Agentic AI is redefining the future of marketing and Customer Experience (CX). Unlike traditional AI, which requires human initiation, agentic AI systems are autonomous, goal-driven agents capable of managing CX and marketing workflows end-to-end – acting, adapting, and optimizing in real time. Agentic AI shifts the model from funnel-based sequences to goal-driven journeys, where agents act on intent, not just clicks. AI agents can dynamically personalize interfaces, make autonomous decisions, and coordinate actions across commerce, loyalty, campaigns, and content platforms. For enterprises, agentic AI means a fundamental shift – from siloed automation to full autonomy, requiring rethinking talent, governance, and value delivery in the age of self-optimizing experiences. Enterprises that invest early in agentic design, orchestration, and governance will lead the next wave of CX innovation. The report outlines how this paradigm shift moves brands from campaign-based, channel-centric interactions to intelligent, intent-based, and outcome-oriented customer journeys. It provides a maturity framework for the adoption of agentic AI in marketing and interactive experiences. It also examines how leading MarTech providers, such as Salesforce, Adobe, and Oracle, are evolving offerings to support agentic AI, while start-ups and providers are accelerating innovation in building, deploying, and orchestrating AI agents. Scope All industries and geographies Services: marketing and interactive experiences Contents In this report, we examine: The evolution of AI The agentic AI framework and its applications in transforming the marketing and CX landscape Agentic AI’s impact on talent strategies, pricing strategies, and potential adoption challenges Big MarTech providers’ agentic AI offerings A few emerging start-ups in the agentic AI space Memberships Marketing and Interactive Experience Sourcing and Vendor Management

Agentic AI is redefining Customer Experience (CX) orchestration by making it adaptive, proactive, and autonomously scalable. It connects systems and humans, enabling organizations to deliver highly personalized, emotionally intelligent, and contextually aware interactions at scale. At Adobe Summit 2025, Adobe made several announcements, highlighting its commitment to integrating AI into CX management and marketing. Adobe’s latest product innovations integrate agentic AI agents from Adobe and third-party ecosystems, commercially secure foundational AI models, and extensive first-party data insights across Adobe applications. Some key summit themes included CX orchestration, generative AI in content creation, enhanced B2B marketing, and agentic AI integration. In this report, we examine Adobe’s market positioning, new announcements, and challenges it faces for its narrative on AI-powered CX orchestration. The report explores how Adobe continues to enhance its narrative and market offerings for AI through its offerings. It analyzes AI-powered CX orchestration adoption drivers and inhibitors. Additionally, the report offers valuable insights for IT decision-makers to assess Adobe’s AI strategy, strengths, and growth opportunities, focusing on its Experience Cloud. Scope All industries and geographies This assessment is based on Everest Group’s review of Adobe Summit 2025 Contents In this report, we: Offer an overview of the AI-powered CX orchestration, highlighting its key drivers and inhibitors Examine Adobe’s positioning in the CX orchestration market Review product announcements made at the Adobe Summit 2025

As businesses adapt to an increasingly complex data ecosystem, Customer Data Platforms (CDPs) continue to expand beyond simple data aggregation. Stricter data privacy regulations, third-party cookies’ decline, and the growing demand for personalized customer experiences are driving enterprises to adopt CDPs as a core component of their MarTech stack. These platforms have evolved from basic data management tools to intelligent, AI-driven ecosystems that facilitate customer engagement, campaign orchestration, and real-time decision-making. Several trends are reshaping the CDP market. Composable architectures are gaining traction, enabling organizations to build flexible, modular data environments. AI-powered analytics and automation are enhancing customer insights and driving hyper-personalized engagement. Additionally, improved security and compliance capabilities are helping organizations align with evolving data privacy laws. Industry-specific CDPs are also emerging tailored to retail, healthcare, and financial services sectors, addressing unique data challenges and regulatory requirements. In this report, we assess 25 CDP technology providers featured on the CDP Products PEAK Matrix® Assessment 2025. It assesses vendors based on their technology capabilities, market adoption, and value proposition. Each profile provides a comprehensive overview of providers’ key strengths and limitations and includes enterprise sourcing considerations. The report enables buyers to select the right-fit technology provider for their needs and empowers technology providers to benchmark themselves against their competition. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2025 interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we: Examine 25 CDP providers’ capabilities and offerings Position providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations

Retail media leverages retailers’ digital platforms, such as websites and mobile apps, to deliver targeted advertising using first-party data. This approach, driven by the growth of e-commerce and data-driven marketing, merges commerce and advertising, creating value for advertisers, retailers, and consumers. Furthermore, AI is revolutionizing retail media by enabling highly personalized, efficient, and data-driven advertising campaigns. It empowers retailers and brands to optimize their campaigns, streamline operations, and enhance consumer shopping experiences, driving higher engagement and better outcomes. This report explores retail media’s evolution, global spending trends, and key trends shaping the ecosystem. It provides insights into the implications for advertisers, technology, and service providers, offering valuable guidance for stakeholders navigating this rapidly evolving space. Scope Industry: retail media Geography: global Services: retail and consumer packaged goods and interactive experience Contents In this report, we examine: The definition and evolution of retail media The global spend on retail media The trends governing the retail media ecosystem Implications for advertisers and technology and service providers Memberships Retail and CPG Marketing and Interactive Experience Sourcing and Vendor Management

As enterprises increasingly focus on delivering personalized experiences at scale, AI has become a key enabler in transforming customer data activation, scalable content supply, and marketing operations. Adobe remains a leader in experience services, leveraging AI-driven solutions such as Real-Time Customer Data Platform, Content Supply Chain, and Workfront to address evolving enterprise needs. To gain a competitive edge, providers are strategically aligning with Adobe, adopting AI-led joint go-to-market approaches, and enhancing their capabilities in co-innovation and specialized offerings. This compendium provides comprehensive and fact-based snapshots of 27 providers, highlighting their capabilities and offerings in Adobe services. Each profile offers a detailed overview of the provider’s service focus, key IP/solutions, and domain investments. This research will enable buyers to select the best-fit provider for their needs and empower providers to benchmark themselves against their competition. Scope All industries and geographies This report is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading providers, and an ongoing analysis of the Adobe services market Contents This report features 27 Adobe services provider profiles, which include: An overview of the Adobe services providers Providers’ cases and proprietary solutions Partnerships and other investments Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Digital commerce is entering a transformative phase, driven by innovative trends and evolving enterprise needs. B2B commerce is expanding as organizations increasingly adopt digital platforms to streamline procurement, enable self-service, and deliver personalized experiences, particularly in sectors like manufacturing and healthcare. Social commerce is revolutionizing how brands connect with consumers, with social platforms incorporating retail functionalities, leveraging influencer-driven marketing, and fostering community engagement. Similarly, AI in commerce is enhancing customer satisfaction and operational efficiency through hyper-personalized recommendations, dynamic pricing, and supply chain optimization. Marketplaces are emerging as key growth areas, with enterprises building curated ecosystems to diversify revenue streams and cater to specialized markets. Composable commerce is also gaining traction, empowering businesses to adopt modular, API-first architectures for greater agility and innovation. This report explores the definition and landscape of digital commerce, its market size, emerging themes like social commerce and AI, and the implications for service providers and technology vendors. Scope All industries and geographies Contents In this report, we cover: Digital commerce platforms and services market overview Digital commerce SCALE framework for enterprises to invest across areas of social commerce, composable commerce, AI in commerce, B2B commerce, and marketplaces Implications and future roadmap for service providers and technology providers Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The digital commerce platform landscape is rapidly evolving, driven by the rise in online shopping, new digital channels, and advancing technology. Composable commerce, marketplace growth, and increasing B2B digital transactions are reshaping the industry, presenting new avenues to innovate and scale. Moreover, integrating AI is enhancing various digital commerce aspects – from customer service chatbots to personalized product recommendations – enabling enterprises to deliver tailored and responsive experiences. In this transforming landscape, digital commerce platforms are vital in providing the infrastructure needed for businesses to effectively manage their online presence. These platforms empower organizations to deliver comprehensive functionality, ensure reliable performance, and address scalability and security demands. Choosing the right platform is essential for enterprises looking to drive growth, enhance customer engagement, and remain competitive. In this report, we analyze 21 digital commerce platform providers’ capabilities. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading digital commerce platform providers, client reference checks, and an ongoing analysis of the digital commerce services market Contents In this report, We: Assess 21 digital commerce platform providers Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

In addition to leveraging our research expertise of over 30 years, the provider snapshots are based on the following sources of information: PEAK Matrix reports Proprietary databases Company filings Contents In this research, we analyze providers across the following parameters: Overview: a snapshot of providers’ financial performance, industry presence, geographic spread, function focus, and key industry clients Delivery footprint and headcount: graphical representation of providers’ delivery presence and headcount worldwide Key public announcements: a summary of important public announcements in the last one year Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The digital commerce landscape is evolving rapidly due to the surge in online shopping, growth of new channels, and rapid technology advances. Enterprises’ growing adaption to evolving customer expectations drives the demand for integrated and seamless digital commerce experiences. The increasing composable commerce adoption enables businesses to customize their solutions with best-of-breed tools, offering flexibility and scalability. Additionally, the B2B commerce market is growing rapidly, reflecting a significant shift toward digital transactions and solutions among businesses. Enterprises must understand these trends and dynamics to optimize their digital commerce strategies and maintain a competitive edge. In this environment, digital commerce service providers facilitate the smooth integration of diverse technology platforms, enhance operational efficiency, and aid business growth. In this report, we analyze 29 digital commerce service providers’ capabilities. Scope All industries and geographies This assessment is based on Everest Group’s annual RFI process for the calendar year 2024, interactions with leading digital commerce service providers, client reference checks, and an ongoing analysis of the digital commerce services market Contents In this report, we: Assess 29 digital commerce service providers Position the providers on the Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants Compare providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The Chief Marketing Officer (CMO) role has evolved significantly over the past few decades. Previously perceived as the brand custodian, managing marketing campaigns and public relations, today’s CMO is a vital catalyst for business growth. The CMO 2.0 is a strategic partner to the CEO and other C-suite executives. They shape the company’s overall strategy, drive revenue growth, and ensure the marketing function aligns with business objectives. This evolved role emphasizes customer experience, innovation, technology, and sustainable business growth. This shift has also brought CMOs closer to the business’ technology side, requiring them to collaborate closely with the Chief Information Officer (CIO) and other C-suite stakeholders. As the business landscape evolves, the CMO’s role will drive growth and innovation in modern enterprises. In this report, we examine how the CMOs’ role has evolved to a multidimensional role and their close collaboration with other C-suite stakeholders. The report also analyzes modern CMOs’ challenges and AI’s significance in this role’s evolution and future. Scope All industries and geographies Contents In this report, we: Examine the evolving CMO role Explore CMO roles across industry segments, such as B2B and B2C Assess key challenges CMOs face in the current marketing landscape Evaluate how CMOs can leverage AI to address these challenges Analyze the CMO role’s future and the need for CCO and CDO roles Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management