Adobe Summit 2023 Key Takeaways

Adobe Summit 2023 Key Takeaways

This year's Adobe Summit unveiled a number of innovations and breakthrough advances spanning diverse industries and disciplines. With more than 200 sessions available for building skills and gaining insights, BDO Digital has compiled some key takeaways from our Summit experience. 

Focusing on experience-led growth 

New Adobe Experience Cloud innovations were announced at Summit. These advances in Adobe Experience Cloud are designed to empower marketers to deliver superior customer experiences that to differentiate their brand, build trust and drive profitable revenue growth.  

What does experience-led growth mean for B2B companies? Here is Adobe’s take: 

“From new business to retention, and from upsell to cross-sell, great experiences for your customers large and small form the foundation of profitable growth. Today, that means a digital-first approach to support top accounts with high-touch engagement and digitally informed sales and service reps, as well as to grow the long tail of customer accounts through automated conversations and personalized self-service.” 

Some of the new product developments relevant to B2B marketers include account list segmentation and activation in Adobe Real-Time CDP, advanced AI modeling in Adobe Marketo Measure, generative AI features in Marketo Engage Dynamic Chat, and more. Read the full details here.  

Demand for Content is Ever-growing 

Adobe surveyed more than 2,600 customer experience and marketing professionals spanning eight countries. 88 percent of respondents reported demand for content grew by at least 2X during the last two years, with about two-thirds saying they expect demand to grow by between 5x and 20x over the next two years. 

The takeaway: organizations that are struggling with content velocity now will need to significantly increase resources or streamline their content workflows if they want to keep up with the competition.  

Read more to see what's driving demand and what are some of the top blockers are.   

Be sure to explore Adobe’s new Content Supply Chain solution, which is designed to help companies meet increasing content demands by helping them plan, create, and deliver personalized content at scale throughout the customer journey.   

AI as Marketing’s new Co-Pilot  

In response to the steady demand for content and challenges surrounding it, Adobe presented on the use of AI to help keep up with this increasing demand.  

“Generative AI is an increasingly helpful “co-pilot” that is re-writing the playbook for B2B marketers to create and optimize content,” says David Lewis, BDO Digital CMO and Practice Lead, Demand Generation Group. “I loved seeing Adobe’s updated solutions incorporating new AI capabilities to help marketers produce more targeted, successful content for enhanced demand generation. Very soon, the entire marketing mix will be optimized leveraging AI – from targeting, nurturing, lead scoring and routing to audience analysis and personalization, and more.” 

Adobe also announced Adobe Firefly, a new family of creative AI models, first focused on the generation of images and text styles. Adobe Firefly will be integrated into Adobe Experience Cloud for businesses to generate content designed to be safe for commercial use, using a model trained primarily on hundreds of millions of professional-grade Adobe Stock images, as well as other openly available content. Unlike content generated by other generative AI models, Firefly-generated output will have real business value in commercial settings, as it doesn’t generate images based on artist-specific content, or unlicensed IP from other people or brands. 

New Adobe Sensei GenAI services in Adobe Experience Cloud will redefine how businesses deliver customer experiences. The services will be integrated natively in Adobe Experience Cloud as a co-pilot for marketers, improving productivity and efficiency while providing full creative control and trusted governance capabilities. Sensei GenAI will leverage multiple large language models (LLMs) including Microsoft Azure OpenAI and FLAN-T5 within Adobe Experience Platform, depending on unique business needs. 

Making the Most of Every Marketing Dollar in a Tough Economy 


Over 53% of marketing teams say that they are perceived as cost centers, not revenue centers. As the economy teeters on the brink of recession, the CFO's scrutiny of marketing spend will only increase. Forrester found that implementing closed-loop attribution can drive a 15% to 18% lift in revenue. Now is the time to revisit your attribution strategy and ensure that you have the right technology in place to support it. View our OnDemand video to hear the experts at Adobe and BDO Digital discuss how the right attribution strategy plus Marketo Measure (fka Bizible) can help you make the most of every marketing dollar.

Adobe Summit Speaker 2023.

To view more Adobe Summit sessions, visit their OnDemand event site where you can revisit sessions all year long.  Explore The Demand Generation Group's Marketo Engage Resources here.