Adobe Summit: Executive Edition

Client: Adobe

London, Paris & Munich

The Adobe Summit Executive Edition was a standout series of three bespoke events delivered across London, Munich, and Paris—each designed specifically for C-suite leaders in strategic growth markets. With a central theme of Personalisation at Scale, the events aimed to demonstrate the real-world power of Adobe’s generative AI tools in transforming customer experiences.

Unlike Adobe’s larger flagship event in Las Vegas, this executive edition was highly targeted. The focus was on strategic, peer-level conversations, showcasing how AI can anticipate customer expectations and enable personalised journeys at scale. From tailored agendas to AI-generated portraits and welcome messages, every touchpoint reinforced the summit’s core proposition.

MCI UK led the creative direction and delivery, working in collaboration with Adobe and MCI’s local teams to execute three experiences that felt uniquely relevant to their markets, while maintaining global brand cohesion. Each venue posed its own logistical challenges—particularly in Paris, where the Olympic build-up impacted availability—but these were navigated swiftly thanks to MCI’s proactive planning and deep understanding of brand-led event production.

In an exclusive yet informal setting, Adobe’s senior leaders engaged directly with key decision-makers, creating high-value moments that extended far beyond the stage. The events featured curated networking, fireside chats, and live AI demos—all designed to provoke insight, build trust, and show Adobe’s innovations in action.

The Adobe Summit Executive Edition offered a fresh blueprint for how to connect innovation with influence—bringing personalisation to life for decision-makers, and enabling conversations that will shape the next wave of customer experience.