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Adobe Summit 2023: Experience-Led Growth, Generative AI, and Content Supply Chains

Publisher IDC
Published Apr 27, 2023
Length 10 Pages
SKU # IDC17897507

Description

Adobe Summit 2023: Experience-Led Growth, Generative AI, and Content Supply Chains


This IDC Market Perspective discusses about the Summit 2023 that Adobe held in Las Vegas in the week of March 20, in person for the first time in three years with more than 10,000 attendees, 170 partner companies, and 500 speakers. The main themes of the event were "experience-led growth," content supply chain, and generative AI. A number of functional examples debuted at the event and are expected to rapidly mature and diffuse across Adobe products. GenAI was particularly nascent relative to the almost limitless number of potential use cases, but the discussions about safety, ethics, and best practices were reassuringly robust. "Adobe is one of the most influential companies in the world when it comes to content creation," said Gerry Murray, research director, Enterprise Marketing Technology at IDC. "As such, its efforts to create safe, trustworthy controls and identifiers for generative AI are critical to protecting the authenticity of digital commerce. However, the threat is global and therefore the industry must collectively scale good practice for GenAI or it may undermine consumers' ability to differentiate authentic branded communications and offers from counterfeits."

Please Note: Extended description available upon request.

Table of Contents

10 Pages
Executive Snapshot
New Market Developments and Dynamics
Major Product Announcements
Hidden Gems
IDC's Point of View
Generative AI
Content Supply Chain
Marketo B2B Marketing
Adobe Product Analytics and Customer Data Management
Creating Connected Experiences with Connected Advertising
Connecting Martech and Adtech
From Applications to a Platform
The Adobe Partner Ecosystem Evolves
The Implications for the CX Market
Optimizing Whole Journey Experiences
Scale Customer Intelligence with Trusted Outcomes
Scaling Context-Aware GTM to Meet Clients' Business Outcomes
Advice for Adobe
Learn More
Related Research
Synopsis

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