Meet the digital experience leaders of 2025.experience leaders of 2025.
Each year, Adobe has the distinct pleasure of celebrating the brands, leaders, and teams at the forefront of customer experience with the Adobe Experience Maker Awards.
Read the stories of the 2025 winners to learn how these visionaries turned bold ideas into personalized customer experiences and journeys at scale, positioning their organizations to thrive in the era of AI-powered digital experiences.
The Advocate
This award recognizes the company demonstrating an innovative customer-first approach, creating personalized customer journeys using Adobe Experience Cloud applications.
The winner
AAA Northeast integrates its data, content, and orchestration to enhance its customer experience, accelerate its go-to-market times, and unlock new growth opportunities.
The story
AAA Northeast delivers world-class roadside assistance, insurance, travel assistance, loans, and discounts to more than 6 million members. As part of its mission to transform its digital experience, the company unified its customer profiles with Adobe Real-Time CDP, enabling it to accurately target its members and improve campaign performance across digital touchpoints.
Combining the power of Adobe Real-Time CDP, Analytics, Journey Optimizer, Target, and Adobe generative AI capabilities, AAA Northeast achieved a 150% rise in conversion rates through personalized web offers and an 80% lift in email conversion rates. Most impressively, the company boosted its total travel transactions by 20% and total travel revenue by 30% despite sending 25% fewer emails. All while cutting its time to market for email campaigns from 10 days to just 48 hours.
The Ambassador
This award recognizes the individual who shared Adobe Experience Cloud product expertise and best practices to help their peers and colleagues succeed.
The winner
Digital analytics leader Lokesh Alluri empowers Lenovo’s marketers to use real-time data to boost conversion rates and draw on the power of generative AI to slash their content creation timelines.
The story
Lenovo is one of the world’s most respected technology companies, known for its quality lineup of consumer electronics, personal computers, software, and business solutions. Guided by Lokesh Alluri, Manager of Digital and Analytics, who is also the head of the Carolinas Adobe User Group and an Adobe Analytics Champion, Lenovo adopted a real-time approach to customer analytics that led to a 25% lift in conversions.
Alluri is a driving force behind Lenovo’s digital initiatives, sharing best practices on Adobe Analytics, Customer Journey Analytics, and Experience Manager. Under his stewardship, the adoption of Adobe Analytics jumped to over 1,000 users across the organization last year, helping to bring Lenovo’s ambitious transformation plans to life. Working with Lenovo’s Adobe Firefly team, Alluri also drew on the power of generative AI to help his company reduce its content creation timelines from two weeks to less than a day.
Alluri’s passion for helping his colleagues and peers is unparalleled. He hosts regular webinars, roundtables, and virtual coffee sessions to share his knowledge of Adobe solutions, and his past sessions at Adobe Summit went viral, earning more than 2 million views on social media.
The Catalyst
This award recognizes the company using Adobe Real-Time CDP to build bridges across systems and teams to deliver personalized and engaging customer experiences.
The winner
General Motors (GM) makes the shift from product-centric to customer-centric marketing, backed by an integrated approach to real-time data across geographies and platforms.
The story
As the manufacturer behind iconic automotive brands like Buick, Cadillac, Chevrolet, and GMC, General Motors builds innovative vehicles that move and connect people to what matters. Anchored by Adobe Real-Time CDP, GM uses real-time signals to deliver personalized, connected experiences to its millions of customers, strengthening its relationships across a complex ecosystem of online platforms, dealerships, fleet sales, and partnerships.
Since beginning its transformation, the company has created more than 131 million unified profiles for GM owners and prospects and activated 430 audiences across nearly 20 regions. GM has also achieved an impressive 1,378% rise in completes for its build and price (BYO) service, which allows customers to create, tailor, and order their dream vehicle online.
As for process improvements, GM accelerated its time to market for predictive models by 50%, positioning itself to gain deeper insight on its customers, faster. The business has also embraced Adobe Firefly, Adobe’s family of generative AI models and services, doubling down on its commitment to adopt cutting-edge technology that enhance its customers’ experiences at every turn.
The Conductor
This award recognizes the company optimizing its content creation and delivery workflows to accelerate time-to-market with Adobe Experience Cloud applications.
The winner
Kroger builds an integrated, transparent, and efficient content supply chain enhanced by the transformational power of AI while achieving new levels of personalization.
The story
Ranked #25 on the Fortune 500, grocery chain Kroger operates 2,700 stores, 33 food production and manufacturing facilities, over 1,600 fuel centers, and over 2,200 pharmacies across the United States. Through its multi-phase personalization journey with Adobe, its empowered more than 20 marketing teams to deliver omnichannel experiences at scale.
Kroger adopted Adobe Workfront to automate and improve the efficiency of its processes, and Adobe Experience Manager Assets and Sites to scale creative production across its email, SMS, and push notifications. By integrating these solutions, Kroger was able to scale its email production from zero to 50 million personalized messages per month while cutting its email production times in half.
Most recently, Kroger invested in Adobe Firefly to transform the creation of marketing briefs and content at scale. For instance, it plans to use the Smart Tag feature in Adobe Experience Manager Sites to automatically tag and categorize its digital assets, and the Planning AI Generate feature in Workfront to automate its initial draft process. Building on its successes in 2024, Kroger is now extending its personalization efforts to its multi-brand ecommerce platform and a standalone mobile app.
The Disruptor
This award recognizes the company fueling business growth by delivering personalized, immersive shopping experiences using Adobe Commerce.
The winner
Sling TV creates a personalized, multi-channel experience for its customers, using generative AI to tailor digital content on the fly.
The story
Based in Englewood, Colorado, Sling TV is a leading Over the Top (OTT) TV streaming provider that serves customers online and via popular platforms like Roku, Amazon Fire TV, and Apple TV. By replacing its fragmented systems with Adobe Real-Time CDP, Target, Commerce, Analytics, and Experience Manager, the company gained a unified view of its customer interactions, allow it to deliver cohesive experiences that are tailored to the expectations of its digital-first audience.
In a year when paid TV companies struggled, Sling TV added 78,000 paid subscribers. It now uses the full Adobe stack to create personalized, multi-channel customer experiences that not only hit the mark but deliver measurable business results. For instance, using Real-Time CDP for personalization has helped Sling TV boost its on-site conversion rate by 22%. Meanwhile, the company saw a 30% rise in conversions after optimizing its cart experience with Adobe Experience Manager.
As an early adopter of Adobe’s generative AI capabilities, Sling TV has also accelerated its content production times by 75% by automating and streamlining its workflows. What’s more, it has reduced its time to garner actionable insights on content performance by 50%.
“The future of marketing will be about hyper-personalization at scale, predictive engagement, and automation-first strategies, where AI not only enhances efficiency but also unlocks entirely new levels of customer connection WITHOUT increasing operational complexity.”
Anish Raul
Senior Marketing Lead, Sling TV
The Experience Maker Executive of the Year
This award recognizes a leader using bold vision and digital transformation to drive their business forward with Adobe Experience Cloud.
The winner
Shekhar Gowda, VP and Head of Global Marketing Technologies at The Coca-Cola Company, standardizes his company’s global processes, improving efficiency and time-to-market for campaigns while boosting engagement through personalized, omnichannel experiences.
The story
The Coca-Cola Company is as renowned for its iconic beverages, which include Coca-Cola, Diet Coke, and Sprite, as it is for its creative marketing and advertising. Led by Gowda, the company is on track to achieve new levels of omnichannel personalization for its D2C and B2B campaigns across more than 200 brands in over 200 markets.
Powered by Adobe Experience Cloud applications, Gowda helped The Coca-Cola Company to significantly increase the number of global consumers who drink at least one Coca-Cola product per week. His efforts have also helped the organization to expand its paid media reach in the India and Southwest Asian (INSWA) region, in addition to boosting ecommerce checkouts by 25% in Latin America.
The Coca-Cola Company has also increased time and cost efficiencies under Gowda by consolidating websites and automating its content processes with Workfront, which helped the business cut thousands of hours from its content workflows.
“AI empowers marketers to enhance business outcomes and address consumer needs, not by replacing them, but by acting as an assistant. This allows marketers to dedicate more time to creativity, gaining richer consumer insights, and crafting impactful experiences.”
Shekhar Gowda
VP and Head of Global Marketing Technologies, The Coca-Cola Company
The Experience Maker of the Year
This award recognizes the individual or team delivering exceptional customer experiences and business impact leveraging Adobe Experience Cloud applications.
The winner
The Air India Digital and Technology team supports seamless traveler journeys from booking to post-arrival, helping to deliver on the company’s goal of becoming the world’s most technologically advanced airline.
The story
With the largest international network of any Indian airline and the most non-stop routes to international destinations, Air India is committed to connecting travelers with their destinations, no matter where they want to go. Led by Chief Digital and Technology Officer Dr. Satya Ramaswamy, the Digital and Technology team chose to integrate the comprehensive suite of Adobe Experience Cloud applications with its existing technology platforms to streamline booking, check-in, departure, and in-flight experiences for every customer.
Now, the airline delivers just-in-time notifications and promotions across channels while continuously optimizing its customer experience based on data-driven insights from Adobe Analytics and Real-Time CDP. The ambition and scale of Air India’s transformation is truly impressive, especially given the complexity of its business, infrastructure, and the challenges the team faced in unifying data across multiple touchpoints.
Within six months of going live with Adobe, Air India saw a 55.3% increase in “Flight Booking” and “Manage My Booking” orders, as well as a 30.8% boost in revenue. In addition to enhancing its customer experience, it cut more than 60 hours from its campaign development processes and 35 hours from its website development processes.
The Maverick
This award, determined by audience choice, recognizes the company pioneering innovative customer experiences through groundbreaking use of Adobe Experience Cloud applications.
The winner
AbbVie overhauls its digital experience, building an innovative analytics tool to capitalize on skyrocketing customer demand for personalized and relevant digital content.
The story
Through its services, AbbVie helps bring crucial pharmaceutical products to healthcare professionals and patients across the United States and Puerto Rico. Backed by a suite of Adobe Experience Cloud applications, the pharmaceutical leader transformed its digital marketing strategy by unifying its fragmented brand experiences into a cohesive, data-driven ecosystem.
AbbVie has since scaled its digital experiences tenfold, enriching engagement for its customers while achieving unprecedented levels of efficiency and staying one step ahead of the pharmaceutical industry’s strict compliance standards. Its proprietary tool, ATSoMATIC, leverages out-of-the-box content APIs in Adobe Experience Manager to automate content tagging, which has in turn improved AbbVie’s analytics, fostered better customer relationships, and increased sales.
AbbVie is also a beta user of Adobe GenStudio for Performance Marketing, which the company uses to quickly produce personalized and compliant content while maintaining consistency across channels. Within a year of going live, AbbVie cut execution times for its medium-to-large website projects by 40%, freeing up marketers to focus on more strategic initiatives.
The Transformer
This award recognizes the company transforming its organization to create a digital-first customer experience delivering measurable business growth with Adobe Experience Cloud.
The winner
Backed by an all-in-one Adobe marketing stack, Telmore delivers targeted offers and personalized content to every customer, boosting both engagement and retention.
The story
As the largest mobile virtual network operator in Denmark, Telmore connects with its customers via a range of digital channels, including online sales, social media, its mobile app, and partnerships. The telecom leader replaced its scattered technology stack with an all-in-one marketing stack from Adobe, allowing it to deliver targeted offers and personalized content while scaling to support more than 700,000 customers and 1.5 million unique profiles.
Telmore’s results speak for themselves. Since beginning its transformation, the company has achieved 21% growth in year-on-year sales, a 25% boost in cross sales to existing customers, a 20% rise in email open rates, and a 15% uplift in conversions. By using Adobe AI and machine learning capabilities to streamline its content supply chain and automate crucial marketing workflows, Telmore has also reduced its delivery times for marketing campaigns by 25%.
“With AI-driven insights, including models from the Adobe Experience Cloud suite, we can detect churn-prone customers and deliver personalized offers to them at the right moment.”
Jonas Reimer Christiansen
Head of Customer Base Management, Telmore
Think you have what it takes to be an Adobe Experience Maker Awards winner?
Submissions open in August 2025.