Top 3 Takeaways from Adobe Summit 2025
A week after Adobe Summit 2025, the excitement is still palpable. This year’s event made one thing clear: AI has evolved from a buzzword into an essential part of everyday marketing.
In his opening keynote, Adobe CEO Shantanu Narayen boldly declared we’re now in the customer experience orchestration era powered by AI. Almost every session at Summit reinforced this message, showcasing how AI is revolutionizing marketing by streamlining operations and enabling personalized, scalable campaigns.
Here are three standout innovations that demonstrate how businesses can harness AI to elevate their marketing strategies:
1. Revolutionizing Marketing with Adobe Experience Platform’s Agent Orchestrator
One of the most significant announcements was the unveiling of Adobe Experience Platform Agent Orchestrator. This game-changing tool helps marketers build, manage, and coordinate AI agents across Adobe and third-party ecosystems. This marks a major leap in AI-driven marketing automation, making complex operations seamless and efficient.
Key capabilities include a suite of ten purpose-built AI agents designed to enhance marketing and creative workflows. A notable addition is Brand Concierge, a tool that allows brands to configure and manage AI agents to deliver more personalized and conversational experiences for their audiences.
2. Adobe Doubles Down on Marketo with AI-Powered Enhancements
Adobe reaffirmed its commitment to Marketo, unveiling a series of AI-driven enhancements, user experience improvements, and system performance upgrades. Key updates include:
- Agentic Lead Orchestration Engine: A new visual canvas designed for creating B2B lead marketing journeys, leveraging AI to streamline and optimize campaign workflows, allowing marketers to create and manage lead journeys more efficiently and effectively.
- New Email Designer: A native Email Designer featuring pre-designed templates, dynamic content capabilities, and integration with Adobe Experience Manager cloud services. Adding Content Accelerator Gen-AI allows for more efficient and scalable email creation.
- Salesforce Sync Connector Improvements: Enhancements to the Salesforce sync connector improve data synchronization, ensuring more accurate and timely data exchange between Marketo Engage and Salesforce.
3. Personalization at Scale: The Future of Customer Engagement
One of the most compelling keynotes came from Hilary Cook, VP and Global Head of Marketing Orchestration at Marriott International. She shared how Marriott’s adoption of Adobe Experience Platform has revolutionized its approach to personalization, enabling the creation of tens of millions of tailored content variations for its diverse customer base.
By leveraging AI-driven automation, Marriott has achieved a 70% reduction in time-to-market for campaign content, significantly improving operational agility. This shift enhances efficiency and ensures customers receive highly relevant, personalized experiences at scale.
Cook’s insights reinforced a key takeaway from Summit: personalization at scale is no longer a luxury—it’s necessary for brands looking to drive meaningful engagement and streamline campaign execution.
AI-Powered Marketing: The Road Ahead
Adobe Summit 2025 wasn’t just about introducing new tools but about reimagining what’s possible. AI is no longer the future; it’s the present, supercharging marketing strategies and making personalization feel effortless.
As businesses ride this AI-driven wave, the message is clear: those who embrace AI-powered solutions will thrive, while those who hesitate will be left behind. Whether streamlining workflows, enhancing customer experiences, or unlocking new creative potential, AI is the ultimate co-pilot in today’s marketing journey. The future isn’t just bright—it’s intelligent, dynamic, and ready to revolutionize how brands connect with their audiences.