Sneaks — A Sneak Peek into the Future of the Experience Business at Adobe Summit 2017

by Steve Hammond

posted on 01-26-2017

It’s coming up quickly — Adobe Summit is right around the corner, and we’re busy preparing the content for everything from the keynote demos to the incredibly fun ‘Sneaks’ session. I’m fortunate to be in a position to work with all the technology teams across Adobe to identify the technologies and product messages for the event. We start this process early and work with hundreds of people to get it dialed in. Right now, we’re in the final stages of selecting the concepts and prototypes that we want to share during the Sneaks session. It’s an exciting — and stressful — build up to the big show and an incredible amount of fun. I’ll share a little about what goes into the Sneaks session and what you can expect.

What Goes Into the Sneaks Session
Sneaks is the closing keynote at Adobe Summit. After two days packed with great content, this session is designed to wrap it all up with entertainment, fun, snacks, drinks, and a glimpse into the future of the Experience Business. We kick off the session by bringing in a celebrity host to join me on stage — and every year, I am star-struck. In the past, we’ve had Carrie Brownstein, Eric Stonestreet, Wayne Brady, Davina McCall, and Thomas Middleditch. This year, we are incredibly honored to have Kate McKinnon, from Saturday Night Live and Ghostbusters, join us. It’s a bit intimidating to share the stage with someone like Kate, but it also makes it so incredibly fun. Having a comedian like Kate join us also adds a layer of unpredictability, keeping us on our toes. If you can’t tell, I’m thrilled to be able to host the session with her.

The session format is rapid-fire demos of prototypes and concepts — each lasting about four minutes — straight from the labs and presented by the engineers who built them. I introduce the demos and their intended purposes, and then Kate will weigh in, asking questions that she has or that she thinks the audience might have. On top of that, the audience can participate by providing feedback and asking questions through Twitter. Basically, it’s always one step away from a potential train wreck. Prototype demos could fail, or conversations could go anywhere — but, that’s how we like it. Since the demos are just prototypes, we keep the whole session light and enjoyable. If one breaks, we all laugh and move on. If it wows, we cheer and move on. That’s the nature of Sneaks — casual, unscripted, and lots of fun. The audience loves it!

What You Can Expect From Sneaks This Year
As I noted, we’re right in the middle of the selection process for Sneaks. My teams are working with the engineering and product teams to review their ideas and help them prepare for mainstage presentations. The ideas we’ve seen so far are amazing! There is so much innovation across Adobe — from creative to marketing to experience business, we’re seeing new and compelling ideas left and right. Some of the categories for Sneaks are starting to shape up and include the automation of content for personalization, the integration of augmented reality (AR) and virtual reality (VR) into marketing and customer experiences, artificial intelligence (AI) and machine learning, and new tools to connect your business to emerging business channels.

See You in Las Vegas!
We’re seeing some great things come together as we get closer and closer to the event. I will try to send out a few more updates as the big date approaches. We look forward to seeing you in Vegas with Kate McKinnon and our product teams for the incredibly fun Sneaks session!

Learn more about Sneaks in my Facebook Live interview.

Topics: Adobe Summit, Digital Transformation