Adobe has confirmed the first edition of the Adobe Summit Brazil, scheduled for April 23rd at the Santander Theater in São Paulo. The event reinforces the strategic importance of Brazil and Latin America in the company's global operations. This initiative follows the Adobe Summit, which brought together 12,000 executives and market leaders in Las Vegas between March 17th and 20th.
Among the highlights of the event in Brazil is the participation of Raphael Abreu, global vice president of design at Coca-Cola, who will show how the brand applies artificial intelligence to enhance creativity, consistency, and impact on a global scale. He and the Coca-Cola brand were present at the international edition, delivering inspiring talks and one of the main activations.
“Brazil is experiencing a moment of strong digital acceleration, and holding the Adobe Summit in the country is a direct response to the growing pursuit of digital maturity by companies — as well as reflecting the enormous potential of the Brazilian market,” says Mari Pinudo, Country Manager of Adobe in Brazil. “We have been following this evolution with an operation that is increasingly closer to our clients and fully aligned with the challenges and opportunities of the region.”
The Adobe Summit, held in March, marked the launch of solutions focused on personalization and the secure use of artificial intelligence in marketing workflows. One of the main announcements was the Adobe Experience Platform Agent Orchestrator, which allows companies to control generative AI agents at scale. Adobe also expanded the capabilities of Firefly, now integrated with GenStudio, focusing on optimizing content production and greater creative efficiency.
These advancements are at the heart of the Adobe Summit Brazil. For Camila Miranda, Marketing Leader at Adobe Latam and the executive responsible for the event, the initiative reinforces the brand's commitment to the Brazilian market. “The event held here will not simply 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 concrete results,” she states.
In the global edition, companies such as Delta, General Motors, and Marriott presented case studies of digital transformation. 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 more than 200 professionals from 10 countries.
With the arrival of the Adobe Summit in Brazil, the tech giant expands its presence in the country and positions the event as a catalyst for innovation for companies seeking to stand out in an increasingly data-driven, efficiency-oriented, and personalized environment.
