Adobe held a full-court press event in Las Vegas at its annual Summit. In a hall the length of two football fields with five massive video screens ranging lengthwise across the space, the company's event featured a panoply of digital images, all created with its new generative artificial intelligence tool, Firefly (Figure A). At the event, Adobe executives, including CEO Shantanu Narayen, laid out the company's vision and range of ambitions for product innovations. As part of this initiative, Adobe is going all in on generative AI, introducing a raft of new products to a global audience of industry participants, analysts, customers and the press. Anil Chakravarthy, president, digital experience, at Adobe spoke about digital-first, end-to-end customer experience as now central to marketing communications, and that AI and machine learning will be key to Adobe products serving these enterprises.