Adobe’s 2025 Digital Trends Report

Adobe has released its 2025 Digital Trends report, emphasizing that the most successful brands are those blending creativity, marketing, and artificial intelligence into a single, integrated strategy. Rather than treating each capability as a distinct function, the report argues that organisations must build interconnected systems that enable seamless, personalised customer experiences at scale. 

The findings show a significant gap between potential and performance: while 65% of senior executives say AI and predictive analytics are critical growth drivers this year, only 15% believe they’re currently delivering standout digital experiences. Adobe attributes this disconnect to siloed teams and fragmented systems, which limit the impact of even the most advanced technologies. 

According to Claire-Louise Green, Vice President of Marketing at Adobe EMEA, “Creativity makes a moment matter. Marketing makes it scalable. AI makes it fast.” The report suggests that scalable personalisation and rapid content development must be rooted in emotionally relevant storytelling to deliver meaningful results. 

Adobe also highlights rising pressure on marketing teams, with 78% of senior marketers expected to drive growth using AI and data—despite growing content demands and consumer expectations. Tools like generative AI have improved efficiency, with 53% of users reporting measurable gains in ideation and content production. However, the report notes that the true value lies in creating unified, trust-driven experiences across every touchpoint. 

Trust and responsible data use remain foundational. While 88% of consumers expect their data to be handled responsibly, less than half believe brands are meeting those expectations. Adobe advocates for AI systems that are human-led, inclusive, transparent, and compliant to maintain long-term credibility. 

Implications for media professionals

The findings from this digital trends report suggest a critical shift for marketers: success will depend not on isolated innovations, but on holistic integration. For pharma and health media teams, this may require new operating models that support cross-functional collaboration, real-time responsiveness, and shared data ecosystems. AI will be most effective when aligned with creative vision and executed with marketing precision. 

As agentic AI and workflow automation evolve, media professionals may need to rethink how content is produced, distributed, and adapted at scale – without losing the relevance and trust that underpin lasting engagement. 

Questions from solli 

Structural alignment: How can pharma media teams reconfigure their workflows to support tighter integration of creative, data, and AI? 

Scalability vs. quality: What strategies can ensure that efficiency gains from AI don’t come at the cost of customer connection? 

Data responsibility: In a high-compliance sector like pharma, what does a transparent, inclusive AI system look like in practice?