Adobe AI Forum Paris: when AI moves from promise to operational marketing orchestration

Wednesday February 18, 2026, Adobe will bring together marketing decision-makers, digital departments and data experts in Paris on the occasion of theAdobe AI Forum Paris. A concentrated format, designed as a milestone on the concrete integration of artificial intelligence in the marketing, creation and customer experience professions.

Beyond the technological demonstration, the event has a more structuring ambition: to show how AI, and in particular so-called AI agentic, transforms marketing value chains, collaboration methods and trade-offs between performance, creativity and responsibility.

Agentic AI as a new foundation for marketing workflows

At the heart of the morning, the opening plenary will set the tone. For Adobe, the challenge is no longer just to increase creative or analytical capabilities, but to rethink workflow orchestration. Intelligent agents, advanced automation, large-scale personalization: AI is becoming an active layer of operational marketing.

This vision will be carried by Sophie Yannicopoulos, Hélène Delannoy And Kevin Bourlierleaders of Adobe France, who will review the evolution of Adobe platforms towards environments capable of coordinating creation, activation and continuous management.

From discourse to the test of reality: feedback from large groups

One of the markers of the event is the place given to concrete uses. Accor will open the customer sequence with a review of its AI journey, presented by Yassine HachemSVP E-Commerce & Customer Engagement. An expected speech on the way in which a global group articulates strategic vision, maturity and operational impact.

The dialogue will continue during a fireside cat bringing together Adobe, Microsoft And Accenture Songdedicated to the rise of workflows automated by AI agents. The opportunity to directly address the transformations of marketing roles, organizational limits and the real conditions of scaling up.

Content supply chain, omnichannel, adoption: structuring projects

The thematic sessions, organized into courses of your choice, draw a clear map of the current priorities of marketing departments:

• The content supply chain in the age of AIwith a focus on the industrialization of production without dilution of quality, through Adobe GenStudio, Firefly Services and Adobe Express.

• Orchestrating business transformationwhere Adobe and Accenture address the alignment between marketing, sales, customer service and operations, in a truly omnichannel approach.

• Agentic AI applied to marketing agilityillustrated by the returns of FDJ United And La Redoutearound automation, real-time insights and fine-grained activation management.

• Conditions for a successful adoptionfinally, with a more transversal reading of the AI ​​transformation, driven by Microsoft.

Responsibility, governance and security of watermarks

Without making it a marketing axis, Adobe also places the question ofResponsible AI at the heart of his speech: governance of models, brand safety, role of humans in decision-making. A positioning that resonates with the current concerns of large advertisers, faced with both technological acceleration and growing regulatory pressure.

A short format, decision-oriented

The morning is intended to be dense and pragmatic. More than a product launch event, the Adobe AI Forum Paris is a moment of clarification: where AI really stands in marketing organizations, and what architectures, technical, human, operational, make it possible to capture its value without losing control.

A meeting which will primarily interest marketing, digital and data departments in search of concrete benchmarks, at a time when AI ceases to be a subject of exploration to become a lever for structuring.