Acxiom’s user guide to the 2025 Adobe Summit innovations

Adobe Summit 2025 was Adobe’s annual opportunity to define the conversation for the future of digital marketing. This year’s event, March 18-20 in Las Vegas, underscored Adobe’s commitment to personalization, productivity, and innovation in the digital economy. With hundreds of sessions led by global marketing leaders, attending them all is an impossible feat. Our team specializes in developing innovative solutions to help clients overcome their biggest marketing challenges using data and technology. With that perspective, we’ve compiled a short list of highlights from the event:

AI as the “golden age of design”

Adobe CEO Shantanu Narayen emphasized AI’s role in democratizing creativity, enabling everyone to craft compelling content and brand experiences at scale.

Major product innovations

• Adobe Experience Platform Agent Orchestrator manages AI agents across ecosystems, enabling brands to create exceptional customer experiences that elevate the brand.
• Adobe Brand Concierge leverages first-party data for personalized, immersive conversations between brands and consumers.
• AI Enhancements to Adobe GenStudio optimize production and workflows with AI-powered workflow optimization, personalized content production at scale, and content lifecycle management.

Agentic AI as a core focus

Adobe introduced several pre-built AI agents to assist in tasks such as website optimization, audience creation, sales management, content generation, data management and insights, journey optimization, and product discovery.

Strategic partnerships to drive innovation

Collaborations with companies like Acxiom, AWS, Microsoft, and IBM are designed to enhance Adobe’s AI interoperability, enabling brands to achieve unified customer experiences.

Importance of data and content capabilities

Bob Micucci, Citi’s Managing Director, Marketing Transformation & Delivery, Head of Martech, emphasized during Acxiom’s breakout session that the two critical elements for marketing transformation success are data and content.

On your mark, get set … where’s the starting line?

If you’ve ever run a marathon, you know it requires a solid plan, a supportive training team to keep you accountable, good shoes, and a series of small wins over time.

While these innovations are exciting for marketers, figuring out where to begin can be daunting – especially if it involves making a business case for an increased budget for technology or staff.

Similar to achieving your goal of running a marathon, this won’t happen overnight. You need a good plan and a reliable partner – that’s where Acxiom comes in.

As a platinum Adobe Solution and Technology partner, Acxiom is well-positioned to communicate use cases we recommend prioritizing and getting right. Don’t worry – we have solutions to help you move fast and quickly realize a return on your Adobe technology investment:

1. Revolutionize compliance and scale personalization for faster go-to-market - As a named innovation partner for Adobe GenStudio, Acxiom launched Compliance Accelerator at Summit to help marketers break down roadblocks on the path to personalization at scale. Compliance Accelerator transforms how marketers in regulated industries and legal teams manage content compliance, protect brand integrity, and accelerate campaign launches from months to days. Read the blog or watch a demo, or visit Adobe Exchange.
2. Use AI agents for streamlined operations and audience creation - Adobe has named Acxiom as a strategic partner in the Adobe Experience Agent Orchestrator ecosystem. This collaboration empowers brands to drive multi-agent collaboration, extending the value of agentic AI across workflows with customization capabilities. Marketers can build, manage, and orchestrate AI agents using Agent Orchestrator and Acxiom’s third-party data, enhancing customer experiences through AI-driven automation and personalization. The initial use case focuses on agent-based marketing audience creation using client and Acxiom data. Read the press release.
3. Master your data collaboration use cases in a privacy-first landscape - Adobe’s Real-Time CDP Collaboration allows marketers and publishers to securely match first-party data, identify high-value audiences, and activate campaigns without exposing publicly identifiable information (PII). This solution simplifies data collaboration and reduces costs commonly found in data collaboration or “clean room” technologies. Acxiom’s Connectors and RealID enable precise targeting across connected TV campaigns, delivering double-digit match rate improvements across all browsers, rich customer attributions, and optimized ad performance for effective CTV campaign ROI. Read the press release. Visit Adobe Experience League for Acxiom Audience Distribution destination.
4. Maximize customer acquisition with personalized site experiences - Most businesses see 70-90% of site traffic from anonymous visitors. Acxiom’s integration of Digital Recognition with Adobe Experience Platform enables brands to identify these visitors in real time and enhance their profiles with rich third-party data attributes. This allows brands to serve personalized experiences and offers, improving conversions from awareness to intent to purchase through relevant, real-time interactions. Visit Adobe Exchange.
5. Assess the health of your Adobe technology Investment - Despite the robust capabilities of Adobe Experience Cloud (AEC), many organizations struggle to prioritize, implement, and operationalize a complex, multi-year roadmap. As a platinum Adobe Solution and Technology partner, Acxiom helps marketers assess the health of their data and technology to maximize their Adobe investment. We offer value assurance consulting for Adobe Experience Cloud, including a quick scan assessment (four to six weeks) with recommendations for business value realization. Explore our services.
6. Accelerate creative brief optimization for faster go-to-market - The creative brief process can take weeks to months, hindering personalization at scale. Brands can integrate Acxiom’s Adobe experts to drive innovation and efficiency across campaign operations. Alternatively, leveraging Adobe GenStudio for Performance Marketing and Adobe Workfront, Acxiom can help automate the creative brief process by integrating inputs from marketing, legal, and agency teams.