After three consecutive years of hosting virtual events due to the pandemic, the Adobe Summit Conference was back in person this week. The California-based digital customer experience software provider hosted the Adobe Summit 2023 in Las Vegas, sharing several announcements in generative AI technologies.

More than 10,000 people attended the conference, participating in the more than 200 sessions and hands-on-labs across 11 tracks. Keynotes were given by Adobe executives and by representatives from Eli Lily, T-Mobile, and many others. Aaron Sorkin led the inspiration keynote, with sessions also led by NFL stars such as Damar Hamlin.

While last year’s virtual event focused on the need to “reimagine experiences,” this year’s edition had a much wider focus, covering a wide range of trends and topics. These included the future of customer experiences in the digital-first world, the metaverse and Web3 and strategies for building successful B2B and B2C brands.

David Wadhwani, President of Digital Media at Adobe, revealed the beta release of Adobe Firefly. He described it as “a family of Adobe’s own generative models specifically created for content generation for creative output”. The beta is focused on images and text effects, created with a text prompt, not deep creative tooling.

Thank you for joining us at #AdobeSummit! The future will be fueled by experience-led growth, and we can’t wait to share the journey as your creative co-pilot.

Don’t forget to check out the keynotes, sessions, and so much more for free on-demand: https://t.co/jx1VIhfNxn pic.twitter.com/7oC6SsqUs7

— Adobe Experience Cloud (@AdobeExpCloud) March 24, 2023

Meanwhile, Anil Chakravarthy, President of Digital Experience business at Adobe, said at the conference that Adobe Experience Cloud will be integrating Firefly directly into the cloud starting with the Adobe Experience Manager where, he said, users will be able to generate content that’s safe for commercial use.

Adobe also announced a family of Sensei GenAI services. Adobe Sensei is Adobe’s Artificial Intelligence (AI) and Machine Learning (ML) tech that operates across Adobe. It was first introduced in 2019. “We are taking generative AI and putting it together as part of a model pipeline with our decades of innovation”, Wadhwani said.

The company spotlighted a number of its leading customers, including Chipotle, General Motors, PGA TOUR, Prada, Prudential Financial, Qualcomm, T-Mobile and Warner Bros. Discovery. The company also announced new and expanded partnerships with Accenture, Amazon Ads, IBM, LinkedIn and TikTok.

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