Redefining Experiential Marketing: Three Insights from Adobe Summit 2025

Adobe Summit 2025 revealed how AI is transforming the way we create, scale, and personalize experiences.

TEAM’s CEO, Dan Gregory, attended this year’s event and came back with 3 eye-opening insights that offer a glimpse into the next era of brand experience.  

Here are the trends this industry needs to pay attention to:

1. Generative AI is Powering Personalization at Scale

The future of personalization is fast, fun, and deeply engaging.

At TEAM’s activation with Code and Theory and Stagwell, we took the classic pop-a-shot game and turned it into “Shotmaker”–– a new kind of brand interaction.

Participants had seconds to make as many baskets as they could. A sensor in the hoop tracks each shot in real time. During the game, Adobe Firefly and Photoshop generated a custom graphic based on their performance, complete with animated stickers. In the end, they walked away with a digital souvenir that felt uniquely theirs.  

For experiential agencies, this opens the door to activations that respond to consumer behavior in real time. With the right mix of creative thinking and AI-powered tools, we can now build moments that evolve with every interaction.

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‍2. AI is Reshaping Content Systems

AI is changing the process. Content Management Systems are getting smarter, streamlining how we plan, produce, and publish across platforms.

CMS platforms can now draft content, organize assets, tag everything accurately, and even suggest updates based on performance.  

As agencies juggle fast timelines and large-scale content delivery, AI-enhanced CMS platforms offer efficiency.  
Less manual work. More targeted messaging. Smoother collaboration.

3. Composable Architecture is the New Standard

Composable architecture allows brands to build flexible ecosystems using the tools that work best for them. Businesses can plug in what they need, swap out what they don’t, and scale their digital experience platform as they grow.

This means we can tailor each build to our client’s unique needs. It helps us move fast and empowers us to deliver more custom, more scalable experiences.  

Final Thought

As the lines between creativity, tech, and strategy continue to blur, the agencies that thrive will be the ones who can connect them seamlessly.  

We’re excited to be at the forefront of this movement at TEAM.

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