right to be your trusted partner as you become an authentic enterprise and help you harness the power of AI to deliver personalized experiences to all of your customers. So let's begin that journey. Let's begin to tell you how we do that. To share more about Adobe's vision in the era of AI, I'm really excited to welcome Adobe's chairman and CEO, Shantanu Narayen. Shantanu.
Thank you. Hello everyone and welcome to Adobe Summit. For over 40 years, Adobe's reason for being has been to enable people to tell their stories and to create whatever is in their minds. More than a billion people have used our products over that time across every visual modality, breathing life into ideas, products, brands, marketing campaigns, experiences and businesses. And our evolution as a company reflects the expanding role of creativity across every industry. But what's remained constant from the origins of PostScript to our latest AI innovations, is our ongoing commitment to build systems that connect, empower, and inspire. Today, as we enter a new creative era with AI, our mission empowering everyone to create, I think is more relevant than ever. It's grounded in this belief that we have the tools don't create, people do. And it's our privilege to empower all of you to create the experiences that matter to you.
In this era, we're delivering on even greater value set of our customers directly in the workflows where ideas are created, where there's content is produced, where documents are executed, and even more important, where these customer experiences are both orchestrated and delivered. Think about it. Every student, business, professional, and small businesses looking for quick and easy AI powered applications to help them stand out. Every creator and creative professional is looking for power and precision to easily bring their creative visions to life across any media type and surface. And marketing professionals, digital practitioners, technologists, and business owners are all looking to create, deliver and personalize content at scale across every channel in a way that inspires loyalty. It drives lifetime value and elevates your brand at every interaction. It's this customer focused approach that informs every facet of our AI strategy and is the North Star, frankly, that motivates all of our employees to invent the future with every one of you.
We're living at a true inflection point, a moment where creativity and marketing are being reshaped by AI, unlocking incredible new opportunities and raising the bar for speed, for personalization, as well as for scale. And for the first time, if you think about it, AI gives us this fundamental way to overcome the fear of the blank page. New services like AI chatbots and Agentic browsers are helping us create and consume content quicker than ever before. Conversational interfaces across these multiple media generation models that have been created further democratize creative workflows. But every channel, every device, every media type demands more creative assets, higher, faster quality, and at a greater scale than ever before. And for enterprises, these same shifts open new channels where they have to acquire and engage customers. While the new AI, coworkers and agents will automate inefficient processes and deliver these successful outcomes at scale. But speed is not enough. The bar for creative differentiation and customer engagement impact has risen exponentially. And so in this crowded landscape, brands must stand out. They must connect emotionally and build the kind of loyalty and lifetime value that will sustain their business growth. And that's why we believe at Adobe, that creative control is more important than ever before.
When you think about brand consistency, IP protection, connected asset management, they've moved from best practices to absolutely business critical requirements. And so winning isn't just about producing the most content. It's actually about producing the right content on brand at scale and delivered in a way that feels personal and connected at every single touchpoint. And so it requires us to unify creativity, marketing, and AI across the entire content lifecycle, from ideation to creation to personalization, orchestration, and finally, measurement. For Adobe, everything starts with the users of our products. From the earliest days of Photoshop to the groundbreaking advancements that we will unveil here, Adobe has always focused on enabling individuals to turn ideas into impact. And people want to think in stories to work across media types to move faster and shrink the distance between imagination and creation. We believe that creativity is the new productivity. As communications are becoming even more expressive and visual. It's why Adobe. We're investing in AI to both imagine new possibilities, as well as accelerate how you get things done in the applications that you know and love, all while maintaining controlling ownership of the vision and your end goals.
When you need to get something out quickly without sacrificing quality, Adobe Acrobat and Adobe Express enable you to create anywhere, collaborate seamlessly, and publish to any channel. Our new Adobe Firefly. It's an AI first creative studio which will support your end to end creative process. Deep Firefly integration into our core Creative Cloud applications, including Photoshop, Illustrator, and Premiere. Empower everyone, regardless of expertise to generate this compelling content seamlessly and to activate it with confidence. And so our vision remains the same to deliver the most comprehensive creative platform from ideation, generation, semantic as well as pixel perfect precision editing to production and delivery across every single surface.
At the other end of the spectrum, AI is fundamentally transforming how businesses operate. Conversations are increasingly happening in LLM surfaces, and these new channels are opening fresh opportunities for every one of you to both acquire and engage customers. As AI agents become an additional important interface between businesses and consumers. They're also reshaping both product discovery as well as purchase and commerce behavior. So now it's not just about engaging customers. You also have to engage the agents acting on behalf of your customers and design experiences for both of them. And so this shift is putting brands under tremendous pressure to deliver more personalized content faster across every channel. And we believe that the enterprises that will win are the ones that are running their own proprietary, customized enterprise models with their own data and their own content, which enables them to turn their brand knowledge into results at scale. To compete, enterprises must think about their new enterprise digital stack to be digital first, as well as agent ready. And at Adobe, much like we did with inventing the digital marketing category and digital experience management, Adobe's vision for customer experience orchestration in this new Agentic era is to empower enterprises to navigate this new landscape with confidence.
We want to help you build on your existing infrastructure, your existing investments, but to move with speed and flexibility. And our approach is grounded in this belief that the flexibility and choice should not come at the expense of trust, governance as well as brand integrity. And so we're advancing industry standards like content authenticity with provenance technologies, including content credentials, to help make sure that we build trust in all the digital content that's produced. Our Agentic system will bring together best of breed AI based solutions for the critical areas of the entire content supply chain through a new innovative Gen Studio solution, it'll deliver customer engagement, as Arnold mentioned, through AP and APS, and it'll ensure brand visibility across every channel through AEM and our Agentic web offerings.
While AI can generate images, it can draft documents or suggest campaigns. It is actually Adobe's ability to integrate these capabilities to empower people with brand context, enterprise workflow, and governance that we think will deliver the real business outcome that you all need. Across all of these audiences. Adobe's differentiated approach to AI reflects our belief that creativity is a uniquely human trait, and we believe that AI has the power to both assist and amplify human ingenuity and enhance productivity. And so we're giving you choice and flexibility to use the best model for the job within Adobe applications, without the friction of having to switch between workflows and platforms. Firefly now offers our own commercially safe models and over 30 leading partners, including Google, OpenAI, Black Forest Labs, Luma, Microsoft, and ElevenLabs. And we're empowering enterprises across AI modalities, including models, agents, coworkers, conversational interfaces, all customized for your use.
As AI transitions from this traditional feature based tools to more conversational and intuitive systems, we will continue to leverage our deep domain expertise and contextual brand and engagement with Firefly Foundry and custom models that create solutions that are not just smarter and more relevant, but are aligned with the unique needs of each one of your businesses. Finally, with the growing AI adoption, there's a proliferation of technologies across models, platforms, and workflows, and we need ecosystems that are open, interoperable, built on a shared infrastructure, and designed around how work actually gets done. The customer experience orchestration category is built for multi-agent collaboration across the end to end content lifecycle, and we believe that that will deliver better experience for customers as well as a better outcome for businesses. We're expanding our collaboration with leading AI platforms and infrastructure players, and we're thrilled also to partner with the global agencies and SIs to serve every industry, including financial services, healthcare, media and entertainment and travel and hospitality. And we're committing to help you achieve AI transformation at scale and powering the next trillion experiences, because ultimately, we think that an open and interoperable system built around real world workflows in service is what everybody needs. And when tools, data, and content move seamlessly, you can focus on doing your best work, which is bringing ideas to life and delivering experiences that matter. Thank you again for joining us this week. We look forward to the conversations. We look forward to the interactions and shared insights over the next few days, and working together to chart this new AI future with creativity, as well as customer experience orchestration.
You know, when the world talks about AI and innovation, the company that first comes to mind is Nvidia, and few figures have shaped the trajectory of modern technology as profoundly as Jensen. From founding Nvidia in 1983 with a bet on GPU computing to igniting the deep learning revolution and becoming the architect of the AI infrastructure that's powering virtually every industry, my friend Jensen has proven that visionary persistence and relentless innovation can change the world, and I'm incredibly pleased to once again welcome Jensen on the Adobe Summit Stage.
Please welcome Jensen Huang.
I like the video, I like it. Apparently it was made with Adobe software. There's no question about that.
Thank you for joining us. As you can see, Jensen in his usual uniform which is incredible black leather jacket. And I'm in my. That's all we have. That's all we have.
That's right. But let me start.
Jensen. I mean, you know, so much has been written about what you've done. But at some level, we're both immigrants. And I remember this dinner that we had at Alexander's Steakhouse. I think it was like 25 years ago.
That's pretty luxurious. Yes. Who bought it? Did you buy? I'm pretty sure you must have bought it. That's pretty luxurious. Restaurant.
It is. It is. Um, but I remember you're talking about, you know, what brought you to this country and love for computers and then going to Oregon. So maybe just a little bit of, you know, the genesis of your love for computing science and math.
You know, it was a it was one of those fields that you don't need too many friends for. And, you know, if you, if you're locked up in a bedroom, you're all by yourself most of your life. That's, that's the right field. But my, it was always my mom and dad's. It was, you know, they, they had the American dream. They wanted to pursue the American dream. They wanted their family to grow up here. And they took the chance and brought us here, just like your parents did. And, and, um, and, you know, when you come as an immigrant, obviously you don't have that many friends and, and English is, you know, English and the culture and all that. But something about science and math is universal. And you could wrap your head around it. And, you know, I always loved it. That's it. That's my story. Kind of like yours, you know, you know that that all of you know that at the core of creativity and the, the creative industry is where a great deal of technology were put in service of realizing storytelling. And, um, Shantanu and I both came out of the high performance computing industry, the computer industry and very few CEOs in the world has computer graphics in their soul, you know, as deeply as Shantanu. And so we shared that history.
Jensen, you're answering this time, you know, you know, you know, once a CEO, always a CEO, you got. But you know, the two of us fighting to see who's in charge.
I think it was actually eight years ago on this very stage, we had talked about some of the fundamental innovation that Nvidia was doing, ray tracing. And, you know, when I think about what you have done, you've completely reinvented the company so many times. You know, from the core graphics to PC to scientific computing, deep learning. And now, I mean, at CES, when we were talking, you also said about physical objects and innovation. So maybe just a little bit before we get into software, you know, what excites you about what's happening with physical AI innovation and robotics?
Well, you know, ultimately, the vast majority of the world is physical. And if we want to be able to apply computing really for the first time to some of the largest industries in the world, whether it's life sciences or logistics and manufacturing or transportation, unless the computer can understand the physical world, there is no chance of enhancing it, no chance of automating it. And we're finally at a time where if you simply realize that if you can go from language to images, images to language, why can't we go from language to chunks of actions, which is articulation? Why can't we go from right camera input to action, you know, vision, vision, language, action models, just like LLMs, these are Vlas. And so we now have the ability to go directly from one sensory input to direct actioning on the computing system or the physical system. But in order to do that, you have to understand the physical world.
Amazing. So do you believe that every physical object will eventually have a digital representation? I mean, maybe tell us a little bit about the Omniverse and how you see that evolve.
Well, the work that we're doing together is grounded in some of these areas. One, of course, accelerated computing because everything you do has so much technology component to it. Um, the other part is we need a high fidelity, truthful representation of many of the things that we do in life. And, and the reason for that is because many of the people in this room are, uh, producing products and they're marketing those products, but those products are very specific. That product needs to be precise. The brand identity has to be precise. The design is precise. It's not an approximate representation of the product. And so many of the things that we do needs to have a perfect digital twin. That starting point cannot be negotiable. And from that, of course, we could use generative AI to express it and maybe put it into activate it in all kinds of different environments. You know, it's in a forest. Approximate forest is fine. It's on a mountain. Approximate mountain is fine, but the product has to be precise. And so we need a digital representation of that grounded in its most precise representation, which is 3D graphics. And so the work that we do together, creating a structured, precise digital representation of the artifact, it could be a car, it could be, you know, perfume bottle, it could be a purse, it could, you know, whatever it is. But that starting point is really vital. From there, we can then integrate it with generative AI and, you know, express our creativity through that.
But GTC is such a massive event for you. And, you know, I was listening to your keynote where you talked a lot about how every SaaS company will have to think about what it does as an agentic service. Maybe, you know, you can just for the technologists in this room who've built their entire businesses on software, how do you see that evolve?
There's different types of, you know, the word software, as you guys know, uh, is simply is simply our ability to use structured languages to codify ideas. Some of those, some of the software as a website, some of the software, of course, is workflow, but for example, the software I use from you are tools. And these are, you know, used, these are tools for imaging, tools for video, tools for text tools for all kinds of different things. Right? And so these tools now have a brand new user interface. This, this way, this new user interface is called artificial intelligence genetic systems that allows us to now re-express how we use the tools we use to use tools like point and click and, you know, loading files and dragging down menus. And, you know, I think my entire vocabulary of Photoshop is probably 7% of its capabilities. Now I have an agentic system that I can put in front of it and an agentic system that Adobe could create for me that allows it to understand my intentions and fully realize the capabilities of Photoshop, fully represent, fully utilize, Premiere and so the user interface of the future, all the front end of SaaS is now Agentic. It's intelligent, allows us to interact through directly to the tool if we like, through an agent, if we like in collaboration, if we like, I think it's just a higher level utilization of tools. And in a lot of ways, you know, for, for, I would say for 99.9% of the creators in the world, this is going to elevate your art, no question.
And we certainly believe that. Jensen, because we think it's going to amplify human ingenuity. One of the things you also talked about there was assistance and how, you know, this is going to become the ultimate AI assistant. So, you know, maybe and there's a lot to add.
I was just going to say I was really happy that we negotiated a site license long before the agent came, because the number of tool use inside our company for Adobe is going to skyrocket because. And so I was smart enough to negotiate a good deal.
That's a, that's a, I bought dinner, you bought my software license. I think we're equal right now.
I mean, isn't that what people don't realize is that that the world is limited by button seats. Now we have the support of all kinds of agents. Nvidia tool use inside the company is skyrocketing.
You were saying that when we were backstage about how you think about sort of how job creation and how people are actually going to get busier than ever before in agents. And I just thought it was a fabulous perspective. Maybe you could share that with people.
One of my favorite examples is, um, in the study just came out. So about a decade, maybe a dozen years ago, uh, when computer vision first became superhuman. This is when deep learning, the first problem, the computer deep learning was applied to was computer vision. Computer vision became superhuman very shortly after researchers said that radiology is going to be the first profession to be wiped out by AI, and nobody should be a radiologist, because every single CT scan, every single radiology scan will be studied by AI. Well, ten years later, it is completely true. 100% of radiology is now assisted by artificial intelligence. Computer vision is completely superhuman. And the interesting thing is the number of radiologists that demand went up. The reason for that is because the purpose versus the task of a job has to be separated. The task of a radiologist includes studying scans, but the purpose of the job is to work with clinicians and doctors and patients to help diagnose disease. And so the fact that these radiologists can now scan so fast, they order more scans from more modalities. As a result, they're able to, uh, onboard patients a lot more quickly. The number of patients in a hospital can go up. The hospital is making more money, taking care of more patients, radiologists busier than ever, demand's going up. And so I think the same thing is happening as as software engineers, our company, 100% of software engineers are now supported by agents. They're busier than ever because their experimentation is coming back a lot more quickly. Every single idea expressed in the code instantaneously. And so we're exploring more ideas, more software engineers are working with each other, coming up with new ideas and new, you know, new problem, new new, new problems that we never even think of solving before because we just didn't have the time to do before. And so I think, I think most people have this wrong. I think that the fact that we're now so productive, we can experiment, iterate so fast, we're going to be busier than ever.
Well, you were talking again about, you know, instead of creating one marketing campaign, now you're creating hundreds of marketing campaigns and that's going to be fun. But, you know, I mean, I think our relationship also goes back to when, you know, we would never have enough compute power. You know, I mean, you give us as much as you would in your chips. And, you know, our graphics engineers would take advantage of it. And I think a lot of the folks here, they're all trying to deliver these new experiences as marketers or as businesses in real time. You know, just talk to us a little bit about the sort of computing infrastructure and where it goes and how it allows people in this room to be able to deliver sort of those experiences at real time. Do the reasoning, just how does this all evolve?
Fundamentally, what happened was the computer industry went from a prerecorded retrieval based computing model, which is, you know, artists and computer software engineers and people who write stories. We pre-record our ideas and then we store it obviously in a data center. We then retrieve it using a filter that's called a recommended recommendation system, a recommender. And so that process of accessing information today pretty much defines computing. In the future, you're going to come up with a seed of an original idea, and that seed is highly controlled, highly curated. It's brand perfect. It's exactly the way you want to represent it, represent it. And then every single time your customers enjoy it, your content is going to be passed through a generative AI and it's going to be then presented, described, illustrated in a way that is contextually sensible in their language, in their country, in the, you know, settings of exactly their own interest. Every single one of the way, every single one of us will enjoy the internet completely differently. Every one of us will enjoy our brands differently because it's generated for us in real time. And so how does that happen? In order for that future to happen, we still need to have grounded first principle, truth, the truth of our brands, the truth of our design, truth of our original artifact. And then it needs to run on a factory and this factory goes creatives operation marketing, you know, customer engagement. Uh, you know, I'm not an expert in marketing, but these are kind of the phrases I think you guys use. But that's the process. That's the process that I see my marketing team goes through. And, and by the way, Nvidia marketing is built on Nvidia, built on built on Adobe. And that factory in the future will include AI supercomputers, which means that's part of the reason why we're working so closely together. Adobe is going to be the marketing manufacturing system in a lot of ways, converting creative assets all the way through operations, through customer experiences and engagements. But that entire foundation will run on AI factories and AI supercomputers.
Well, you know, I was actually going to talk a little bit about the fact that I started out being a big customer for him. You're going to be a big customer for me.
I am already a big customer for you. Trust me.
I told Jensen this story and I should probably share it with folks here one Saturday. You know, the head of research calls me up and he says, I've got this incredible news. And I was like, okay, he solved some, you know, model associated with imaging or video. We've gone from diffusion models to transformer models and we fixed it and I said, so have you fixed that problem? He's like, no, it's nothing to do with that. I just got another allocation of Nvidia GPUs. But you have five minutes to approve this. And so I did say yes. But you know our relationship. I mean, we've worked together. In fact, when we were shipping boxes, as you remember, you got the first copy of Creative Suite three.
Let's talk a little true. I literally have the first box autographed by Shantanu. I still have it.
But let's talk about actually what we announced recently, sort of the desire to build these new frontier models to help with the Omniverse and physical objects, to provide creative and marketing flows for the enterprise. I mean, how do you see that as an opportunity sitting from Nvidia rather than from Adobe?
Well, the projects that that we conceived together literally covers the entire modern pipeline of a generative agentic creative and marketing process. And every single company will be built with the process will be run the software, the agents, the AI, the AI models will be running on this Adobe factory that is sitting in multiple clouds. And, you know, and it's going to take us through our entire marketing campaign and creative process and marketing operations all the way to testing, you know, the effectiveness of these different campaigns. And we're going to, we're going to, you know, we do a lot of marketing ourselves. We have a lot of customers everywhere. And, and we need to service customers everywhere. And so the fact that we could work with Adobe allows us to engage basically every market, you know, in every, every platform. And so what we're working on starts from the creative process, 3D original design assets, the digital twins to create, um, customer specific brand specific AI models on the Firefly Foundry, um, all the way to operations. It's incredible. We're literally building the modern marketing factory now.
I know we're excited. We're really excited. Jensen. I, you know, a lot of companies are also thinking about AI transformation right now. So maybe just switching to the business side for a while. What advice would you have for people as they're all thinking about AI and transformation for the companies? How do they approach it? How do they accomplish that at scale? How should they go about it?
Um, you know, Nvidia, we're completely all in on AI for obvious reasons. We believe in it. And um, and the thing that I will tell you is that a decade ago when I pushed the company into it, it was probably a little early. And then nine years ago, it was a little early and eight years ago, it was a little earlier. And so but every single year the improvement was exponential. And this this year, uh, it is exactly right on time. And so I think that, you know, you never want to be too early, um, but you definitely can afford to be late. And so I prefer that we stay with it. We believe what we believe. We know that the technology is evolving. And so for everybody here, I would absolutely engage, uh, the new agentic systems that we worked on together. I would absolutely engage a genetic AI as soon as you can. And I know that it's continuing to evolve, but I'm almost certain dead certain that your organizations are going to find it surprisingly amazing relative to what's, what's happened last year. In fact, you and I, you know, spoken about this literally in the last several months. We went through a very significant transition from generative AI, which is able to understand what we say and produce information back to us to now agentic AI, it can now perform work. It's now collaborating with me and collaborating with all of our engineers and supporting us in all these different ways. And so finally, for the very first time, AI is producing work. That's another way of saying AI is finally valuable. You know, people love, you know, AI's that know it all. But in the final analysis, what you pay for is work done. You know, not not the fact that there's an AI that knows it all. And so, so we're now getting real work done.
I know one thing that Jensen has really also been focused on is given Nvidia is now part of every single industry, whether you think about it as medicine, climate science, um, national infrastructure. I only care about media and entertainment. Advertising is the only thing I care about. But in all seriousness, right now, how do you think about, you know, responsibility because you've really focused a lot on that as well. And, you know, just lessons for everybody in terms of, you know, global responsibility that Nvidia now has and how you think about it.
Nobody is a greater champion for open models. Nobody is a greater champion for enabling every country, every company, every industry to be able to take advantage of this revolutionary technology. I think that that's ultimately, um, how we could be in service of the world and taking advantage of this revolutionary technology. We also try very hard to have research at the intersection of our technology and the domain that we serve. We have a really great life sciences AI team. We have a really great robotics team. We have a really great digital twins team. Obviously, the work that we do, we do really foundational fundamental technology and image generation and neural rendering. And so we tried we tried very hard to do fundamental research that pioneers the technology in that space. Opens the door for companies like you and I to be able to work together. And so this way, we can't ever go as deep as your domain expertise, but we could at least express our technology in such a way that we could then start working together. And so that that research has led us really our two research teams and our two engineering teams to really be able to deeply engage. And now through your vision and through your deep understanding of the domain, you could shape our technology in service of your community.
I, you know, I think Jensen's being far too modest when you think about both the incredible technology transformation that you've driven, Jensen, as well as the way in which you've driven, it's really inspiring, I know, to the entire community. We like to end with just a word association. So I'll ask you a word. Nothing scares me more. And then let's just see, you know what comes to mind. So anything that comes to mind, this is where they stop streaming. Yeah. Um, so I'll start. Dennis. Pigs in a blanket. Beaverton. High school. Um, if I were to actually do it, it's endeavor. It's Voyager, but Starbase parking lots. This is their incredible innovation that they're doing in buildings as well. Uh, Stanford Starbase is where you park all the starships. Uh, Stanford, uh, Raising Spencer, Madison with Lori, going to school on the weekends. Notice how he responds with one word, but that's okay. Uh, leadership, empowerment, creativity. Shantanu.
Jensen. Jensen Wang, busboy.
Please thank me. And having, you know, somebody who's really changed the world with us here today. Jensen. Ladies and gentlemen, Shantanu Narayen. Thank you.
I'm sorry but it's not a party till I arrive. Hey do you wanna join me? Let's go outside. You don't know what I got in store for. From head to toe. I blow minds a show, stop a hit the floor in no time. It's so crowded. Give me some more. Here we go. I'm. I'm a jaw dropper. You got to see it to believe it. Everybody know what? Any feeling? No joke. I'm in it. Certified jaw dropper. Make em go. Whoa whoa whoa. Every time I see him drop to the floor. And they always want to drop it. Don't be ridiculous. Nobody as sick as this see me on the precipice of greatness. I'm meticulous. Very to the point, but a little bit mysterious. Cool, calm, kind. Sometimes I gotta be serious. That's on period 100% love the way I live. Not one single regret. So respect is the name and my name worth a check. Check mark on the gram and the Grammy. Up next. You don't know what I got in store for. From head to toe. I flow minds a show stop a hit the flow in no time. It's so crowded. Give em some more. Here we go. I'm. I'm a jaw dropper. You got to see it to believe it. Jaw dropping.
All right. Thank you. Shantanu and Jensen. Really terrific insights and the rapid pace of AI and genetic innovation and the transformative power of Agentic AI. Great discussion, wasn't it? So now let's dig into how you can harness Agentic AI to enhance your brand, to identify and cultivate prospects, convert them to customers, engage and delight your customers and develop their loyalty and grow your customer lifetime value as context specific to customer experience and marketing, there are three major trends that are shaping the industry. First, the way consumers find information and engage with your brand is changing rapidly. LLMs and AI platforms are quickly becoming a primary interface between customers and brands. ChatGPT, Claude, Gemini, Perplexity, and others are increasingly the first stop for discovery research, advice and comparisons. In fact, our data shows that AI traffic to US online sites increased a staggering 269% year over year in March. From the enterprise perspective, the pace and promise of AI is unprecedented. Agentic architecture gives you greater flexibility than ever before to integrate applications and democratize access to business users. AI coding tools enable you to increase the productivity of your development teams dramatically. And third, in the advertising world, digital channels are predominant and budgets continue to shift towards more measurable performance based channels like social media, connected TV and retail and commerce media networks. Enterprises are also starting to experiment with ads in LLMs and AI platforms. Businesses that capitalize on these three major trends will have a significant and enduring competitive advantage. But to do so, you'll need to surmount some real challenges. For starters, keeping your brand's front and center with customers in a world where they are turning to LLMs and personal agents first, that's a challenge for many brands. Our latest survey shows that 80% of businesses have significant gaps in how their brands show up in AI platforms. We realize you are looking to understand and looking for help on how the LLMs truly work, and what you can do to make your brands and products prominent in those LLMs. Second, the proliferation of channels where you need to reach customers today across your own channels, earned channels and paid channels. Adobe's own marketing team, for example, delivers experiences with well over 50 channels. I'm sure you can relate to that. Measurement. Attribution, calculating return on ad spend they're all becoming significantly more complex as a result of channel proliferation. Third, the number of customer journeys that you need to manage is increasing rapidly. Every audience, all those channels, every one of your products and your subbrands, they each demand your attention. And that's what makes the goal of true one on one personalization at scale, which you all want to do, so that you can delight every single customer. That's what makes it a huge challenge. And of course, content will be essential and the demand for content is skyrocketing. Marketers tell us that they expect content demand
to increase five X over the next two years, and while generating content has become easier with AI, you have to ensure that every piece of content is impactful on brand and just the right content for each customer. So these challenges, when you take them brand visibility in AI platforms, channel proliferation, the complexity of customer journeys, demand for one on one personalization, and the explosion of content, they come on top of what you're already dealing with. So you have to continue everything you're doing currently and simplify that and address the challenges of customer experience orchestration in the era of AI. To do that, you need a system that's tailored to your needs. With user interfaces that combine the simplicity of conversational UIs with the power and precision of purpose built interfaces. You need that genetic reasoning layer that orchestrates seamlessly across the agents that you build, as well as third party agents that you get from your partners. You need intelligence that turns the raw output of generative AI models into content and actions that are consistent with your business goals and your brand. And all of that has to operate in the specific context of your enterprise based on data that you have, and making sure that there's data governance and ensuring that there's no hallucination. What you need is an end to end, agentic AI powered system that puts it all together for you so that you can deliver and optimize personalized experiences to every customer through any channel at the right moment in the customer lifecycle. And that is exactly what we are delivering. Today, I'm excited to announce our solution to our customer experience orchestration in the era of AI, Adobe's CX enterprise.
Adobe CX enterprise is an end to end AI system that will simplify how you manage the entire customer lifecycle, from identifying prospects to driving conversion, to developing lasting loyalty. It's built on our domain expertise in data, content and journeys, and orchestrates apps and agents to deliver personalized experiences at scale. So let's unpack. Adobe CX enterprise, which addresses three critical use cases. First, brand visibility. As we talked about, every enterprise needs to address a dual challenge today. You have to ensure that your brands are visible, accurate and trusted across the new AI platforms while deepening direct engagement on your own properties, your brands and products need to stand out with content optimized for visitors and for agents, whether they are live agents or your customers, personal agents, and you need to optimize for search as well as for discovery on the new consumer AI platforms. So how do you do that? The best way to do that is to double down on your own web properties and make sure that they are ready for the Agentic web. So we provide the most comprehensive solution for brand visibility by bringing together Adobe Experience Manager, which powers your websites and our apps for the web, including Adobe LM optimizer, Adobe Brand Concierge, and AEM sites optimizer. Along with our pending acquisition of SEMrush, which is a leader in search engine optimization and generative engine optimization.
Second use case is customer engagement. Now we provide a comprehensive solution for the entire customer engagement lifecycle built natively on top of the Adobe Experience platform. Acting in concert. Adobe real time CDP, Customer Journey Analytics, and Adobe Journey Optimizer. They bring together all of your customer data sources in a composable manner to deliver comprehensive, real time insights and orchestrate connected, personalized experiences across channels. And third, the content supply chain enterprises are facing increasing pressure to deliver more campaigns at unprecedented speed and scale, and that's pushing teams to transform your content supply chain so that you can reshape the process of planning, creating, managing, activating, and measuring content. Adobe Gen Studio is our end to end content supply chain solution powered by AI to ideate, create, govern, and optimize content experiences at scale. Gen Studio enables creative and marketing teams to produce on brand, personalized content across the ever expanding mix of channels. Our latest gen studio innovations, which you'll hear about soon across workflow and planning, creation and production, asset management, delivery and activation, and reporting and insights enable you to realize the benefits of AI across the entire content supply chain. So those are the three use cases. And today, I'm excited to announce Adobe Analytics across all of them. CX analytics is a comprehensive analytics system that produces timely insights across web, mobile, customer journeys, content conversations, and LMS. It's built on our leading Adobe analytics and customer journey analytics capabilities and provides an easy to use conversational interface that enables the democratization of analytics and insights across your entire organization. All of our solutions are powered by Adobe AI platform, which we introduced at summit last year, and where we're continuing to innovate at a rapid pace.
So let's start with the genetic layer. First. I'm excited to introduce KCS Enterprise Coworker, a specialized AI agent designed to execute tasks for you based on defined business goals. KCS Enterprise Coworker enables your teams to dramatically increase their productivity while ensuring that you maintain full choice and control. KCS Enterprise Coworker activates insights across our apps, helping your users where they do their work today, and it's open and flexible, architected on standards including MCP model, context, protocol, and agent to agent, and it can coordinate work across multiple agents by translating your business objectives into multi-step actions. For example, if your marketing team wants to increase cross-sell performance, KCS Enterprise Coworker can help bring together the right agents and tools across the organization to assemble what you need for a targeted offer like audience segments, creative assets, and performance insights. KCS enterprise coworker can then create a plan, and once the plan is approved by your marketers, it helps execute the plan and monitors results against the goal. And then building out the genetic layer. Adobe CX enterprise makes our entire portfolio of capabilities available through agents, skills, tools, and M.c.p.s. Adobe agents streamline time intensive tasks and help you deliver your customer experience objectives. They are natively integrated into our products and can be managed through EAP, agent Orchestrator, as well as any major third party agent orchestration system. Our Adobe marketing agent, integrated with Microsoft Copilot is a great example of how we are meeting our users, where they are, and making our capabilities easily accessible through partner AI platforms.
With Adobe's CX enterprise, we are introducing two Agentic systems of intelligence. First, Adobe Brand Intelligence, which brings a dynamic insights layer that's accessible by AI agents and helps ensure that every piece of content that you produce is on brand. It has a continuous learning engine for teams to rapidly create content for experiences, and the content remains true to your brand identity. It'll help you move beyond static artifacts like brand guidelines, briefs, and approved assets into a system that learns constantly from qualitative and nuanced inputs, such as feedback from your review cycle, annotations, rejections, and approvals. Second, Adobe Engagement Intelligence, which is a decisioning engine optimized for customer lifetime value to drive personalization at scale. This decisioning engine enables goal based continuous optimization based on comprehensive measurement and analytics. Adobe CX enterprise is underpinned by our global real time Adobe Experience platform, and AEP provides that contextual layer that enables CX enterprise, coworker and all the agents that we have to reason based on governed data, operate within defined business objectives, and take actions that are durable and auditable. So we've covered a lot of new innovation around AI. Let's see Adobe CX enterprise in action. For that. I'll turn it over to Amy James and Gina Casagrande. Amy and Gina, take it away.
Thank you. Anil. Today we're going to show you Adobe CX enterprise, an all new Agentic system helping marketing teams optimize their brand visibility, the content supply chain and customer engagements. But first, I'd like to thank Marriott Bonvoy for allowing us to use their brand to really bring this vision to life. And while the workflows and data is fictitious, the need for speed these days definitely isn't. Now I'm going to give myself a little promotion today. I'm now the VP of Marketing at Marriott Bonvoy with a great view in a corner office. On my way to work, I ask my CX enterprise for my daily briefing, and it tells me that there's an acquisition and engagement opportunity coming from the south of France. Now that sounds really important, so I'm going to bookmark that so I can come back to that later. Now that I'm at my desk, CSS enterprise greets me with a conversational interface, one that knows who I am, what's important to me, and here's my bookmark that I added earlier. Now I'm going to explore this a little bit more because I'm wondering how big is this opportunity and is it going to last? But here's what I love because Adobe's enterprise coworker is grounded in Adobe's domain expertise and Marriott's business context, it goes to work understanding my business goals, my team priorities, and the urgency of this task. Now, I can clearly see here that we're getting a lot of referral traffic from in EMEA, and with CX analytics always on agent, it automatically pulls in signals from on and off site channels. So we can start to recommend and forecast incremental revenue and surface trade offs around resources, budget and timing. Now that's how it knows that unlike past trends, this time I have the bandwidth and the budget to execute a wider strategy here. And before I've even had time to think about what I want to do next, it's recommending that I reach out to my regional marketing manager, Gina Routing work to the right person in the right surface at the right moment. So yes, I will get her to action. That and take a look at it. Adobe Enterprise doesn't just automate work, it intelligently orchestrates it across people, agents, and tools.
