Our biggest learnings from Adobe Summit 2025

Adobe Summit 2025 may have come and gone, but the learnings the Stensul team are bringing back are ones we know will stay with us long after the lights of Las Vegas have faded.

Adobe Summit illuminated pivotal trends and innovations set to redefine marketing strategies for 2025 and beyond. We led a conversation about the framework modern marketing teams should leverage to unblock their content supply chain during our own virtual summit session (catch the replay here!). But we’re also excited to dive deeper into more learnings from other sessions, buzz we heard on the floor, and convos we had with fellow marketers.

The biggest learnings from Adobe Summit 2025

1. Content fuels growth

Marketers may not be surprised that content is still king. Rather, the biggest change in the content conversation is that AI-driven content creation has transitioned from a novel concept to a core component of marketing strategies.

As AI-led content continues to power the creation side of things, marketing teams would be wise to adopt tools and tech that aid their output. That said, it’s really the content itself that is key. That’s why Adobe shared the news that users can now leverage Firefly models to turn images into videos.

This just further iterates the importance of creating atomic content and quickly iterating on variations of content across various channels and formats.

At the end of the day, it’s the campaign content—the copy, design, messaging, and offer—that drives growth for brands. Businesses with strong identities and differentiation will stand out and excel. And it’s those marketers who find a way to leverage AI to fuel their content creation efforts who will reap the rewards.

2. Prioritize personalization at scale

Consumers increasingly expect tailored interactions at every touchpoint. Adobe’s Chief Marketing Officer, Lara Balazs, emphasized the critical importance of delivering personalized experiences to remain competitive at Summit.

Personalization no longer means using a customer’s name in an email. Today, it means meeting them where they are in terms of need, buying stage, and even messaging.

When done right, personalization:

• Enhances the customer experience (read more engagement)
• Increases conversions
• Leads to loyalty
• Improves overall campaign ROI

Now, none of that should be new to marketers, but what did catch our attention at Summit was the urgency to embrace personalization at scale.

According to Adobe’s AI and Digital trends report, personalization at scale is still more of an aspiration than a reality for most organizations with 71% of consumers wanting brands to anticipate their needs with personalized offers or helpful information, but only 34% of brands delivering.

At Stensul, we’ve seen first-hand the power that personalization at scale can bring to a business. NBA team the Milwaukee Bucks came to Stensul with a need to uplevel their personalization game. The team recognized the power of dynamic content to create personalized, timely communications that keep fans excited and engaged year-round.

The Milwaukee Bucks’ approach to dynamic content via Stensul delivered impressive results, including:

• Increased fan engagement: Tailored emails lead to higher open rates, click-through rates, and overall fan interaction.
• Strong brand loyalty: Personalized communications foster a deeper emotional connection with fans.
• Efficient marketing operations: Streamlined processes allow the team to focus on creativity and strategy rather than execution.

3. Integrate AI into the content supply chain—but with guidance

Yes, AI is yet again entering the conversation. And for good reason. The global AI market is projected to reach nearly $8 billion in 2025. The truth is, we’re evolving from a world of AI Assistants to AI Agents. Adobe even announced their Audience Agent, Journey Agent, and Data Insights Agent, ushering in a new wave of AI for marketing.

Integrating AI into content workflows can enhance efficiency and effectiveness. However, it’s not necessarily AI that marketers need in order to see an unblocked and transformed content supply chain. It’s brand guardrails. Guardrails are what will keep a brand strong, ensure governance and compliance, and lead to effectiveness.

While AI will fix some challenges in the content supply chain, there are some challenges that it doesn’t fit:

• Adherence to brand guardrails
• Time-consuming reviews
• Compliance risk
• Inability to find and re-use assets
• Limited insights on performance and ROI

At Stensul, we believe the campaign creation process from idea to production is ripe for transformation. Some improvements will be driven by AI and some will be driven by people and process improvements.

4. Your brand voice is still the path to success

Convo at Summit certainly stirred around the power and value of AI, but we walked away feeling more assured of something we’ve long believed: A strong brand voice and message is what drives success.

It doesn’t take but one scroll through your LinkedIn feed to see that top marketers agree. Even CEOs of AI-driven companies believe AI is a tool, not a replacement for Brand. In a recent podcast interview, Splice CEO Kakul Srivastava highlighted the importance of blending AI innovation with traditional creative processes, emphasizing that AI should assist rather than replace human creativity.

What this means in practice for enterprises looking to embrace efficiency and personalization (both practices which are often aided by AI) is that now more than ever it’s essential to use tools that allow your brand gatekeepers to work effectively.

That’s why we’re so dedicated to building a platform that puts governance front and center. At Stensul, our no-code, drag-and-drop modules empower marketers and designers to go from design to code or brief to template—skipping the back and forth with a developer or technical specialist.

It’s our built-in guardrails that automatically keep all users on-brand, meaning copywriters, content strategists, designers, etc. can create and explore without risk of “coloring outside the lines.”

Brand will continue to drive success in 2025 and marketing teams will succeed by prioritizing investing in tools that support an efficient workflow, allowing brand builders and creative, innovative campaigns to make waves.

5. Transition from AI experimentation to full-scale implementation

As we shared, Summit underscored the necessity of moving beyond AI experimentation to full-scale implementation. Anil Chakravarthy, Adobe’s Executive Vice President, discussed strategies for leveraging AI to meet the increasing demand for content, highlighting the importance of integrating AI into marketing operations.

Furthermore, 85% of marketers are actively using AI for content creation, and nine out of 10 plan to increase AI usage in 2025, reflecting the growing confidence in AI’s capabilities, according to a report from CoSchedule.

So, needless to say: AI is here and the marketing world is fully embracing and implementing it. We’re eager to embrace AI and have already integrated with a number of AI tools. In fact, we just announced our integration with GenStudio for Performance Marketing, which allows you to turn AI-generated email concepts into production-ready emails when you start with Stensul’s unbreakable HTML email template.

But we believe the future of marketing goes beyond solving just the technology problem to also address the people and process challenges for teams—which are uniquely complex and present in email and landing page creation.

The future of marketing is here

The insights from Adobe Summit 2025 underscore AI’s transformative role in modern marketing. To stay ahead, brands must invest in AI-driven solutions, prioritize personalization, and maintain an authentic brand voice. At Stensul, we empower marketers to accelerate content production while ensuring quality and control, enabling brands to thrive in an AI-powered landscape.

For more information on how Stensul can optimize your content supply chain, contact us today.