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Join us in Sydney to connect with digital experience leaders from across Australia, New Zealand and around the world. Hear how leading organisations are using AI to transform customer experiences and drive real business impact.
Discover how Adobe’s AI-native platform helps teams create content at scale, orchestrate personalised journeys, and deliver smarter, more efficient marketing. You’ll gain insights from global leaders and product experts, along with practical examples of how the latest Adobe innovations are being applied in the real world.
Through visionary keynotes, customer stories, interactive activations and deep dive sessions, Adobe Summit Sydney will show you how to turn AI into measurable results, whether you’re shaping strategy or delivering experiences day to day.
Speakers:
- Katrina Troughton, Adobe
- Jeremy J Wood, Adobe
- Emily Palmer, Adobe
- Gerrit Walters, Qantas
Be front row for an exploration of the renewed landscape of digital experience marketing. Adobe will share fresh perspectives on accelerating growth, scaling personalisation and boosting business by combining marketing, creativity, and agentic AI. Explore how Adobe’s latest product innovations come to life in innovative real-world workflows. Discover how leaders from a leading top brand are tackling today’s biggest business challenges — and unlocking new growth — through smarter, more creative, AI-supported experience marketing.
Strategy keynote 1: Moving enterprises from AI experimentation to customer experience impact
Speakers:
- Rochelle Tognetti, Adobe
- Surbhi Kumar, Adobe
- Nass Martino, Adobe
- Darren Boyle, RMIT University
Enterprises are moving past AI experimentation and focusing on what really matters: results.
In this strategy keynote, you’ll hear from leading organisations that are using AI to move faster, reduce operational drag and deliver better customer experiences. We’ll share concrete examples of how teams are driving measurable value in everyday work, automating image generation, customer journeys, complex workflows, and much more.
Strategy keynote 2: Elevated brand experience: Orchestrating discoverability for the agentic web
Speakers:
- Mark Szulc, Adobe
- Carl Screwvala, Adobe
- Sheerien Salindera, Adobe
- Gerrit Walters, Qantas
AI is increasingly shaping how brands are experienced, trusted and chosen. As customers interact with AI assistants in their everyday lives, expectations for discovery, engagement and decision-making are changing. To succeed in this environment, brands must move beyond static content and isolated interactions, delivering guided, conversational experiences that reflect intent in the moment while maintaining control over voice, accuracy, and compliance across owned and third-party environments.
Strategy keynote 3: From tools to teammates: The agentic future of customer engagement
Speakers:
- Gabbi Stubbs, Adobe
- Nishchala Verma, Adobe
- John Mackenney, Adobe
- Tim Cochrane, RACQ
Great marketing teams don't just need better tools. They need more hands on deck. In this Strategy keynote, discover how Adobe is redefining customer engagement for the agentic era — where AI doesn't just inform decisions, but works alongside your team to orchestrate experiences across data, journeys, and channels in real time.
Discover how leading brands are making the shift from campaign-based execution to continuous, intelligent engagement — and what it means to assign AI a goal rather than just ask it a question. From operational workflows to competitive response campaigns, see how agentic AI transforms the speed and scale of customer engagement without replacing the human creativity and judgment at the heart of great marketing.
Strategy keynote 4: Transforming your content supply chain for the AI world
Speakers:
- Fahad Mattoo, Adobe
- Antonio Cocchiarella, Adobe
- Duncan Egan, Adobe
AI isn’t just accelerating content creation, it’s restructuring the entire content economy and redefining what speed, scale, and relevance mean. Most content supply chains were never built for this level of content demand, and collapse under the weight of real-time personalisation, exploding content formats, and new intelligent channels.
Learn how Adobe is helping forward‑leaning brands turn this pressure into progress by building a content supply chain for the AI world — shifting from static, linear workflows to dynamic agentic systems where humans guide strategy and AI agents orchestrate execution.
End-to-End: Content Production to Brand Visibility in the Age of AI
In this hands-on lab, explore how AI agents are reshaping the way teams create, manage, review and promote content—and how Adobe's platform is built for every stage of that journey. This session brings together three dimensions of the agentic content lifecycle: using conversational AI to build and update content in Adobe Experience Manager (AEM), streamlining review and approval workflows across Workfront and Frame.io, and ensuring your brand shows up where it matters in AI-powered search.
Whether you're a content producer, creative operations lead or digital marketer, you'll leave with a clear picture of how agentic capabilities connect across the content supply chain—reducing manual effort, accelerating time to market and extending your brand's reach into generative AI experiences.
Key takeaways:
- Learn how to complete common AEM authoring tasks—from building pages to routing workflows—simply by describing what you need.
- Learn how unified review and approval across Workfront and Frame.io uses AI automation to eliminate bottlenecks while keeping teams in control.
- Learn how Adobe LLM Optimizer helps you diagnose brand visibility gaps in generative search and act on optimisation opportunities across agentic traffic and content performance.
Accelerate Marketing Workflows with AI and Agentic Capabilities in Adobe Experience Platform
In this hands-on lab, explore how to ground AI in your organisation's own business context, then use it to analyse customer behaviour, build policy-aware audiences, and launch personalised journeys across Customer Journey Analytics, Real-Time CDP and Adobe Journey Optimizer.
Key takeaways:
- Learn to use Journey Agent, AI decisioning, and AI‑generated content to build, test, and optimise personalised journeys.
- Learn to use Data Insights Agent to turn everyday questions into instant, actionable insights, and discover how conversational intelligence revolutionises data exploration, visualisation and understanding without manual queries or pre-built dashboards.
- Learn to use AI capabilities in Real-Time CDP to build, refine, validate and activate audiences faster—without sacrificing governance or trust.
Drive Agentic Shopping Experiences from Your Product Catalogue
In this hands-on lab, explore how Adobe Commerce unifies catalogue data, storefront behaviour, and AI tooling into a single commerce architecture. As AI-powered search, assistants and LLM-driven shopping experiences reshape commerce, traditional product catalogues are struggling to keep pace.
Disconnected data, inconsistent metadata and limited real-time visibility reduce product discoverability, fragment shopper journeys and limit optimisation across AI-driven channels. By connecting your Adobe Commerce catalogue to Adobe's AI ecosystem and leading LLMs, learn how Adobe Brand Concierge, Adobe LLM Optimizer and Sites Optimizer work together to amplify catalogue value, power guided shopping experiences and continuously optimise performance.
Key takeaways:
- Learn how to improve product visibility across AI-driven search and discovery experiences by aligning catalogue data with shopper intent.
- Learn how to deliver guided, brand-consistent shopping experiences by enriching product metadata, imagery, and content using Adobe Brand Concierge.
- Learn how to monitor live storefront performance to identify engagement or performance gaps and deploy optimisations directly into production with Sites Optimizer.
Automation to Agentic: Uplevel your marketing efficiency and performance with Marketo Engage, AJO B2B and Sales Qualifier
In this hands-on lab, explore how marketing operations teams are evolving the way they work with AI across Marketo Engage, AJO B2B and Sales Qualifier. This session focuses on practical, AI-driven workflows that help teams work smarter, simplify complex processes and unlock greater productivity from the tools they already use.
Learn how conversational workflows, purpose-built agents and the Marketo MCP Server are reshaping day-to-day operations in Marketo Engage, making it easier to execute, optimise and scale campaigns. From there, expand into intelligent journey orchestration with AJO B2B, where AI-driven decisioning helps you activate more personalised, data-rich engagement using your existing Marketo data.
Finally, learn how to connect marketing and sales through Sales Qualifier, demonstrating how AI-powered BDR workflows enable faster qualification, better prioritisation and stronger pipeline outcomes through more precise targeting and automation.
Key takeaways:
- Learn how to adopt AI-driven workflows in Marketo Engage to simplify operations and improve team productivity.
- Learn how to extend beyond campaign execution into intelligent, always-on journey orchestration with AJO B2B.
- Learn how to connect marketing and sales with AI-assisted qualification to drive higher-quality pipeline and sales velocity.
This event is ideal for professionals working in customer experience, marketing, creation and IT - anyone involved in shaping and delivering impactful digital experiences. We welcome a wide range of roles, including CMOs, Heads of Digital, Marketing Directors, Marketing Operations Managers, IT Leaders, Martech Specialists, Digital Experience Managers, Customer Experience Leads, CRM Managers, Personalisation Specialists and CX Strategists. Whether you're focused on strategy or execution, there will be valuable insights tailored to your role. The event is open to both existing and future Adobe customers.
This event is designed for Adobe customers, and a limited number of places are reserved for partners. If you are a partner, please do not register via the general registration page. Instead, your Adobe account representative will contact you directly with a unique registration link if you are eligible to attend. Partner registrations outside of this process will not be approved.
Yes, there are unique sponsorship options available for Adobe Summit events. Please reach out to the Adobe Summit event team for more information about sponsorship opportunities.
Please email the Adobe Events Team at anzevent@adobe.com for support, or to modify or cancel your registration.
Adobe will cover hospitality for Adobe Summit Sydney. Guests are responsible for their own travel, if needed. While there is no charge to attend this event, hospitality including food and beverages will be provided to all event attendees. The estimated hospitality cost is approximately AU$180 per attendee. Please note that accepting such hospitality may be prohibited by specific employer policies. It is the responsibility of any participant to ensure their participation and acceptance of the hospitality is not in violation of any regulation or policy applicable to them. By registering to attend this event, you are confirming that you are eligible to receive the hospitality noted above.
Gerrit Walters is Head of Marketing Commercialisation, Digital Capability and Performance at Qantas, where he leads teams across digital content, discoverability, accessibility, analytics, and experimentation. With over 20 years' experience across marketing and digital, Gerrit's team works at the intersection of content strategy, customer experience, and commercial performance. His team is responsible for how Qantas shows up and gets found across digital channels.
Tim Cochrane is General Manager of Marketing, Membership and Digital at RACQ, where he leads marketing, growth and digital transformation for one of Australia’s most trusted member organisations. He has played a key role in RACQ’s turnaround, helping to reverse declining membership through the adoption of Adobe Experience Platform and real-time, data-led engagement.
Tim focuses on connecting strategy, technology and execution to deliver measurable commercial and customer outcomes, with a particular emphasis on personalisation, journey orchestration and modern marketing capability.
Darren Boyle is an experienced executive leader with more than 20 years in digital, marketing, and customer experience. His career began in direct marketing before expanding into digital strategy and customer experience design.
He has worked across blue chip organisations in telecommunication, banking, logistics and education across Europe, North America, and Australasia. In recent years, both in client‑side and agency roles, he has led complex digital transformation programs with a strong business and operational lens—helping organisations deliver exceptional customer experiences that drive meaningful impact for both customers and the business.
Katrina is an experienced, creative and outcome-focused leader with a proven track record of delivering results and transforming businesses for sustainable growth. She has over thirty years’ experience in the global technology sector, previously holding senior leadership roles in Australia, New Zealand, China, and the USA. In her role as Vice President and Managing Director for Adobe ANZ, Katrina is responsible for Adobe supporting clients to drive their digital engagement to new levels, and customers’ success across Adobe Experience Cloud, Adobe Creative Cloud, and Adobe Document Cloud.
Prior to Adobe, Katrina was General Manager for IBM ANZ. She has a history of growing software and Software-as-a-Service (SaaS) businesses in IBM, and executing transformations across operations, digital sales, digital marketing, partners, and client success. Katrina also has extensive experience in acquisition integration, with responsibility for 40 acquisitions across her career.
Katrina is passionate about career development and digital skilling within the IT industry, also serving on the TAFE NSW Advisory Board, a Careers NSW Ambassador, and supporting the development of women leaders through Chief Executive Women. Her passion for culture, diversity, and inclusion in highperformance organisations saw her recognised as ‘CEO of the Year’ at the 2021 Australian LGBTQ Inclusion Awards.
Katrina has a Bachelor of Science, major in Physiology and Pharmacology, and a Bachelor of Commerce, major in Economics, from the University of Auckland.
Duncan leads Marketing for Adobe’s Digital Experience (DX) Enterprise business in Asia Pacific and Japan. He is responsible for overseeing all regional marketing activities spanning strategic planning, demand generation, digital marketing and thought leadership.
Prior to joining Adobe, Duncan led the marketing growth for ServiceNow across APJ and helped the business achieve double-digit growth for seven consecutive years. Before that, he was based in Silicon Valley, where he held marketing leadership positions with Oracle, Taleo and TIBCO Software. He loves technology of all kinds and is an unashamed early adopter.
Duncan is passionate about improving customer experience and strongly aligns to Adobe’s mission of changing the world through digital experiences.
He holds a Bachelor of Science from San Jose State University.
Jeremy Wood is the Head of Solution GTM Strategy at Adobe based in Sydney where he leads a team tasked with helping shape Adobe’s overarching solution strategy across Asia Pacific and Japan. Ensuring Adobe’s investing in products and solutions which are well placed to help thousands of customers in the region realise their personalisation and experience management needs.
Jeremy has over 20 years of experience in marketing having held several regional and global leadership roles in Canada, US, and Australia. Prior to his role at Adobe, Jeremy was the Global Vice President of Product Marketing at Hootsuite, and before that ran Product Marketing at Box. Jeremy also ran the Global Marketing organisation at Xero, and spent more than 8 years at Google both in APAC and in the US. A natural entrepreneur Jeremy founded and managed Dizzynet Solutions, a full-service digital marketing agency for 7 years based in Toronto, Canada.
Jeremy has a BA in Communications (Advertising/Marketing) from The University of Canberra, and an Executive MBA from INSEAD.
Rochelle Tognetti has spent her career at the edge of what marketing can become, and as Adobe's first AI Evangelist in Asia Pacific and Japan, she's now helping shape it.
Before joining Adobe, Rochelle made history as Deloitte Australia's first female Chief Marketing Officer, where she built and led one of the country's most respected marketing functions. An award-winning CMO with 25 years of marketing experience, she brings a grounded, commercial perspective to the AI conversation, one increasingly informed by her academic pursuits in neuroscience.
Rochelle is an Academic at the University of Sydney, teaching Marketing and the Future of Business, while completing a Master's degree in Neuroscience with a particular focus on human intelligence in the age of AI. It's this combination that also led her to co-found the Australian Centre for AI in Marketing, driving industry thinking on how organisations can harness AI without losing the human edge.
Her unique blend of C-suite experience, neuroscience, and AI evangelism gives her a perspective on the future of marketing that is both evidence-based and deeply human.
Mark is a Group Manager, Product Marketing (Adobe Experience Manager and LLM Optimzer) and Evangelist for Adobe Experience Cloud across Asia Pacific and Japan. In his role at Adobe, Mark is responsible for the regional product strategy, go-to-market and customer adoption.
He has more than thirty years of experience assisting large organisations across Australia and Asia increase their market share, improve operational efficiencies, automate processes and drive revenue growth. Mark’s broader areas of expertise are within content management, experience delivery, asset management and personalisation technologies.
Prior to joining Adobe, he has held various positions from creating some of Australia's first online web presences, working on the leading magazine publications, to managing development teams, IT and consultancy services. Aside from being an evangelist for Adobe’s solutions & technologies, Mark can be found blogging, exploring the world or tinkering with the latest technology, from the latest in AI, Home Automation and 3D Printing.
Mark is based in Sydney, Australia.
Gabbi Stubbs is a senior media and tech executive with extensive full-stack and foresight strategy and marketing experience. She has deep expertise in the identification of early stage consumer behaviour and technology challenges and opportunities and defining associated strategies, including product, marketing and business model innovation and digital transformation which deliver tangible and long term competitive advantage.
Currently leading APAC Product Marketing for the Adobe Audience Manager, Real-time Customer Data Platform, and Intelligent Services solutions, Gabbi represents the product strategy and opportunity for DMP and related CDP capabilities of the Adobe Experience Platform. She has worked extensively through the Australian media industry with previous senior media executive experience at Nine Entertainment Co Digital, ABC Digital and News Corp (Magazines and Digital) leading insights, strategy and research for advertising solutions, product development and data strategies.
With experience extending from corporates to small business, start-ups and social enterprises and in roles spanning strategy, insights, measurement and analytics, innovation and growth initiatives, and industry forecasting and commentary, Gabbi is well positioned to represent the voice of the customer and the voice of the market.
Fahad is the Director and Head of Solutions Consulting for Adobe across the Digital Experience and Digital Media business for all of ANZ. Part of Adobe ANZ Leadership team, in this role, he leads a high-performing team of pre-sales consultants who partner with enterprise customers to drive impactful digital transformation outcomes.
With over 15 years of experience spanning consultancy and client-side roles, Fahad brings deep expertise in technology, solutions strategy, and customer-centric digital transformation. He is a results-driven leader known for delivering measurable value to customers, empowering his team, and accelerating strategic growth across the region.
Surbhi Kumar is a Senior Solutions Consultant at Adobe, partnering with enterprise clients across Australia and New Zealand to drive meaningful digital transformation. With over 14 years of experience in data analytics and marketing technology, she helps organisations navigate the complexities of digital transformation and harness the power of AI to deliver better customer experiences.
Prior to Adobe, Surbhi has held roles across consulting and industry, including Deloitte Digital and client-side positions at Kayo Sports and Fairfax Media, giving her a well-rounded perspective across consulting and client side environments.
Surbhi holds a Bachelor of Engineering and is passionate about championing women in technology and growing STEM talent in the industry.
Great customer experiences create greater impact. Deloitte Digital connect people, capabilities and ideas with technologies to solve our clients' largest challenges. With deep market insights into evolving customer trends and Adobe Experience Cloud expertise, we drive real outcomes and business value, excelling in business case developments and quality implementations.
Bluprintx is a global AI-powered consultancy specialising in intelligent front office transformation across marketing, commerce, sales and service. With 450+ Adobe projects delivered worldwide and deep expertise across Adobe Experience Cloud, Workfront, Marketo and Fusion, we connect the data, workflows and operational layers that make AI-enabled customer experiences actually work.
Capgemini is an AI-powered global business and technology transformation partner, delivering tangible business value. We imagine the future of organisations and make it real with AI, technology and people. With our strong heritage of nearly 60 years, we are a responsible and diverse group of over 420,000 team members in more than 50 countries. We deliver end-to-end services and solutions with our deep industry expertise and strong partner ecosystem, leveraging our capabilities across strategy, technology, design, engineering and business operations. The Group reported 2025 global revenues of €22.5 billion.
Make it real.
Datacom
Datacom is Australasia's largest home-grown tech company. We deliver customer care services and operate mission-critical infrastructure with best-in-class data centre facilities.
Coveo
Coveo brings superior AI-Relevance to every point-of-experience or agent, transforming how enterprises connect with their customers and employees to maximise business outcomes. Our Coveo AI-Relevance Platform™ ️enables enterprises to deliver hyper-personalisation at every point-of-experience, easily unifying all their data securely, with the highest level of contextual and prescriptive accuracy while simultaneously optimising business outcomes.
Helium was awarded (again) Emerging Partner APAC at the Adobe Summit 2026. We work with our clients streamlining every phase of the personalisation journey by integrating data driven insights with bespoke customer experiences to drive conversions and improve retention. By enhancing these key metrics, we enable them to optimise marketing budgets while securing a sustained competitive advantage. Through our proven MDX personalisation-at-scale methodology, a scalable framework recognised as an industry benchmark, we can empower your business to reach audiences effectively at every brand touchpoint. Our approach is so well regarded as a best practice that it is taught as part of the marketing technology major at RMIT.
Infosys is a global leader in next-generation digital services and consulting. Over 323,000 of our people work to amplify human potential and create the next opportunity for people, businesses, and communities. We enable clients in 59 countries to navigate their digital transformation. With over four decades of experience in managing the systems and workings of global enterprises, we expertly steer clients, as they navigate their digital transformation powered by cloud and AI. Infosys Aster™ is a set of AI-amplified marketing services, solutions and platforms that helps enterprises transform marketing into effective customer-champions and growth-partners. Infosys Aster and Adobe together bring capabilities that enable enterprises to unify customer experience at scale, personalise content to enable business growth while also streamlining workflows for efficiency.
Sinch’s vision is to connect every business with every customer, everywhere in the world. With the industry’s most trusted foundation for intelligent customer communications, Sinch powers over 900 billion customer interactions annually for more than 190,000 customers across the globe.
Leading global companies, including AI innovators, rely on Sinch to strengthen customer relationships and deliver seamless experiences across messaging, email and voice.
Profitable since its founding in 2008, Sinch generated net sales of USD 3 billion (SEK 27 billion) in 2025 and has over 4,000 employees in more than 60 countries, with headquarters in Stockholm. Sinch is listed on Nasdaq Stockholm (XSTO: SINCH). Visit us at sinch.com.
Built around a powerful research and data analytics core, Material helps clients achieve ambitious growth through insight-driven brand strategy, customer experience, product design and development. Material has a fifty-year history helping world-class companies accelerate and dominate in their respective industries. We do this through proprietary behavioural science approaches that unlock a deep understanding of the drivers of customer demand, combined with advanced data, analytics and AI that allow us to predict and influence demand curves and accelerate growth. In addition to serving the corporate market, Material has helped some of the world’s most celebrated cultural icons extend their personal brands into new product lines and the most influential brands globally generate new pathways to expanding their impact.
