Stagwell’s Code and Theory Launches Inaugural Presence at Adobe Summit

Code and Theory's chief transformation officer, Cory Haldeman

In an era where AI is fundamentally reshaping digital experiences, Code and Theory is boldly redefining industry boundaries with its new Enterprise Experience Transformation practice. Led by chief transformation officer Cory Haldeman, this strategic expansion represents more than a new service offering — it's a comprehensive response to the market's evolving needs. The practice will launch at Adobe Summit later this month, during which Code and Theory will showcase its value realisation solutions to accelerate GenAI’s transformative impact on customer experience.

Drawing on over two decades of digital innovation, Code and Theory pioneers solutions that translate AI's possibilities into measurable business outcomes and extraordinary customer experiences.

At Adobe Summit (March 18-20), Code and Theory will showcase its Enterprise Experience System (EXS) framework through the lens of a new sports team, show how the new system unlocks experiences at scale that go beyond traditional engagement, and explore how they can help accelerate client’s investments in Content Supply Chain and Generative AI programs.

In Code and Theory’s booth at Adobe Summit, attendees will see:

1. Enterprise Experience Systems | The Foundation of Real Personalisation: The EXS framework unlocks experiences at scale that go beyond transactional engagement.

2. Exposing the Personalisation Gap | Moving Beyond Industry Hype: We’ll address the tendency for personalisation to be oversold yet underdelivered, emphasising deeper relevance by unifying brand identity, user needs and technology.

3. Foundational First | Uncover How Brand Identity & CX Feeds AI: Before adopting advanced tech solutions, brands must define their core identity and the “jobs to be done” before activating the AI strategy — ensuring meaningful personalisation at scale.

Stagwell’s Code and Theory Network is a first-time Diamond sponsor at Adobe Summit and will bring the flavour of SPORT BEACH, the premiere sports business destination Stagwell built for brands, platforms and athletes to tap into the cultural zeitgeist of sport and explore the power of fandom. At the summit, Stagwell and Code and Theory will host Carmelo Anthony, 10-time NBA All-Star, entrepreneur and philanthropist, and Kelsey Plum, a WNBA champion, for a series of brand marketer meetings and a public session on how creativity and technology are revolutionising the way brands connect with audiences.

While AI dissolves the traditional lines between consulting, systems integration and creative agencies, Code and Theory’s practice doesn't just bridge these artificial silos — it replaces them with a unified approach that seamlessly integrates strategic vision, technical implementation and creative innovation.

Cory Haldeman, chief transformation officer at Code and Theory, said, “Most companies use AI like an intelligent spellcheck — focused on making incremental improvements to existing processes. But true transformation requires revaluating what's possible. Adobe's approach with Firefly exemplifies this mindset by democratising creativity. At Code and Theory, we're applying this same transformative thinking across the entire enterprise experience, not just enhancing existing systems but fundamentally redefining how brands connect with customers through AI-powered customer experience.”

Dan Gardner, co-founder and executive chair of Code and Theory, said, “Our relationship with Adobe spans more than a decade, and we look forward to continuing client success through this partnership. As enterprises grapple with unprecedented complexity in their digital ecosystems, we're combining our deep expertise in brand experience with Adobe's powerful technology stack to help unlock the potential of our clients’ investment. This isn't just about better creative tools or more efficient content delivery — it's about reimagining how enterprises operate in an AI-powered world and building the foundation for experiences that just weren't possible before.”

If you’ll be at Adobe Summit and wish to set up a meeting with Cory Haldeman, chief transformation officer at Code and Theory, email meetings@codeandtheory.com.