Adobe has always been a driver of creativity and marketing tools. In Adobe Summit 2025, CEO Shantanu Narayen highlighted the need for personalization and integration of creativity with AI and marketing.
Two industries that are picking up steam—which seemed impossible because they were already so large. The summit showcased AI-drives strategies from giants like JP Morgan Chase, Coca-Cola, ServiceNow, Air India, et al.
For the first time, B2B marketing took center stage, with Adobe showcasing its growing investment in enterprise AI solutions. ServiceNow’s CMO Colin Fleming declared, “B2B is not boring,” reinforcing AI’s impact in the space.
Creativity in Marketing
These two ideas are interlinked. Marketing has always been about connecting to the audience in a meaningful way- grabbing attention and creating value with it. Audiences and buyers need to feel a connection. To feel like brands can solve their problems—whatever those may be.
And that requires creativity. People love novelty, and that won’t go anytime soon. Adobe knows this and does their partners.
Marketing is going back to its roots as an art-science.
