Adobe Summit Summary 2023

May 23, 2023
Adobe Summit Summary 2023

I must say, the Adobe Summit was an absolute triumph for me! As a first-time attendee, I was blown away by the incredible experience it delivered. Although I have to admit, I made a rookie mistake by wearing the wrong shoes and paid the price with a three-day indoor marathon. Note to self: dress shoes and marathons do not mix!

However, my purpose at the summit was not to get back into shape for hockey season but to connect with industry leaders, discussing their experiences with AEM and the Adobe tech stacks. I was eager to delve into their struggles in finding Adobe talent for their projects and gain insights into where the industry is heading.

In this article, I will take you through my personal escapade, highlighting the technologies that stole the spotlight at the summit. We will also explore the challenges faced by companies, big and small, in their quest for Adobe Talent. Lastly, I will share how you can save both time and money in the recruitment process by partnering with an expert in the field.

Let’s start with my experience at the event. For all you first-timers at the Venetian Hotel, take an hour to familiarize yourself with the surroundings. Explore the booths, discover the amazing restaurants that host the after-hours events, and indulge in the resort’s tourist attractions. Thankfully, many helpful individuals wearing red Adobe shirts guided me seamlessly through the hotel halls to the conference areas. The atmosphere was brimming with excitement as industry leaders and experts united to explore innovative solutions and shape the future of digital marketing.

The keynote speech was a spectacle to behold, with a room seemingly stretching into infinity. However, even the best-laid plans can be disrupted, and the speech had an unexpected visitor—animal rights activists who crashed the party while Shantanu Narayen engaged in conversation with the CEO of Eli Lily. Kudos to the event organizers for handling the situation with grace and maintaining the event’s flow. I was also impressed by the punctuality of the sessions I attended; they started and finished right on time, keeping everything moving smoothly.

Sessions: Among the sessions I attended, two stood out as particularly intriguing. The first was put on by the leaders implementing large scale change at Nextera/FPL while the other was focused on Adobe Experience Platform (AEP) and the incredible potential of leveraging personalized data for marketing campaigns through Adobe Journey Optimizer (AJO). Learning about the capabilities of AEP left me in awe of the possibilities it offers.

IBM & Nextera Transformation

The transformation journey undertaken by Nextera and IBM was highlighted in a panel discussion with 4 industry leaders. They shared their approach, which involved providing team members a voice to express challenges and roadblocks. Collaborating with leadership, they prioritized each issue and tackled them as a unified force. This resulted in an entire company rowing in the same direction, leading to remarkable success.
Effective communication is paramount when undergoing a large-scale company-wide digital transformation. The success of such a transformation hinges on the ability to convey the vision, objectives, and progress to all stakeholders involved. Clear and consistent communication helps align employees, management, and teams around the shared goals and fosters a sense of purpose and unity. It enables leaders to articulate the rationale behind the transformation, address concerns, and inspire confidence in the process. Transparent communication channels facilitate the flow of information, allowing employees to stay informed, provide feedback, and actively participate in the transformation journey. Additionally, open and honest communication creates a culture of trust and collaboration, empowering employees to embrace change, adapt to new technologies, and contribute their ideas and expertise. Ultimately, effective communication acts as a catalyst for engagement, motivation, and collective efforts, ensuring a smooth and successful digital transformation for the entire organization.

The mighty Adobe Experience Platform (AEP) has emerged as a game-changing technology that captivates enterprise companies seeking to unlock the full potential of their marketing efforts. By providing a centralized and unified data platform, AEP enables organizations to seamlessly collect, organize, and activate customer data from various sources and channels. This unified view empowers enterprises to delve deep into the minds of their customers, gaining valuable insights into their preferences, behaviors, and aspirations. Armed with this knowledge, enterprise companies can craft hyper-personalized experiences at scale, delivering precisely what their customers desire. AEP heralds a new era of customer-centric marketing, allowing brands to forge lasting connections by providing relevant and meaningful experiences that leave a lasting impression. With AEP, enterprise companies drive enhanced customer engagement, improve marketing ROI, and stand out in today’s fiercely competitive landscape. AEP’s advanced analytics capabilities and robust integration features enable enterprises to make data-driven decisions, optimize marketing strategies, and foster a unified approach to customer experience management across departments and systems. The power of AEP lies in its ability to transform customer data into actionable insights, enabling enterprises to create remarkable marketing experiences that drive business success.


The technologies showcased at the summit exemplified Adobe’s unwavering commitment to pushing the boundaries of what’s achievable in the digital realm. From the wonders of generative AI with Firefly to the transformative capabilities of Adobe Experience Platform, it became evident that the future of marketing was undergoing a profound shift. This is an exhilarating time to be part of the digital marketing landscape, where innovation and creativity converge to shape the future of customer experiences. The Adobe Summit acted as a powerful catalyst, igniting the spark of inspiration in all fortunate enough to witness these technological marvels firsthand.

Among the impressive lineup of groundbreaking technologies, one innovation seemed to be the talk of Vegas: Firefly, a generative AI affectionately named. This revolutionary technology harnessed the power of machine learning to produce personalized content that captivated marketers and customers alike. By intelligently analyzing input parameters, Firefly unleashed its creative prowess, crafting tailored email subject lines, social media posts, and other content that aligned with each recipient’s unique interests and preferences. Witnessing Firefly in action was truly mesmerizing, and it became abundantly clear that marketers could bid farewell to the arduous and time-consuming task of manually generating content. With Firefly as their trusted ally, marketers could save valuable time and resources while delivering captivating experiences that genuinely resonated with their target audience.

The Issues: When considering the implementation of new technologies, many crucial questions often get overlooked until after the purchase is made. Finding the right talent becomes a significant concern: Where can you find skilled professionals? What are their costs? Should you hire them as full-time employees or contractors? Is it more beneficial to use an implementation partner or build an in-house team? Can your existing team work alongside the new talent? How quickly can your team learn and adapt to the new products? Will the talent be located at your company office or offshore? What if you struggle to find enough developers or architects with expertise in these specific technologies? These are vital questions that require careful consideration upfront, rather than discovering challenges only when trying to fill positions post-purchase.


The Solution: Focus GTS. We know that navigating the talent landscape can be a chaotic experience, but we’re here to bring order to the chaos. With our proven track record, we back up our promises with results. Our team has been entrenched in the industry since the days when AEM was known as CQ5, building a vast network of clients and candidates who are constantly evolving along with the ever-changing Adobe product landscape.

As specialists in the field, we take pride in our ability to swiftly deliver top talent across the United States. In fact, we have become Adobe’s number one supplier of Adobe talent for their professional services. Here’s an eye-opening fact: there are, on average, eight job openings for every one developer. The competition for skilled talent is fierce, and timing is everything. Candidates are typically on the market for a mere 1-2 weeks, which can be incredibly frustrating when they receive other offers before completing the interview process with your team.

Using a general recruiter for these specialized roles can prove costly, especially considering the influx of fake candidates flooding the market. These impostors pose as AEM or Adobe experts, only to be replaced by someone else during the technical interview. The repercussions of such deceit can lead to a myriad of issues that deserve an entire article of their own.

Returning to the Adobe Summit, I had the opportunity to speak with industry leaders who expressed their frustrations with the influx of underqualified candidates during their hiring processes. It’s disheartening to invest precious time and resources into interviewing individuals who lack the necessary experience and have inflated resumes. Such missteps end up costing more time and money than one can imagine.

That’s where we come in. We offer you the luxury of interviewing four qualified candidates within 24-48 hours, advancing at least two to the final round, and selecting the perfect fit within a span of two weeks. With Focus GTS as your recruitment partner, you can avoid the headaches, streamline your hiring process, and save valuable resources. We understand the unique challenges of the Adobe talent market, and our expertise ensures that you find the right candidates who will thrive within your organization.

Until next time!