Kim Frazier, principal at Deloitte Consulting LLP and global lead of our Adobe alliance, explores key takeaways and highlights from Adobe MAX 2025.

Innovation in marketing goes beyond flashy campaigns—it’s about reimagining how teams collaborate, create and scale using data and digital tools. At Deloitte Digital, we’re passionate about helping our clients balance creative excellence with operational agility, especially as Generative AI (GenAI) redraws the boundaries of what’s possible. 
 
This commitment came to life during our time at Adobe MAX 2025. I was inspired by the energy, curiosity and spirit of experimentation on display throughout the event. As Diamond Sponsors, we had a unique platform to showcase how our “creativity without compromise” approach empowers brands to build authentic, data-led experiences that resonate with audiences and drive real results. 
 

Top highlights 
 

• Our virtual behind-the-scenes session, “Orb Foundry: From creative collision to global inspiration” was named a top 12 virtual session for video professionals across all of Adobe MAX by Redshark. Our Orb Foundry project was also recognized by Fast Company’s 2025 Innovation by Design Awards earlier this year. 
  

• At our “Creativity without compromise” roundtable, Bill Carter, principal at Deloitte Consulting LLP, and Oz Demir, head of digital marketing at Genentech, led a lively discussion on the question: Can you scale tailored content without losing brand essence? Our takeaway: When compliance and creative teams collaborate, both operational speed and brand authenticity improve. 

• We brought together industry leaders and innovators across technology, media and telecommunications for breakfast at the iconic Hotel Figueroa. Attendees enjoyed a sneak peek of our B2B high-tech solution, which is set to launch in January, and designed to help high-tech clients accelerate demand generation, streamline channel marketing, and deliver data-driven, hyper-personalized experiences at scale.  

• Jenny Kelly, head of content and AI at Deloitte Digital, pulled back the curtain on the realities of working with GenAI in her live session “GenAI unfiltered: Real wins, real challenges.” Our takeaway: By cutting through the GenAI hype, marketing organizations can put GenAI to work for them right now—for real teams, real brands and real challenges.