Adobe holds first Summit in Brazil focusing on AI, personalization and leadership in digital transformation

Adobe has confirmed the first edition of Adobe Summit Brazil, scheduled for April 23 at Teatro Santander in Sao Paulo. The event reinforces the strategic weight of Brazil and Latin America in the company's global operation. The initiative comes just weeks after the Adobe Summit brings together 12 thousand executives and market leaders in Las Vegas, between March 17 and 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 show how the brand applies artificial intelligence to expand creativity, consistency and impact on a global scale.He and the brand, Coca-Cola, were present at the international edition, starring inspiring lectures and one of the main activations.

“O Brazil is experiencing a moment of strong digital acceleration, and the realization of Adobe Summit in the country is a direct response to the advance in the search for digital maturity by companies % and reflect the enormous potential of the Brazilian market”, says Mari Pinudo, Country Manager of Adobe in Brazil. “We have followed this evolution with an operation increasingly close to our customers and fully aligned with the challenges and opportunities of the region.”

The Adobe Summit, held in March, marked the launch of solutions aimed at personalization and the safe use of artificial intelligence in marketing flows. One of the main announcements was the Adobe Experience Platform Agent Orchestrator, which allows companies to control generative AI agents on a large scale. Adobe has also expanded the capabilities of Firefly, now integrated with GenStudio, focusing on optimizing content production and greater creative efficiency.

These advances are at the heart of Adobe Summit Brazil. For Camila Miranda, Marketing Leader from Adobe Latam and executive responsible for the event, the initiative reinforces the brand's commitment to the Brazilian market. “The event held here will not only be a replica of what was done in Las Vegas.It is a strategic exchange platform with the local ecosystem.We will show how AI, creativity and data combine to create unique experiences and concrete results”, he says.

In the global edition, companies such as Delta, General Motors and Marriott presented cases of digital transformation. Two Brazilian brands ivo and Bradesco DO were among the finalists of the Experience Makers Awards, which recognizes visionary leadership and innovation in customer experience. The delegation from Latin America had more than 200 professionals from 10 countries. 

With the arrival of Adobe Summit in Brazil, big tech 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, efficient and personalization scenario.