Adobe Summit 2025 – Day 2: (Artificial) Intelligence Applied with a Head, Not a Magic Wand

The second day of Adobe Summit 2025 was an elegant (and budget-laden) reminder that artificial intelligence isn't here to replace brains, but to enhance them. And if anything was clear, it's that Adobe is fine-tuning its tools to serve both those who manage thousands of profiles and those who just want less friction in their campaigns. Here's the summary with an analytical scalpel, without the fireworks.

Adobe Experience Platform: More agents, less friction

Adobe introduced the expansion of its AI agents, but not as magical chatbots. These are practical components that help improve productivity and creativity in marketing. The idea: less time operating, more time thinking (or breathing). An interesting example came from the hotel industry, with Marriott seriously personalizing travel experiences, not just changing the name in the email.

Why does it matter? On a technical level, it's an increasingly autonomous, connected, and orchestrated system. On a business level, it's scalable efficiency in experiences.

Adobe Brand Concierge: Welcome, we have refreshments and recommendations for you.

Imagine arriving at a hotel lobby and having the system recommend a beverage or experience based on your previous purchase history. It's not science fiction; it's Adobe Brand Concierge in action with premium Marriott properties.

And in e-commerce? 100% applicable to stores looking to improve conversion with recommendations based on context and behavior. Very much in the "I know you, but not creepy" style.

Adobe Journey Optimizer: Journeys that are worth it (even customer journeys)

We all like to have our minds read, or at least to be offered an extra night with a personalized offer. That's exactly what Adobe demonstrated with Journey Optimizer, using performance data and contextual triggers to optimize customer journeys.

The underlying message? It's not just about sending the right message; it's also about finding the right moment and having the infrastructure to support it.

B2B also has fun

B2B marketing is no longer a gray party of PowerPoints and endless approval flows. Adobe knows this and is pushing a more provocative (yes, provocative) vision with ServiceNow as a star case study, using data and personalization to make interactions more human and operationally efficient.

What do we take away? That B2B can also have soul (and results) if it breaks down silos and brings personalization to every interaction.

Reflection

There was a strong message: if you want to scale content, personalization, and efficiency, you have to build a strong foundation, integrate teams well, and let AI do what it does best: help us stay focused on the details.

Recommended next steps

• For business leaders: Review how these tools can amplify what already works, not replace it.

• For technical profiles: Evaluate the integration capacity of these solutions with your current systems.

• For creative teams: Fear not, robots aren't coming for your work. They're coming to take over repetitive tasks.

And you? Is your company ready to design the next experience your customer doesn't know they need yet?