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With 13,000 digital marketing experts across leading global brands, marketing technology platforms and agencies coming together at Adobe Summit last week, one keyword resonated in everyone\u2019s minds and tweets: experience.<\/p>\n
From the first presentations of Partner Day, to Sir Richard Branson\u2019s keynote, to every single breakout session, the omnipresent theme was making experience a core part of business. With DAC leadership represented across Analytics, Technology, Paid Media<\/a>, Digital Strategy<\/a> and Customer Relationships, we learned from and contributed to this call to arms for Experience Makers<\/strong>. DAC has been in the business of making experiences for over 45 years. Today, empowered by the leading products of the Adobe Experience Cloud, including Analytics, Audience Manager and Advertising Cloud, we can deliver on our promise of delivering personalization and localization at scale for enterprise brands.<\/p>\n While experience<\/em> was top of mind throughout the week, there were a handful of other key topics discussed across the conference.<\/p>\n This continues to be the core, ongoing focus for companies across industries, including Adobe itself. Digital transformation is having business-altering impact as brands recognize the need to meet the demands of today\u2019s customers and to make the experiences that will allow them to survive. Two core elements of digital transformation that were much discussed were technology and talent.<\/p>\n On technology, how do organizations select, implement and integrate the tools, platforms, services, apps, and more that create outstanding experiences? (More on Adobe\u2019s view on this below.) On talent, how to you acquire, and more importantly, organize and empower people in your organization to be experience makers? What I always find most valuable about Summit is hearing from brands talk about how they are approaching these challenges and this year was no exception with leaders from Dick\u2019s Sporting Goods, True Value, Albertson\u2019s, Coca-Cola and more talking about how they position their people and teams for success.<\/p>\n This was a frequent watchword throughout the conference, most notably from Adobe\u2019s continued rollout of their Sensei AI framework. To quote Adobe\u2019s CEO, Shantanu Narayen, \u201cAI will change everything.\u201d While this is undoubtedly true, the line he used that I think more realistically defines the landscape \u2013 at least in the immediate term \u2013 is that automation powered by AI will \u201camplify, not replace\u201d how digital marketers create experiences today. AI has the power to increase efficiency, broaden reach, and achieve scale, but as of today, still needs the expertise of the marketing strategist, the creative designer, the producer, and the data scientist to provide the direction and parameters to create the ideal customer experience.<\/p>\n \n Get exclusive insights into digital Digital transformation <\/strong><\/h3>\n
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