Adobe Summit 2023 - key takeaways
It's been a while since the Adobe Summit in London. However, I feel that the topics that were discussed at it have been universal, even timeless. Timeless, of course, from the scope of the current digital world, the way we work, creativity and the consumer experience. What were you really able to see at the Adobe Summit in London? What changes will we see in e-commerce in the future due to Adobe technology?
Before I answer these questions, a few words about the conference and the organization. Adobe Summit 2023 was held at EXCEL London. A massive conference centre that can accommodate thousands of people. After a break of several years, it's good to join such an event again in person rather than online.
Meeting the Partners
As you would expect from Adobe, a company that puts "experience" at the centre, everything was organized at the highest level. Right from the entrance, I was greeted by a host of employees who were eager to help and answer any question. After picking up my entrance pass, I headed toward the room where the first part of the conference was to take place. Greeting and meeting the Partners.
Yes, because the first day was dedicated to Adobe partners. Lots of companies from all over Europe that are implementing Adobe Experience Cloud solutions.
In addition to the presentations, I had the opportunity to talk with colleagues in the industry. It was nice to exchange experiences, talk about challenges, but most of all to see together what the future holds for Adobe applications.
Key Takeaways
- With Adobe's cloud solutions, we can introduce powerful savings for organizations. Deploying on the Adobe cloud can generate up to several times lower cloud costs for companies.
- Hyper Personalization from Adobe using AI. A new direction in delivering content to customers, unlocked by AI capabilities. All built into the Adobe Experience Cloud suite of applications.
- GenAI unlocks layers of creativity and reduces the time it takes to produce content. It also allows you to better work with large sets of customer data and create customized campaigns for them.
- The term Content Supply Chain will enter the vocabulary of modern digital marketing.
Savings - Personalization - AI
In the partner section, we had a peek into Adobe's solution kitchen. One of the most important pieces of information on Adobe Summit, that appear on the slides, is the powerful savings we can generate by swapping third-party cloud solutions for Adobe's Cloud.
The second important direction for companies is personalization. And hyper personalization. Delivering the right content to customers, at the right time, is the key to success. And the content supply chain is the backbone of online business. In your company, in your online store, do you already have conversations about this topic?
The third major change that is available to teams with Adobe Experience Cloud is AI. Artificial intelligence built into Adobe apps enables hyper personalization. With AI modeling, you can not only get prompts, but also use AI models to segment and deliver relevant content to your customers. Revolutionary? Definitely!
To realize the full potential of Adobe applications, you need to change the way you think. Thinking about business, customers and what is important and gives you an edge. By transparently connecting the apps in the Experience Cloud group, not only is the IT overhead required to connect the apps together reduced, but you can start using them all production-wise faster.
GenAI
Content Supply Chain is a term that describes the process of producing and delivering content to the end customer from the beginning of the process until the content is published and even visible to the customer. One component of this content is media, or in other words, graphics. In your organization, do graphic designers develop all the material that is then published online?
Probably yes, this is the traditional model of work. On the other hand, we are now facing a revolution. It consists in the fact that some of the materials can be created not by a graphic designer, but by a marketer who works on a campaign. How can he do it?
GenAI technology, allows you to generate graphics from a text description. This technology will also allow you to modify already existing images. E.g. remove the background, add graphic elements and blend them very nicely into the existing image. Does this completely replace the work of graphics departments? Absolutely! It's a tool to unleash the layers of creativity in your team. With Adobe from now on, you can reduce the waiting time for all content. The content supply chain gets shorter. You can get out communications to your customers faster. Faster can mean ahead of the competition. Or it can mean, more personalized communications.
Benefits of GenAI
There is another side to the coin of this technology. Because GenAI isn't just about generating graphics and enhancing them. It's also hinting at campaigns, segmentation and potentially important reports. Depending on the application with Adobe Experience Cloud, this technology provides other benefits.
I have a feeling that Adobe (as well as the rest of the major players in the AI market) bought a one-way ticket when they entered AI. Now there is no turning back. Especially since customers love AI. The way it speeds up work and makes everyday tasks easier.
Summary Adobe Summit 2023
After a few weeks of thinking about what I saw at Adobe Summit, I'm convinced that the next revolution is just around the corner. There is not yet widespread use of all these technologies, but they are entering our workbench very rapidly. And those who are already using the Adobe stack are growing faster in digital. What brands are already taking full advantage of Adobe Experience Cloud?
At Monogo, we based our business on content just over a year ago. Since then, we have seen a more than 20-fold increase in visits to our website. We have targeted our messages to two main target groups. By creating content, we have seen a lot of growth and new inquiries that were not coming to us before.
And all of this just by changing our thinking and betting hard on content. What's next for us?
We continue to move towards personalization and further Content Creation for our clients. We want to share knowledge, news and relevant information from the e-commerce industry. This is our mission.
Finally, a few words about whether Experience Cloud can be used by smaller companies, or only by rich corporations? It turns out that it's not the only one. Adobe has prepared license packages that are almost for every pocket.
Write, let's arrange a demo and talk to an Adobe expert about pricing.