Adobe Summit EMEA Kicks Off with New Innovations to Meet European Customer Demand

Adobe has started the Adobe Summit EMEA 2023 by introducing several exciting product advancements that span across Adobe Experience Cloud, Adobe Express, and Adobe Firefly, and assist brands in enhancing their growth through prioritizing exceptional customer experiences.

“Today’s digital economy, coupled with the heightened expectations of consumers, means organizations must be laser-focused on customer experience as the great differentiator. Through the combination of Adobe’s industry-leading enterprise applications and strong innovation engine, we are in the perfect position to help brands rise to this challenge and drive sustainable, experience-led growth,” said Anil Chakravarthy, president, Digital Experience Business at Adobe.

Adobe Experience Cloud is designed to deliver, measure, and customize customer experiences. Prominent European brands such as Accenture, Adidas, Henkel, H&M, Hugo Boss, Prada Group, Real Madrid, Salomon, and Volkswagen, among others, benefit from Adobe Experience Cloud, as it offers industry-specific solutions like Adobe Experience Cloud for Healthcare, as well as tailored marketing engines for financial services and business-to-business applications.

According to recent Adobe research, 88% of marketing CX leaders have reported a doubling in content demand over the past two years. In response to this surge in demand and to enable European businesses to meet it effectively, Adobe has announced the introduction of its Content Supply Chain solution to Europe. Collaborating with renowned global consulting firms and media agencies such as Accenture, IBM, Omnicom, Publicis, and Adobe will help brands enhance the speed of content development while providing CX leaders with unprecedented visibility and control over operations and costs.

Adobe has made an exciting announcement regarding the expansion of Adobe Firefly, its collection of creative, generative AI models. Firefly has been extended into new enterprise solutions to meet the growing demand for digital content. With the introduction of Firefly and Adobe Express for Enterprise, organizations can now provide access to Firefly to all employees, allowing them to quickly and effortlessly generate, edit, and share content that aligns with the brand's identity.

Additional product innovations  

Express with Firefly is a transformative update integrating new Firefly generative AI technologies, offering users enhanced capabilities. The latest release combines Adobe's popular photo, design, video, document, and generative AI tools into a single, comprehensive editor, streamlining previously time-consuming tasks such as background removal, creating engaging social media videos, editing PDFs, and animating characters through audio. By embedding Firefly directly into Express workflows, creators of all skill levels can now generate unique images and text effects based on simple descriptions, enabling them to enhance their social media posts, posters, flyers, and more.

Copyright indemnification for Firefly  

Adobe's generative AI tool, Firefly, offers full indemnification to users, assuring the commercial safety and readiness of its text-to-image generation feature. This move addresses legal uncertainties surrounding generative AI tools and their outputs, providing clarity for businesses. The model is trained on licensed and public-domain content, and Adobe has extended its existing indemnification practice to cover Firefly. While the indemnity offers protection against litigation, the specifics of potential lawsuits and allocated legal funds remain undisclosed. The indemnification aims to instill confidence in enterprise customers utilizing generative AI tools.

Furthermore, Adobe Experience Platform helps brands gain personalized insights and facilitate engaging experiences by seamlessly integrating Adobe Real-Time CDP, Adobe Journey Optimizer, and Customer Journey Analytics. This integration facilitates the next phase of brands' digital transformations, focusing on extensive personalization at critical moments while ensuring the security and privacy of customer data. With the addition of new global partners and advanced audience management capabilities, brands can expedite the execution of personalization campaigns. This includes the automated ingestion of audience segments from various parts of the organization into Real-Time CDP, accompanied by robust governance and management features highlighting the most valuable segments.

Adobe has also introduced a range of innovative updates to its Experience Cloud, enhancing the versatility and incorporating AI-powered features across multiple applications. With Adobe Product Analytics, a self-service tool designed for enterprise customers, Adobe enables product teams to gain comprehensive insights into customer adoption and product usage.

Adobe has also expanded access to Adobe Mix Modeler and the latest version of Adobe Experience Manager, to bring advanced capabilities to businesses for optimizing customer experiences. Additionally, Adobe Journey Optimizer has received AI-infused enhancements, providing brands with robust experimentation and testing capabilities to support informed decision-making.

Adobe Express for Enterprise is now accessible for businesses, and Adobe Firefly for Enterprise is scheduled for the second half of 2023.

These updates build upon Adobe's product innovations announced at the Adobe Summit 2023 back in March.