{"id":2486,"date":"2026-02-24T21:57:10","date_gmt":"2026-02-25T03:57:10","guid":{"rendered":"https:\/\/www.miaprova.com\/blog\/?p=2486"},"modified":"2026-02-24T21:57:12","modified_gmt":"2026-02-25T03:57:12","slug":"my-adobe-summit-2026-session-picks-for-the-optimization-crowd-target-ajo","status":"publish","type":"post","link":"https:\/\/www.miaprova.com\/blog\/my-adobe-summit-2026-session-picks-for-the-optimization-crowd-target-ajo\/","title":{"rendered":"My Adobe Summit 2026 Session Picks for the Optimization Crowd (Target + AJO)"},"content":{"rendered":"\n<p>Adobe Summit is coming up fast, and this year will be my <strong>17th or 18th<\/strong> in-person Summit. I\u2019ve been attending since <strong>Omniture acquired Offermatica in late 2007<\/strong>&#8230;which is, I guess, a way of saying I\u2019ve watched \u201coptimization\u201d evolve from classic A\/B testing into a world of <strong>decisioning, orchestration, real-time data, and now agentic AI<\/strong>.<\/p>\n\n\n\n<p>If you\u2019re in the <strong>Optimization \/ Personalization<\/strong> space and you\u2019re using <strong>Adobe Target<\/strong> and\/or <strong>Adobe Journey Optimizer (AJO)<\/strong>, here are the sessions I\u2019m prioritizing in Las Vegas &#8211; and why I think they\u2019re worth your time.<\/p>\n\n\n\n<p>A quick note before we get into it: session rooms fill up, so you\u2019re going to want to book early. Times can change as well, so <strong>favorite a few backups<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">The shift happening in optimization<\/h2>\n\n\n\n<p>For years, optimization success came down to one question:<br><strong>Can you launch tests fast and measure lift reliably?<\/strong><\/p>\n\n\n\n<p>That still matters \u2014 but the frontier has moved. Today\u2019s leaders are solving for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Scale without chaos<\/strong> (more experiences, more audiences, more channels)<\/li>\n\n\n\n<li><strong>Decisioning instead of \u201cpage tests\u201d<\/strong> (real-time choices, ranked offers, contextual logic)<\/li>\n\n\n\n<li><strong>Operational maturity<\/strong> (governance, QA, risk controls, program visibility)<\/li>\n\n\n\n<li><strong>Reusable learning<\/strong> (so insights compound instead of disappearing into decks)<\/li>\n\n\n\n<li><strong>AI that actually ships<\/strong> (not just \u201cAI ideas,\u201d but AI embedded into workflows)<\/li>\n<\/ul>\n\n\n\n<p>That\u2019s exactly why <strong>MiaProva<\/strong> has been expanding beyond \u201calerts\u201d into a broader layer of <strong>program operations and observability<\/strong> for teams running personalization: clearer visibility into what\u2019s live, faster detection when experiences or measurement drift, and better workflow to help scaling efforts stay safe.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">The themes I\u2019m chasing this year<\/h2>\n\n\n\n<p>When I look at the strongest optimization programs, they\u2019re all converging on the same big three:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Scale<\/strong>: personalization that doesn\u2019t collapse under its own operational weight<\/li>\n\n\n\n<li><strong>Decisioning<\/strong>: moving from \u201ctest this page\u201d to \u201cchoose the best next experience\u201d across channels<\/li>\n\n\n\n<li><strong>Speed-to-learning<\/strong>: tighter loops from insight \u2192 hypothesis \u2192 activation \u2192 measurement<\/li>\n<\/ul>\n\n\n\n<p>Every session below ladders into at least one of those.<\/p>\n\n\n\n<p>What I\u2019m most excited about this year is how clearly Summit is reflecting the same shift we\u2019re seeing with customers: optimization teams need more than testing tools&#8230;they need an <strong>operating layer<\/strong> that keeps things measurable, governable, and scalable. As programs move toward decisioning and agentic workflows, the questions change from \u201ccan we build it?\u201d to \u201ccan we run it safely, repeatedly, and with shared visibility?\u201d That\u2019s the lane MiaProva is continuing to evolve into.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Monday, April 20<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">1) Winning Fans with Personalization: Scaling Team Experiences Online [S926]<\/h2>\n\n\n\n<p><strong>Mon, Apr 20 \u2014 10:00 AM\u201311:00 AM PT <\/strong><\/p>\n\n\n\n<p>This is the type of case study I love: a big brand finds real lift with personalization\u2026 and then hits the wall we\u2019ve all hit:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThe proof of concept worked \u2014 but it\u2019s too manual to scale.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>What\u2019s interesting here is the move toward a <strong>tokenized personalization framework<\/strong>. If you\u2019ve ever tried to scale personalization across dozens (or hundreds) of content permutations, you know the real bottleneck isn\u2019t Target (or AJO)\u2026 it\u2019s the <strong>operating model<\/strong> and the <strong>content\/data contract<\/strong>.<\/p>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How they define tokens (business-owned vs. tech-owned)<\/li>\n\n\n\n<li>How they prevent token sprawl from becoming \u201cfragmentation with a nicer name\u201d<\/li>\n\n\n\n<li>Where the \u201ctruth\u201d lives: AEP? CMS? a rules service?<\/li>\n\n\n\n<li>How they operationalize \u201cfavorite team\u201d signals (and how they validate them)<\/li>\n<\/ul>\n\n\n\n<p>If you run Target today, this feels like a blueprint for moving from one-off experiences to a reusable system.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">2) AI to Activation: How Microsoft Is Reimagining Marketing at Scale [S916]<\/h2>\n\n\n\n<p><strong>Mon, Apr 20 \u2014 11:30 AM\u201312:30 PM PT <\/strong><\/p>\n\n\n\n<p>A lot of teams are stuck in \u201cAI inspiration mode\u201d &#8211; pilots everywhere, but not much changes day-to-day. Microsoft\u2019s story is usually valuable because they\u2019re forced to answer the hardest question:<\/p>\n\n\n\n<p><strong>How do you drive adoption across different roles, skill sets, and incentives?<\/strong><\/p>\n\n\n\n<p>Tools don\u2019t scale programs &#8211; <strong>enablement and governance do<\/strong>.<\/p>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Their enablement framework (who trains who, how often, what \u201cgood\u201d looks like)<\/li>\n\n\n\n<li>Their measurement model for AI adoption (beyond \u201cpeople tried it once\u201d)<\/li>\n\n\n\n<li>How they connect AI-created content to activation workflows (the \u201clast mile\u201d problem)<\/li>\n\n\n\n<li>Where human review sits (and what they refuse to automate)<\/li>\n<\/ul>\n\n\n\n<p>Because the future of experimentation isn\u2019t just \u201cbetter ideas.\u201d It\u2019s <strong>faster throughput<\/strong> without losing quality or brand control.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">3) Data Mirror and MCP: Modern Connectivity for Customer Journey Analytics [L611]<\/h2>\n\n\n\n<p><strong>Mon, Apr 20 \u2014 4:30 PM\u20136:00 PM PT <\/strong><\/p>\n\n\n\n<p>This is my \u201cdon\u2019t miss\u201d technical session.<\/p>\n\n\n\n<p>Optimization programs are only as good as (1) the <strong>data you can trust<\/strong>, and (2) the <strong>speed at which you can use it<\/strong>.<\/p>\n\n\n\n<p>If Adobe is making it easier to keep CJA aligned with upstream sources via change data capture, that\u2019s huge for measurement integrity. And if MCP genuinely lowers the barrier for agentic connectivity (less custom API wrangling), that can change how teams work.<\/p>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How \u201cautomatic\u201d Data Mirror really is (and where it still gets brittle)<\/li>\n\n\n\n<li>Governance + lineage: how changes are tracked and audited<\/li>\n\n\n\n<li>Real examples of MCP workflows (not just conceptual diagrams)<\/li>\n\n\n\n<li>How this impacts the handoff between CJA insights \u2192 activation in Target\/AJO<\/li>\n<\/ul>\n\n\n\n<p>Who should attend: anyone building (or migrating to) CJA, anyone connecting offline + enterprise data into optimization decisions, and anyone tired of brittle pipelines.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Tuesday, April 21<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">4) The Future of Experimentation: How Agentic AI is Fueling Smarter Growth [S523]<\/h2>\n\n\n\n<p><strong>Tue, Apr 21 \u2014 11:30 AM\u201312:30 PM PT <\/strong><\/p>\n\n\n\n<p>If you\u2019ve ever asked:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cWhy did this test win?\u201d<\/li>\n\n\n\n<li>\u201cWhat did we learn that we can reuse?\u201d<\/li>\n\n\n\n<li>\u201cWhy do we keep running the same kinds of tests?\u201d<\/li>\n<\/ul>\n\n\n\n<p>\u2026this session is aiming straight at that pain.<\/p>\n\n\n\n<p>The promise here is compelling: <strong>AI-led causal insights<\/strong>, better ideation tied to business KPIs, and <strong>adaptive experimentation<\/strong> (iterating variants mid-flight).<\/p>\n\n\n\n<p><strong>My \u201chealthy skepticism\u201d lens:<\/strong><br>I\u2019m excited &#8211; but I want to see how they avoid:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>black-box \u201cbecause AI said so\u201d explanations<\/li>\n\n\n\n<li>teams losing hypothesis discipline<\/li>\n\n\n\n<li>novelty chasing over fundamentals<\/li>\n<\/ul>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How they explain causal drivers in plain language<\/li>\n\n\n\n<li>How they connect predicted lift to business value (not vanity metrics)<\/li>\n\n\n\n<li>Guardrails for adaptive changes (brand, legal, QA, experience consistency)<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">5) AI-Powered Decisioning for Web Experiences in Adobe Journey Optimizer [L610]<\/h2>\n\n\n\n<p><strong>Tue, Apr 21 \u2014 1:00 PM\u20132:30 PM PT <\/strong><\/p>\n\n\n\n<p>This is the practical \u201chow-to\u201d counterpart to the strategic AI sessions.<\/p>\n\n\n\n<p>If you\u2019re a Target person, think of this as leaning deeper into a decisioning model where you can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>incorporate real-time context<\/li>\n\n\n\n<li>apply ranking formulas<\/li>\n\n\n\n<li>blend model scores with profile + offer attributes<\/li>\n\n\n\n<li>orchestrate decisions inside journeys<\/li>\n<\/ul>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How they design ranking formulas that don\u2019t become impossible to govern<\/li>\n\n\n\n<li>How they operationalize \u201cexternal data sources\u201d cleanly<\/li>\n\n\n\n<li>Patterns for web integration that don\u2019t wreck site performance<\/li>\n\n\n\n<li>How debugging works when the decision is dynamic and multi-signal<\/li>\n<\/ul>\n\n\n\n<p><strong>Why it matters:<\/strong><br>A lot of orgs are moving from \u201cpage tests\u201d to <strong>offer + content decisioning<\/strong>, and this is where that becomes real.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">6) MLB\u2019s Roadmap to \u201cSunny and 75\u201d: Scaling Personalized Fan Journeys [S925]<\/h2>\n\n\n\n<p><strong>Tue, Apr 21 \u2014 3:00 PM\u20134:00 PM PT <\/strong><\/p>\n\n\n\n<p>I\u2019m a sucker for well-told fan personalization stories \u2014 but what I really want here is the operational roadmap:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>How do you move from linear delivery cycles to agile journey iteration \u2014 <em>without chaos<\/em>?<\/p>\n<\/blockquote>\n\n\n\n<p>They\u2019re talking about AJO at scale, real-time engagement across lifecycle moments, and measuring end-to-end with CJA.<\/p>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How they sequence use cases (what they did first vs. later)<\/li>\n\n\n\n<li>What \u201cweeks not months\u201d required (process, tooling, org changes)<\/li>\n\n\n\n<li>Their measurement approach (especially attribution debates)<\/li>\n\n\n\n<li>How they close the loop from insight \u2192 next best action<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">7) Using AI to Build and Activate Audiences in Adobe Real-Time CDP [L515]<\/h2>\n\n\n\n<p><strong>Tue, Apr 21 \u2014 4:00 PM\u20135:30 PM PT <\/strong><\/p>\n\n\n\n<p>If you\u2019ve been doing personalization long enough, you know audiences are either:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>your biggest accelerator, or<\/li>\n\n\n\n<li>your slowest bottleneck<\/li>\n<\/ul>\n\n\n\n<p>This lab is appealing because it\u2019s hands-on: AI-assisted audience workflows, refinement, validation, and activation \u2014 with the governance conversation included (which is where most \u201cAI audience\u201d ideas fall apart).<\/p>\n\n\n\n<p><strong>What I\u2019ll be looking to walk away with:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Practical patterns for AI-assisted audience building (and where humans must review)<\/li>\n\n\n\n<li>How they recommend validating audience logic<\/li>\n\n\n\n<li>How teams operationalize privacy + governance without freezing progress<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Wednesday, April 22<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">8) How US Bank Optimizes Customer Engagement with AI Decisioning [S524]<\/h2>\n\n\n\n<p><strong>Wed, Apr 22 \u2014 9:00 AM\u201310:00 AM PT<\/strong><\/p>\n\n\n\n<p>Financial services tends to be a great proving ground because constraints are real: compliance, risk, governance, and scrutiny. If an AI decisioning approach works there, it\u2019s usually portable.<\/p>\n\n\n\n<p>They\u2019re also calling out A\/B testing design for decisioning strategies \u2014 which is exactly the type of \u201creal-world hard part\u201d I want more teams talking about.<\/p>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Their experimentation design around decisioning (control strategy, holdouts, etc.)<\/li>\n\n\n\n<li>Organizational learnings: what broke, what stuck, what surprised them<\/li>\n\n\n\n<li>Roadmap items that will matter for enterprise teams (not just demos)<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">9) Building NFL Engagement with Optimization Best Practices in Adobe Target [S527]<\/h2>\n\n\n\n<p><strong>Wed, Apr 22 \u2014 10:30 AM\u201311:30 AM PT <\/strong><\/p>\n\n\n\n<p>This is the \u201cTarget people, get in here\u201d session.<\/p>\n\n\n\n<p>Optimization best practices are timeless, but I\u2019m especially interested in how they:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>prioritize<\/li>\n\n\n\n<li>translate reporting into the next wave of tests<\/li>\n\n\n\n<li>selectively introduce advanced capabilities without overcomplicating the program<\/li>\n<\/ul>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Their prioritization model (and what they stopped doing)<\/li>\n\n\n\n<li>How they structure learnings so they compound over time<\/li>\n\n\n\n<li>How they connect \u201cfan intent\u201d to test strategy (not just design tweaks)<\/li>\n\n\n\n<li>Practical program mechanics: intake, QA, governance, velocity<\/li>\n<\/ul>\n\n\n\n<p>If you\u2019re running Target today and want to leave Summit with <em>immediately usable<\/em> ideas, this is a strong bet.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">10) Experiment and Optimize Faster with Adobe Journey Optimizer [L536]<\/h2>\n\n\n\n<p><strong>Wed, Apr 22 \u2014 1:30 PM\u20133:00 PM PT <\/strong><\/p>\n\n\n\n<p>This one ties the whole week together for me: <strong>AI-led experimentation lifecycle acceleration<\/strong>, plus <strong>unified measurement<\/strong> across Adobe Analytics and CJA, plus the operational layer (test catalogs, performance views, agent-driven summaries).<\/p>\n\n\n\n<p>This is where I expect the \u201chow do we scale the program?\u201d conversation to get very real.<\/p>\n\n\n\n<p><strong>What I\u2019ll be listening for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How they normalize measurement between Analytics and CJA<\/li>\n\n\n\n<li>How \u201cagent-driven workflows\u201d are implemented (and what teams need to support them)<\/li>\n\n\n\n<li>How they manage experiment catalogs so learnings don\u2019t get lost<\/li>\n\n\n\n<li>Where this complements Target vs. replaces workflows vs. creates new ones<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Let\u2019s connect<\/h2>\n\n\n\n<p>If you\u2019re attending Summit in Las Vegas and working in <strong>optimization, personalization, Adobe Target, AJO, RT-CDP, or CJA<\/strong>, I\u2019d genuinely love to connect in person. I always learn more from hallway conversations than I do from any slide deck.<\/p>\n\n\n\n<p>Feel free to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>connect with me on <a href=\"https:\/\/www.linkedin.com\/in\/brianhawkins\/\">LinkedIn<\/a>, or<\/li>\n\n\n\n<li>reach out directly if you want to compare notes, talk shop, or meet up between sessions.<\/li>\n<\/ul>\n\n\n\n<p>Adswerve will also be hosting some events that I\u2019ll share once they\u2019re finalized. See you in Vegas and safe travels.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adobe Summit is coming up fast, and this year will be my 17th or 18th in-person Summit. I\u2019ve been attending since Omniture acquired Offermatica in late 2007&#8230;which is, I guess, a way of saying I\u2019ve watched \u201coptimization\u201d evolve from classic A\/B testing into a world of decisioning, orchestration, real-time data, and now agentic AI. If&#8230;<\/p>\n","protected":false},"author":3,"featured_media":2490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-2486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adobe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>My Adobe Summit 2026 Session Picks for the Optimization Crowd (Target + AJO) - MiaProva Blog<\/title>\n<meta name=\"description\" content=\"My top Adobe Summit 2026 session picks for optimization leaders using Adobe Target and Adobe Journey Optimizer\u2014focused on scale, decisioning, AI, and measurement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.miaprova.com\/blog\/my-adobe-summit-2026-session-picks-for-the-optimization-crowd-target-ajo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"My Adobe Summit 2026 Session Picks for the Optimization Crowd (Target + AJO) - 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