Adobe pledges to ‘raise the bar’ for marketers with new AI innovations

March 27, 2024 8:03

Adobe wants marketers and businesses to lean into the rise of generative AI and has pledged to help shift the technology from a “shiny new toy” into something that is used by all with confidence.

Kicking off the 2024 Adobe Summit in Las Vegas this week, led by chair and CEO Shantanu Narayen, the tech giant announced innovations for Adobe Experience Cloud and Adobe Creative Cloud, an upcoming Adobe Experience Platform AI Assistant and Adobe GenStudio – “a new generative AI-first offering that will allow marketing teams to quickly plan, create, manage, activate, and measure on-brand content” – that is set to launch officially in quarter three of 2024.

Speaking at the opening keynote on Wednesday, Narayen said Adobe has challenged itself to “personalize that digital experience to the exact individual rather than the segment or the cohort that we’re engaging”.

“AI will empower companies to look more broadly at partnerships to link supply chains and identify new values so that it surprises as well as builds loyalty across a set of brands,” Narayen said to the thousands in attendance.

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Neil Griffiths

Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.