Analyst: Dr. Doreen Galli

ABSTRACT

Adobe Summit 2024 took over the Venetian with over 11,000 attendees and leveraging one-million square feet of exhibition to host the conference, keynotes, exhibits and meals. The keynotes and side sessions were all about generative AI for the ultimate in personalization and scale for your marketing content needs. Many service providers and ecosystem partners were exhibited. A Strangely many exhibitors didn’t denote if their products leveraged artificial intelligence within their solutions on their displays.

Analysis is only available to clients at this time.

Highlights

• Extensive examples on stage of how Firefly can scale to quickly generative full experiences target to exactly the right customers.
• Many service providers were on exhibit for those who are overwhelmed by the technology involved.

Cautions

•  Many sessions were filled in advance leaving attendees to wait list for desired events. If attending, be sure to create a formal schedule in advance to ensure ability to attend desired events.

Conference Vibe

As a conference for a vendor’s technology for marketing, the atmosphere was set up to be fun with a DJ playing in the hall throughout. The 11,000 strong in attendance could be felt while approaching the keynotes or perusing the exhibits. Meals were served downstairs albeit the word was one might be finding something elsewhere. Readers may experience the entire Conference Whispers: Adobe Summit 2024 playlist.

Keynotes

The keynotes presented endless examples of personalized experiences at scale. The opening day keynote launched with an in-depth overview of Adobe Firefly. They then shared an example using Coca Cola brand assets designing an entire campaign with significant variety in no time. Pfizer’s Lidia Fonseca then came on stage. Lidia Fonseca shared how they are leveraging Adobe’s generative AI capabilities enables campaigns every time a new drug is approved by the FDA. Next, there was a quick announcement regarding Adobe’s collaboration with Microsoft was made surprising without Scott Guthrie who was in town or any other Microsoft executive. With no shortage of examples, they keynote then welcomed Mary Barra of General Motors. It was fascinating to hear how Mary started her career on the assembly line as well as how GM leverages Adobe. At the end of day one, there was an amazing introduction to artificial intelligence and generative AI for those who do not understand its basis.

The second day of the conference commenced with an Inspirational Keynote featuring Delta, TSB, and Major League Baseball (MLB). Admittedly as someone who worked with the MLB in high school, I didn’t expect to hear them talk about a long-lost friend, Bret Saberhagen. The Maximize creativity and scale content strategy keynote provided a Pepsi in depth example. Once again, the theme was how much brand aligned content we can help you create and deliver to exactly who you desire.

The third day brought some other great conference talks and a lot of tired attendees due to the party at Area 51 with Shaq as DJ. We started off our coverage with an Adobe talk that discussed in-depth how to update your content strategy architecture in the age of generative AI. Expanding on this theme, Omnicom provided in-depth case studies on their AI powered ecommerce.

Community Pavilion Exhibits

Exhibitors ran the gambit to support the Adobe ecosystem. Interestingly many that leveraged AI to improve their product did not put any indication on their exhibit. This point was so strangely prevalent that all the industry analysts were discussing it prior to Keynote on day two. According to some exhibitors, the AI was added after the booth was ordered. Others said that at a data conference, every booth specified AI and they thought it was overwhelming. When pointed out if not specifying made it seem like they are displaying legacy technology, the error in their ways was realized. Exhibitors not specifying technology features of their product on the exhibits is not by any means customary!

If attendees were seeking technology to assist in generating content, Movable Ink was present. Conveo provides AI search over your assets and can provide a generative answer to optimize business outcomes. If you would like to create chatbots from any kind of data, Searchblox was on hand.

If you would like a single source of truth over all your marketing data assets, Claravine shared demonstrations and overview of their product. If you would like your assets converted to 200 different languages, Transperfect was on site. Yext shared their SEO intelligent platform to optimize the search over all your digital assets. Glassbox specialized in providing and optimizing customer experience and digital journeys with the use of artificial intelligence. Leveraging all forms of AI, Pathfactory shared their platform for b2b intelligence and personalization.

Session AI’s CMO, Jason Seeba was on hand to share how their technology understands user types within 5 clicks. Knack shared their enterprise grade email and landing page no code solutions. To create a coherent digital journey from telephone calls to web visits at the session level, Invoca conversational intelligence was on display. If you would like to host a conference of your own, Cvent was there with their technology. From planning to hosting to managing all the data for marketing the conference, their product provides an all-in-one solution.

Finaly on the protection side, Cheq shared their solution to remove all botts form analytics, marketing automation and paid advertising. Web governance in the form of removing unapproved cookies from your site was presented by Observepoint.

Service Providers

Adobe exhibit provided many service providers to execute on any of the technologies Adobe shared. We met Webjump who is a Magenta partner in Brazil. We also stopped by Virtusa IT services organization that is proud of their engineering first mindset to enable scalability. Finally, Grazitti not only display but had many their clients also exhibiting at Adobe Summit.

Next Year’s Conference

Next year’s adobe summit will be once again held at the Venetian Resort likely in March, stay tuned for details.

^*When vendors’ names are shared as examples in this document, it is to provide a concrete example of what was on display at the conference, not an evaluation or recommendation. Evaluation and recommendation of these vendors are beyond the scope of this specific research document. Other examples products in the same category may have also been on display.

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