Adobe Summit stories
Australian marketers are turning to agentic AI to keep pace with fragmented customer journeys and rising demand for personalised content.
Marketers could soon let AI agents handle campaigns, content and analytics as Adobe ties its creative tools to one workflow system.
AI is increasingly moving into live use across Australia and New Zealand, as regulated sectors test deployments while CEOs chase productivity gains.
Businesses gain a single control plane for AI agents as Google Cloud folds developer tools, employee apps and partner software into Gemini Enterprise.
Financial services marketers can now test creative against synthetic AI personas before approval, reducing costly changes after campaigns go live.
The prototypes aim to cut weeks of manual campaign work by automating content, testing and personalisation across Adobe's marketing tools.
Marketing teams can now link Adobe tools with outside AI services under a governed system aimed at auditable customer experience workflows.
Customer engagement gains, including a USD $1 billion revenue impact at Lenovo, topped Adobe’s 2026 Experience Maker Awards shortlist.
Ideas from across Adobe are vetted live at Summit, and some have gone on to become products after further testing and hardening.
Marketers could gain tighter oversight as Adobe ties AI agents to brand guidelines, approvals and performance data across GenStudio.
Businesses must now manage how AI systems interpret their brands, as Adobe sees discovery traffic from chat tools and browsers rising fast.
Marketers could gain a single orchestration layer as Adobe links fragmented data, content and analytics systems with agentic AI tools.
Brands could gain a single governed layer for AI customer work, as Adobe links agents with partner tools across the full lifecycle.
Businesses can now run campaign analysis, customer support and checkout tasks across over 30 AI platforms through Adobe's expanded network.
Enterprises could cut the time needed to bring GPU systems into use, as the integration automates deployment of AI workloads and orchestration.
Many firms are failing to turn AI trials into production systems, with poor controls and weak data forcing almost half of projects to stall.
More than 10,000 delegates will gather in Sydney as New South Wales pushes its education technology sector as an export and jobs driver.
Shoppers using AI tools are increasingly valuable to retailers, even as Adobe finds product pages still lag in machine readability.
Southeast Asia’s B2B tech firms risk weaker long-term growth as most budgets still favour short-term lead capture over brand building.
Poor type choices could leave internal PDFs and branded documents unreadable for dyslexic users, exposing UK employers to Equality Act risks.
