🎨 Updates that happened in Adobe Max Event 2025: Day 2

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Hey there, AI Enthusiast!

Yesterday, we covered Day 1 of the Adobe Max Event 2025 - "AI for every creator" with Creative Cloud expansions, Firefly Image Model 5, audio/video generation and Project Moonlight. If you haven't checked it out yet, read it here.

And today was Day 2 of the event where Adobe stopped showing us tools and started showing us the future of work itself.

See it how 👇️ 

🚀 Just in from the MAX 2025 Event:

Your Marketing Team Just Got 5 New Coworkers (And They Never Sleep)

Anel Bombbery, SVP of Experience Cloud Engineering, detailed the "unleashing of Agentic AI to deliver unified customer experiences" and the plan to "supercharge the AI assistant with agents". These agents are powerful software artifacts that are both intelligent and autonomous.

Think about it: What if you could say "find me high-value customers likely to convert" and an AI didn't just give you a list — it built predictive models, segmented audiences, and handed you a ready-to-activate campaign?

That's exactly what launched:

Your Personal Agent Dream Team:

🎯 Audience Agent (Real-Time CDP)
Doesn't just find audiences — it reasons through your goals and builds predictive models on the fly. Marriott used it to identify "luxury travelers with high propensity to convert" for their extended stay program. No analyst required.

🗺️ Journey Agent (Journey Optimizer)
Takes plain English commands like "incentivize business travelers to add leisure days" and creates entire multi-channel journeys — timing, offers, channels — using past performance data and brand guardrails. What used to take weeks now takes minutes.

🧪 Experimentation Agent
Cycles through test hypotheses at machine speed. Marriott tested "discounted excursions vs. points bonus" to drive booking extensions. The agent predicted results before they even ran the test.

📊 Data Insights Agent (Customer Journey Analytics)
Ask it questions in plain language. Get forecasting, anomaly detection, and causal analysis. Real-time refresh. It's like having a data scientist on every Zoom call.

🎩  Adobe Brand Concierge

This is the one everyone's going to copy.

It fuses generative AI with customer profiles and brand assets to deliver personalized, multimodal conversations at scale. Marriott deployed it across 9,000+ properties.

Let us make it simpler by an example. A guest messages about dinner plans. The concierge knows they're a "foodie" (from profile data), knows the celebrity chef is in town tonight (from inventory), and suggests a reservation — all in seconds, in natural language, across any channel.

No generic chatbot responses. No "let me transfer you." Just personalized, intelligent engagement that feels human.

This is the future every brand is racing toward.

💼 B2B 3.0: AI-Orchestrated Buying Groups

Service Now showcased the B2B Edition — and it's a complete rethink of how enterprises sell:

• Account Qualification Agent surfaces AI-generated account summaries and next-best actions

• Buying group intelligence tracks engagement scores and auto-alerts sales when accounts hit thresholds

• Full-funnel orchestration eliminates the "throw leads over the fence" model

Colin Fleming (Service Now): "Gone are the days of living and dying by the MQL."

The shift: From lead-based to account-based. From reactive to orchestrated. From guesswork to AI-powered precision.

Adobe went beyond AI to the peoples.

• Jamie Dimon, Chairman & CEO, JPMorgan Chase: Gave us strategy. AI transforms when the CEO owns it as core business, not an IT project. At JPMC, the CIO and head of AI report directly to Dimon.

  "Technology innovation should be at the management table.”

  Result? Prospecting costs dropped to one-tenth of what they were.
  

• Hillary Cook, VP Global Marketing Operations, Marriott: Gave us stamina — AI amplifies what's already there, so fix the foundation first. Marriott collapsed 45 processes into one before deploying AI.

   "AI is not a silver bullet. It's an incredible amplifier if you're willing to do the right work." 

  Payoff: 93% faster updates, 6x revenue goals, 500K+ content variations.
  

• Colin Fleming, VP Global Marketing Operations, Service Now: Gave us speed — pilots are dead. Service Now embedded AI in every hire, every decision, every corner.

  "This industry will never move this slowly again."

  Focus on buying groups, kill the MQL, and move relentlessly or fall behind.

Thus, at the Adobe Summit 2025 Day 2, we learnt that

Scale = Strategy × System × Stamina

And that's a wrap on Day 2! 🎬...

Want more? You can Dive in below:
🔗 Read Day 1 Coverage Here: AI for Every Creator
💡 Watch the Day 2 Keynote of Adobe 2025 Summit

Hit reply and tell us what was your favorite announcement from Day 1 that you can’t wait to try? We want to know! 💬

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Until Next time…
What's Up in AI Team