Covering Disruptive Technology Powering Business in The Digital Age

Adobe just held Adobe Summit 2023, the world’s largest Digital Experience Conference. In it, the company unveiled product innovations across Adobe Experience Cloud, the world’s leading customer experience management solution. It also did the same for Adobe Creative Cloud, the world’s leading platform for creating compelling content. These enhancements aim to empower brands to drive experience-led growth.

As content becomes foundational to next-generation digital experiences, these innovations connect Experience Cloud and Creative Cloud to optimise content creation, delivery and measurement. Adobe also debuted new Adobe Sensei GenAI services, including Adobe Firefly—a family of creative generative Artificial Intelligence (AI) models. It focuses on image generation and text effects as well as new generative AI innovations across Adobe Experience Cloud. The company also announced new Adobe Product Analytics and a reimagined content management solution. The aim of these innovations is to enable marketers to self-serve website and mobile app edits.

To accelerate and democratise creative development at enterprise scale, Adobe unveiled Adobe Express for Enterprise. It aims to empower anyone within an organisation to rapidly create and iterate content, regardless of their creative skill level. Adobe also announced the world’s first comprehensive Content Supply Chain solution, made possible through Creative Cloud and Experience Cloud innovations. These connect popular tools for planning, creating, reviewing and distributing creative collateral. As a result, teams can come together to meet growing content demands in less time.

“As the digital economy continues to expand, profitable growth will come from connecting the complete customer experience—from acquisition to engagement and retention,” said Anil Chakravarthy, President, Digital Experience Business, at Adobe. “Our latest Adobe Experience Cloud innovations uniquely connect customer experience creation and management, empowering brands to efficiently scale, unify and personalise digital experiences across surfaces and achieve sustained, experience-led growth.”

Industry Momentum

Adobe Experience Cloud is the industry’s leading platform for delivering, measuring and personalising customer experiences. Over 12,000 customers now rely on it, including 87% of Fortune 100 companies and 74% of Fortune 500 companies. It receives support from 4,000 global ecosystem members and 450 Adobe Experience Platform partner integrations. Adobe Experience Cloud has continued to gain traction across multiple verticals by introducing solutions to alleviate industry-specific pain points.

Adobe is also increasingly addressing business-to-business (B2B) use cases. It is empowering highly personalised marketing for B2B industry leaders such as Amazon Web Services, Cisco, IBM, Microsoft, Qualcomm and Splunk.

Within the financial services industry, businesses are increasingly adopting Adobe Experience Cloud to support highly personalised experiences. Adobe’s Real-Time Customer Data Platform (Real-Time CDP) helps businesses ensure their customers can manage their financial goals by receiving information and offers that are relevant, timely and consistent.

AI and Generative AI Innovations

New Adobe Sensei GenAI services in Adobe Experience Cloud will redefine how businesses deliver customer experiences. The services will be integrated natively in Adobe Experience Cloud as a co-pilot for marketers. This will improve productivity and efficiency while providing full creative control and trusted governance capabilities. Sensei GenAI will leverage multiple large language models (LLMs), including Microsoft Azure OpenAI and FLAN-T5 within Adobe Experience Platform.

Adobe also unveiled Adobe Firefly, which will be integrated into Adobe Experience Cloud. It will allow businesses to generate content designed to be safe for commercial use. Adobe’s first Firefly model is trained primarily on hundreds of millions of professional-grade Adobe Stock images. These are openly licenced, public domain content where copyright has expired. Firefly-generated output will have real business value in commercial settings as it does not generate content based on other people’s or brands’ intellectual property.

Sensei GenAI services and Firefly will act as co-pilots for creative and marketing departments. They will enable these departments to generate new content-driven experiences at the speed of their imaginations. And they will be able to do so with more precision, power and ease—directly within Adobe Creative Cloud, Adobe Experience Cloud and Adobe Document Cloud.

Additional Product Innovations Announced at Summit

Here are some of the other product innovations Adobe announced:

• New Adobe Product Analytics in Adobe Experience Cloud redefines product analytics by unifying customer journey insights across marketing and product. Teams focused on customer experiences can benefit from a unified view of the customer and collaborate seamlessly across the
• Adobe’s revolutionary new release of Adobe Experience Manager (AEM) redefines the Content Management System category. It enables teams to easily update company websites and mobile apps using popular word processing or spreadsheet tools. By lowering technical barriers, next-generation AEM will democratise and accelerate enterprise content management. The new AEM also uses Adobe Sensei AI to analyse how various attributes of content impact performance among different audiences. It will then recommend changes that will resonate more strongly with viewers.
• Adobe unveiled the industry’s first comprehensive Content Supply Chain solution. It empowers teams to develop more effective content in less time. It connects planning, production, delivery and analysis. As a result, Adobe’s integrated Content Supply Chain solution drives efficiencies and major cost savings, while delivering experience success. The solution brings together applications, services and integrations across Adobe Creative Cloud and Adobe Experience Cloud and is already delivering value to top brands including Xfinity Creative.
• New Adobe Express for Enterprise brings one of Creative Cloud’s most innovative and accessible tools into a universal creative solution for marketers and enterprise leaders. It empowers anyone at any creative skill level to easily create, collaborate on and share branded content. New integrations between Adobe Express and Adobe Experience Manager Assets streamline end-to-end content workflows, facilitating more unified content development and marketing processes.

Adobe Summit returned to Las Vegas for the first time since 2019 in a hybrid in-person and online format powered by Adobe Experience Cloud. At the summit, Adobe shone the spotlight on leading Experience Cloud customers, including Chipotle, General Motors and PGA TOUR. Adobe also announced new and expanded partnerships with Accenture, Amazon Ads, IBM, LinkedIn and TikTok. These partnerships empower global brands to personalise digital experiences, enhance marketing workflows and manage user consent.

To watch the Adobe Summit keynotes online, as well as explore more than 200 sessions and hands-on labs across 11 tracks, network with peers or speak live with an Adobe expert, visit the Summit web experience.

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