Adobe Summit 2025: Dominant Themes Across Industries

Omnicom's Adobe Leadership Team

Adobe Summit 2025: Dominant Themes Across Industries

Adobe Summit 2025 reflected the universal theme that the true power of the technologies in the Adobe ecosystem comes not from their individual capabilities, but from orchestrated integration. A unified ecosystem enables real personalization at scale and drives operational efficiencies. 

Organizations that connect data and insights (first-party data, zero-party preferences, consent records, etc.), then connect decisioning (AI recommendations, journey rules, content variations) will be best positioned to win in an environment where customer expectations are higher than ever.

In this article, our Adobe leadership team takes a look at the topics that dominated Adobe Summit 2025 across individual sectors.

Healthcare & Pharmaceuticals

By Ashley Aglubat, Healthcare Program Director, LeapPoint

A primary concern in the healthcare and pharmaceutical sectors continues to be the medical, legal, and regulatory (MLR) review process, and Adobe Summit 2025 addressed the challenge many organizations have in integrating these essential compliance procedures into their broader marketing operations. This will continue to be a relevant topic because of continuous evolution of platform preferences, as organizations reassess their technology choices to better align with their operational needs.

Organizations are increasingly recognizing that before pursuing advanced capabilities, they must ensure their foundational elements are solid and their end users are properly supported. This recognition has led to a renewed focus on persona-based approaches to technology implementation, where understanding the unique needs and workflows of different stakeholders becomes the cornerstone of successful digital transformation. 

Perhaps most telling is the industry's growing emphasis on the human element in technology adoption. Even organizations with sophisticated marketing platforms find themselves unable to realize the full potential of their investments, not because of technical limitations, but because of challenges in adoption and organizational change management. This underscores a crucial insight: Successful MarTech implementation in healthcare requires a delicate balance of technical expertise, human-centered design, and thoughtful change management strategies. 

The healthcare marketing landscape continues to evolve at different rates across various sub-sectors. While pharmaceutical companies have made significant strides in digital marketing maturity, other healthcare organizations are at different stages of their journey. This variability creates opportunities for cross-pollination of ideas and best practices, while also highlighting the need for tailored approaches that account for sector-specific challenges and requirements.

Our team members understand that the path forward requires a comprehensive approach that addresses the triad of platforms, processes, and people. By maintaining focus on these fundamental elements while strategically incorporating new technologies, healthcare organizations can build marketing operations that are not only compliant and efficient but also adaptable to future changes in the digital landscape. The key to success lies not in rushing to adopt every new technology, but in thoughtfully building a strong foundation that can support sustainable growth and innovation. 

Omnicom’s Key Takeaways from Adobe Summit 2025

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Public Sector

By Jared Pelley, Partner, Public Sector, Credera

The public sector's digital transformation journey continues to be shaped by the intricate balance of innovation, security requirements, and operational efficiency. Adobe Summit 2025 showcased recent developments in marketing technology, particularly in areas such as generative AI and digital asset management (DAM), that are finding resonance within government agencies seeking to modernize their marketing operations.

The website for a branch of the U.S. military serves as a prime example, where the integration of advanced Adobe solutions demonstrates the public sector's commitment to embracing cutting-edge marketing technologies while maintaining mission critical security and compliance standards.

What distinguishes public sector digital transformation is its inherently collaborative nature. Success in this space is built on the foundation of dynamic partnerships between technology platform providers, systems integrators, small business partners, and government employees. This ecosystem approach ensures that solutions efficiently meet technical requirements, align with governmental policies, and meet agency missions. As federal agencies continue to focus on efficiency and modernization, we're seeing a shift toward more targeted, specialized solicitations that create opportunities for agile and innovative consulting partners.

Looking ahead, the public sector marketing technology landscape is poised for significant growth and evolution. State and local governments are increasingly seeking to modernize their marketing and citizen engagement capabilities, creating new opportunities for innovation and digital transformation.

The key to success in this space lies not just in technological prowess, but in understanding the unique needs, constraints, and opportunities within government operations. Our experience in helping platforms like Adobe and AWS achieve Authorization to Operate (ATO) for critical federal government systems demonstrates the importance of deep technical expertise combined with an understanding of compliance frameworks. This is particularly crucial as agencies look to leverage advanced marketing capabilities while maintaining the highest levels of data security, especially in regulated environments.

Travel & Hospitality

By Andrew Stewart, Partner, Consumer, Credera

Adobe Summit 2025 delivered a wealth of insights for brands in the Travel & Hospitality sector, particularly as it relates to the ever-evolving expectations of travelers and fierce competition that requires hyperpersonalization, operational efficiency, and innovation.

AI continued to dominate the conversation, and for good reason. Adobe’s advancements in AI-powered tools were a central theme, with the Coca-Cola case study providing a compelling example of how brands can harness AI to elevate customer experiences. For travel and hospitality marketers, this technology presents an opportunity to unlock hyperpersonalized guest experiences, streamline booking processes, and automate content creation at scale.

However, many brands are still unsure how to align Adobe’s AI strategy with their own corporate AI policies—this is particularly true of organizations that have invested considerable time in developing acceptable use policies that may not yet account for Adobe’s specific AI capabilities. For example, travel and hospitality companies must navigate complexities like fluctuating demand, regional regulations, and diverse customer preferences—all of which require AI implementations that are both flexible and compliant.

While AI stole the spotlight at Adobe Summit 2025, the importance of customer data platforms (CDPs) shouldn’t be overlooked. Though CDPs took a backseat this year, their role as the backbone of AI success was clear. For AI to deliver meaningful results, data hygiene must be a top priority. This is especially critical in the travel sector, where fragmented data from multiple touchpoints—such as booking engines, loyalty programs, and on-property interactions—can create roadblocks to personalization. Without clean, unified data, even the most advanced AI tools will fail to deliver the desired impact. Marketers should view CDPs as the foundation upon which to build their AI strategies, ensuring that their data pipelines are optimized for accuracy and accessibility.

Another standout theme was the emphasis on content supply chain optimization. With the growing availability of generative AI tools, travel and hospitality brands have a unique opportunity to maximize the value of their existing content. For companies that need to produce localized, channel-specific, or versioned content at scale, automation can significantly reduce time-to-market and improve ROI.

The challenge, however, lies in developing a clear strategy to fully exploit these tools. Many organizations have invested in Adobe’s solutions but are still struggling to translate those investments into tangible results. This is where a focused “accelerator” approach proves invaluable—helping brands quickly implement and optimize their tools to streamline operations and extend the reach of their content.

Retail & Consumer Product Goods

By Jen Krempa, Chief Strategy Officer, LeapPoint

From empowering Retail Media Networks to strengthening Direct-to-Consumer (DTC) strategies, Adobe Summit 2025 offered actionable insights into how retailers and consumer goods companies can efficiently create, manage, and deliver content at scale, while maintaining agility and competitiveness.

Here are a few of the top takeaways:

Retailers are under increasing pressure to scale personalization across channels while maintaining high-quality, consistent content. Achieving this depends on three critical components: data, activation, and content. While many retail brands have made significant progress in data collection and activation, content creation remains a bottleneck for retailers and CPGs alike. This is where GenAI tools, such as Adobe Firefly, combined with a robust content supply chain, come into play. These technologies enable retailers and suppliers to accelerate creative production, automate workflows, and facilitate dynamic content delivery.

A standout example of this is Newell Brands, which shared how it is leveraging Adobe’s suite of tools—including AEM, Firefly, and Workfront—to transform its content supply chain. By streamlining processes and reducing inefficiencies, Newell is scaling its content production to meet digital merchandizing and retail media network demands and its expanding DTC initiatives. Through these solutions, Newell is building a cohesive ecosystem that supports faster go-to-market strategies while improving brand consistency across all customer touchpoints.

Speaking of DTC, these strategies are becoming increasingly vital for consumer goods companies. However, for companies to succeed, businesses require a more connected MarTech stack and a robust first-party data strategy. Many organizations are rethinking their brand.com presence and how first-party data can enable more personalized, impactful customer experiences.

By aligning content supply chains with broader DTC goals, brands can deliver tailored, data-driven campaigns that resonate deeply with their audiences while driving measurable business growth. CPGs are collectively seeing content as not just a critical part of their marketing strategies, but an overall part of their business strategies, with areas of focus ranging from acceleration of product proto-typing and streamlining of packaging asset development, to connecting their digital assets through AEM to their respective PIMs for better, higher-quality, faster, and more connected product imagery and data.

Another highlight from Adobe Summit 2025 was the transformative impact of GenAI on retail operations. Tools like Adobe Firefly are fundamentally changing how brands create and manage content, from product development to go-to-market execution. However, this transformation requires more than adopting new technologies; it demands updated workflows, redefined skill sets, and a commitment to effective change management. In other words, transitioning from traditional tools to AI-powered solutions entails significant organizational shifts. Brands must prioritize training, develop custom AI models, and foster collaboration across teams to succeed. By focusing on education, clear communication, and showcasing the tangible benefits of these tools, organizations can drive adoption and cultivate an innovative company culture.

Financial Services

By Gail Stout Perry, Partner, Financial Services, Credera

Adobe Summit 2025 reinforced the fact that AI is rapidly becoming the cornerstone of innovation in financial services marketing. Prudential's "Flash Forward" application demonstrates the powerful intersection of AI and behavioral science, addressing the psychological barriers to retirement planning by helping customers visualize their future selves. This approach moves beyond traditional financial planning tools to create emotional connections and drive meaningful customer engagement.

Another significant trend in financial services marketing is the bridging of the physical and digital realms—"phygital" experiences. HDFC Bank in India exemplifies this with their innovative QR code system, where employee badges serve as gateways to personalized customer interactions. Each employee wears a badge with a QR code, and when a customer scans the code, the system retrieves key customer information and provides personalized prompts, offers, and next best actions. This enables the employee to provide tailored service during the physical interaction. Additionally, the system sends reminders and prompts to the customer after the interaction, ensuring a seamless and continuous engagement.

As a final Adobe Summit 2025 observation, the democratization of data is revolutionizing ways of working. For example, creative teams, traditionally separated from performance metrics, now have direct access to campaign results and customer insights. This transparency has transformed the creative process, enabling designers and content creators to produce more targeted, effective materials that resonate with specific customer segments and drive measurable results.

The most significant opportunities lie in orchestrating the entire marketing ecosystem—from CRM systems and creative workflows to multichannel precision marketing and customer experience management. As trusted advisors in this space, we understand that the challenges facing financial institutions require not just technological solutions, but strategic insight and practical expertise. Success in this evolving landscape demands both the wisdom to navigate complex regulatory requirements and the vision to embrace transformative technologies that enhance customer relationships while driving operational efficiency.

The Bottom Line

The innovations mentioned here are all components of a cohesive strategy to enable connected data (through an integrated platform and profile) and connected decisioning (through AI agents and orchestration) as two sides of the same coin.

Adobe Summit 2025 marked an evolution toward what might be called “intelligent orchestration”—the seamless fusion of data, analytics, and creative decisioning to choreograph customer experiences.

Whether you're looking to enhance personalization capabilities, streamline workflows, better manage and leverage your data, or see higher ROI from your existing Adobe solutions, our team members can help you navigate the journey from technology adoption to value realization to continued innovation. Schedule a call to see how we can help.