AI is Rewriting Marketing: Are You Ready for 2026?

Welcome to Adobe Summit 2026. I'm Lokesh Aluri, coming to you from the Venetian in Las Vegas, [music] where the marketing community comes together not to just talk about what's next, but to shape it. [music] Because right now, marketing is changing fast, and the way we create, connect, and deliver experiences is being rewritten in real time. [music] Now, let's get into it.

>> This year, Adobe unveiled its vision for the future of marketing in the agentic AI era. Our mission, empowering everyone to create, I think [music] is more relevant than ever. But what stood out wasn't just the technology. >> [music] >> [music] >> It was what it unlocks. A faster way to move, a smarter way to work, and a more connected experience across the entire customer journey. The big product news

this year, Adobe CX [music] Enterprise and CX Co-Worker. Together, they introduced an end-to-end agentic [music] system designed for the full customer life cycle. Plus, the new Adobe Brand

Intelligence. It goes beyond enforcing brand guidelines. It learns from real-world interactions and creative review cycles, adapting and evolving as your brand does. >> [music] >> [music] >> It's not just about consistency. It's about building a brand system that gets smarter over time. >> [music] >> [music] >> Over on the keynote stage, Jensen Huang

spoke about Nvidia's partnership with Adobe and what's ahead for Firefly and agentic workflows. We need a high-fidelity [music] representation of many of the things that we do in life. From there, [music] we can then integrate it with generative AI and you know, express our creativity through that. And just as important, we

heard from Adobe customers living this shift in real time. Leaders Kelly Mahoney and Mike Maresca from Ulta Beauty broke down how they're using generative and agentic AI to move faster, reduce operational drag, >> [music] >> and deliver better customer experience at scale. Retail is really ground zero

for agentic AI. AI is [music] going to enable the human to do their work better. Across the community pavilions

and sessions, that momentum carried through every room. Rooms were [music] packed with people eager to learn, share, and push their thinking forward. The kind of energy you only get when people are figuring it out together. And then there's Sneaks,

hosted by Iliza Shlesinger, our annual look at the bold, experimental tech coming out of Adobe Labs. Ideas that may or may not become products. >> [music] >> Project Face Off simulates AB tests to

predict winning content variants and why they perform. Under the hood, Project Face Off generates [music] user personas that simulate interaction with both designs, like scrolling, clicking, [music] thinking, and they decide whether they would convert. Visit the Adobe Summit Sneaks experience on adobe.com and try the technology for yourself. >> [music] >> And then there was Bash. After a packed

and energizing few days, attendees headed to the iconic [music] Area 15 to let loose. Because Adobe Summit is not just about sessions. It's the conversations in the hallway, the ideas discussed over dinner, the relationships that carry [music] forward long after the event ends. That's a wrap

on Adobe Summit 2026. [music] Over 200 sessions, countless conversations, and a clear sense that the future of [music] marketing is already being built.