From Buzzwords to Business: What Adobe Summit’s Big Announcements Mean for You – VP, Adobe Solutions — Tyler Maynard
Thursday, March 27, 2025
From Buzzwords to Business: What Adobe Summit’s Big Announcements Mean for You
By Tyler Maynard — VP, Adobe Solutions
Three days in Vegas at Adobe Summit can leave you feeling more than just homesick for your cozy work-from-home office. Between keynotes, sessions, and the endless networking events, it’s easy to get overwhelmed. And if you don’t get dizzy from the free-flowing cocktails, the constant barrage of buzzwords will definitely leave you buzzing:
Generative AI (GenAI)
Firefly Services
Personalized Experiences
Customer Experience Orchestration
At Scale
Unified Customer Profiles
Content Analytics
Agent Orchestration
Cross-Channel Experience Management
And, of course, did we mention Generative AI?
The big-screen keynotes make it look like magic. But for most marketing and IT leaders, the real question is: How do you take all this innovation and make it real in your business?
Breaking It Down: What Matters for You
Adobe just served up a strong cocktail of innovation—hope you can handle the pour.
Based on what we saw at Summit, here’s what you should be paying attention to:
If You’re on AEM: Move to Edge Delivery Services + Universal Editor
Adobe Experience Manager (AEM) is moving from content volume to content velocity—because in today’s digital world, no one’s got time for a slow pour. The goal? Real-time content activation, where AI-powered workflows shake, stir, and serve up intent-driven experiences faster than a seasoned bartender on a Friday night.
Content Advisor (Fluent AI-First Experiences): AI-powered content creation means less manual work and faster campaign execution.
AI-Assisted, Brand-Governed Content: The new Brand Concierge ensures brand consistency while scaling content.
AEM Sites Optimizer: Helps marketers fine-tune SEO, accessibility, and site performance all in one place.
What You Need to Do: If you’re still on an older AEM setup, now’s the time to move to Cloud Service, adopt Edge Delivery, and leverage the Universal Editor. All the features related to AEM that were shown were using the latest AEM functionality.
Don’t wait for last call on this one — let us help you map out what this looks like for your org.
Metadata Your Brand: Brand Guidelines as a System, Not a PDF
Your brand guidelines shouldn’t be a dusty old PDF sitting on the shelf like an overpriced bottle no one orders. It’s time to pour your brand into the workflow where content is actually being created.
Brand governance isn’t just a style guide anymore. Adobe’s Brand Concierge ensures brand voice and compliance inside the content creation workflow.
Brand Service is shared across Adobe’s Experience Cloud, meaning every AI-generated asset aligns with your voice and tone.
Generate all the variations you need (some call this “at scale”) while keeping branding intact.
What You Need to Do: Centralize your brand guidelines in a system that can be consumed by AI-driven content tools. Why this is important: These brand guidelines will be the main driver for the prompt engineering that fuels all generative content.
GenStudio: The Ultimate Cocktail for Content at Scale
Adobe’s GenStudio isn’t just another buzzword—it’s the top-shelf pour for brands looking to scale content production while keeping it on-brand, data-driven, and seamlessly activated across channels. Think of it as the mixologist behind the bar, blending AI-powered content creation, streamlined workflows, and marketing execution into a single, smooth experience.
What’s in the Mix?
AI-First Content Production: Generate, personalize, and optimize content across paid media, email, and organic channels—all with brand consistency baked in.
Brand Governance on Autopilot: GenStudio leverages Firefly Services and
Custom Models to ensure every asset aligns with brand guidelines while scaling production.
Workflow Acceleration: Integrated with Workfront, GenStudio helps marketing teams chase less and create more, automating briefs, approvals, and content distribution.
Performance-Driven Execution: AI-driven insights-to-create workflows help marketers understand what’s working, why, and how to optimize future content.
Why You Shouldn’t Wait for Last Call on This One
The old way of content production—manual, fragmented, and slow—won’t cut it in a world where "time to consideration = zero." With GenStudio, brands can orchestrate content supply chains that fuel cross-channel personalization, all while keeping teams aligned and data flowing from insight to action.
If your content team is still manually building every campaign asset, you’re sipping on yesterday’s drink. GenStudio is the new mix—let’s make sure you’re ready for the pour.
What You Need to Do: Understand what GenStudio is and the breakdown of the different GenStudio “modules”.
Reach out for a GenStudio demo and let us help you map out the roles and business lines that would take advantage of this new tool. We can answer your questions and help you align on if this is worth your investment. Rightpoint is one of only six Adobe partners with an accredited Rapid Deployment Solution for GenStudio for Performance Marketing.
Top Off Your Data Glass: More Data Inbound = Smarter Personalization
If data is the lifeblood of personalization, then Adobe’s Real-Time Customer Data Platform (RTCDP) and Customer Journey Analytics (CJA) are the bartenders crafting the perfect customer experience—shaken, stirred, and served just how your audience likes it.
RTCDP: The Top-Shelf Blend — Think of RTCDP as your high-end liquor—it unifies fragmented data sources into one smooth, complete customer profile. No more sifting through mismatched data; this is the good stuff, ready to pour into personalized experiences.
CJA: The Mixologist’s Secret Ingredient — Want to know what’s working and what’s getting left on the bar? CJA tracks customer behavior across all touchpoints, serving up real-time insights so you can adjust the mix and keep customers engaged.
Agent Orchestration: Your AI Barback — Forget manually mapping out customer journeys—Adobe’s Agent Orchestration acts like an AI-powered barback, handling the heavy lifting so you can focus on serving up the right message at the right time.
What You Need to Do: If you’re still waiting to invest in first-party data collection and a real customer data strategy, you’re sipping on yesterday’s cocktail. The best experiences start with the right ingredients—let’s make sure your data game is aged to perfection.
Feeling Overwhelmed? You’re Not Alone.
If you’re walking away from Summit feeling like you drank from a firehose of information, you’re not alone. The biggest pain points we heard were:
“There was too much content—I can’t consume it all.”
“I don’t know which announcements are relevant for my business.”
“I saw great ideas, but I don’t know how to align my business to move in that direction.”
Where to Start? Let’s Talk.
We help companies distill the noise and build a roadmap that aligns with their business goals. Whether it’s:
Deciphering what tools and solutions fit your needs
Creating a strategy for AI-powered content and personalization
Getting hands-on with demos and deep dives into Adobe’s latest innovations
You don’t need to read the whole menu—let us help you pick the right mix for your business.
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