Top 5 AI Trends Transforming Holiday Shopping

Marta Frattini is the director of global retail industry strategy and marketing for Adobe’s Digital Strategy Group (DSG), working as a passionate thought leader to unlock experience-driven growth for Adobe’s retail clients. Marta has spent more than 15 years in the marketing and digital innovation space, and she has spearheaded successful digital transformation and personalization programs for major global retailers. She has a strong understanding of the strategies, tactics, and technologies required to execute digital excellence at scale, and brings a global perspective shaped by personal and professional experiences across North America and EMEA.

Vivek is a leading analyst and ecommerce expert who has worked with some of the largest CPG & Technology organizations, in the world, to drive key digital marketing & data science initiatives. As the Director for Adobe Digital Insights (ADI), he launched & spearheads the popular Adobe DEI (Digital Economy Index) & Holiday Retail reports, as well as other industry reports that profile emerging technology, creativity, and travel trends. Prior to joining Adobe, Vivek worked with E. & J. Gallo, where he was part of their Consumer & Product Insights Group.

Loni Stark is Vice President of Strategy & Product at Adobe, where she leads Adobe Experience Manager, Adobe Commerce, Brand Concierge, and LLM Optimizer. She works with the C-suite and senior executives to reimagine customer experience in the AI and intelligent automation era, helping organizations design interactions that resonate with people while proving their value to the business. She holds a Master's in Management Science & Engineering from Stanford and is pursuing a Master's in Psychology at Harvard. Outside Adobe, Loni co-founded Stark Insider and creates through Atelier Stark, where her art explores ambition, identity, and transformation. This creative foundation directly shapes how she builds products that enable enterprises to harness automation for customer experiences delivering measurable results and authentic human connection.

As a strategic storyteller, Lindsay partners with enterprise leaders and customers to shape the narrative of AI transformation. Her work spotlights how organizations are unlocking new value through Adobe’s Generative AI-first applications—turning vision into tangible business outcomes. With a marketer’s perspective and a customer-first mindset, she crafts stories that elevate brand impact, drive adoption, and inspire others to imagine what’s next.