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:
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.
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.
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.
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.
Adobe Summit 2025 showcased how AI is revolutionizing experiential marketing through real-time personalization, intelligent content systems, and flexible composable architecture, signaling a new era of dynamic, tech-driven brand experiences.
In celebration of Women’s History Month, TEAM and the WIN (Women’s Initiative Network) recognize three outstanding women for their impactful contributions in Leadership, Mentorship, and Education, each inspiring others and shaping the future of TEAM through their dedication, guidance, and passion.
We're thrilled to announce that Stagwell has acquired Gold Rabbit Sports and will join TEAM, enhancing our ability to deliver strategic sports marketing solutions and deepen brand engagement through sports partnerships.