The past few years have been a period of 'hyper-growth' for Adobe's digital media and digital experience business, said Prativa Mohapatra, Vice President & Managing Director of Adobe India, during an interaction with e4m on the sidelines of the annual Adobe Summit being held in Las Vegas, on March 26 and 27.
Although specific figures were not disclosed, Mohapatra mentioned that Adobe witnessed double-digit growth in India in 2023. "We are observing fantastic adoption of our creative suite of products. We have seen notable usage among top banks such as HDFC, ICICI and Axis Bank, as well as airlines like Air India, Indigo and Vistara," she added.
Mohapatra also noted some sectors are yet to fully leverage Adobe products, namely heavy industries, the healthcare sector and B2B businesses, which are still hesitant to experiment with MarTech. "While B2C companies have largely been early adopters, B2B adoption remains in progress. Although hospitals and healthcare in a few mature markets have embraced our products, there is room for growth in India," she remarked.
The automotive sector, according to Mohapatra, is now showing increased interest in MarTech. "After banking and airlines, we anticipate our third wave of collaboration with auto companies. We are currently in the process of finalizing several deals, which we will announce soon. With FMCG, our operations are predominantly global," she stated.
The Adobe Summit commenced on Tuesday morning with a keynote session by Adobe Global CEO Shantanu Narayen, who made several key announcements and spoke of Adobe's collaboration with other companies, particularly those working with generative artificial intelligence and about establishing broad industry standards.
"Responsible innovation cannot be an afterthought. We are actively combatting misinformation by advocating for content credentials as an industry standard to establish trust in digital content," Narayen, also Chairman and President of the company, affirmed.
He further explained how GenStudio, which builds upon Adobe’s generative artificial intelligence model released the previous year, is enabling planning, creation, management, and measurement of campaigns.
Anil Chakravarthy, President of Digital Experience Business at Adobe, highlighted the transformative potential of generative AI in reshaping brand-customer relationships and driving profitable growth while delivering new digital experiences.
Last year, Adobe launched Firefly, its image generation model, with plans to expand it to video, audio, and 3D model generation. Speaking of the reception of Firefly in India, Mohapatra noted that there was significant initial interest followed by gradual adoption. "India is an experimental market. While Firefly initially received maximum attention in India, purchasing decisions take time here. Many digital marketing organisations have licensed Firefly in the past year, positioning themselves as early adopters. Additionally, some tech companies have also embraced it. As we move towards Firefly Image Model 2, we anticipate even higher quality images and pictures for our clients," Mohapatra concluded.
