Adobe Summit Days 1& 2: Key trends & takeaways

Adobe Summit 2025 has set the stage for what’s shaping up to be one of the most pivotal years in digital marketing and customer experience innovation.

Across two packed days of keynotes, breakout sessions, and industry deep dives, a few key themes have emerged—AI is no longer an emerging tool; it is now the foundation of strategic decision-making in marketing, finance, and operations.

From advancements in measurement and attribution to AI-driven personalization and automation, the summit has showcased the technologies reshaping how businesses engage customers, optimize campaigns, and navigate an increasingly complex regulatory environment.

Day 1: The Future of AI in Marketing and Measurement

Day 1 opened with a keynote from Adobe CEO Shantanu Narayen, emphasizing how AI is transforming customer experience management at scale.

The introduction of new AI-driven solutions like Brand Concierge and Experience Platform Agent Orchestrator reinforced Adobe’s vision of a future where automation and intelligence drive seamless, hyper-personalized customer interactions.

A key theme throughout the day was the growing reliance on multi-mix modeling as businesses attempt to balance the increasing complexity of digital marketing.

With privacy regulations tightening and third-party cookies nearing obsolescence, traditional attribution models are struggling to keep pace with modern customer journeys. Marketers are looking for alternatives that provide a unified and reliable view of campaign performance.

Multi-mix modeling blends media mix modeling (MMM) with multi-touch attribution (MTA), creating a hybrid framework that allows brands to better understand cross-channel performance while maintaining compliance with privacy-first policies.

AI-driven budgeting solutions are emerging as a powerful complement to these models, enabling real-time forecasting and adaptive budget allocation.

Several sessions highlighted how companies are beginning to move away from reliance on last-touch attribution and toward AI-powered measurement strategies that offer a more dynamic, predictive approach to campaign optimization.

One company making significant strides in this space is Fospha, which has developed a measurement solution that merges daily MMM insights with granular attribution.

Fospha’s technology is designed to provide a complete, privacy-compliant view of marketing performance, allowing brands to pinpoint which channels drive true incremental value and dynamically adjust spending in real time.

This is particularly critical for eCommerce and direct-to-consumer (DTC) brands, where customer acquisition costs have been rising, and traditional measurement models no longer offer the accuracy or reliability required for confident decision-making.

The AI discussion extended beyond measurement into automation. Adobe’s Smart Plus campaigns, developed in collaboration with TikTok, demonstrated how AI can automate the entire campaign lifecycle—from creative testing and iteration to real-time budget adjustments.

This technology allows brands to optimize engagement across platforms without manual intervention, ensuring that budgets are allocated to the highest-performing strategies while keeping messaging fresh and relevant.

In a particularly engaging session, TikTok and Adobe showcased how AI-driven ad automation is shaping the future of social commerce.

The rise of micro-moments—short, high-impact customer interactions—is forcing brands to rethink their approach to marketing. The days of long-form storytelling are giving way to rapid, contextually relevant touchpoints that drive instant conversions.

TikTok’s Smart Plus campaigns now automate full-funnel marketing, with AI adjusting creative elements and spend in real time based on performance data.

Adobe’s AI tools further enhance this by enabling brands to generate, localize, and optimize ad creatives at scale, significantly reducing production timelines while maximizing impact.

🎤 Exclusive Interview: Anish Chadalavada on AI’s Role in Content Workflow Automation

Bobsguide had the opportunity to sit down with Anish Chadalavada, Co-Founder of Gradial, to discuss how AI is fundamentally reshaping content operations—not just in terms of creation but across the entire content supply chain.

Anish Chadalavada, Co-Founder @ Gradial

While most discussions around AI in marketing focus on content generation, Chadalavada emphasized that automation’s true value lies in streamlining governance and delivery.

Gradial’s AI-powered system ensures that the right content assets are used, updated, and published efficiently, a game-changer for industries with stringent compliance requirements such as financial services, automotive, and healthcare.

He highlighted that large B2B enterprises struggle not with creating content but with managing its lifecycle—keeping messaging consistent, compliant, and up to date across multiple channels and regulatory environments.

One of the standout aspects of Gradial’s offering is its ability to fully integrate with Adobe’s ecosystem within just eight weeks, ingesting design system components and brand guidelines to ensure that AI-generated content remains fully aligned with corporate identity and compliance requirements.

Companies using Gradial have reported significant improvements in content production efficiency, faster cloud migration timelines, and better governance across their digital assets.

Looking ahead, Chadalavada sees AI-powered agents as the next evolution of content automation, enabling marketing teams to shift their focus from repetitive operational tasks to high-value strategic work.

“This is the gateway to true personalization. If you solve the workflow, you can now do one-to-one marketing at scale,” he explained.

Gradial’s recent Series A funding underscores the growing demand for AI-driven content automation, and the company is now expanding into new verticals at an accelerated pace.

Day 2: Leadership, AI-Powered Personalization, and the Future of Financial Services

Day 2 of Adobe Summit 2025 brought together business leaders, financial executives, and AI innovators to discuss how automation and AI are transforming customer engagement, marketing efficiency, and operational performance.

Jamie Dimon, CEO of JPMorgan Chase

One of the most highly anticipated sessions featured Jamie Dimon, CEO of JPMorgan Chase, in conversation with Adobe’s Shantanu Narayen. Dimon provided a candid and wide-ranging discussion on leadership, economic trends, and the strategic role of AI in financial services.

He emphasized the importance of direct, honest self-assessment in business, stating that companies must constantly evaluate their competitive landscape and adjust accordingly.

He also spoke about operational excellence, noting that no matter how visionary a leadership team is, a disorganized organization will eventually collapse. He reinforced the need for empathy and authenticity in leadership, explaining that successful teams are built on respect and trust.

Finally, he pointed to grit and risk-taking as essential qualities for navigating uncertain economic conditions.

When asked about the global economy, Dimon took a cautiously optimistic stance. While U.S. economic growth remains strong, he pointed out that inflation, geopolitical instability, and rising national debt pose potential challenges in the coming years.y

However, he believes that businesses that invest strategically, embrace innovation, and maintain strong leadership will continue to thrive.

JPMorgan Chase has been a leader in AI adoption, with over 2,000 AI and data scientists working on applications ranging from fraud detection and risk management to customer engagement and marketing automation.

Dimon described AI as one of the most transformative technologies in history, comparing its impact to the steam engine and the internet.

The bank has already reduced the cost of customer prospecting by 90% through AI-driven automation, a statistic that underscores the significant efficiency gains possible when AI is fully integrated into an organization’s DNA.

Adobe continued to highlight the role of AI-powered agents in automating audience creation, optimizing customer journeys, and driving campaign experimentation.

A case study featuring Marriott Hotels illustrated how AI-driven customer segmentation can dynamically identify business travelers likely to extend their stay and automatically deploy personalized incentives, leading to increased engagement and higher conversion rates.

Stay tuned for continued coverage from Bobsguide.