Adobe Summit 2021: Make the Digital Economy Personal

As India’s policymakers acknowledge that its digital ecosystem will contribute at least $1 trillion to the sought-after $5 trillion economy, Adobe believes that customer experiences have risen to become the new currency of the digital economy. Capturing glimpses of the connected world, Adobe Summit 2022 underpinned how organizations can adapt and transform to stay relevant in the ‘Digital Normal’ and brought together global leaders and practitioners across industries to learn, connect and be inspired by the latest innovations in digital customer engagement.

Sharing insights on the future of customer experiences, Shantanu Narayen, Chairman and CEO of Adobe said during the opening keynote,
“The topics of digital transformation and changing customer expectations are dominating business
conversations. We’re all grappling with what it means for our
businesses and how we capitalize on the enormous opportunity of the Digital Economy. For us, the call to action is to make the digital economy personal.” He further added,
“Customer journeys need to be seamless across numerous touchpoints and across whatever channels your customers are using to connect with your brand. For end customers, that result is a satisfying experience, and for businesses, it is imperative to action data in milliseconds to be responsive to your customers
.”

Elaborating on why Nike is personalizing customer experiences, John Donahue, CEO of Nike said,

“I have always talked about how consumers want to get what they want, when they want and how they want it. During pandemic times, that meant buying through mobile apps and having an e-commerce experience. Digital is not a concept that we were choosing to do, we were looking at the consumer and the consumer wanted to have a seamless, premium, personalized experience. In fact, they expect that, increasingly. And that forces us to embrace digital not just at our end-user experiences, but at every step through our value chain.”

Adobe Experience Cloud Innovations Delivering Personalized Experiences at Scale

At the forefront of innovating for the future, Adobe announced several new innovations across
Adobe Experience Cloud, customer wins and partnerships at Summit. These innovations empower businesses to build and deliver personalized customer experiences at scale, with accelerated content velocity, seamless customer journeys and real-time customer data from Adobe’s enterprise-grade customer data platform (CDP), Adobe Real-Time CDP.

Anil Chakravarthy, President, Digital Experience Business, Adobe said, “
Experience Cloud is a comprehensive set of integrated, AI-enabled applications and services for Data Insights & Audiences, Content & Commerce, Customer Journeys and Marketing Workflows used today by three in four Fortune 100 companies and powered by the Adobe Experience Platform.” He added, “We have seen strong growth in Adobe Experience Platform since we launched it in 2019, including a three-hundred percent increase in customers in 2021.”

“As technology continues to transform lives all around us, personalized customer experiences have become the currency of India’s booming digital economy. From startups to enterprises, delivering tailormade and intelligent content for customers is key to driving growth in this unique market. To stay ahead in India’s hyper-competitive market landscape, businesses must understand the context behind every customer interaction and unlock actionable insights. The need to build a future-proof customer experience management strategy has never been more important than it is now. At Adobe, we’re passionate about enabling businesses in India to power ahead on their digital acceleration journeys and are looking forward to helping them succeed by leveraging the host of innovations we’ve announced at Adobe SUMMIT this year” said Prativa Mohapatra, Vice President & Managing Director, Adobe India.

Personalized Experience for Digital Businesses
With personalization picking pace in organizations of all sizes, the times call for technologies that can drive this change. Leveraging Adobe Experience Cloud applications Adobe Campaign, Adobe Target and Adobe Commerce to create personalized experiences for customers, Rajshankar Ray, Chief Executive Officer, IFB Industries Ltd, threw light on how IFB Industries is embracing the digital-first mindset and is moving towards a data-driven operating model. Adding to Adobe’s new list of customers are BMW, Amazon, The Coca-Cola Company, EY, General Motors, TSB Bank among many others. Also, partnering with leading experts like IBM, FedEx, Walmart, PayPal, OneTrust, The Weather Channel, Adobe has created a single, seamless platform for brands to stay ahead of the curve in the digital experience journey.

Digital economy and experiences are not only an exciting opportunity for brands, but they are also providing incredible moments of personal connection for celebrities in the entertainment industry. Actor, producer, screenwriter and entrepreneur Ryan Reynolds, authors Adam Grant, Vivienne Westwood, athlete Allyson Felix, actress Gillian Anderson, shared how the digital-first mindset has impacted their careers.

With more than 200 sessions and training workshops, virtual networking experiences, and plenty of opportunities to learn from leading-edge brands and innovators, Adobe Summit 2022 set the pace for forward-thinking Experience Makers. For more information visit:
https://summit.adobe.com/apac

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