Generative AI is no longer a distant promise. It is reshaping how enterprises build campaigns, optimise performance, and engage consumers in real time. This seismic shift was the focus of the exclusive workshops ‘AI in Action: Future of Performance Marketing’, hosted on September 17 at Taj City Center, Gurugram and September 25 at Hyatt Centric, Bengaluru. Curated by Adobe in collaboration with exchange4media and MartechAI.com, the invite-only sessions gathered senior marketers and business leaders for a deep dive into AI’s practical impact on modern marketing. All the people were able to experience the tool in itself, and feedback from the audience was well received.
The day opened with Chandra Sinnathamby, Director and GTM Lead, Adobe JAPAC, who underscored how generative AI is enabling agility by accelerating content creation and powering real-time optimisation. He cautioned that with organic discovery shifting to AI tools, pressure on paid media is only mounting.
“Brands today have less than 400 milliseconds to capture attention, while content on Meta lasts just 82 minutes. That is a massive challenge for marketers,” he remarked.
Drawing from Adobe’s July 2025 State of Performance Marketing report, Sinnathamby pointed out that while more than 60 percent of marketing budgets now flow into performance, only one in five marketers rate it as effective. Showcasing Adobe GenStudio in action, he highlighted how Lenovo cut campaign production timelines from 19 days to just five hours, while Adobe itself drove a 65 percent uplift in click-through rates on personalised campaigns.
Fireside chats across both cities explored the practical challenges of modern marketing. In Gurugram, Abhinav Narula, VP Marketing, MakeMyTrip, spoke about rising acquisition costs and the complexity of decoding consumer signals. “The biggest challenge for us is to make sense of all the signals coming from different platforms and use them to deliver more personalised recommendations and relevant messaging,” he said.
In Bengaluru, Ebenezer Renswick, Principal Marketing Manager, Infosys, shared insights on performance marketing strategies, “Approximately 60% of marketing spend goes toward brand initiatives, while the rest is focused on performance marketing, with adjustments depending on the campaign type. Adoption of AI tools alone is not enough. Marketers must adopt a creative mindset and focus on how AI can enhance activation rather than replace human strategy.”
Adding Adobe’s perspective, Chinmay Pandit, Solution Consulting Practice Leader, stressed that the real opportunity lies in balancing speed with scale. Participants then engaged in live demonstrations of Adobe GenStudio. In Gurugram, Vrithika Mendon, and in Bengaluru, Sweta Satpathy, demonstrated how Adobe’s platform integrates activation, and optimisation. “Experimentation is important, but insights from those experiments are even more critical,” Mendon noted.
Adding to this, Satpathy said, “Automation and AI enable faster turnarounds, consistent messaging, and more impactful campaigns.”
Hands-on labs in both cities, led by Suvadeep Dey, allowed delegates to simulate end-to-end campaign creation on fictitious briefs. They tested workflows spanning personalisation, and optimisation in real time, experiencing firsthand how AI can reduce manual effort and ensure consistency across platforms.
All the participants were able to experience the tool in itself, with well-received feedback from the audience. Key learnings included faster go-to-market, launching campaigns for multiple brands simultaneously, using pre-built templates with multiple variations, and leveraging performance tracking to support data-driven decisions.
The workshops concluded with practical takeaways from city-specific speakers. Anika Agarwal, Sr. Manager, Architecture & Technology (Gurugram), emphasised the shift from a product-centric to a customer-centric mindset, highlighting how Adobe Professional Services and GenStudio together reduced content creation time by 60 percent while quadrupling output. She quoted, “It is equally important to invest in building strong organisational structures, processes, and collaboration, so that technology delivers value at scale.”
From Bengaluru, Naresh Arya, Architect – ScoE, and Ravi Raman, Principal Architect, underscored that even with AI accelerating workflows, structured strategies and streamlined processes are essential. They explained how Adobe Professional Services supports brands across asset management, workflow creation, multi-channel delivery, and reporting, ensuring campaigns launch efficiently without compromising quality.
The workshops demonstrated how Adobe GenStudio and AI-driven workflows help brands accelerate campaign execution, maintain quality, and scale operations effectively. Attendees praised the combination of knowledge-sharing, live demonstrations, and hands-on labs, noting the practical value of testing workflows from campaign creation to platform integration. Feedback from the audience was overwhelmingly positive, giving participants a clear understanding of AI’s impact on performance marketing.
