Paris will host Adobe’s AI Forum on , bringing together marketing leaders, digital executives, and data specialists to assess the practical integration of artificial intelligence into marketing, creative processes, and customer experience. The event, positioned as a progress report on AI adoption, goes beyond technological demonstrations to explore how AI – particularly “agentic AI” – is reshaping marketing value chains, collaboration methods, and the balance between performance, creativity, and responsibility.
Adobe frames the challenge not simply as enhancing creative or analytical capabilities, but as fundamentally rethinking workflow orchestration. The company envisions a future where intelligent agents, advanced automation, and large-scale personalization become active components of operational marketing. This vision will be presented by Sophie Yannicopoulos, Hélène Delannoy, and Kevin Bourlier, leaders of Adobe France, who will discuss the evolution of Adobe platforms toward environments capable of coordinating creation, activation, and continuous monitoring.
Agentic AI as the New Foundation for Marketing Workflows
The forum’s opening plenary will set the tone for a day focused on the practical application of AI. Adobe believes the focus has shifted from augmenting existing skills to redesigning workflows. The company highlights the potential of AI to become an active layer within marketing operations, enabling intelligent agents, advanced automation, and personalized experiences at scale.
Accor will kick off the client presentations, sharing its AI journey as presented by Yassine Hachem, SVP E-Commerce &. Customer Engagement. This session is expected to provide insights into how a global organization aligns strategic vision, maturity development, and operational impact.
A “fireside chat” featuring representatives from Adobe, Microsoft, and Accenture Song will delve into the rise of workflows automated by AI agents. The discussion will address the transformations occurring in marketing roles, organizational limitations, and the conditions necessary for scaling AI initiatives.
Content Supply Chain, Omnichannel Integration, and Adoption: Key Priorities
The forum’s thematic sessions, organized as curated pathways, highlight current priorities for marketing leaders. These include:
- The AI-Powered Content Supply Chain: Focusing on industrializing content production without compromising quality, leveraging Adobe GenStudio, Firefly Services, and Adobe Express.
- Orchestrating Enterprise Transformation: A collaborative session between Adobe and Accenture exploring alignment across marketing, sales, customer service, and operations to achieve a truly omnichannel approach.
- Applying Agentic AI to Marketing Agility: Showcasing real-world examples from FDJ United and La Redoute, demonstrating how automation, real-time insights, and precise activation control can be achieved.
- Conditions for Successful Adoption: A broader perspective on AI transformation, led by Microsoft, addressing the challenges and opportunities of widespread implementation.
Responsibility, Governance, and Brand Security in Focus
While not explicitly a marketing theme, Adobe is emphasizing the importance of responsible AI, including model governance, brand security, and the role of human oversight in decision-making. This positioning reflects growing concerns among major advertisers regarding both the rapid pace of technological advancement and increasing regulatory scrutiny.
A Concise Format for Decision-Makers
The Adobe AI Forum Paris is designed as a concentrated, pragmatic event. It’s positioned not as a product launch, but as a moment of clarification
: assessing the current state of AI within marketing organizations and identifying the architectures, techniques, human elements, and operational processes needed to capture its value while maintaining control. The event is primarily targeted toward marketing, digital, and data leaders seeking concrete guidance as AI transitions from exploration to a core structuring lever.
Accenture Song is a partner in the event, supporting the transformation and helping to discover how artificial intelligence is redefining marketing, creation, and personalization. The event will take place at 3 Mazarium in Paris.
