“AI is not a ‘universal key’ that will change the marketing department. However, if corporations properly manage their internal processes and data, AI can provide powerful momentum.”
On the 19th (local time) at the ‘Adobe Summit 2025’ held at the Venetian Convention Center in Las Vegas, Hillary Cook, Vice President of Global Marketing Orchestration at Marriott International, noted this. He explained that Marriott will become a ‘centennial corporation’ by 2027, but the existing marketing system was still stuck in the ‘postal advertising era.’
Vice President Cook said, “Two and a half years ago, after objectively reviewing existing processes with the team, it took an average of 110 days to launch a campaign and involved a total of 349 steps,” adding, “In particular, 45 processes were intertwined, but each department was unaware of this, leading to frequent conflicts during the adjustment process.” He continued, “After systematically organizing data and documents to persuade the management, the blocked marketing processes were significantly improved by building Adobe's real-time customer data platform (CDP).”
After introducing Adobe's AI-based orchestration into its global marketing organization, Marriott achieved the following results: ▲ reduced the speed of marketing content modification by 93%, ▲ AI automatically generated over 500,000 customized pieces of content in a single campaign (with plans to expand to several million), and ▲ achieved sales over six times its annual target.
Vice President Cook emphasized, “We gradually expanded the experiment in a pilot → scale → BAU (business as usual) manner,” noting, “To properly utilize AI's personalization and automation capabilities, it is important to first systematically document internal data and processes.”
ServiceNow, which implemented Adobe’s AI-based marketing solution alongside Marriott, also took the stage. Colin Fleming, Chief Marketing Officer of ServiceNow, pointed out the ‘chronic complexity’ in the B2B marketing field.
He said, “We often focus on ‘metrics’ rather than on the customer,” and added, “It is now time to leverage AI to understand the entire organization and strengthen collaboration between marketing and sales.”
ServiceNow is a software (SW) corporation that provides automation and workflow solutions for B2B customers. Currently, it is working on customer analysis, customized content provision, and prospecting, in conjunction with the Adobe Experience Platform. CMO Fleming said, “In the AI era, standing still is akin to becoming obsolete,” and noted, “Functions like Adobe's AI agent and brand governance are yielding significant results in various fields we are newly entering, such as human resources, finance, and security.”
Meanwhile, Adobe showcased a large number of new technologies at this summit, including generative AI ‘Firefly’ and the marketing automation solution ‘Agent Orchestrator.’ The aim is to solidify its competitive advantage as a ‘B2B AI platform’ corporation that connects the entire marketing process of companies, moving beyond its existing image as a design and video software company.