Adobe Summit 2025: AI Takes Center Stage for Customer Experience Orchestration

This IDC Market Note discusses Adobe Summit 2025, which highlights launch of new AI agents and generative AI capabilities to augment and automate data, content, marketing, and customer journey workflows to drive unique, relevant, and personalized customer experiences. Adobe Summit 2025 introduced innovations that define customer experience orchestration powered by a new suite of AI agents and the Adobe Experience Platform (AEP) Agent Orchestrator. Announcements included specialized AI agents for audience creation, experimentation, journey optimization, B2B account qualification, and data insights, as well as expanded content analytics, real-time CDP collaboration, and generative AI tools to drive personalization at scale. Adobe also introduced Brand Concierge to guide consumers from exploration to purchase decisions, using conversational experiences. IDC views these capabilities as crucial for addressing key marketing and CX challenges to automate workflows, creating personalized customer experiences, managing complex B2B journeys, handling vast content and data, and enabling governed AI integration. However, success will require robust governance, integration, partnerships, and a focus on demonstrable ROI to ensure these AI agents effectively transform marketing, design, and CX operations.