On the field during the recent Adobe Summit 2025 conference, which was filled with announcements on how AI can revolutionize creative industry and customer service, I spoke to Anjul Bhambhri, please for Adobe Experience Cloud, on the main impacts that AI can have on customers and CX workers that were not covered in the main key sessions.
Throughout the event, the prevention exposed by the speakers was already more obvious than I expected, given the intention of showing new products, but Bhambhri has made it more obvious by opening up the way Adobe really goes to the conduct of AI innovations.
The key themes of our discussion were centricity and transparency of customers, which Bhambhri has covered from all angles – both Adobe’s commitment to protect workers and how Adobe customers can transmit this value to their customers.
How transparency should guide your AI strategy
I probed Bhambhri to offer advice on SMEs on how they can follow evolving trends, and this feeling of transparency has come.
She noted that all companies had to remain agile by actively listening to customers to identify their unique points of pain, which would lead them to create more impactful products.
The industry being always taking shape, I have criticized governments, businesses and regulatory organizations so as not to offer enough advice, which makes anyone who adopts the AI to know that they do it correctly – a feeling was felt even more by SMEs and startups with limited resources.
Bhambhri added that guaranteeing data governance with clearly defined roles and responsibilities is just as important as being “in the field” with customers.
Regulations such as the GDPR, HIPAA and FERPA all explain how the data must be managed, and it is the responsibility of any company, improved by AI or not, to manage customer data in a responsible manner.
However, all of this requires huge amounts of capital, human resources and computer power, which can be done to the detriment of sustainability. I asked Bhambhri how small businesses can manage these enormous expenses when resources can be so limited, especially in the current climate.
SVP explained to me how Adobe classifies the data in hot, hot and cold storage to manage resources more effectively in order to minimize environmental impacts.
Defining a solid basis for data management today is vital, because the amount of data we produce exponentially increases both as a business and as a consumers-think about it, when you have been erased by your iCloud photo library?
Companies can also consider dividing storage between SSDs and hard drives, finding the most optimal balance for storage and energy consumption.
Whatever the advice that Bhambhri had given me, she wanted to highlight one thing – companies should keep their customers in the loop at all points of the transaction, that this simply means to tell them that their data can be moved from different storage categories or give them the choice to get more involved.
Although Summit 2025 focused on Adobe’s own innovations, my brief discussion with Anjul Bhambhri stressed two key points to remember that small businesses can adopt so that they are not left on the AI wave: transparency with both customers and on services is essential, and good data management from a regulatory and environmental point of view is vital.
