Adobe Summit sparked the conversation. What matters now is what comes next.
This year, one theme came through clearly: Organizations pulling ahead aren’t just experimenting with AI—they’re redefining how they engage, sell, and serve customers to drive real business outcomes.
PwC is helping clients move from experimentation to execution—connecting strategy, data, content, and operations into a more intelligent, orchestrated growth engine.
Video
Watch PwC's Phil Regnault and Adobe's Robin Ritenour discuss
2:39
More tools
Transcript
Five shifts shaping what comes next
- The emphasis on marketing work
AI isn't replacing marketing. It's elevating it. As agentic AI takes on repeatable tasks, marketers can focus on higher-value work, improve campaign quality, and reinvest time and resources into growth. - The rise of marketing tech ecosystems
The future isn't one platform. It's an orchestrated ecosystem. Leading organizations are bringing together enterprise platforms, frontier AI models, and AI-native solutions to create connected marketing ecosystems that deliver more intelligent customer experiences. - The thirst for marketing knowledge
AI is only as powerful as the knowledge behind it. Data is abundant and content is growing rapidly, but trusted marketing knowledge remains fragmented. Organizations that build a unified marketing knowledge layer will be better positioned to deliver AI-powered personalization at scale. - The reshaping of B2B marketing
B2B marketing is entering a new era. Agentic AI is changing how organizations identify buying signals, engage buying groups, and orchestrate journeys. The result is stronger alignment between marketing and sales, along with more measurable business outcomes. - The pivot to value realization
The conversation is shifting from adoption to outcomes. As pricing models evolve, organizations need to measure success by business value, not platform utilization. That shift makes collaboration between the CMO, CIO, and CFO more important than ever.
The ideas behind the momentum
These perspectives shaped the conversations, sessions, and client discussions throughout the week:
From insight to execution
At Summit, we didn’t just talk about these ideas—we showed how they work in practice.
- AI-enabled campaign execution
Move from planning to activation instantly with AI-driven workflows and audience orchestration
- Content knowledge graph
Enable real-time, relevant personalization with structured, reusable content
- Trust-enabled activation
Activate customer data with confidence by embedding consent and governance into each interaction
- Agentic commerce
Reimagine customer journeys with AI-driven discovery, decisioning, and transactions
Follow us
