Adobe has confirmed the first edition of the Adobe Summit Brazil, scheduled for April 23 at Teatro Santander in São Paulo. The event reinforces the strategic importance of Brazil and Latin America in the company’s global operations. This initiative comes just weeks after the Adobe Summit gathered 12,000 executives and market leaders in Las Vegas from March 17 to 20.
Among the highlights of the event in Brazil is the participation of Raphael Abreu, Global Vice President of Design at Coca-Cola, who will showcase how the brand applies artificial intelligence to enhance creativity, consistency, and impact on a global scale. He and the brand, Coca-Cola, were present at the international edition, delivering inspiring talks and one of the key activations.
“Brazil is experiencing a moment of strong digital acceleration, and hosting the Adobe Summit in the country is a direct response to the progress companies are making in pursuing digital maturity—while also reflecting the enormous potential of the Brazilian market,” says Mari Pinudo, Adobe’s Country Manager in Brazil. “We have been monitoring this evolution with operations increasingly close to our clients and fully aligned with the challenges and opportunities in the region.”
The Adobe Summit, held in March, marked the launch of solutions focused on personalization and the safe use of artificial intelligence in marketing workflows. One of the key announcements was Adobe Experience Platform Agent Orchestrator, which enables companies to manage generative AI agents at scale. Adobe also expanded Firefly’s capabilities, now integrated into GenStudio, to optimize content production and enhance creative efficiency.
These advancements are at the core of the Adobe Summit Brazil. For Camila Miranda, Marketing Leader of Adobe Latam and the executive responsible for the event, this initiative reinforces the brand’s commitment to the Brazilian market. “The event held here will not just be a replica of what was done in Las Vegas. It’s a platform for strategic exchange with the local ecosystem. We will show how AI, creativity, and data combine to create unique experiences and tangible results,” she says.
At the global edition, companies like Delta, General Motors, and Marriott presented digital transformation case studies. Two Brazilian brands—Vivo and Bradesco—were among the finalists for the Experience Makers Awards, which recognizes visionary leadership and innovation in customer experience. The Latin American delegation included over 200 professionals from 10 countries.
With the arrival of the Adobe Summit in Brazil, the tech giant is expanding its presence in the country and positioning the event as a catalyst for innovation for companies seeking to stand out in an increasingly data-driven, efficient, and personalized landscape.
