Calling the Right Plays with Intelligent Journeys

The marketing industry is shifting from isolated campaigns to intelligent, signal-driven systems — and the teams winning are the ones designing for it. This session draws on a football metaphor to frame how Adobe Journey Optimizer and artificial intelligence work together as a real-time decisioning and orchestration engine.
Two key use cases bring the playbook to life. AI runs through both examples as a force multiplier — analyzing signals, predicting churn, generating variants, and creating feedback loops that make the system smarter over time.

Key Takeaways