At the show, Adobe introduced the concept of the content supply chain, in which the processes of content creation and delivery are streamlined in automated workflows to drive speed, scale and accuracy.

While the announcements around generative AI stole the headlines, the core theme of Adobe Summit this year was all about joining up end-to-end processes across the marketing function and beyond.

The recent Adobe Summit provided a textbook example of how these trends are being expressed in the strategies of leading enterprise technology vendors. One of the biggest challenges here for established businesses is figuring out how to bring their existing IT investments into this new more digitally connected world, and they are looking to their incumbent technology vendors to help them on this path. This is a journey that diginomica calls the move to Frictionless Enterprise, where the goal of digital transformation is to eliminate barriers to rapid action and adaptation.

The average enterprise today is racing to join up processes and data across the organization and out to customers.

Workfront adobe