This year more than 10,000 digital experience professionals descended on Las Vegas for what has been dubbed the world’s largest digital experience event, and more than 30,000 attendees watched the sessions online. Individuals from Adobe Solution and Technology Partner organizations were among those who attended, sponsored, and hosted sessions and events.

From the opening keynote to the new strategy sessions, Summit Sneaks with Shaqille O’Neal, breakout sessions, hands-on labs, Adobe Experience Maker Awards, Summit Bash, and all the amazing opportunities to network with customers, Adobe, and your peers, Adobe Summit 2024 was a resounding success.

Adobe Experience Cloud

Adobe technology will focus on incorporating Adobe Sensei GenAI into three core pillars — Content, Data, and Journeys. Adobe GenStudio will transform the content supply chain, meeting increasing content demands while managing agility and efficiency. AI-powered customer profiles, engagement data, and real-time customer insights that will fuel personalization will speed data engineering. Sensei GenAI will be leveraged to ideate and create 1:1 journeys for consumers and accounts for personalized journeys and engagement.

Adobe GenStudio

To accelerate and scale content creation for Personalization at Scale, Adobe introduced Adobe GenStudio (available H2’24), a generative AI-first application that lets marketers address the end-to-end content supply chain from a single product and quickly create on-brand content for personalization. GenStudio, will transform the modern content supply chain through automation and optimization and by providing an integrated set of best-in-class Adobe products that will allow marketers to plan, create, manage, activate, and measure on-brand content that they use in marketing campaigns and customer journeys.

Adobe Digital Media innovations will support GenStudio applications. For example, Adobe Creative Cloud for Enterprise will embed Adobe Firefly in workflows and tools used by creatives, so they can use generative AI to create on-brand assets from existing products and on-brand images. In addition, Firefly Services will automate bulk content production tasks like creating variations and renditions.

Learn more about Adobe GenStudio in the press release.

To enable brands to power Personalized Insights and Engagements, Adobe announced innovations that will be available in some or all of the native Experience Platform applications—Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics:

• Adobe Experience Platform AI Assistant is a generative AI capability embedded in native Experience Platform applications Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Customer Journey Analytics. From within these applications, practitioners will be able to ask questions using conversational language and receive answers and information that will help them perform essential tasks to troubleshoot issues, understand product concepts, boost productivity, and speed up the pace of work. Learn more about AI Assistant on the Adobe Blog.
• Federated Audience Composition allows customers to use audiences and profile attributes from their enterprise data warehouses in Experience Platform for personalized omnichannel engagement. This will help brands minimize copying data, support sensitive data governance, and maximize their existing IT investments.
• Use Case Playbooks, a catalog of 40+ verticalized use cases that align with the Personalized Insights and Engagement are designed to accelerate time to value by speeding adoption of Experience Platform applications.

Adobe Customer Journey Analytics

New Adobe Content Analytics will let marketers measure performance of creative assets across channels. Customer Journey Analytics will provide new journey visualizations and measurement consistency in Journey Optimizer, helping marketing and operations teams easily find, discover, and analyze customer data across campaigns and journeys. With Audience Analysis, customers will be able to bring audiences from Experience Platform and its native applications into Customer Journey Analytics for analysis and reporting. New capabilities in Adobe Product Analytics will show usage trends to help retain users and decrease funnel friction. And new Intelligent Alerts will accelerate analysis and reveal insights, Time-series Forecasting will predict metric behavior, and users will be able ask AI Assistant business questions using natural language. 

Adobe Real-Time CDP

Real-Time CDP Collaboration will help marketers navigate the challenges of the cookieless era by providing an easy-to-use tool for brands and media partners to connect and discover high-value audiences, reach customers where they are, and measure advertising effectiveness, taking a consumer-privacy-focused approach. And the new Federated Audience Composition will give brands the flexibility to use audiences and profile attributes from their own data warehouse to enrich audiences and profiles while minimizing data movement, supporting sensitive data governance, and maximizing IT investments. Available now, B2B Account Engagement lets B2B customers create account-based audiences using unified person, account and opportunity data. This lets them reach new prospects at target accounts and nurture leads by activating audiences to destinations like LinkedIn. Use Case Playbooks, AI Assistant, and partner data support in Real-Time CDP will further bolster audience management and activation.

Learn more about Real-Time CDP Collaboration on the Adobe Blog.

Adobe Mix Modeler

Mix Modeler delivers marketers an easy-to-understand interface for Adobe Sensei AI-powered measurement and planning across paid, earned, and owned channels. With the new Business Factor Insights that quantify the impact of various factors on ROI, marketers can make in-flight campaign optimizations. Marketers can also use rich insights and visualizations to measure and forecast the impact of internal and external factors on marketing goals. An intuitive, self-service UI offers marketers capabilities from a single system to ingest, transform, and manage data for factors like stock prices and unemployment rates. And marketers can easily incorporate business factor projections into their scenario planning, for greater confidence in planning relevancy.

Adobe Experience Manager Sites

Experience Manager Sites now lets authors use Sensei GenAI to generate image and copy variants and use those variants in A/B testing. The Adobe CMS will also reveal which content attributes contribute most to conversion and engagement for optimizing future content. The Experience Manager Sites with Edge Delivery Services integration with Journey Optimizer will accelerate omnichannel personalization. For headless CMS, content fragment editing with support for rich assets as well as a new Universal Editor for visual editing for bring-your-own front end are now available. The Experience Manager Sites and Workfront integration will enable more efficient creation of experiences through improved visibility to work being done.

Adobe Experience Manager Assets

The Content Hub in Experience Manager Assets will provide teams an easy-to-use portal to find relevant and approved assets and to remix assets in-context using Adobe Express templates and Adobe Firefly content scaling and variation creation. Dynamic Media integrations with first- and third-party downstream channels and delivery of 3D, video, and PDFs will accelerate performance. AI-powered smart tagging enhancements will automate workflows and enhance search across content and the Adobe DAM. Experience Manager Assets will add robust support for digital rights management with granular permissions and provenance of assets generated by Firefly. And dashboards displaying asset consumption usage and ROI data points can now be used to make data-driven decisions about assets.

Adobe Experience Manager Forms

Experience Manager Forms now enables form creation using Edge Delivery Services document-based authoring, and in the future, AI Assistant will support automated creation of on-brand forms. In addition, a new Workfront Fusion connector will support bringing forms into broader business workflows, giving customers flexibility in automating business processes after form submission. With Headless Adaptive Forms, customers will be able to transform forms and data capture into intuitive conversations, supporting expansion into conversational channels.

Adobe Experience Manager as a Cloud Service

Experience Manager as a Cloud Service now offers 99.99% SLA assurance for high impact experiences that boast reduced latency, increased availability, and quicker support for incidents. Maintenance updates will soon be non-intrusive, with weekly critical updates made without pausing deployments, so customers stay secure while getting the latest innovations. Built-in and privacy-first real-user traffic monitoring (RUM) will provide real-time data that shows how users are interacting with their site—valuable information for improving Google Lighthouse Scores and Web Vitals. Support for external GitHub repositories will allow all Cloud Service programs to support directly adding GitHub.com repositories. This will let teams access pipeline step results as GitHub actions. BYO encryption key management will provide added flexibility in security configuration by enabling teams to control their data encryption, manage encryption compliance, log and monitor key events, and use an Adobe-managed or their own Azure Key Vault.

Adobe Commerce

The ability to use Edge Delivery Services with Commerce will provide a high-performance storefront architecture to increase site speed, search engine rankings, and organic traffic. A new integration with Experience Manager Assets will add generative AI content development and workflow management capabilities to help scale management of product assets. Commerce customers will be able to collect and share customer data like clicks, order history, and customer profile data with Experience Cloud solutions. Commerce will continue making additional high-intent data for personalization available and supporting Use Case Playbooks for automated campaign setup in Journey Optimizer. Commerce customers will also be able to personalize commerce apps and product promotions using Real-Time CDP audiences.

Enhancements to Adobe Developer App Builder and a new back-office integration kit will simplify ERP and other backend system integrations. And a unified developer experience will ease configuring webhooks and customizing the AdminUI.

Commerce has added advanced quote tools and support for parent-child accounts to help close B2B sales. A new pre-built integration will provide a quick connection to IBM Sterling Order Management. Combined, these tools will enable customers to improve operational efficiency with real-time inventory management, automated order fulfillment, and other capabilities.

Adobe Campaign

Adobe Campaign will offer a new web-based UI with a new message designer for designing, orchestrating, launching, measuring impact, and optimizing campaigns. The UI will include easy-to-use features like drag-and-drop functionality and generative AI refinement of content and HTML. A new integration with Experience Platform now enables marketers, from the same UI, to share audiences and improve batch campaigns with 1:1 real-time personalized journeys triggered by Journey Optimizer.

Adobe Journey Optimizer

Adobe Journey Optimizer will soon support consistently and accurately measuring campaign and journey impact with a unified metrics framework across Journey Optimizer and Customer Journey Analytics. Marketers will be able to tap into AI decisioning in reimagined workflows to reveal, based on a marketer’s goals, the best customer journey path across channels and the next-best-offers within a journey. Journey Optimizer will offer visual authoring for push and in-browser messages for the web channel and the ability to author using code for non-visual or server-side surfaces. In addition, Journey Optimizer will include new guided channel setup for web and mobile apps. 

Adobe Journey Optimizer B2B Edition (coming in Q3’24!)

With Journey Optimizer, B2B Edition, marketers from B2B brands will be able to intelligently orchestrate account and buying group journeys, targeting accounts with personalized, AI-powered content and journeys. They’ll also coordinate with and maximize sales team efforts. B2B marketers will create buying groups that align with product offerings and automate defining and targeting the right roles in journeys. They’ll  orchestrate buying group journeys, streamlining the buying experience by automating personalized engagement with sales and marketing. Built-in generative AI across sales and marketing workflows will accelerate content creation, improve email personalization, offer conversational assistance, and power real-time chat. Turn-key dashboards will supply insights to analyze account and buying group journey results, helping build buying group level pipeline and qualify opportunities faster and more accurately.

Learn about the new B2B edition and other advancements in Journey Optimizer in the press release.

Adobe Marketo Engage, Adobe Marketo Measure, and Adobe Dynamic Chat

Marketo Engage now offers a reimagined email designer with AI-driven messages personalized for different roles, brand tone, and buyer persona as well as access to Firefly and Experience Manager Assets images. Generative AI will also auto-generate webinar summaries and FAQs from transcripts, plus webinar video chapter markers.

Marketo Measure now has redesigned B2B attribution dashboards in-product to visualize ROI insights that are powered by data from Experience Platform and Attribution AI modeling.

Dynamic Chat will automatically generate new, in-the-moment responses during conversations and tailor conversations for accounts and buying groups. Additionally, Conversation Summaries will summarize topics of interest, giving sales valuable insights to prepare for customer calls and meetings.

Adobe Target

Adobe Target now offers a modernized UI, with improved usability, better visibility into projects, and faster activity creation. AI Assistant in Target provides marketers with step-by-step guidance for addressing new use cases. A new insights dashboard aggregates key metrics across activities and supports viewing recently edited or viewed items directly from the home screen. Marketers can also use Customer Journey Analytics to analyze and understand the impact of testing and personalization activities on key metrics and segments in the buyer’s journey.

Adobe Workfront

Adobe Workfront transforms how people plan, execute, and automate work to drive efficiency at scale and deliver superior results. The new Workfront Planning feature now provides organizations visibility into the end-to-end marketing lifecycle. A new integration between Workfront and Frame.io delivers a new, faster review and approval experience. And workers can use conversational language with AI-powered capabilities to quickly build project briefs, launch projects, and stay on-brand.

Adobe Advertising

With the new Connected TV feature of Adobe Advertising, advertisers can use optimization powered by Adobe Analytics, reach-based planning, and view-through reporting on conversions across their full-funnel buying strategies. This lets advertisers measure the halo effect of Connected TV on revenue with other paid and owned channels and use reach and performance-focused AI optimization for better results. Brands can now measure performance across authenticated and unauthenticated environments, and native capabilities with Real-Time CDP and partner identity solutions support continued delivery of personalized experiences and performance measurement in the cookieless era. Adobe Advertising also uses AI to help brands, from a single view, plan, measure, and optimize bid strategies across paid search, social, and commercial apps.

Adobe and Microsoft partner on new genAI capabilities

At Summit, Adobe and Microsoft announced plans to bring workflows and insights from Adobe Experience Cloud to Microsoft Copilot for Microsoft 365. This will help marketers overcome challenges of application and data silos and make managing workflows of everyday work more efficient. For example, the integration will enable marketers to use generative AI capabilities to quickly develop creative briefs, create content, manage content approvals, and deliver experiences. They’ll be able to access these abilities from within the Microsoft applications they use every day—Microsoft Outlook, Teams, and Word.

Learn more about the planned new generative AI capabilities in the press release.

Our Adobe Solution and Technology Partners are a powerful force multiplier for Adobe. Every year we review partner contributions to Adobe, the Adobe partner ecosystem, and most importantly, our shared customers. We then recognize those who have made the greatest impact in driving success for our shared customers with an Adobe Digital Experience Award.

Awards for Solution Partners include a global award and regional awards for Solution Partners across two categories, Digital Experience and Digital Experience Emerging. This year, Accenture won the Digital Experience Global Partner of the Year award. Regional winners for Digital Experience included Deloitte Digital (Americas), IBM (EMEA – UK and Ireland), Accenture (EMEA – Western & Central Europe, and Deloitte Digital (APAC). Regional winners for Digital Experience Emerging included Adswerve (Americas), Datacom NZ (APAC), Sutrix (Japan), Comwrap Reply (EMEA – Central Europe), Orange Business (EMEA – Western Europe), and The Pixel (EMEA – UK and Ireland).

Our Technology Partners are awarded Technology Partner of the Year in Digital Experience across four categories. This year's winners included Amadeus for Industry ISV Partner of the Year, Digital River for Platinum Promotion ISV Partner of the Year, Rainfocus for ISV Partner of the Year – Technology Innovation, and Sinch for ISV Resell Partner of the Year.

Visit the 2024 Adobe Digital Experience Partner Awards page to learn about the accomplishments of and contributions from our amazing 2024 award winners.

Each year at Adobe Summit, Adobe holds its Experience Maker Awards Gala in which they announce the finalists and winners of the esteemed Adobe Experience Maker Awards. This year, Adobe recognized and celebrated the remarkable brands who are driving business success with Adobe solutions or are expanding our view of what’s possible by using Adobe solutions in highly innovative ways. This year, one winner was an Adobe partner, and two of the winners were nominated by Adobe Partners.

Discover the 2024 Experience Maker Award winners.

If you were unable to attend Summit in-person or virtually or simply want to access the many valuable sessions, many of the sessions are available on-demand. If you haven’t already, you simply need to register for Summit from the main Adobe Summit page and then start diving in to watch all the sessions.

So many exciting innovations were announced at Adobe Summit this year. In addition to replaying the Summit sessions, we encourage you to review the many press releases from March 26-28 and posts on the Adobe Blog.