Choose which of these remarkable leaders most deserves The Maverick Award.

Founded in 1975 and uniquely investor-owned, Vanguard is one of the world’s largest investment management companies. It puts shareholders first and helps them pursue investment success. Using Adobe for Business solutions, Vanguard reimagined digital discovery in a highly regulated environment by embedding generative AI into site search and transforming static, keyword-based results into intelligent, context-aware experiences.

Vanguard’s site search, combined with Adobe Experience Manager, Adobe Target, and Adobe Analytics and a third-party search platform, interprets natural language queries, returns compliant, relevant results, and feeds behavioral signals into Adobe applications for ongoing optimization. This accelerates content discovery, personalization, and campaign execution across channels.

This innovation cut asset retrieval time in half, reduced creative production cycles by about 30%, increased content velocity by 40%, and delivered a 2.3X lift in engagement and 14% higher conversion across targeted investor journeys. It set a new benchmark for compliant, AI-powered discovery in financial services.

As one of the world’s most iconic brands, The Coca-Cola Company has been refreshing the world for over a century. Using Adobe for Business solutions, Coca-Cola reimagined its entire content supply chain by pairing its proprietary PRISM motivational segments with Adobe GenStudio to generate persona-led content at scale across web, email, display, and conversational channels.

By moving from manual copywriting to AI-driven variants, Coca-Cola marketers can now create localized, on-brand content in minutes while continuously enriching first-party profiles with psychographic insights. With Adobe GenStudio for Performance Marketing, Adobe Experience Manager Assets, Adobe Target, and Adobe Real-Time Customer Data Platform, marketers power persona activation and progressive profiling across owned, paid, and conversational experiences.

This strategic reinvention cut copywriting time by about 65%, drove a 4X lift in engagement, and delivered campaigns with up to a 422% increase in entry rates, supported by as much as 40X more personalized assets. Coca-Cola turned their content supply chain into a scalable audience-led growth engine.

As an end-to-end travel solutions partner, Malaysia Aviation Group (MAG) connects people, places, and experiences across airlines, loyalty, and travel portfolios. Using Adobe for Business solutions, MAG unified fragmented, transactional journeys into a cohesive, data-driven ecosystem.

MAG introduced a map-based “search and book” experience that turns flight search into an inspirational visual discovery. Built on Adobe Experience Manager, Adobe Target, Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Campaign, and Adobe Analytics — and integrated with Amadeus — the solution lets travelers visually explore destinations, see real-time fares, and receive context-aware offers based on intent, loyalty status, and behavior.

This bold rethinking tripled user conversion, unlocked 286 million MYR in incremental revenue in three months, and saved 3,000+ hours annually through campaign automation and reusable components, while scaling personalization to 16 million unified profiles. These enhancements boosted efficiency and engagement, enabling MAG to set a new benchmark for data‑driven, experience‑led discovery in travel.