The Future Belongs to Those Who Can Create
Key takeaways from the Day 1 keynote at Adobe MAX.
Design-led thinking leads to better customer experiences and builds customer loyalty, said Adobe CEO Shantanu Narayen, this morning at Adobe MAX—The Creativity Conference, in Los Angeles.
Phil Schiller, SVP of marketing at Apple, joined Scott to talk about the evolution of content creation. One notable development happened in June, when Adobe announced a collaboration with Apple and Disney’s Pixar on the “usdz” AR file format, which is supported by Creative Cloud Apps and Services and enables Photoshop users to tweak and modify AR images.
According to Phil, Adobe has long had the vision of tools needed to create content in newer formats.
“Thinking back on it, Steve [Jobs] showed us all that people with a passion can change the world,” he said.
Scott said he believes that AR will transform the way we interact with the world. As such, he said he believes it is Adobe’s responsibility to provide a bridge to tomorrow’s mediums.
An Immersive Journey
Abhay Parasnis, CTO of Adobe, agreed. “AR is going to be the next breakthrough medium for creative storytelling,” he said. But it will mean completely rethinking the tools, workflows, and interaction models.
“[Everyone] in the creative community has heard the potential of the newer mediums,” Abhay said. “But they need fundamentally new skillsets. You all have been given this blank canvas but no tools to paint with.”
Adobe has been working with hardware players in the AR space, as well as with brands to standardize the format. One example is shoe and apparel maker Adidas, which has completely reimagined its AR experience. Abhay invited Simone Cesano, senior director of design operations at Adidas, to the stage.
According to Simone, the big opportunity with AR is being able to tell the brand’s story in ways that were never possible before. Another game changer is allowing consumers to engage with brands at an unprecedented level. Lastly, Simone said, he is excited about AR’s potential to meld physical and digital retail, which marketers have been trying to master for a long time now.
“[We are always] looking for new, exciting ways to innovate,” Simone said. “AR creates a new digital canvas to tell unique stories in incredible depth.”