From March 17 to 20, part of VASS's global team was in Las Vegas to attend Adobe Summit 2025, one of the leading international events in digital marketing and customer experience.
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During the event, the VASS global team closely followed the latest developments in the Adobe ecosystem, particularly in key areas such as artificial intelligence applied to marketing, process automation, advanced analytics, and large-scale personalization strategies. This knowledge enhances VASS’s ability to support its clients in adopting digital solutions focused on growth and efficiency.
Additionally, several professionals from the team earned certifications in Adobe Digital Experience, marking another step in strengthening VASS’s technical expertise and its commitment to continuous improvement in key technologies for digital transformation.
One of the most relevant announcements at Adobe Summit 2025 was the launch of Adobe Commerce SaaS, a new solution representing a significant advancement in the evolution of digital commerce. This platform, based on a composable architecture and automatic update capabilities, is designed to offer greater agility, scalability, and operational efficiency.
At VASS, we have followed this new Adobe offering with great interest. Our Digital Customer Experience team, present at the event, had the opportunity to analyze its capabilities from both a technical and strategic perspective. Adobe Commerce SaaS represents a step forward in the evolution of eCommerce, reducing some of the traditional limitations of the model and enabling brands to develop more agile and customer-centric experiences. At VASS, we are evaluating the integration of this solution into our offering, aiming to continue supporting our clients in their growth and in achieving a seamless digital transformation that ensures agility, performance, and innovation at every stage, allowing them to stay ahead in an ever-evolving environment.
VASS' team at Adobe Summit Las Vegas 2025
Participation in Adobe Summit 2025 was also an opportunity to connect with teams from different regions, share experiences with other industry professionals, and strengthen collaboration with Adobe as a strategic partner. This direct exchange environment allowed for an in-depth exploration of the latest trends in analytics and personalization, with a special focus on the capabilities of Customer Journey Analytics (CJA).
The sessions demonstrated how modern analytics is evolving from traditional dashboards to real-time decision-making, supported by unified profiles, first-party data, and AI models. From conversational assistants capable of generating complex analyses without requiring code to automatic anomaly detection tools and statistically solid A/B testing, Adobe presented an advanced, generative, and action-oriented vision of customer experience. All of this reinforces the importance of aligning technology with business strategy, promoting smarter data use, and fostering closer collaboration between departments such as marketing and IT.
The conclusion is clear: transforming the customer experience starts with understanding it, which requires combining technological innovation with context, critical vision, and a results-driven focus.