Adobe Digital Trends has, over the past 14 years, brought readers up to date with executives’ views on how their organisations perform in the face of change. For the first time, we have added an extensive consumer survey to uncover what customers really think about innovations in digital experiences.

In this report, we’ll define what personalisation means in 2024 and how unified data lays the foundation for organisations not only to effectively personalise but also leverage generative AI to its fullest potential. Lastly, we’ll explore the actual impact of generative AI on customer experience (CX) today, and how organisations can deliver on its promise.