The Adobe Summit 2023 – the world’s largest Digital Experience Conference – kicked off last week in Las Vegas, unveiling a range of new products across Adobe Experience Cloud and Adobe Creative Cloud which will optimise content creation and delivery.
The Summit returned to Las Vegas for the first time in four years for a hybrid in-person and online format powered by Adobe Experience Cloud. Well-known speakers and industry leaders presented at the Summit include screenwriter and director Aaron Sorkin, comedian and actress Tig Notaro, and NFL players Peyton Manning and Damar Hamlin.
Katrina Troughton, MD and VP for Adobe in Australia and New Zealand, said this was her first Adobe Summit and she was “blown away by all the innovations we are bringing to market, both in terms of volume and impact.”
“The overarching theme of the event was ‘experience-led growth’, highlighting the fact that customer experience is key to achieving sustained, long-term profitability. But how do you do that in today’s challenging environment, where everyone is having to do more with less? The answer is the delivery of integrated solutions that increase collaboration and optimise workflows so creative and marketing operations can efficiently generate personalised content and assets at scale,” she added.
“Add generative AI into the mix, and we believe people will be able to do their work with more precision, power, speed and ease, and spend time on higher value work,” Katrina said.
At the Summit, Adobe Sensei GenAI services was also debuted, including Adobe Firefly – a new family of generative AI models that focus on image generation, text effects and AI innovations across Adobe Experience Cloud to power marketing workflows.
As well, Adobe also announced new Adobe Product Analytics and a re-imagined content management solution that allows marketers to self-serve websites and carry out mobile app edits.
For creative development at the enterprise scale, Adobe unveiled Adobe Express for Enterprise, enabling those working in an organisation to create content, regardless of their creative skill level.
On top of all these new innovations, Adobe announced the world’s first comprehensive Content Supply Chain solution, made possible through Creative Cloud and Experience Cloud developments which connect tools for planning, creating, reviewing and distributing creative materials so teams can come together to meet content demands in less time.
Plus, Adobe delivered a new release of Adobe Experience Manager (AEM) for the Content Management System category, enabling teams to update company websites and mobile apps using word processing or spreadsheet tools. By lowering technical barriers, this new release of AEM will help make it easier for teams to carry out enterprise content management.
We asked Katrina which new products she thought will make the most impact?
“Our announcements around generative AI – specifically Firefly and Sensei GenAI – have garnered the most interest, and for good reason. Adobe Firefly, we believe, will be a co-pilot to give all creators superpowers to work at the speed of their imaginations.
“It is also different to other generative AI models out there because this first model is trained on Adobe Stock’s professional-grade, openly licensed images, and public domain content where copyright has expired. This means the content it generates is among the highest quality and safe for commercial use, as it won’t contain other people’s or brands’ IP.
“With Adobe Sensei GenAI services, we are redefining how businesses deliver customer experiences. This is essentially a co-pilot for marketers, improving productivity and efficiency while providing full creative control and trusted governance capabilities,” she added.
“We also unveiled the world’s first Content Supply Chain Solution to help brands to plan, produce, deliver and analyse more content in less time, which will drive efficiencies and major cost savings. So a lot of innovations that will help people work faster, smarter and with greater convenience,” Katrina said.
Do Australians use a lot of Adobe products and if so – which ones and why do you think?
“Australia is a pivotal market for Adobe because we are innovative, creative, and often world-leading, and Adobe provides the toolset to enable and support this.
“You would be hard-pressed to find an Australian who hasn’t interacted with one of Adobe’s products – whether it be learning to use Photoshop at school, signing a document through Adobe Sign or reading a PDF on their computer. Also, when you are engaging in the digital economy through normal everyday activities like online shopping, learning or banking, this experience is most likely powered by Adobe’s technology,” she added.
“This connects back to our mission to change the world through digital experiences. Digital experience is critical to how we connect, engage, learn, and do business today, and we want to empower people to change the world by creating amazing digital experiences,” Katrina said.
Adobe Summit 2023: Driving experience-led growth
Adobe Experience Cloud is the world’s leading customer experience management solution and it’s used by 87% of Fortune 100 companies and is also expanding its footprint across other sectors including healthcare and financial services.
Adobe Creative Cloud is the world’s leading platform for creating compelling content. As content becomes the critical foundation of our digital experiences, Adobe is connecting Experience Cloud and Creative Cloud to make content creation, delivery and measurement more achievable to a higher level.
President for Digital Experience Business at Adobe, Anil Chakravarthy said: “As the digital economy continues to expand, profitable growth will come from connecting the complete customer experience – from acquisition to engagement and retention.”
“Our latest Adobe Experience Cloud innovations uniquely connect customer experience creation and management, empowering brands to efficiently scale, unify and personalise digital experiences across surfaces, and achieve sustained, experience-led growth,” he added.
AI and generative AI innovations
New Adobe Sensei GenAI services in Adobe Experience Cloud will redefine how businesses deliver customer experiences. The services will be integrated natively in Adobe Experience Cloud as a co-pilot for marketers, improving productivity and efficiency while providing full creative control and trusted governance capabilities. Sensei GenAI will leverage multiple large language models (LLMs) including Microsoft Azure OpenAI and FLAN-T5 within Adobe Experience Platform, depending on unique business needs.
Adobe also unveiled Adobe Firefly—a new family of creative generative AI models, first focused on image generation and text effects—which will be integrated into Adobe Experience Cloud for businesses to generate content designed to be safe for commercial use. Adobe’s first Adobe Firefly model is trained primarily on hundreds of millions of professional-grade Adobe Stock images, openly licensed content and public domain content where copyright has expired. Firefly-generated output will have real business value in commercial settings, as it doesn’t generate content based on other people’s or brands’ IP.
Sensei GenAI services and Adobe Firefly will act as co-pilots for creative and marketing departments, enabling them to generate new content-driven experiences at the speed of their imaginations with more precision, power and ease – directly within Adobe Creative Cloud, Adobe Experience Cloud and Adobe Document Cloud applications and workflows.
For more about the Adobe Summit, you can visit the Summit web experience.
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