Adobe & Merkle Join Vibe Marketing Tech Fest Dubai 2026 as Strategic Partners to Re-Imagine Retail Journeys
The joint Adobe x Merkle partnership will show how agentic AI, data, and design are reshaping shopping journeys and CX across the Middle East.
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Vibe Marketing Tech Fest (VMF), powered by Martechvibe, has announced Adobe and Merkle as the Strategic Partners for its Dubai 2026 event, taking place on 9–10 September 2026, at the Hilton Palm Jumeirah, Dubai.
Merkle & Adobe will focus on the future of retail, and how agentic systems are impacting business value and customer experiences and showcase Merkle’s Experience Concierge for Retail – an agentic, AI-powered shopping assistant built on the Adobe Experience Cloud.
Edmund Atcheson, Head of Innovation, MEA at Adobe and Nick McCarthy, Chief Growth Officer, EMEA at Merkle, will take the VMF stage to share insights on how brands can rebuild their digital experience strategy for a world where AI is reshaping customer discovery, engagement and expectation, and why organisations that act now will set the standard for their category.
Attendees can also visit the Adobe-and-Merkle-hosted Retail Lounge, a space for business leaders in the retail community to discuss the changing relationship between brands and customers.
“The Middle East is one of the most ambitious markets in the world when it comes to AI-led customer experience, and that ambition demands a foundation brands can trust. Adobe Experience Cloud unifies content, data and journeys so that agentic AI can move brands from simply responding to customers to anticipating their needs. Our work with Merkle is a clear proof point, and VMF is exactly the kind of platform where the region turns that conversation into action,” said Wael Elfakharany, President, ADOBE MEA.
“Agentic AI is redefining the relationship between brands and consumers, and retail is at the forefront of that transformation. Experience Concierge demonstrates what’s possible when advanced AI is applied with purpose: creating intelligent shopping experiences that don’t just respond to customers but actively guide, personalise and simplify every stage of their journey. Together with Adobe, we’re helping retailers move beyond traditional commerce to build connected experiences that drive stronger customer relationships and sustainable business growth. We believe this represents one of the most significant shifts the retail industry has seen since the rise of e-commerce itself,” said Andreas Skopal, Chief Executive Officer, Merkle MENA.
Founded in 2018, Vibe Marketing Tech Fest 2026 marks the 19th global edition, convening 500+ C-suite and senior marketing executives for two days of innovation, practical insights, and peer learning across the Middle East’s fast-evolving digital economy.
This year’s agenda tackles one of modern marketing’s biggest challenges: the space between automation and authenticity.
