The first General Session of the Adobe Summit just ended. It was an incredibly revealing journey that showed us how the future of digital is going to look like. And let me just say this: the future is brAIght!
The main component of today’s presentation was Artificial Intelligence and Machine Learning. Throughout this article, I will extract bits and pieces of what the speakers in the first keynote had to say about AI and the future of digital. 
The speakers, from Snahtanu Narayen – President and CEO of Adobe, to Brad Rencher – Executive Vice President Adobe and the company’s CTO  Abhay Parasnis, not to mention all the guest speakers, talked about where the industry is headed, and how we can better build personalized experiences for our customers. Everyone talked about machine learning at least once in their speech. 

The amount of data we collect and process is so vast that there is no way humans can process it. There’s no way we can create tailored content, a personalized journey for every customer by ourselves. So we need help. That’s where AI and machine learning comes into play. The new powerful features announced at Adobe are expected to shape the world of content as we know it and let us dive deeper into the things that matter.
Adobe announced today, via Brad Rencher, a new tool: Data Science Workspace, and a new feature: Auditor. Auditor gives you specific recommendations to improve your data collection. Everyone will have access to it without any additional cost.

As your customers are engaging with you, you get data. That’s a given. With the new Adobe tools, you can make that information appear directly into Analytics and go to Audience Manager.
In the Adobe Analytics Cloud, Adobe gave us a glimpse of their agenda: “We have a rich innovation agenda for Modern Measurements, Contextual Insights, People-centric, Actionable Insights”, said Brad Rencher.
Eric Matisoff, data scientist, and analytics evangelist, announced the Streaming Audio Analytics on behalf of Adobe.

We’re proud to announce Streaming Audio Analytics – data from podcasts, music, books on tape, can be captured into Adobe Analytics
We also announce a new feature in Adobe Analytics: Attribution IQ- assigning marketing attribution to an activity.
Coming soon: Data Explorer – import unstructured data to audience manager.

Mathieu Hannouz, Sr. Evangelist and Group Manager at Adobe

He announced a new feature: email message designer, which allows email designers to create their emails from scratch using zero code.

Another important announcement was the creation of Adobe Experience League.
“I’m proud to announce the formation of the Adobe Experience League: Within the experience league, you’ve got a community with a rich environment where you can learn, share experiences. It provides intelligence guides and supporting contents, on-demand videos, webinars, knowledge base, all to help you understand the Adobe technology.
We will connect you with Adobe Experts that will benchmark and rate product usage and help you drive additional value in your Adobe products implementations”, said Brad Rencher.


Shantanu Narayan – president and CEO of Adobe

People buy experiences, not products. Every organization needs to speak to the customers in this unique genuine voice to leave a long-lasting impression. To deliver a great experience you must design for brilliance. Design is not the way something looks, is about the connection you have to your customer. This has always been the heard of Adobe.

To rewrite this you need data. But data is no longer enough. Intelligence will turn data into insights so you can take action quickly. And that’s when the magic will happen.
A deep understanding of the content, how it’s composed and how it’s delivered is absolutely critical. When you wire your enterprise for intelligence, you’re putting content and data to work at scale. And these experiences will produce real results in real time.
The move to the cloud was a major step, but it has fallen short.
Our vision for the experience cloud does not stop. We want to enable enterprises to deliver experiences, personalized. It has to streamline the integration of every system at the front end and the backend.
Many of the most successful, most beloved brands in the world are here with us today and are embracing the opportunities of digital transformation. But behind all the brands are you, the analysts, marketers. You are changing the world.


Brad Rencher –  Executive VP and General Manager

We use this time together to get better, faster, stronger, to drive the industry forward. We’re at a unique time in our industry. More than ever, it’s time to make your experience your business. It’s inspiring to see the experiences you’re providing to your customers.
Experienced business leaders, not only they have better KPIs, but also have happier employees.
The modern consumer is on mobile, social and in your store at the same time.  ERP and CRM systems were critical for centralizing the information, but today this is no longer enough. Those systems are unable to handle the volume of data required to deliver a proper customer experience.
We need a new system, to unlock the opportunity we know it’s there. It requires a purpose-built technology that can make sense of both data and content. The trillion dollar trick is connecting all the data together at speed, to create a unified system. Getting all of the data into one box it’s the easy part. The second pillar is transforming all the data into something useful.
Not all the data you bring into your systems can be used in the same way.  The next pillar is where the magic happens: machine learning. I bet that 80% of your data scientist’s time is used for gathering the data, and only 20% o the PhD work they trained for.

Machine learning comes into increasing content velocity to automate processes such as image tagging, processing etc. To meet the new technology challenges, organizations need to transform and that starts with people. It’s time to change from experience thinkers to experience makers.


John O’Sullivan, Tourism Australia

Our marketing purpose is about empowering people to experience Australia.

Our vision is to make Australia the most desirable and memorable destination on the Planet. In a nutshell, we’re there to convince people to visit Australia. We need to use data to be more efficient and effective, he explained. Once you’ve booked to come to Australia, we know you don’t want our content to convince you to come to Australia. You need to know what to do there. We use analytics to help that journey.
80% of our marketing team has access to Adobe Analytics. We’re using those insights to make us important decisions

I like to describe Tourism Australia as a platform for tourism back home. We are a platform to show to the world this great industry back home.
Things like VR help us a lot. We love augmented reality as well.


Nichole Giamona -Marriott

We face three main pain points:

  1. your data is silent,
  2. it’s not structured
  3. you lack a unified platform


Gina Casagrande

Smart crop is another example of how Adobe Marketing cloud accelerates content velocity for personalization at scale


David Godsman, Chief Digital Officer, Coca-Cola

When we think about experience transformation is how we create a more personalized experience for consumers.

We serve 1,3 billion consumers around the world. They drink almost 2 billion beverages a day in more than 200 markets. We engage with about 18% of humanity every single day
Digital helps our customers participate with us around the world

We know that if we go hand in hand with our consumers in the future, we’ll win their hearts and minds and earn our right to be part of their lives.


James Sommerville, Coca-Cola 


It’s important to look at how consumers are changing and have changed.


How can we send a secret message to a friend or to a loved one, behind the packaging?


Abhay Parasnis  Chief Technology Officer at Adobe

AI and machine learning will completely transform the future of enterprise architecture. AI represents the most drastic shift in computing in the next 10 years. AI is already starting to touch all the layers of our personal and professional lives.
We started the journey with Sensei 18 months ago. In the last months, we have delivered hundreds of AI features across our solutions

Behind this amazing experiences, we have been building reach intelligent services that are driving these features. Sensei is trained in connecting all these categories into a unified platform. Sensei announced a Beta Release of Content Intelligence Service.
The Sensei graph, explained John Simek, VP Sensei, includes all of the decisions  made into the creation of this piece of content and allows him to go back in time and change a decision:

About the author

Sebastian Stan

Sebastian is a journalist and digital strategist with years of experience in the news industry, social media, content creation and management, and digital analytics.

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