MAM
Adobe brings the AI thunder to Cannes with creative, campaign and customer orchestration tools
CANNES: Adobe is rewriting the playbook on customer experience with a bold tech salvo unveiled at leading advertising fest, the Cannes Lions. With a sharp focus on creativity-fuelled personalisation, Adobe’s latest updates promise to fuse generative AI, marketing tech and agentic intelligence into a potent cocktail for brands.
Touted as the next leap from customer experience management, Adobe’s new suite under the banner of customer experience orchestration (CXO) aims to help brands deliver hyper-relevant content at scale across every consumer touchpoint. It’s a creative marketer’s dream: intuitive tools for orchestrating AI agents, conjuring short-form video ads, and even gaming the LLM algorithm to boost discoverability on AI browsers and chatbots.
““Delivering one-to-one personalization at scale demands a powerful fusion of creativity, marketing and AI,” said Adobe president digital experience business Anil Chakravarthy. “We are pioneering innovations through Adobe’s AI platform that enable teams to craft the most compelling and relevant customer experiences, helping businesses drive impact and seize this enormous opportunity.”
Among the star tools:
* GenStudio for Performance Marketing slashes campaign creation time with generative AI support for video, display, email, and more.
* Firefly Services offers APIs for 3D images, avatars, and AI-powered video editing with drag-and-drop simplicity.
* LLM Optimizer is Adobe’s answer to the AI content visibility race, giving marketers an edge in GenAI search results.
Major brands—from Coca-Cola and Estée Lauder to Publicis and Prudential—are already plugged into Adobe’s AI stack, reporting sharper engagement, higher conversion, and serious time savings
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Also live is the Adobe experience platform agent orchestrator, enabling brands to build and manage intelligent AI agents—like the new data insights agent and product support agent—taking the grunt work out of analytics and user support.
As Cannes Lions toasts the creative elite, Adobe makes its case clear: in the era of AI-fuelled brand building, experience is everything—and the hotshop is betting big on orchestrating every pixel of it.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
