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Adobe made some big announcements this week at its annual summit, held March 25th to the 28th in Las Vegas, which included some significant partnership news.

Around 10,000 business professionals flew in from around the globe to attend the conference where Adobe shared multiple demonstrations and use cases for implementing its improved Adobe tools within company processes.

Aside from Adobe’s key presentations, each day had numerous opportunities to hear from other Adobe partners and clients, and to visit with a wide variety of vendors in the Community Pavilion to learn about other technology and software offerings and see demos.

During the opening keynote, Adobe unveiled several new generative AI features for its tools that promise to improve all areas within the content supply chain, which included workflow and planning, creation and production, asset management, delivery and activation, and insights and reporting.

Shantanu Narayen, chair & CEO of Adobe, shared, “Clearly the entire imagination of the community was captured by what’s happened with predictive AI, ChatGPT and the entire area of generative, as well as no code, AI.”

Therefore, Adobe, in understanding the magic and value of AI comes from the seamless integration into workflows that its customers know and love, decided to integrate Firefly across several of its applications, including Creative Cloud, Document Cloud and Experience Cloud.

Key Product Feature Announcements

First, Adobe introduced GenStudio, a generative AI-first application, streamlining content creation, online delivery and measurement of AI-enhanced experiences.

Additionally, the company implemented a generative AI-powered assistant across its enterprise tools for task automation and technical support, alongside Firefly Services, which is aimed at eliminating repetitive tasks in content creation.

Adobe also announced an expansion of its partnership with Microsoft, to provide GenAI capabilities to marketers by implementing Adobe Experience Cloud workflows and insights into Microsoft Copilot.

Adobe shared that it wants to continue expanding and improving its strategic partnerships with IBM, Google and others to improve upon product offerings and remain innovative.

In honoring its ongoing commitment to responsible AI innovation, the company also integrated content credentials across its apps to improve trust in digital media.

Use Cases in the Enterprise

As David Wadhwani, president of digital media at Adobe, stated, “We live at a time where content and design and creativity has never been more important, where content is literally fueling the global economy, where digital content consumption is absolutely exploding. We are living in a world now where every business needs to have a compelling digital presence.”

To that note, he went on to share that since launching Firefly one year ago at the annual summit, collectively, the Adobe community has created over 6.5 billion images, all used in a variety of ways.

He also shared that, IBM, beyond its consulting services, now uses Firefly to support its own marketing programs, and the results have been impressive: A 10X increase in creative productivity, a 60% faster time to market, and a recent campaign IBM ran with Firefly had a 26X increase in customer and social engagement.

Lidia Fonseca, chief digital and technology officer, EVP of Pfizer, then took the stage. She shared that Pfizer generates a massive amount of content in different languages, across multiple channels and, historically, Pfizer created and managed all this content with many external agencies and didn’t have a central repository to share or reuse materials efficiently.

As a solution to this problem, Pfizer selected Adobe as a strategic partner to help create and manage more content with half the effort at a lower cost. Pfizer has since scaled its new content creation process drastically by using Adobe Experience Manager and Workfront.


Key areas of focus from this year’s Adobe Summit, and from business leaders in attendance, included the need to utilize, manage and harness data effectively, a desire to do more with less (automation), a big interest in implementing generative AI efficiently, sustainability and a desire to continuously innovate and provide customers with better solutions and experiences.

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