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Welcome to ClickZ’s exclusive wrap-up of Day 1 at Adobe Summit in Las Vegas! Sponsored by Fospha, we’re bringing you the latest from the heart of the action as global marketing leaders, tech innovators, and industry disruptors gather to explore the future of customer experience and digital transformation.

Our team is on the ground, capturing the biggest announcements, deep-diving into the latest Adobe product updates, and hearing firsthand how brands are leveraging AI, automation, and data-driven insights to drive growth.

Day 1 Highlights

Opening Keynote

Multi-Mix Modeling Takes Center Stage

Multi-mix modeling emerged as one of the hottest topics at Adobe Summit 2025, with industry leaders highlighting the growing need for smarter, more flexible attribution and budgeting strategies. As marketing complexity increases and signal loss from privacy changes disrupts traditional models, brands are looking for solutions that provide real-time insights and more accurate measurement.

Key themes included:

Unified Attribution: Combining Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM) to better assess the impact of different channels and optimize spend allocation.

AI-Driven Budgeting: Leveraging AI to fill data gaps, forecast campaign performance, and provide actionable insights for faster decision-making.

Privacy-First Approaches: Developing measurement strategies that don’t rely on user-level data, adapting to the new privacy landscape while maintaining accuracy.

Fospha: Solving the Marketing Measurement Challenge

While multi-mix modeling presents a powerful opportunity, execution remains complex — particularly for eCommerce and DTC brands. That’s where Fospha stands out.

Fospha combines the granularity of attribution with the predictive power of daily MMM in a single algorithm — delivering a more complete view of marketing performance.
This allows brands to pinpoint which channels are driving incremental value and adjust spend dynamically to maximize ROI.
Fospha’s solution operates without relying on user-level data, providing full-funnel visibility and enabling brands to scale their investments more effectively in a privacy-first environment.

Fospha’s ability to merge detailed attribution with predictive modeling ensures brands have the actionable insights they need to adapt, optimize, and drive sustainable growth — even as the industry shifts toward greater privacy and data complexity.

AI and Automation – The Future of Marketing

AI was a major theme throughout Day 1. Adobe’s Smart Plus campaigns (powered by TikTok) showcased how AI can automate campaign creation and optimization, driving performance with minimal manual input. Brands are already using AI to:

Automate creative testing and optimization

Adjust spend dynamically based on real-time performance

Scale campaigns across platforms with AI-driven recommendations

 TikTok and Adobe – Building a Seamless Shopping Experience

In a high-energy session, TikTok and Adobe shared insights into how brands can create seamless, conversion-focused customer journeys through better creative, AI-driven targeting, and real-time engagement insights.

What Stood Out:

TikTok’s Smart Plus campaigns now automate full-funnel marketing, using AI to adjust creative and spend in real time based on performance.

Adobe’s Gen AI tools now allow brands to test creative variations, optimize headlines, and localize content at scale — reducing production time and increasing campaign performance.

TikTok and Adobe highlighted the growing importance of micro-moments — focusing on quick, high-impact touchpoints that convert faster than traditional campaigns.

ClickZ Insight: This session reinforced that brands need to align creative and budget decisions in real time — and platforms like Fospha, with daily measurement capabilities, are well-positioned to help brands adapt to rapid changes in performance.

 Exclusive Interview

Anish Chadalavada, Co-Founder of Gradial, on AI-Powered Content Workflows

We sat down with Anish Chadalavada, Co-Founder of Gradial, to discuss how AI is transforming marketing operations — not just in content creation but in automating content delivery and governance at scale.

Key Takeaways:

Beyond Content Creation: Most AI tools focus on content generation, but Gradial’s value lies in automating the content supply chain — ensuring the right assets are used, updated, and published faster.

Enterprise-Focused: Gradial’s solution is tailored for large-scale B2B companies in software, automotive, finance, and healthcare — industries where content compliance and consistency are most critical.

Setup in 8 Weeks: Integration with Adobe takes approximately 8 weeks, with a focus on ingesting design system components and brand guidelines.

Results: Customers are clearing backlogs of content updates faster, migrating to cloud quickly, and improving brand consistency using AI-driven governance.

Agents as the Next Frontier: Chadalavada sees AI agents as a game-changer, automating repetitive workflows so marketing teams can focus on creative strategy and higher-value work.

Gradial’s recent Series A funding reflects growing demand for AI-powered content automation — positioning the company to expand rapidly into new verticals this year.

What’s Coming Up on Day 2

Day 2 of the Adobe Summit 2025 promises a wealth of insightful sessions and keynotes:

10:00 AM – 12:00 PM: Day Two Keynote

Explore the latest trends and innovations in digital marketing and customer experience, featuring insights from Adobe executives and industry leaders.

1:00 PM – 3:30 PM: Strategy Keynotes

Deep dive into specialized topics, including:

Generative AI in Marketing: Understanding how AI can revolutionize content creation and campaign management.

Customer Journey Management: Strategies to enhance customer experiences across multiple touchpoints.

Content Supply Chain Optimization: Techniques to streamline content workflows for maximum efficiency.

12:30 PM – 4:30 PM: Select Sessions

Engage in sessions covering:

Analytics: Leveraging data to drive marketing strategies.

B2B Marketing: Aligning sales and marketing for optimal results.

Commerce: Enhancing eCommerce platforms for better customer engagement.

6:00 PM – 7:00 PM: Sneaks

Get an exclusive preview of Adobe’s latest innovations and experimental projects, offering a glimpse into the future of digital experiences.

For a detailed agenda and to personalize your schedule, visit the Adobe Summit Session Catalog.

Already thinking about the next event?

Get 10% Off Shoptalk Registration

ClickZ is thrilled to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.

Shoptalk brings together the biggest names in eCommerce and retail to explore the latest trends and challenges—from AI-driven personalization to shifting consumer behavior.

 Shoptalk 2025: What’s Coming
Last year, AI, retail media networks, and omnichannel innovation took center stage—this year promises even bigger insights. Expect exclusive talks from top retail leaders and deep dives into cutting-edge strategies.

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

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