,000 people who fly on its planes each day. "We see AI unlocking opportunities for our employees to continue to spend even more time delivering personalized experiences and services to our customers," he said.

At Adobe, we feel the same. Generative AI will be crucial to the future of customer experience management. It holds the promise of delivering incredible speed, efficiency and cost savings to our customers. It will revolutionize what is possible with personalization at scale. And it will fuel incredible innovation across content, customer data and customer journeys.

And with Adobe's research revealing that 35 percent of consumers in Europe, Middle East and Africa already expect brands to use generative AI to serve them today, it's no exaggeration to say artificial intelligence represents the future of personalization, trust, and customer success.

Every CxO I speak with wants to know how generative AI can accelerate their company's growth, make their employees more productive, and empower their teams to deliver true personalization at scale. Candidly speaking, most of them are struggling with fragmented digital platforms, siloed data and the insatiable appetite for content from consumers.

What's more, an Adobe survey found that two thirds of marketing professionals expect demand for content to grow by between five times and 20 times over the next two years. That means organizations that are struggling with content velocity today will need to significantly increase their resources or streamline their workflows if they want to keep up with the competition.

To that end, Adobe built our AI technologies to help brands not just meet customers' expectation for relevant and personalized experiences but exceed them, which is the key to driving profitable growth and building long-term trust. The market's response since we launched Adobe Firefly's text-to-image and text effects capabilities in March 2023 has been incredible. Just one year later, we have already surpassed 6.5 billion image generations.

Adobe's generative AI technologies are also helping companies to optimize their content creation and workflows by orders of magnitude. That includes German multinational company, Henkel, which embedded generative AI across its content supply chain to set new standards in efficiency and personalization for its omnichannel campaigns.

Over in Saudi Arabia, Riyadh Air is using the generative AI capabilities in Adobe Experience Cloud to create and personalise its content at scale. The new world-class airline will connect Saudis with more than 100 global destinations, and the ability to communicate with passengers in real-time before, during, and after their journey will ensure they receive timely communications on their preferred channel at all times.

With the latest AI capabilities announced at Summit yesterday, we're making it easier than ever for our customers to bring their digital and personalization strategies to life. Like our Adobe Experience Platform AI Assistant, which allows experience practitioners to use our technologies through natural language, without having to develop deep technical expertise. We also announced Adobe GenStudio, which draws on generative AI to help marketers plan, create, manage, activate, and measure on-brand content more efficiently.

When generative AI took off in 2023, many business leaders felt torn between a fear of missing out and a fear of getting in. Today, brands around the world are embracing AI-powered innovations to establish themselves as digital leaders in the eyes of the market and their customers.

This is just the beginning. We believe generative AI services will one day as a high-touch digital concierge between brands and their audience. Instead of searching for products and services via browsers or applications, consumers will turn directly to these AI-powered concierges for financial advice, virtual health consultations, personal shopping, and more.

That future won't materialize overnight, but one thing is certain. We have officially entered a new age of personalization and digital experiences. From the Adobe Summit stage to our customers' boardrooms, Adobe is helping brands to supercharge their creative ideation, accelerate their digital marketing, and optimise their performance at a speed and scale that's a never been seen before.

The stories being shared at Adobe Summit this week are just the beginning. I cannot wait to see how our customers evolve from here and use Adobe's latest generative AI capabilities to unlock new value for their organization in the year ahead.

If you missed the day 2 inspiration keynotes at Adobe Summit 2024, you can stream the full session on-demand.

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