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Most companies don't have an event ROI problem. They have a data structure problem around events.

Casper and Kasper unpack why event ROI is almost always calculated wrong: short-term attribution on a long-term influence channel. You scan 300 badges, follow up on all of them, convert almost none, and call it brand. Both Caspers have done it. Neither recommends it.

The fix isn't more leads. It's qualified presence. Pre-event planning around target accounts. CRM discipline that captures real conversations, not tote-bag handoffs. And a 48-hour follow-up window for the 5% who are actually in-market.

There's also a swag tip involving LED glasses, the Adobe Summit bash, and 25 people swarming a booth at midnight. That part is free.

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Adobe Summit just dropped a wave of AI announcements - CX Enterprise, the new CX Analytics umbrella, the CX coworker, MCP servers, agents shipping in weeks rather than quarters. The keynote-friendly version is exciting.

The honest version is more boring: none of it works without a data foundation. And most companies still don't have one.

In this episode, Casper and Kasper recap what was actually announced, what it will likely cost, and why the same data-quality conversation keeps showing up — only now the stakes are higher, because GDPR, IT alignment, and AI training rights all sit on top of it.

If you came home from Summit with a wishlist, this is the episode about turning it into a checklist.

Blogpost mentioned in episode: https://accrease.com/articles/adobe-summit-2026-what-cmos-actually-need-to-know/

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Recorded live from Adobe Summit in Las Vegas. Three interviews, one clear signal: Adobe is shipping MCP servers and agents across the stack - and the timeline is weeks, not quarters.

Caitlin Foster (Adobe) on Experience League: the most underused asset in the Adobe ecosystem, why most customers still don't engage with it, and what to do about it.

Derek Tangren (Adobe Analytics & CJA) on what's coming: MCP servers connecting Claude, Cursor and ChatGPT directly to Adobe Analytics and CJA data, plus Data Insights Agent 2.0 - both shipping within weeks of Summit.

Jason Hickey (Journey Optimizer) on Journey Agent moving from chat-bot to always-on co-pilot, the new MCP server for AJO and Target, and AJO Loyalty - a new product gamifying progress for banks, wealth managers and industries far outside retail.

The thread running through all three: practitioners are becoming builders, and Adobe is moving fast to meet them where they actually work.

Plus: why we keep flying to Vegas for this one.