Code and Theory Is Taking Over Summit
Where
Las VegasWhen
Sunday, April, 19th - Wednesday, April, 22nd
Find Us in
Booth #2523
Code and Theory has spent two decades on the front lines, designing and building the experiences that power businesses.
We're showing up big — speaking sessions, exclusive events, live demos, and Summit's first-ever ping pong tournament. Here's everything you need to make the most of it with your accounts.
From websites and apps to platforms, campaigns, and customer experiences, we've been delivering what audiences see, use, and trust.
That vantage point has shown us where things work... and where things break.
- Strategies that don't translate into usable tools.
- Platforms that can't support content at scale.
- Workflows that stall creativity instead of enabling it.
Because we've designed and built the experiences, we understand what the systems behind them must do — and why so many fall short.
Meet the Champions Coming to Adobe Summit
We're bringing serious star power to Las Vegas. Olympian and six-time U.S. Table Tennis National Champion Lily Zhang, international pro and community builder Daniely Rios, and NFL legend Terrell Owens are all joining us at Summit — and the competition is open to everyone.
From the booth to the conference floor, these three will be in the mix: playing, competing and connecting with you. Whether you catch them in a session, at an event, or across the table at The OPEN, this is your chance to go head-to-head with the best.
The invite is open. The table is set. Come ready to play.
What we're here to talk about
Three Solutions That Change How Enterprises Work With Adobe:
- Creative Intelligence System — Test creative against synthetic personas generated from your AEP segments.
- Value Realization — Connecting investment to impact so every dollar works harder.
- The Machine — An agentic OS that connects to your Adobe stack.
Hosting Summit's First-Ever Table Tennis Tournament
All great sports are built on exchange. Back and forth. Pressure and response. Creativity works the same way. The Machine is an exchange between idea and scale. The Creative Intelligence System is an exchange between idea and resonance. The real challenge in modern marketing isn't having ideas — it's creating meaningful exchanges where ideas can move, adapt, and stay alive at scale.
At the Booth #2523:
- The OPEN Tournament — Summit's first-ever table tennis championship. Keep ideas in motion. Keep brands responsive. Stay in play.
- Live Demos — Experience the Creative Intelligence System and The Machine in action.
- Exclusive Swag — Custom ping pong balls, hats, and stickers to take home.
Events We're Hosting
01
Booth Happy Hour
Open Invite
Monday, April 20 • 4:00–6:00 PM
Booth #2523Kick off Summit with drinks, demos, and conversations. Bring your accounts by to experience our innovations firsthand in a relaxed setting.
02
Value Realization Bootcamp
Invite Only
Tuesday, April 21 • 8:00–10:00 AM
Venetian Canyon RanchStart the day energized with a 50-minute full-body circuit, high-energy playlist, protein shakes, and informal time with the Code and Theory team.
• Limited to 20 guests
• High-touch invite via Business Leadership & Client Partners
• Registration landing page03
Creative Intelligence System Launch Dinner
Invite Only
Tuesday, April 21 • 6:00–8:00 PM
Bazaar Meat (Palazzo) — Private RoomAn intimate dinner introducing the Creative Intelligence System in a high-trust, low-pressure environment. Designed to spark conversation, not sell. Networking, fireside chat, and world-class cuisine.
• Limited to 20 guests
• High-touch invite via Business Leadership & Client Partners
• Registration landing page
Speaker Sessions
01
Inside the Adobe Sports Playbook
Monday, April 20 • 10:00–11:00 AM
Speaker: Dan Gardner, Co-Founder, Code and Theory
Rangan Anandan, Vice President of Direct-to-Consumer Strategy & Growth, NFL
Hannah Elsakr, VP, GenAI New Business, AdobeHow Code and Theory rebuilt NFL.com as a unified Adobe-powered system. Learn lessons from working with the NHL, MLB, and major leagues, featuring a Hall of Fame athlete on how this ecosystem is impacting fandom.
02
Leading Through Creativity: The C-Suite as Change Maker
Tuesday, April 21 • 11:30 AM–12:30 PM
Speaker: Michael Treff, CEO, Code and Theory
What separates reactive organizations from generative ones. Get a practical framework for turning executive vision into market-shaping action through better creative infrastructure.03
What Happens When Customer Intelligence Runs through the Creative— Not Just Around It?
Tuesday, April 21 • 12:45–1:10 PM
Speakers: Christopher Young, Senior Director of Global Industry Strategy, Adobe
Craig Elimeliah, Chief Creative Officer, Code and Theory
See Synthetic AI Personas built from AEP segments that bring customer response into the creative process—before compliance lock-in closes the window to adjust. For regulated industries where you can't optimize after launch.
Please reach out to meetings@codeandtheory.com for further details on events and sessions.
