target audience: TECH SUPPLIER  Publication date: Apr 2023 - Document type: Market Perspective - Doc  Document number: # US50570923

Adobe Summit 2023: Experience-Led Growth, Generative AI, and Content Supply Chains


  • Gerry Murray Loading
  • Alan Webber Loading
  • Marci Maddox Loading
  • Douglas Hayward Loading
  • Roger Beharry Lall Loading
  • David Wallace Loading
  • Sudhir Rajagopal Loading


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This IDC Market Perspective discusses about the Summit 2023 that Adobe held in Las Vegas in the week of March 20, in person for the first time in three years with more than 10,000 attendees, 170 partner companies, and 500 speakers. The main themes of the event were "experience-led growth," content supply chain, and generative AI. A number of functional examples debuted at the event and are expected to rapidly mature and diffuse across Adobe products. GenAI was particularly nascent relative to the almost limitless number of potential use cases, but the discussions about safety, ethics, and best practices were reassuringly robust.

"Adobe is one of the most influential companies in the world when it comes to content creation," said Gerry Murray, research director, Enterprise Marketing Technology at IDC. "As such, its efforts to create safe, trustworthy controls and identifiers for generative AI are critical to protecting the authenticity of digital commerce. However, the threat is global and therefore the industry must collectively scale good practice for GenAI or it may undermine consumers' ability to differentiate authentic branded communications and offers from counterfeits."


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