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
.
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.
MAM
Infectious Advertising promotes Siddhartha Singh to CEO and managing partner
Leadership reshuffle sees Nisha Singhania shift focus to strategy and growth
MUMBAI: Infectious Advertising has elevated Siddhartha Singh to chief executive officer and managing partner, marking a key leadership transition at the independent agency.
Singh, who previously served as chief operating officer, has been credited with strengthening the agency’s operational framework and deepening client relationships during a phase of sustained growth. His elevation signals a continued push towards integrating strategy and creativity while scaling the business.
As part of the reshuffle, Nisha Singhania, co-founder and managing partner, will step away from day-to-day executive responsibilities to focus on strategic initiatives and the agency’s next growth phase.
Infectious Advertising co-founders and managing partners Nisha Singhania and Ramanuj Shastry said, “Siddhartha understands both the ambition and the soul of this agency. This elevation reflects the trust he has earned over the years.”
Infectious Advertising chief executive officer Siddhartha Singh said, “Infectious has always been about creating work that people care about. I’m humbled by the trust and excited to lead the agency at a time when there is a significant opportunity to create real impact.”
In his new role, Singh will work closely with the founders to steer the agency’s next phase, with a focus on deeper strategic integration, long-term client partnerships, and continued investment in talent and culture.
The transition underscores the agency’s emphasis on internal leadership development as it looks to build a future-ready organisation anchored in its core values.
