Adobe Summit 2025: The Era AI Takes Hold
The world moves fast, and if you don’t take a moment to look around, you might miss the rapid transformation being driven by Artificial Intelligence (AI). From intelligent supply chains that detect disruptions in real time, to AI copilots optimizing marketing campaigns, to virtual assistants anticipating user needs and preferences before they’re even voiced—AI is no longer experimental. As it continues to shape marketing technology at breakneck speed, now is the time to pause, take stock, and adapt to what’s shifting in the market.
Every enterprise digital experience platform is going all in on leveraging AI to give marketers more tools to assist them with creating the ultimate customer experience. There is no shortage of new features and functionality coming out on a weekly and monthly basis. At Adobe Summit 2025 last month, Adobe showcased their focus and evolution into the AI Era. The conference focused heavily on leveraging AI to bridge the gap between marketing and creative, the evolution toward customer journey orchestration, and nurturing the AI-human partnership.
Empowering Marketers with More Tools to Create Experiences
Marketers will likely always rely on a large Martech stack to help them create amazing customer experiences. In fact, it’s not uncommon for an average enterprise to have up to hundreds of various Martech tools. Adobe continues to expand their ecosystem of tools each year, and more importantly, find logical ways to integrate within their most integral ecosystems, the Creative Cloud and Experience Cloud Platform. This is worth noting, as the more Adobe finds tighter integrations within their own ecosystem, the more value their customers are going to realize from their existing Adobe investments.
Adobe had no shortage of product announcements to help empower marketers to be more hands on in customer experience creation at Adobe Summit 2025. This focus extends beyond B2C, as Adobe is expanding their capabilities to more acutely cater to B2B marketing needs, through various new B2B-specific products and integrations, such as Adobe Journey Optimizer B2B Edition and Adobe Commerce B2B.
The Shift from Customer Experience Management to Customer Experience Orchestration
As Adobe continues to make shifts from acquiring products to developing their own, Adobe is shifting how they encourage marketers to view their role in connecting their customers with their brands. Ever more evident of this is the movement from Customer Experience Management to Customer Experience Orchestration. Anil Chakravarthy, President, President, Digital Experience and Worldwide Field Operations, Adobe, noted this shift during the Opening Keynote:
“Today… we’re in the beginning, the early innings of a new era defined by generative AI and agent technology,” Anil Chakravarthy said. “It means that customers expect seamless, connected, real-time, two-way personalized conversations with your brand across any touch point, across any channel… To deliver on this, you need to actively orchestrate. You have to orchestrate across your teams, your AI agents, your apps, your workflows, your partners… this is now the era of Customer Experience Orchestration, where your content, customer data, your journeys, all work in harmony with AI.”
Homing in on this theme, Adobe debuted various product innovations and enhancements hyper-focused on the AI elements of Customer Experience Orchestration, including Adobe Experience Platform Agent Orchestrator, Adobe Brand Concierge, and Adobe Experience Manager Sites Optimizer. These solutions integrate AI to enhance digital experiences, automate key processes, and personalize customer interactions at scale. Whether managing AI-powered agents across platforms, optimizing content creation, or enabling data-driven engagement, each product exemplifies Adobe’s commitment to embedding AI across the customer journey.
AI is Bridging the Gap Between Creative and Experience Technology & Processes, Empowering Marketers in the Content Supply Chain
Perhaps among the biggest draws of AI is its ability to empower non-experts with a degree of proficiency, if not expertise. Providing agency to a non-expert, via AI tools, can help get the ball rolling, eliminate doorstops, and ultimately increase productivity. One discipline where this is especially evident is creative. Although trained designers are still an absolute necessity, AI tools have been able to take tedious, repetitive tasks off their plates, giving them back time to dedicate to experimental artistic pursuits, editing and fine tuning, comparing the efficacy of different versions of an asset, etc.
With these new AI tools and integrations, gone are the days where a marketer must wait on a trained designer to get a campaign off the ground. Tools like Adobe Express are leveraging AI to craft a Creative Cloud-esque user experience, friendly to the everyman. In the same vein, Adobe is implementing similar self-service-type creative capabilities all throughout the stack. For instance, they’ve developed new APIs that will support video and 3D workflows in Firefly – notably helping with language translation and automating the creation of various assets to fit the needs of different channels. They’ve also unveiled Content Analytics, which will enable marketers to automatically optimize web content, based on which creative elements drive more clicks or purchases. These programs mark a blurrier line between marketers and creatives, which will hopefully help eliminate departmental siloes and lead to more efficient collaboration between teams.
AI as an Agent / Co-Pilot & the Progression of the AI & Human Relationship
Human-AI collaboration is the new normal. At Adobe Summit 2025, there was major focus surrounding not only customer-facing agentic AI tools, but also on the role that agentic AI tools can and will play for marketers. Aligned with this theme, Adobe unveiled Adobe Experience Platform Agent Orchestrator and Brand Concierge during the conference. Anjul Bhambhri, SVP of engineering, Adobe Experience Cloud, Adobe, noted that the whole Adobe Experience Cloud platform is “going agentic.”
“Agentic AI is a major leap forward that will accelerate workplace transformation,” Anjul Bhambhri said. “Adobe’s latest innovations will drive productivity gains for practitioners to free up time for creative ideation, while unlocking capacity for marketers to scale personalization through purpose-built AI agents.”
The AI Era is in Full Force
While AI is getting stickier and stickier, businesses are levelling up. AI is no longer just an optional, trendy tool, but a force driving competition across disciplines and industries. From ideation to execution, AI has been promoted to a valued co-creator. For most, it’s no longer a question of if AI should be a part of your business, but how crucial of a part it should play. But with great power comes great responsibility — ensuring effective, ethical human-AI collaboration stays central.
Martech leaders like Adobe are coming in hot, embedding AI across the stack to both iterate on and improve what already exists and move the needle on possible new innovations. Brands across industries will follow suit to stay relevant and competitive, marking this as the time to embrace AI as a partner.
