Adobe’s Generative AI Ambitions Take Center Stage at Summit


The Gist

  • Generative AI focus at Adobe Summit. Adobe emphasizes its commitment to generative AI across its product lines during the Adobe Summit Digital Experience Conference, highlighting updates to Adobe Experience Cloud and Adobe Creative Cloud that it says enhance content production and personalization capabilities.
  • Adobe’s integration and innovation challenge. Despite Adobe’s innovative strides in generative AI, concerns persist about the complexity and integration of its vast suite of digital experience management tools, which may present a steep learning curve and require significant technical resources for effective deployment.
  • Adobe’s market position and future direction. Adobe remains a leader in digital experience platforms, driven by its efforts to integrate generative AI into its ecosystem to improve marketing efficiency and effectiveness. The company’s focus on democratizing AI access and streamlining the content supply chain through innovations like GenStudio reflects its pragmatic approach to addressing customer needs and staying ahead in the competitive landscape, according to one Adobe partner.

LAS VEGAS — Adobe kicked off its Adobe Summit Digital Experience Conference here at the Venetian Hotel hoping for an AI oasis in a desert full of generative artificial intelligence hype.

The San Jose, Calif.-based digital experience software provider unveiled updates Tuesday to its Adobe Experience Cloud and Adobe Creative Cloud that it says activates generative AI around content production and personalization. It’s all generative AI and content management, all the time here in the desert, to which about 11,000 attendees descended for the weeklong conference.

Adobe said the latest products help users create, deliver and measure customer experiences and expand the Customer Experience Management (CXM) solutions that enterprises use to bring data, content and customer journeys together.

It’s a predictable push for the company that touted a new generative AI model for content creation and creative output last year at this time in the same place — Adobe Firefly. While Microsoft and Google duke it out over AI supremacy, Adobe wants to rule the digital experience software landscape over competitors like Optimizely, Sitecore, Bloomreach and Acquia.

Clearly, at least one of Adobe’s competitors wants to dethrone Adobe in the digital experience software space, well covered in our CMSWire Digital Experience Platforms (DXP) Market Guide, btw.

While predictable, Adobe’s push here at Summit to kick things off is smart. Generative AI is high on the minds of marketers — aka Adobe customers. Adobe’s digital media represents most of the company’s business — $14.2 billion — while its digital experience side of the house generated $4.9 billion in the last fiscal year. Publishing and advertising accounts for the final $300 million for the company valued at $229.5 billion.

After all, AI and its impact on marketing is evident now. And certainly will be even more so five years from now, if you ask the world’s foremost thought leaders and software innovators. OpenAI’s Sam Altman recently made a statement that essentially said artificial general intelligence will upend marketing tasks in five years.

Related Article: Adobe Unveils Generative AI Tech and Major Partnerships at 2023 Summit

Can Generative AI Go Beyond Hype, Complexity for Adobe?

Meanwhile, can Adobe help marketers see actionable benefits of such innovations? Or will it just add to its “complex suite of digital experience management tools requiring considerable technical resources to deliver, with a steep learning curve, specialized skill set and training, and longer implementation timelines,” according to this year’s Gartner’s Magic Quadrant for Digital Experience Platforms?

“Generative AI enables a fundamental shift in the relationship between brands and their customers, creating a transformative moment for business leaders to drive profitable growth while delivering new digital experiences,” Anil Chakravarthy, president, Digital Experience Business at Adobe, said in a statement. “The ability to personalize every interaction has become the key growth driver in Customer Experience Management for enterprises around the world, and Adobe is leading the way in making this a reality with powerful generative AI deeply integrated into existing workflows.”

However, Gartner adds in its DXP Magic Quadrant, “Adobe’s pace of innovation sometimes comes at the expense of integration and alignment across its product portfolio, which creates complexities for its customers.” One must admit — the nomenclature alone is hard to keep up with: Adobe Experience Cloud, Adobe Marketing Cloud, Adobe Experience Platform, Adobe Experience Manager. Customer Experience Management (CXM) solutions. Adobe Sensei. Adobe Analytics. 

Jesús Hoyos, principal consultant for CX2 Advisory, told CMSWire the question will be how all of this integrates to a full AI framework using Adobe’s own Customer Data Platform (CDP).

“This is the ‘promise’ from Salesforce and others,” Hoyos said. “Are we going to have individual AI functionality per application and/or a complete AI framework across all the Adobe ecosystem?”

Related Article: Revolutionizing the Digital Economy: Experience-Led Growth Takes Center Stage

Seven people line up to get registered at the Adobe Summit 2024 registration desk that says, "Adobe Summit" on a sign.
Adobe Summit features news on generative AI implementations into Adobe’s digital experience software stack.@AdobeSummit/X

DXP Innovation Amidst Generative AI Evolution

Let’s not get it entirely twisted: Adobe’s on many shortlists, as Gartner says, and its Digital Experience Platform is the leader in its DXP MQ: it’s a “proven and mature solution” known for “deep, broad and innovative product features for external-facing digital experiences” that also includes “one of the most extensive partner channels.”

Eric Schmitt, research director and analyst on the Gartner for Marketing Leaders team, told CMSWire generative AI creates new opportunities for Adobe and its customers to bridge and integrate the two. The latest Summit announcements highlight this theme, he added, and are in-step with emerging buyer needs and opportunities.

“From a practical perspective, Adobe clients and prospects should move deliberately,” Schmitt said. “On one hand, businesses with large creative and content teams are wise to invest in transforming design and production processes. On the other, it is still very early days for generative AI software and for many enterprises, other business-critical priorities — unrelated to creative — compete for investment.”


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