Foreword
Across the world, and in all aspects of our lives, consumers increasingly expect brands to intuitively deliver a personal, emotive digital experience. This trend has been turbo-charged by the digital revolution and evolving consumer behaviours. The rise of data, artificial intelligence, voice technology and augmented reality – the new frontiers of innovation – are enabling the design of ever-more responsive, precise and seamless digital marketing. A striking finding this year is that consumer behaviour is changing at break-neck speed and every business must adapt.
In response, as this special 10th edition of Adobe’s Digital Trends tells us, CEOs, CIOs and CTOs must remain one step ahead of the curve, anticipating—and responding to—the demands of future customers. However, the process of digital transformation can present very real cultural or organisational challenges. I’ve had many conversations with C-level executives who tell me they are mastering and continuing to evolve the art of crafting top-quality experiences and content.