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How AI is Redefining Customer Engagement and loyalty: lessons from Adobe and Southwest Airlines. Rohan Bhatt Senior Product Marketing Manager, Adobe August 6, 2026 IN A NUTSHELL - You have 400 milliseconds to earn a customer's attention. - True 1:1 requires data, orchestration, and content to work as one. - Southwest is turning personalization into stronger email performance. - Adobe and Movable Ink bring it all together in real time. This guest blog post was written by its partners at Adobe. At Movable Ink's Think Summit this year, one number set the tone: 400 milliseconds. That's how long consumers spend deciding whether a brand message is worth their attention before moving on. Factor in the roughly 5,000 messages Movable Ink is each exposed to daily, and the math is unforgiving. You get one moment. Whether it lands depends on how well you actually know the person you're reaching. Adobe returned to Think Summit as the Magenta Sponsor, closing Day 1 on the main stage with their keynote address, "Built for One: How AI is Redefining Customer Engagement & Loyalty." Ryan Fleisch, Senior Director of Product Marketing at Adobe, joined Gaurav Musale, Senior Manager of Digital Activation at Southwest Airlines, to dig into what genuine 1:1 experiences actually require - and what's been in the way. The problem isn't vision. The session made it clear that the gap between what brands want to deliver and what they actually deliver isn't a vision problem. It's a data and infrastructure problem. The global data sphere is projected to grow 147% between 2025 and 2029 (IDC). Human capacity doesn't scale the same way. And consumer expectations - shaped by personalized streaming, social recommendations, and AI chat experiences - have moved the bar. Relevance isn't a differentiator. It's table stakes. Engagement also looks different now. It's increasingly conversational: natural language inputs, unstructured signals, interactions across channels that don't neatly fit into a click or an open. Getting that right requires three things working together, not in sequence - action-ready data, intelligent orchestration, and AI-powered content. Southwest's story. Gaurav opened with a line that stuck: "We're in the customer service business. We just happen to provide airline transportation." 55 years of that belief run through every Southwest touchpoint - and email is where a lot of it comes to life. The results from building personalization into that channel are real. A trending destinations email, personalized to a customer's home airport and travel patterns, drove a 9% lift in click-through rate. A "Year in Review" email built around each customer's history with Southwest - miles flown, rewards earned, favorite destinations - showed what changes when you celebrate the person rather than push the next sale. Same send, completely different experience for each recipient. Gaurav was candid about the gap that's always existed: the vision for true 1:1 personalization has been there for years. The tools to deliver it at scale haven't been. That's what AI is now beginning to close. | Keep the ideas coming. There's plenty more waiting for you in the full Think Summit on-demand library. Start streaming |. Signals, meaning, action. Southwest's approach to closing that gap runs on three capabilities. A real-time customer data platform builds a unified view of each customer - their history, behavior, and signals across channels. A journey orchestration tool takes those signals and determines the right message, channel, and moment to act. And real-time AI personalization renders individualized content at the moment each customer opens the email - not templated in advance, but assembled for that individual, right then. Southwest has partnered with Adobe and Movable Ink to bring that vision to life. Adobe and Movable Ink work together to power in-the-moment personalization, combining unified data and orchestration logic with individualized content at time of send. This partnership is what turns a well-orchestrated journey into something that actually feels personal on the other end. Three questions for your team. Ryan closed with three questions worth bringing back to your organization. * Do you know what your customers intend - or only what they did? * Are your data, orchestration, and content working together, or just in sequence? * And are you building the foundation for what's next while still running what works today? Adobe's approach to customer engagement and loyalty is built around those questions - unifying data, orchestration, and AI-powered content across every channel. The goal: help brands engage every customer like they're your only customer. The brands building that foundation now are the ones that earn it. About Adobe for Customer Engagement & Loyalty. Adobe is the customer engagement and loyalty solution that helps brands engage every customer like they're your only customer. With agentic workflows that orchestrate every touchpoint, Adobe empowers marketers to deliver timely, relevant customer experiences at scale and turn great moments into lasting loyalty. Learn more here. Related resources. Let's talk about what Movable Ink can do for you. Activate your data into personalized content in any customer engagement. Get a demo to see why the world's most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.

Movable Ink has launched Programmatic CRM, a suite of AI capabilities designed to deliver real-time, personalised customer experiences across email, mobile and web channels. The announcement introduces several new products expanding the company's Studio and Da Vinci platforms. Da Vinci Mobile extends AI decisioning to SMS and push notifications, whilst Studio Designer Assistant uses conversational AI to help marketers create custom properties through natural language prompts. Studio Web enables brands to transform customer data into tailored web experiences across landing pages and banners. "The future of marketing isn't marketers building more campaigns. It's marketers building and managing systems that make millions of decisions automatically," said CEO Adam Stambleck. The New York-based company, which employs 600 people, serves clients across North America, Europe and Australia.

Inside Think Summit Europe 2025: AI innovations, Award moments, and more. October 15, 2025 Da Vinci Expands Globally: Movable Ink officially launches Da Vinci across Europe, extending Autonomous Marketing to new markets. Product Enhancements: New capabilities include AI decisioning for mobile, self-optimizing agentic campaigns, and Bring Your Own (BYO) Scores for enterprise flexibility. Proven Client Results: Brands like Currys demonstrated significant lifts in conversions, engagement, and revenue through Da Vinci-powered personalization. Think Summit Europe 2025 brought London to life with over 500 marketers from across the region joining for a day of learning, connection, and innovation. From AI breakthroughs to sessions with brands redefining personalization at scale, it was a day full of ideas that attendees can bring back to their teams. Big news: Da Vinci goes global. At the keynote, the Movable Ink team showcased exactly how Autonomous Marketing can make life easier for marketers - and announced that Da Vinci is now officially available across Europe. They walked the audience through the latest updates, from AI decisioning for mobile to agentic campaigns that manage themselves, plus the new BYO Scores feature for enterprise teams. Real results from brands like Currys brought it to life, showing how these tools boost conversions, revenue, and engagement - all while freeing teams to focus on creative ideas instead of busy work. Professor Brian Cox: the universe of ideas. Professor Brian Cox took the stage and guided the audience from the edges of the cosmos to the heart of creative thinking. Known for making complex science simple, Brian explored how curiosity, discovery, and imagination can shape not just its understanding of the universe - but how marketers can think differently about their own work. The brands. With more than 20 sessions throughout the day, Think Summit Europe put a spotlight on brands pushing boundaries and connecting with customers in new ways. Part of the JD Sports Group, Hibbett is redefining email marketing with Movable Ink Studio and Da Vinci. By combining automation and AI, they're crafting hyper-personalized, scalable experiences that boost engagement, drive conversions, and free up teams to focus on strategy. Last year, Currys took the Think Summit stage to share their vision for AI-powered customer engagement. This year, they returned with results. In their session, Krissy Williams and Claire Chandler reflected on a year of transformation - sharing honest lessons, impressive performance lifts, and new ways of thinking about personalization. Currys' use of AI is a masterclass in personalization. Tech transformations don't have to be complicated or chaotic. Compare the Market shared how their teams are driving progress by staying focused on what matters most: clear alignment, steady innovation, and the motivation to keep moving forward, nonstop. The Awards. The day wrapped up with one of its favorite moments - the Think Summit Awards, celebrating the marketers and brands redefining what's possible with personalization. Congratulations to this year's winners: Icon Award - Lucy Kenworthy (William Hill) After a full day of ideas and inspiration, it was time to celebrate. Attendees gathered for signature cocktails, live music, and plenty of conversation. The afterparty was the perfect finale: great company, great energy, and a shared excitement for what's next in marketing. Think Summit Europe on demand. Couldn't make it this year or want to relive your favorite moments? The Think Summit on-demand experience is coming soon. Subscribe to its newsletter to be first in line when sessions go live. Let's talk about what Movable Ink can do for you. Activate your data into personalized content in any customer engagement. Get a demo to see why the world's most innovative brands rely on Movable Ink to drive customer engagement and accelerate their marketing performance.