Adobe Summit
March 26, 2025
Your Adobe Summit 2025 Recap
Whether or not you attended Adobe Summit 2025, the Infosys x Blue Acorn iCi team has put together a comprehensive recap of this exciting, action-packed week in Las Vegas.
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Keynotes
Adobe’s two keynotes unveiled new technology, such as the Adobe Brand Concierge, and brands like The Coca-Cola Company and JPMorganChase inspired attendees about personalization at scale and the evolution of AI. Want to see these two keynotes for yourself? You can watch both of the keynotes on demand.
Major Highlights
A lot was covered during the keynotes; here are just a few exciting announcements presented:
- The Adobe Brand Concierge: Powered by Adobe Experience Manager and Adobe Experience Platform, this revolutionary transactional chatbot and web-based agent has insights into customer buying patterns and knows about inventory, products, and other assets, allowing for personalized engagement and decision-making.
- Agent Orchestrator: This built-in agentic functionality makes it easy for teams to use purpose-built AI agents for optimizing websites, handling repetitive content production tasks such as resizing, refining target audiences, creating and optimizing channel experiments, and scaling content and digital media production.
- Journey Agent: This AI agent is embedded within Adobe Journey Optimizer and can handle basic questions and commands. It can also develop a journey to entice customers, look up loyalty statuses, and recommend when and how to nudge customers' decisions.
- B2B GTM Orchestration: To help businesses grow, this tool brings all pillars (data foundation, personalization, and insights into action) together into an integrated B2B solution.
- Commerce Innovations: To modernize commerce experiences, new technology was announced, such as Adobe Commerce as a Cloud Service, Adobe Commerce Optimizer, and Adobe Developer App Builder.
Opening Keynote Takeaways
Adobe Summit kicked off with Adobe executives and customers from leading brands sharing more about the future of customer experience and best practices that combine creativity and marketing in the era of AI.
Here are snapshots of the biggest insights:
- Creativity and AI: As AI evolves, the human value and focus will continue to be on unleashing creativity. The opportunities for AI and marketing are significant.
- Customer Engagement: The end consumer wants to be the center of their own story. Engage customers in their own narrative and make them the story’s protagonist.
“Adobe MarTech has been on a steady evolution within the framework of data, customers, and journeys. We are reaching new heights based on the foundational efforts over the past decade. We are in a sequential build up towards the cutting edge of advanced marketing and personalization at scale,” stated Chase Bruch, Blue Acorn iCi’s VP of Customer Intelligence.
Inspirational Keynote Takeaways
Attendees of this keynote uncovered how leaders from the world’s top brands are transforming and modernizing their digital marketing experiences.
Below are some essential lessons learned:
- Leadership and culture still matter in the age of AI: Jamie Dimon, Chairman and CEO of JPMorganChase, underscored the importance of honesty, avoiding complacency, and maintaining work-life balance by scheduling personal priorities with the same discipline as business meetings.
- The future of B2B marketing is personalized, data-driven, and centered on buying groups: Adobe highlighted tools like Adobe Journey Optimizer and Adobe Brand Concierge to support this evolution, while ServiceNow’s CMO called for marketing that focuses less on systems and more on the people actually doing the work.
- AI is transforming the way companies operate—but only when grounded in purpose: Many speakers emphasized that AI is most effective when applied to adjacent technologies and operational improvements, rather than being treated as a flashy add-on.
The Infosys x Blue Acorn iCi Presence
The Infosys x Blue Acorn iCi team attended Adobe Summit as a Diamond sponsor for the third year in a row. Our experts hosted a number of different engagements throughout the week, such as luncheons, industry events, and speaking sessions. Catch a few of the highlights below:
Sessions:
- Content: The Catalyst for Digital Transformation: Our experts sat down with ABB and AT&T to discuss how organizations can use GenAI to transform digital marketing and content strategies.
- Digital Reimagination: Elevating B2B Success Through Workplace Engagement: Blue Acorn iCi’s Chief Marketing Officer, Emily Wilhoit, connected with Aramark to discuss launching the organization's new digital experiences and how this created seamless experiences for its customers while improving efficiency.
Luncheons:
- Speed, Scale, and Modernization: Adobe Edge Delivery Services Explained: Chase Bruch and Tyler Craft spoke about the current state of commerce and the case for digital transformation with Adobe Edge Delivery Services.
- Women Powering Commerce Panel & Luncheon: Blue Acorn iCi’s Chief Client Officer, Clare Rappaport joined a panel alongside commerce experts from DISH and Adobe to discuss the future of commerce and how women are influencing its evolution.
Additional Summit Takeaways
The keynotes, Infosys x Blue Acorn iC’s speaking sessions, and ancillary events were just the tip of the iceberg at this year’s event. Here are a few other exciting announcements you might have missed:
Technology
Adobe Brand Concierge
Now, teams can deliver AI-driven conversations that predict and adapt to customer needs from discovery to conversion and beyond. Learn more.
Technology
Adobe Commerce as a Cloud Service
A B2B and B2C commerce platform that improves organic traffic and conversions while reducing operating costs. Learn more.
Technology
Adobe Commerce Optimizer
This seamlessly pairs with any existing transactional system to transform the shopping experience, increase conversion rates, and deliver instant ROI. Learn more.
Technology
Adobe Developer App Builder
This cloud-native platform is designed to build and manage custom applications across the Adobe ecosystem. Learn more about our expertise.
To learn more about the latest Adobe technology and how these products can transform your digital experiences, read our ebook or contact Infosys x Blue Acorn iCi today. As a Platinum Adobe Partner, our team of experts has implemented the latest Adobe technology for various companies across industries.