The Adobe Experience Makers Awards celebrate innovators orchestrating customer experiences with Adobe solutions and AI capabilities. Discover how these honorees are connecting data, content, and customer journeys to deliver more personalized experiences at scale and drive measurable business impact.
Adobe innovation, straight from the source
Across industries and around the world, organizations are reimagining how they engage customers—building stronger data foundations, scaling personalization, and using AI and agentic capabilities to orchestrate connected experiences across channels.
Explore their approaches, hear directly from the people behind the work, and discover ideas you can apply to your own Adobe Customer Experience orchestration strategy.
Sling TV
Scaling personalization through a unified data foundation
Sling TV is taking personalization from program to practice, bringing engineering, brand, go-to-market, and e-commerce teams together around a shared customer experience strategy.
Hear how Sling TV scaled personalized digital experiences from Anish Raul in this 4-minute video.
Key Takeaways:
-
Scale personalization through cross-functional alignment: doubled personalized journeys from 16% to 36% year-over-year.
-
Build on a unified identity foundation: Adobe Real-Time CDP anchors identity resolution, feeding into Adobe Target for experimentation.
-
Design for seamless, not visible, personalization: avoiding "flicker" between generic and personalized content.
-
Compress campaign cycles from weeks to minutes: using AI-driven analysis, hypothesis testing, and iteration.
-
Reduce operational overhead to unlock creativity: freeing marketers to experiment with Adobe's AI agents.
Workday
Building a future-ready customer identity strategy
When third-party cookie deprecation created uncertainty across the industry, Workday used the moment to strengthen its customer data foundation—building a unified customer profile and enabling more relevant, consistent experiences across channels.
Hear how Workday built a future-proof identity foundation from Shawn Megofna in this 3-minute video.
Key takeaways:
-
Turn an industry threat into a foundation-building moment: used Adobe Real-Time CDP to create a unified customer profile ahead of cookie deprecation.
-
Treat Real-Time CDP as the cornerstone, not a standalone tool: the foundation fueling other platforms being onboarded.
-
Build cross-team buy-in through shared ownership: running a CDP program "takes a village."
-
Reframe failure as a data point: embracing calculated risk to improve go-to-market strategy.
-
Use AI to make scale manageable: freeing the team to focus more on strategy.
-
Measurable impact: a 95% increase in email match rates, 90% improvement in targeting accuracy, and 66% growth in annual contract value.
M.H. Alshaya
Unifying content, commerce, and personalization at scale
Alshaya Group is transforming digital retail across more than 70 global brands, bringing content, commerce, and customer data together to deliver faster, localized, and more personalized shopping experiences across markets.
Key takeaways:
-
Unify a fragmented, multi-brand system: consolidated ~3 million assets into a single Adobe-powered system.
-
Shift creative control from IT to business teams: freeing tech to focus on exploration rather than constant fulfillment.
-
Move at the pace the market demands: launching new brands across multiple countries in a mobile-first, fast-moving market.
-
Measurable performance gains: site speed improved ~200%; design-change turnaround dropped from ~3 months to 1 week.
-
Build through cross-functional partnership: close collaboration between Adobe, business teams, and tech teams.
Air India
Advancing from generative AI to agentic customer experience
Air India is scaling AI across the business as part of a broader digital transformation—moving beyond content generation toward intelligent systems that can complete workflows and deliver results.
Hear how Air India is scaling agentic AI across the business from Dr. Satya Ramaswamy in this 5-minute video.
Key takeaways:
-
Build on early generative AI momentum: virtual assistant launched in 2023, now handling 20 million queries at 97% containment.
-
Move from generative to agentic AI: machines completing workflows and returning results, not just generating content.
-
Create individual "customer agents": each customer represented by an agent that learns and represents them over time.
-
Run an integrated stack: Adobe as Air India's exclusive marketing technology stack.
-
Achieve true one-to-one segmentation: loyalty program open rates up 40–50%, click-through rates up 40–50%.
-
Just start: don't wait for perfect conditions to begin experimenting with agentic AI
Lenovo
Reimagining product discovery with personalization and AI
Lenovo is simplifying product discovery across a broad global portfolio, using data, insights, and AI to help customers move from hundreds of possibilities to a more relevant, personalized set of options.
Key takeaways:
-
Personalize discovery, not just messaging: narrowing hundreds of options to a relevant, personalized shortlist.
-
Break down internal data silos with a cross-functional team: using Adobe's data insights agent to synthesize and democratize insights.
-
Measurable impact: ~30% increase in internal team productivity; over $1 billion in influenced revenue.
-
Scale personalization into agentic commerce: generated assets, connected channels, conversational search ahead.
-
Maintain a test-and-learn mentality: continuous iteration as agentic AI adoption evolves.
NFL
Orchestrating personalized fan journeys at scale
The NFL is using Adobe as an orchestration and optimization layer across its ecosystem, bringing together 32 clubs to create more connected fan experiences while giving individual teams the flexibility to engage their audiences in relevant ways.
Hear how the NFL transformed fan engagement at scale from Amit Khare in this 5-minute video.
Key takeaways:
-
Orchestrate at league scale, not just club level: integrated all 32 clubs into one orchestration layer, reducing fan overcommunication by 30%.
-
Treat every fan as an audience of one: personalized targeting using Adobe Journey Optimizer, CJA, Analytics, and mix modeling for attribution.
-
Scale content production with agentic AI: generating a million content variations from a single input via Firefly, Frame.io, and Adobe Express.
-
Localize for a global fanbase: seven international marketing platform hubs, including dedicated instances for the Netherlands, Australia, Brazil, and Spain.
-
Measurable fan engagement gains: 125% increase in draft registrations; ~340 million fan audience profiles managed.
Your story could be next
The innovators featured here demonstrate what's possible when organizations bring together data, content, journeys, and AI to orchestrate connected customer experiences and drive measurable business impact.
If you or your team are using Adobe solutions to transform customer experiences, we want to hear your story.
Learn more at Adobe Experience Maker Awards.
Questions? Reach out to the Awards team at xmakers@adobe.com.