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We are still buzzing from the energy and enthusiasm the Adobe community brought to Las Vegas for Adobe Summit 2024. It was an action-packed event (as expected) with so much great news, content, and entertainment, but as with any event, it’s the people and interactions that made it special. 

This year’s Adobe Summit focused on content experience management (CXM) - numerous innovative ideas and valuable insights were shared. Here are key takeaways that we believe have the potential to transform the industry. 

1. Adobe Commerce Storefront has arrived. 

New tools to build storefront experiences are here. This is the biggest development on the frontend since Adobe’s acquisition of Magento.  

Edge Delivery Services, Commerce Dropins, and Content Blocks are now combined to create faster shops on the web. These micro, serverless frontend components can be included in any framework. 

2. Adobe has given legs to its AI assistant 

The Adobe Experience Platform houses offerings such as the Adobe Customer Journey Analytics solution, Journey Optimizer tool, and Real-Time Customer Data Platform.  

The Adobe AI Assistant sits inside each application, supporting users in completing various tasks. Instead of staying in the single app, Adobe has given legs to its virtual assistant to run across the solutions within the Experience Platform. 

In doing so, the Adobe AI assistant: 

  • creates cross-application workflows to mechanize tasks
  • auto-generates audience segments 
  • answers to customer questions 
  • delivers new resources, assistance, and powers to improve productivity 
  • democratizes in-app knowledge to extended teams and  
  • “unleashes” new ideas via its conversational interface. 

3. Bringing data into the Adobe environment just got easier 

Adobe’s new Federated Audience Composition solution makes enterprise data amassed in warehouses and specialist data stores actionable to augment real-time customer journeys. 

In other words, Adobe is letting customers keep their data on a platform like AWS, Databricks, or Snowflake. But, at the same time, enabling them to tap into the intelligence and draft off it. 

It’s also doing something wildly important for AI: closing the gap between the models and data, exposing AI to more high-quality, secure data, and improving AI outputs across the Experience Platform. 

4. The new Adobe GenStudio reimagines the content supply chain 

Creating and optimizing a customer content supply chain that crosses customer-facing functions is no small feat. 

It can all become chaotic as CX teams deal with different suppliers, offshoots, and automated processes that depend on other automated processes. 

That’s where the new Adobe GenStudio comes into play. It reimagines the content supply chain’s five “key building blocks” with a GenAI approach: workflow and planning, creation and production, asset management, delivery and activation, and insights and reporting. 

By applying GenAI across these steps, Adobe aims to overcome some of the biggest bottlenecks, issues, and frictions from planning to review. 

5. B2B businesses may now benefit from Adobe Journey Optimizer 

Adobe Journey Optimizer helps B2C businesses establish a flywheel of engagement that is measurable, repeatable, expandable, flexible, and scalable. 

Adobe has taken these features into the B2B market, equipping cross-functional teams with a unified view of buying groups in customer accounts – and much more. 

Brands can see the bigger picture and utilize a new unified experimentation feature within Adobe Experience Platform and Journey Optimizer to embed strategic decision-making capabilities within customer journeys. 

6. Adobe’s future for Commerce is combined services  

It’s clear that Adobe’s goal is to combine all their Adobe Experience Cloud services together, along with their impressive AI tools, to offer the complete package to enterprise customers - with complete control over commerce, content, analytics, customer journeys, personalization, external integrations, and more. 

Adobe Experience Cloud, generative AI, and real-time insights empower seamless content management and one-to-one activation, allowing brands to supercharge their digital experiences. These end-to-end suites of digital marketing tools allow personalization at scale.  

7. AI systems have now become tools to scale growth 

It has been a year since the launch of Adobe Firefly, a family of creative GenAI models designed for safe commercial use.  

Adobe made major updates with Structure Reference and Style Reference, which allows the creation of unique images from either the style or structure of a provided source image. 

In addition, GenStudio allows marketers to plan, create and manage generative AI content across apps. 

8. Adobe Sneaks show how GenAI is enhancing the future of creativity 

Sneaks come directly from Adobe employees, many of them eventually become actual Adobe products and features. Cutting-edge technologies this year, focused on CXM, span everything from content creation to brand compliance for digital assets.  

Hosted by Shaquille O’Neil, American former Basketball player and sports analyst, here are some of this year’s promising projects: 

  • Project Perfect Plays: Accelerates creation of marketing playbooks and executes marketing campaigns using Adobe Firefly GenAI. 
  • Project Get Personal: Leverages Adobe Firefly GenAI to create images tailored to individuals to personalize experiences. 
  • Project Ready Click Go: Enables brands to create a full digital experience in Adobe Experience Cloud in just minutes with generative AI using Adobe Experience Manager. 

9. Folks love GSPANN! 

We may be biased. However, we were fortunate to meet many of our partner agencies and solution providers, plus many prospective ones, during the week, and it’s great to hear so many people are enjoying working with our solution and its impact on their merchants. They loved our spacious, practical, eco-friendly jute bags too! Check out the glimpses from the event below:

Adobe Summit 2024


Final Thoughts 

Adobe is building some really amazing stuff and giving its customers time to see how it helps and why they should transition to it. As always, there will be some early adopters and those who are resistant to change.  

Connect with our experts at #marketing@gspann.com. We’re ready when you’re ready to take on the future of commerce.