Synopsis
Nvidia's CEO believes perfect 3D digital twins are crucial for AI to activate products, from cars to perfumes. Adobe unveiled new AI systems to manage customer lifecycles and brand intelligence, emphasizing personalized, on-brand content at scale. This marks a significant shift in how businesses operate.Listen to this article in summarized format
Speaking at a keynote conversation with Adobe CEO Shantanu Narayen at the the Adobe Summit 2026 here, Huang stressed that once a precise digital representation exists, generative AI can be used to activate those products in any creative environment.
"We need a high fidelity, truthful representation of many of the things that we do in life. The product needs to be precise. The brand identity has to be precise. The design is precise. It's not an approximate representation of the product. And so many of the things that we do, needs to have a perfect digital twin," Huang said.
The world's most valuable publicly listed company by market capitalisation, $5 trillion Nvidia wants to be able to apply computing really for the first time to some of the largest industries globally, be it life sciences, logistics, manufacturing or transportation.
"Unless the computer can understand the physical world there is no chance of enhancing and automating it. We're finally at a time where if you can go from language to images, and images to language, why can't we go from language to chunks of actions which is articulation?" he argued.
Meanwhile, Narayen said enterprises running proprietary, customised models trained on their own data and content, that allow them to turn unique brand knowledge into results at scale will be the ones who succeed, Narayen said.
Major announcements
At this year's summit, Adobe unveiled Adobe CX Enterprise, a new end-to-end agentic AI system that will simplify how businesses manage their entire customer lifecycle, from acquiring and engaging prospects to driving conversion and lasting loyalty.
Customer Experience Orchestration (CXO) is rapidly changing in the era of agentic AI as agents become critical resources that can help accelerate complex workflows, from on-brand content production to one-to-one personalisation.
"When you think about RAM consistency, IP protection, connected asset management, these are moving from best practices to absolutely business critical requirements. So, winning isn't just about producing the most content; it's actually about producing the right content on brand at scale and delivered in a way that feels personal and connected at every single touch point," Narayen said.
The focus on CXO is part of the company's vision of customer experience orchestration, an AI-driven approach within Adobe Experience Cloud that unifies data, content, and customer journeys to deliver personalised, real-time interactions across channels.
"We're living at a true inflection point, a moment where creativity and market are being reshaped by AI, unlocking incredible new opportunities and raising the bar for speed, for personalisation, as well as for scale. For the first time, AI gives us this fundamental way to overcome the fear of the blank page," Narayen said at the Summit.
The company also unveiled Adobe Brand Intelligence, a continuously learning reasoning engine that can capture evolving brand signals, and Adobe Engagement Intelligence, a decisioning engine optimised for customer lifetime value.
The writer is at Adobe Summit 2026 in Las Vegas at the invitation of Adobe.
