Adobe Summit 2025 - all the day two updates and news as it happens

Welcome back to our live coverage of Adobe Summit 2025.

TechRadar Pro is live on the ground at the event in Las Vegas, and we're all set bring you all the news and announcements from the second day of the event as it happens.

Yesterday saw the opening keynote of Adobe Summit 2025, and today we have another packed morning with more news and announcements in the day two keynote – so stay tuned for all the updates here.

Good morning from Las Vegas! Ahead of Adobe Summit kicking off tomorrow, we're gearing up for a busy few days of news and announcements, so be sure to check back later for updates.

We've collected our badge ready for an action-packed day tomorrow, which kicks off with an Opening Keynote headed up by Adobe CEO Shantanu Narayen, CMO Lara Balazs and other execs.

Good morning – we're up bright and early for today's action-packed itinerary. We'll be off to the keynote in a couple of hours before heading off into different breakouts and press briefings to hear what's new from Adobe.

Just as a reminder, the opening keynote will be hosted by Adobe CEO Shantanu Narayen, CMO Lara Balazs and other execs.

We'll also doubtlessly hear from customers and fans alike - should be a good one!

We've been escorted to the press area ready for the opening keynote session where we'll hear from Adobe executives and customers about the future of customer experience with an emphasis on creativity, marketing and AI.

Adobe CEO Shantanu Narayen welcomes attendees to the company's 23rd Summit. "Creativity is the new productivity," he said as he summarized the latest AI announcements.

"Creativity is a uniquely human trait," Narayen explained as he stressed how AI will enhance human output before he welcomed Anil Chakravarthy, President of Digital Experience and Worldwide Field Operations, to tell us where Adobe's heading.

Adobe CEO Shantanu Narayen and Coca-Cola CEO James Quincey share a Coke Zero as Quincey explains how he modernized the beverage giant from within, beginning with favoring jeans over a suit and tackling the traditional hierarchical company structure.

Anil Chakravarthy has introduced Adobe Experience Platform Agent Orchestrator for Businesses, including 10 new purpose-built agents supercharge capacity and eliminate bottlenecks.

Chakravarthy promised more agents will be coming soon before showing us how one of the 10 launch agents, the site optimization agent, can help keep a website operating at peak performance by finding opportunities to enhance the site and then executing those autonomously.

Adobe CMO Lara Balazs explained how marketing is harder than ever, but personalization at scale holds the key to success. "If they don't get on board, they're going to be left behind," she added.

Digital Media Business President David Wadhwani echoed Balazs's comments: "The best way to stand out is through personalization."

He noted how speed to market is imperative, adding that the efficacy of social media campaigns typically drops off after just one week. GenAI can plug the gap where budget growth doesn't keep up with demand for more content.

Responding to customer demand, Adobe is adding new video editing tools to Firefly services, including aspect ratio changes and language translation – set to be one of the most impactful changes creatives and marketers can benefit from with mammoth time-saving benefits.

Adobe lifted the wraps off three new Firefly Services APIs in general availabliity: Translate and Lip Sync API for instant translation of spoken dialog into different languages, Reframe API to resize videos for different platforms and Custom Models API to ensure newly created assets are on-brand.

Additionally, the Substance 3D API will enable teams to bring together 3D objects with Firefly-generated backgrounds to accelerate content production, but this one's in beta.

Well that's a wrap on the opening keynote, which covered a lot of ground very quickly. To recap, we heard about updates to Firefly Services including new APIs and custom models for creating high-quality, on-brand assets and the newly launched Adobe Experience Platform Agent Orchestrator and Brand Concierge app for building and managing Adobe and third-party AI agents. Agentic AI is very much the theme of Adobe Summit 2025.

"The demand for content is insatiable," reads a slide presented by Adobe Express Director Pierre Tapia and SVP and GM Govind Balakrishnan to a small group of the press, citing research revealing that 90% of marketing leaders believe the demand for content will increase 2x in the next two years (50% by 3x).

The company's new AI tools can help companies repurpose existing assets leading to quicker time to market and a reduction in net new assets (and therefore cost).

Probed about the effects of artificial intelligence on designers, Balakrishnan noted that Adobe's tools help creatives become more productive, adding that the company doesn't view any of its products as replacements for humans.

AI also has the power to "dramatically lower the barrier to entry," he stated.

Tapia added that creatives would rather spend more time on ideation, creation and inspiration. GenAI tools can help increase the velocity of content while creating a "productivity dividend" that the creators can take to be more strategic.

Familiar challenges like cost and trust continue to slow down AI adoption, but IBM Consulting Global Chief Design Officer Billy Seabrook reckons change management is what's really stopping companies from realizing the benefits of AI. Preparing and re-training the workforce is the biggest thing companies can do right now not to get left behind.

After a short break, Amit Ahuja, SVP of Experience Cloud, Platform and Products, Digital Experience is joining us on stage to unpack everything AI from this morning.

"We're moving from experimentation to implementation," Ahuja said about agentic AI.

Two more leaders from Coca-Cola are here to talk about how they use generative AI to fuel content production for the group's 200 brands in over 200 countries. They haven't touched their Coke Zeros yet, maybe they're just there for product placement?

Coca-Cola VP Rapha Abreu stressed the importance of a clearly defined AI strategy. His colleague and fellow VP Shekhar Gowda added the companies who see the highest levels of success are the ones that define AI's role carefully.

"When you are defining your AI strategy... the key is to establish a human lead approach, where designers, creatives, humans, in general, lead and AI follows," Abreu said.

"What do enterprise software agents and sudoku solvers have in common?"

Adobe VP Shivakumar Vaithyanathan explains how agentic AI reasoning follows the same principles as human reasononing – planning, verification, and then backtracking. We just had to understand and define that in order to make AI more autonomous.

Well that's a wrap on today's keynote content. We're off for a chat with Joshua Young, Head of EMEA Sales GTM - Content & Collaboration, now.

We've got two more keynotes scheduled for tomorrow plus a sneak peak at some products in development, so come back for that all day tomorrow.

Good morning from day two of Adobe Summit 2025!

After yesterday's opening keynote, we're getting ready for the second major address later this morning, so stay tuned for all the latest news and updates as they happen...