️Subscribe | Forward | Advertise with us
Follow us on LinkedIn 
Hi {{first_name|there}}!
The Adobe Summit 2025 has concluded, leaving attendees with a wealth of insights into the evolving landscape of digital marketing and customer experience. This year’s conference underscored the transformative power of Artificial Intelligence (AI), with a particular focus on agentic AI, personalization at scale, and innovative content creation strategies.
ClickZ’s Highlights
Agentic AI: Revolutionizing Marketing Workflows
Adobe introduced the Experience Platform Agent Orchestrator, a groundbreaking tool enabling businesses to manage AI agents across various applications. These agents are designed to optimize websites, refine target audiences, and automate repetitive content tasks, thereby enhancing efficiency and effectiveness in marketing operations.
Personalization at Scale
The summit emphasized the critical importance of delivering personalized customer experiences. Adobe’s Chief Marketing Officer, Lara Balazs, highlighted that personalization is key to success in modern marketing, stating, “If they don’t get on board, they’re going to be left behind.” This sentiment reflects the industry’s shift towards tailoring experiences to individual customer needs and preferences.
Innovations in Content Creation
Adobe expanded its generative AI platform, Firefly, integrating new capabilities for video editing and translation. These advancements are set to significantly reduce production times and costs, empowering creators and marketers to produce high-quality content more efficiently.
Memorable Moments
Keynote Insights
The opening keynote set the tone for the summit, with Adobe leaders and industry executives discussing the convergence of creativity, marketing, and AI. Notably, leaders from The Coca-Cola Company shared their experiences leveraging AI to enhance customer engagement, providing attendees with practical insights into AI application in global marketing strategies.
Sneaks Session
The “Sneaks” segment, hosted by actor and comedian Ken Jeong, offered a glimpse into Adobe’s experimental projects. Innovations like Project Panorama and Project Slide Wow showcased potential future tools designed to streamline workflows and enhance creative processes, generating excitement about the possibilities these tools could bring to the industry.
ClickZ’s POV 
As a leading voice in digital marketing, ClickZ recognizes the pivotal role of AI in shaping the future of customer experience. The insights gained from Adobe Summit 2025 reinforce our commitment to exploring and reporting on AI-driven strategies that drive personalization and efficiency. We are particularly excited about the advancements in agentic AI and their potential to revolutionize marketing workflows.
In the context of these developments, Fospha stands out as a key player in the realm of privacy-first attribution. Their innovative approaches to measuring marketing effectiveness align seamlessly with the industry’s shift towards AI-driven strategies. By providing accurate, privacy-compliant insights into customer journeys, Fospha enables brands to optimize their marketing efforts in an increasingly complex digital landscape.
More from yesterday’s @TikTok session with Fospha’s Jamie Bolton at 
#AdobeSummit #adobe #adobesummit2025 #lasvegas #ecommerce #digitalm… See more
You can catch more clips of what Fospha had to say at the Adobe Summit on ClickZ’s TikTok!
Exclusive Interview
Tim Conrad and Luke Barton from Comwrap Reply on AI, Content Automation, and Scaling with Speed
ClickZ sat down with Tim Conrad and Luke Barton, partners at Comwrap Reply, to get an insider’s view on how AI is transforming content production, customer experience, and operational efficiency for brands at scale. Comwrap Reply is a key Adobe partner, working with clients to deploy AI-driven solutions that unlock new levels of speed, personalization, and efficiency.
Here’s what they had to say about the future of AI-powered marketing and how brands can capitalize on this shift:
:
AI-Powered Content Creation at Scale
According to Tim, AI is already making a tangible difference in content creation — especially for large, global brands managing multi-channel campaigns.
“Content production is one of the biggest pain points for marketing teams — especially for brands that operate in multiple countries and languages,” Tim explained.
AI is allowing Comwrap Reply to eliminate much of the manual effort involved in content production by:
Generating Multi-Format Assets – AI creates different sizes, formats, and variations of content for different channels (social media, email, web) automatically.
Multi-Language Adaptation – AI translates and adapts content for different languages and cultural nuances, ensuring consistency across global markets.
Creative Adjustments in Real-Time – AI enables brands to tweak and optimize content on the fly — something that would have been impossible just a year ago.
“AI has enabled us to remove the manual process from content creation and automate it at scale — cutting production time and costs significantly,” said Tim.
Asset Tagging and Metadata Automation
Luke provided a practical example of how AI is transforming digital asset management.
“If you’re a large brand running campaigns across multiple markets, you’re talking about hundreds of thousands of assets being created every year — manually tagging and organizing those assets is impossible,” Luke said.
Comwrap Reply’s AI-powered Co-Pilot Tool is solving this challenge:
AI scans all digital assets and automatically tags them with titles, subtitles, and metadata based on context and brand guidelines.
What used to take weeks or even months is now done in a matter of hours — reducing time-to-market and improving searchability.
AI also suggests metadata based on brand models and previous performance data — allowing for faster activation of assets in future campaigns.
“Our tool is doing the work of 50 to 60 people, but with more consistency and accuracy — brands are now able to launch more campaigns, faster, with fewer resources.”
The New Marketing Playbook: AI + Human Insight
Tim and Luke emphasized that AI isn’t replacing humans — it’s enhancing them.
“AI is not about removing human creativity — it’s about shifting the focus from execution to strategy,” said Tim.
AI enables marketers to:
Test and adjust campaigns in real time
Identify high-performing segments more effectively
Automate repetitive tasks, freeing up human creativity
“Marketers are no longer stuck in the weeds — AI lets them focus on creative strategy and customer engagement, rather than execution.”
Speed, Scale, and Cost Efficiency
Luke broke down the three core benefits AI is driving for brands:
Revenue Growth – AI enables more targeted, personalized campaigns, driving higher conversion rates.
Cost Reduction – AI automates manual processes, cutting production costs and increasing operational efficiency.
Time to Market – What used to take months can now be done in days — AI allows brands to react to market shifts with unprecedented speed.
“We recently helped a client reduce their campaign launch time by 70% by automating asset creation and distribution — that’s the power of AI,” Luke explained.
AI is Democratizing Marketing and Development
Tim highlighted one of the most profound shifts AI is driving — removing the barriers to creativity and technical development.
“AI is democratizing things like design and coding — people without design or coding skills can now produce high-quality assets and software using AI-powered tools,” Tim said.
AI reduces reliance on specialized technical skills.
AI allows marketers and creatives to execute more autonomously.
Cross-functional teams can now work more fluidly — AI connects the dots between content, data, and customer experience.
“AI is breaking down silos — creative, technical, and marketing teams are now working together more seamlessly than ever before,” said Tim.
The Future of AI-Driven Marketing
Luke predicted that AI will fundamentally change how brands approach marketing strategy over the next two to three years:
“We’ll see an explosion of micro-campaigns — brands will be able to test, optimize, and relaunch campaigns in real time. AI is making mass personalization possible — at scale.”
Tim added that AI is poised to become the central driver of business strategy:
“AI is not just a tool — it’s a strategic advantage. The brands that figure out how to integrate AI into their operating models will be the ones that win.”
The AI-Driven Shift in Agency Models
Interestingly, both Tim and Luke believe AI will change the way agencies operate as well:
“Agencies have historically made money based on billable hours — but AI will shift that to value-based pricing,” Luke noted.
Agencies will need to focus on delivering outcomes, not just completing tasks.
AI will handle much of the execution, while human expertise will shift toward strategy and optimization.
“We’re already seeing this shift — agencies will need to pivot from selling time to selling value.”
Key Takeaways from Comwrap Reply’s AI Strategy
AI is transforming content production — faster, more cost-effective, and more consistent.
AI is improving campaign performance — real-time adjustments, better targeting, and higher ROI.
AI is empowering marketers to focus on strategy — automating execution while enhancing creativity.
The future is real-time, data-driven, and hyper-personalized — AI is making that future possible now.
“AI is not a threat — it’s a multiplier. The brands that learn to work with AI will dominate the next decade of marketing.”
Luke Barton
Closing Thoughts
Three days, countless insights — and one undeniable truth: AI is no longer a buzzword — it’s the future of marketing.
Adobe Summit 2025 has made it clear that agentic AI, automation, and real-time personalization are not just trends — they’re becoming the backbone of customer experience. Brands that embrace these technologies will lead the next era of marketing, while those that resist risk being left behind.
What Are We Taking Away from Adobe Summit 2025?
AI is becoming the marketer’s co-pilot – From content creation to customer journeys, AI is now handling the “how” so marketers can focus on the “what.”
Personalization is table stakes – Customers expect tailored experiences. AI-powered segmentation, journey optimization, and real-time adjustments are essential for driving engagement.
Measurement is the missing piece – Without effective attribution, even the smartest campaigns can fall short. That’s where Fospha’s privacy-first approach is giving brands the edge.
AI isn’t replacing humans — it’s enhancing them – Successful brands will strike the right balance between human creativity and AI-driven efficiency.
Tomorrow’s leading brands are those that figure out how to make AI work with human insight — not replace it.
Guess Where We’re Heading Next?
ClickZ is thrilled to be attending Shoptalk as an official media partner. Not only that, we’re so excited to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.
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.
Register now using the code RBCLICK269. Book a Meeting with Fospha
Sign up for Unofficially Shoptalk to receive our exclusive event coverage straight to your inbox.
WHAT’S HAPPENING ON SOCIALS
STAY TUNED 
Stay tuned for more exclusive event insights, where we’ll cover more sessions and interviews, taking a closer look at what’s next for retail, eCommerce, and digital marketing.
Editorial
Contact an editor to create content for your business. [editorial@contentive.com]
Advertise with us
Get in touch with our Advertising Team.
Connect with us on socials
Proudly Sponsored by Fospha: Powering smarter budget decisions with full-funnel marketing measurement and forecasting for the post-iOS 14 era.
