Adobe confirmed the first edition of 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. The initiative takes place a few weeks after the Adobe Summit brought together 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, Coca-Cola's global vice president of design, who will demonstrate 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, starring in inspiring lectures and one of the main activations.
"Brazil is experiencing a period of strong digital acceleration, and hosting the Adobe Summit in the country is a direct response to the progress in the pursuit of digital maturity by companies — as well as reflecting the enormous potential of the Brazilian market," says Mari Pinudo, Adobe Country Manager in Brazil. We have been monitoring this evolution with an operation that is increasingly close 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 large-scale generative AI agents. Adobe also expanded Firefly's features, now integrated with GenStudio, focusing on content production optimization and greater creative efficiency.
These advancements are at the heart of the Adobe Summit Brazil.For Camila Miranda, Marketing LeaderFrom Adobe Latam and the event's executive responsible, the initiative reinforces the brand's commitment to the Brazilian market. "The event held here will not be just a replica of what was done in Las Vegas. It is a platform for strategic exchange with the local ecosystem. We will show how AI, creativity, and data come together to create unique experiences and tangible results," he states.
In the global edition, companies such as Delta, General Motors, and Marriott showcased digital transformation cases. Two Brazilian brands—Vivo and Bradesco—were among the finalists of the Experience Makers Awards, which recognizes visionary leadership and innovation in customer experience. The Latin America delegation included over 200 professionals from 10 countries.
With the arrival of Adobe Summit in Brazil, the big tech company 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.
