What I Learned at Adobe’s Vegas Summit
by Ryan Levitt
Posted on 04-03-2018
It’s been a week since Adobe’s US Summit in Vegas kicked off in a blaze of Beck and blackjack. While others have been busy hunting for Easter eggs and enjoying their chocolate, I’ve been busy focusing on even sweeter things—the key insights that emerged from the conference.
Here are my top five takeaways:
- Businesses Need to Become Experience Businesses
This message was at the heart of US Summit—from the opening address by Adobe’s CEO Shantanu Narayen, and woven into many seminars and sessions. To capture the hearts, minds and loyalty of customers, brands can no longer rely solely on the efficacy of their product. They need to provide a comprehensive, enjoyable and intuitive experience to maintain their market share. This is not necessarily about bricks-and-mortar sales or customer service. It can mean approaches such as developing an easy-to-use app to save customers time and help them avoid lengthy queues, either on a mobile device or in person. Alternatively, it could be the development of facial recognition technology, removing the need for customers to go through endless security questions when trying to access their own confidential information.
- AI is the future
These innovations require the power of AI and machine learning. Adobe Sensei, Adobe’s unique AI tool, currently powers more than 30 features across our products, with more in development as we speak. This is not about replacing people in the workplace; it’s about delegating data-heavy, mundane tasks to technology, which enables employees to focus on the bigger picture. It’s also about making a customer’s experience more intuitive and less time-consuming.
- One platform to rule them all
Avoid information silos, starting now, thanks to the launch of Adobe’s new Ad Cloud Creative product. It lets you utilise Adobe’s market-leading Creative Cloud to create an ad, then immediately integrate it into your advertising programme for delivery. You can change the ad creative mid-campaign, or get Sensei do the work for you, tailoring it to particular markets. Ad Cloud Creative makes all of this—and more—possible.
- Hyper-personalisation should be hyped
With Ad Cloud Creative, hyper-personalisation is even more achievable. Creating multiple versions of ad creative can be costly, dull and time-consuming. Your creative team doesn’t want to do 17 minor copy edits or change the background hue of a banner ad six times to various shades of green. Adobe Sensei can create ads by drawing from the data of smaller and smaller customer groups to ensure that ads they’re seeing are relevant and engaging. With the use of ad blockers on the rise, and competition as fierce as ever, hyper-personalisation becomes even more paramount. Let your creative team ditch the tedious tasks that a computer can do in seconds to focus on what they love—creative ideas and content.
- Data, data, data
Data leaks and questions about how companies use customers’ data dominate the headlines. And GDPR legislation comes into effect next month. US Summit held numerous sessions discussing how we are helping customers become GDPR compliant, and how our products are meeting standards. Be prepared to see a lot about data on the information docket for EMEA Summit in just a few weeks’ time.
That’s my Summit report done and dusted. Do I get a gold star?
Topics: Digital Transformation, AI, GDPR, hyper-personalisation, Las Vegas, Machine Learning, UK, UK Exclusive, Digital EMEA