As enterprises pursue digital experience transformation, generative and agentic AI integration has redefined how content is produced, managed, and delivered. Adobe’s Experience Cloud, combined with its Creative Cloud, has enabled creativity at scale, embedding automation, and delivering personalized customer experiences. In this evolving landscape, enterprises are increasingly turning to providers to operationalize AI within Adobe environments, streamline creative operations, and align marketing workflows with business outcomes. Service partners in response are strengthening their capabilities to offer deep industry knowledge, reusable accelerators, and strong IP portfolios, along with transparent licensing models and measurable value delivery frameworks to meet evolving buyer expectations. This report assesses 33 Adobe providers and their performance across key capabilities such as generative AI enablement, content supply chain orchestration, and platform integration. It highlights how providers are helping clients adopt phased transformation strategies, improve reporting transparency, and build scalable personalization engines. The report also highlights the shift toward consulting-led programs that unify technology, design, and data, along with the growing demand for composable architectures to enhance flexibility and adaptability.  

As marketing becomes more digital, dynamic, and data-intensive, enterprises face growing pressure to deliver personalized, real-time experiences that drive measurable results. Traditional systems of record and engagement merely store data or manage interactions, but they do not convert insights into action. Despite access to rich customer insights, marketing teams remain burdened by disconnected tools, manual processes, and delayed execution. Systems of Execution address this gap by processing behavioral signals, applying AI-driven decision-making, and autonomously orchestrating actions across the marketing value chain. This report explores how Systems of Execution transform fragmented MarTech environments into unified, AI-powered ecosystems that act, automating personalization, journey orchestration, and campaign optimization across touchpoints. Designed for CMOs and CIOs, the report highlights how Systems of Execution enables adaptive engagement, accelerates decision-making, and improves key outcomes, from customer lifetime value to marketing RoI. Scope All industries and geographies Contents In this report, we examine: What Systems of Execution means for marketing Pre- Systems of Execution and post- Systems of Execution tech stack Functional transformation through Systems of Execution in marketing The Systems of Execution implementation roadmap in marketing Strategic Systems of Execution considerations for CMOs and CIOs

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

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

The Adobe services market is evolving rapidly, with enterprises intensifying their digital transformation efforts to deliver hyper-personalized, data-driven experiences. Adobe is at this shift’s forefront, offering an extensive portfolio across creative, experience, and document cloud solutions. Through AI, ML, and generative AI capabilities, Adobe empowers organizations to innovate in content creation, streamline workflows, and build impactful customer journeys at scale. Enterprises are increasingly engaging in strategic partnerships with Adobe service providers to leverage specialized expertise and unlock high-value, tailored solutions that address unique industry needs. Providers are investing significantly in talent and developing advanced accelerators to optimize Adobe solution implementation. They are prioritizing joint go-to-market (GTM) strategies to strengthen their positions as strategic partners for Adobe-driven initiatives. These partnerships enable providers to align with enterprise goals, drive efficient digital transformation, and enhance customer engagement through scalable content generation, data activation, and efficient marketing operations. In this report, we analyze the Adobe services market, including enterprise demand trends, deal characteristics, and provider strategies. The report evaluates key enterprise priorities and best practices to maximize Adobe services adoption and offers actionable insights for businesses navigating the evolving Adobe ecosystem. Scope All industries and geographies This report is based on interactions with leading IT service providers and client reference checks as part of the Adobe Services PEAK Matrix® Assessment Contents In this report, we explore: Adobe services market overview with market size segmentation by geography, industry, service type, and buyer size The Adobe services market’s evolution and its transformation over the years Adobe services deal’s characteristics, including top enterprise priorities, key challenges, and a matrix for assessing providers for Adobe engagements Enterprise demand trends, covering key Adobe services demand areas, cross-industry use cases, and generative AI trends Key takeaways for enterprises and implications for IT service providers Membership(s) Marketing and Interactive Experience Outsourcing Excellence

The Cannes Lions International Festival of Creativity 2024, stood as a pivotal event, spotlighting the profound impact of technology on the creative landscape. This year, the festival emphasized on the symbiotic relationship between technological advancements and creative innovation, heralding new paradigms in marketing and advertising. A distinct thematic thread emerged, highlighting the transformative potential of technology in the creative arena. From harnessing artificial intelligence to personalize and tailor content to the changing role of content creators in the marketing landscape, the festival showcased a plethora of innovative approaches. This report, titled "Cannes Lions 2024: How Technology is Driving Creativity to New Heights," delves deeper into this dynamic interplay between technology and creativity. By analyzing the key technology themes that dominated the Cannes Lions discourse, it offers a comprehensive exploration of the critical conversations, new innovations, and cutting-edge advancements presented during the event. The report further explores how these trends will propel the creative industry forward and provide insights to navigate this rapidly evolving landscape and leverage technology to craft impactful and future-proof campaigns. Scope All industries and geographies Contents In this report, we examine: Key themes shaping the future of creativity, including pivotal discussions and innovations from the Cannes Lions festival Impact of technological advancements, particularly AI on the creative and advertising landscape The growing importance of sustainability, DEI (Diversity, Equity, Inclusion), and purpose-driven initiatives in the creative industry, and how these elements are being integrated into marketing and advertising strategies Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Enterprises are increasingly adopting an experience-first strategy, prioritizing personalized experiences at scale. Modern consumers prefer enterprises that extend this approach beyond customer interactions to include employees, partners, and environmental considerations. Adobe continues to lead in this domain by enabling AI-driven customer data activation, scalable content creation, and optimization of marketing operations, while offering a robust suite of solutions across Creative, Experience, and Document Clouds. IT service providers are strategically aligning with Adobe’s vision and strengthening their partnerships with Adobe through AI-led joint go-to-market strategies to capitalize on this growing market opportunity. Additionally, they are expanding their Adobe-certified workforce and developing accelerators and frameworks to enhance implementation efficiencies.   This report examines 27 service providers featured on Everest Group’s Adobe Services PEAK Matrix® Assessment 2024, highlighting their capabilities in the Adobe services landscape. Scope All industries and geographies. The research is based on Everest Group’s annual RFI process for calendar year 2024, interactions with leading Interactive Experience (IX) service providers, client reference checks, and ongoing analysis of the Adobe services market Contents In this report, we: Assess 27 leading Adobe service providers and design agencies on Everest Group’s Services PEAK Matrix evaluation framework Position the providers as Leaders, Major Contenders, and Aspirants in the Adobe services market Examine the providers’ strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The Customer Experience (CX) landscape is evolving rapidly with significant changes occurring in customer behavior and expectations. Consumers have high expectations and are unlikely to return if they encounter a subpar experience. This makes it extremely important for businesses to anticipate customer needs and adapt their offerings accordingly. Consequently, there is growing interest in Voice of the Customer (VoC) platforms that provide solutions for enterprises to collect, analyze, and visualize customer feedback across various touchpoints. These platforms enable businesses to pinpoint pain points effectively and deliver enhanced experiences to their customers. VoC allows businesses to engage customers proactively, not solely relying on direct feedback received via surveys. This facilitates real-time identification of focus areas, ultimately improving customer loyalty and reducing churn. In this report, we examine the evolving landscape of VoC platforms and the challenges they address. We also discuss current trends and future prospects as customer journeys become increasingly complex and data driven. Additionally, we provide a comprehensive roadmap for enterprises to develop their VoC program. Scope All industries and geographies The assessment is based on primary interactions with selected providers and Everest Group’s tracking of the marketing technology landscape Contents In this report, we examine: VoC platforms’ evolution Challenges and trends shaping the VoC market Roadmap to build a VoC program Profiles of notable participants in the VoC space Membership(s) Marketing and Interactive Experience Outsourcing Excellence

The rising digital native population demands seamless and innovative experiences driven by emerging technologies. Providing such experiences necessitates a robust and interconnected set of solutions to deliver seamless connected experiences supported by technology. The emphasis on experience has reached a point where consumers consider a real-time, all-encompassing, highly personalized, and channel-agnostic experience as a basic expectation rather than a distinguishing factor. Enterprises recognize the significance of well-designed experiences and user-friendly interfaces, driven by innovative technologies, as a key driver of business growth, social responsibility, and a necessity for their continued relevance and expansion. To achieve a seamless and forward-thinking connected experience, enterprises require a Digital Experience Platform (DXP) that consolidates essential capabilities (content, engagement, and digital commerce) within a unified and interoperable framework. Thus, a DXP functions as a comprehensive enterprise solution, enabling businesses to construct, deliver, and monitor exceptional connected experiences effectively. In this report, we assess 16 DXP product providers on the Digital Experience Platform (DXP) Products PEAK Matrix® Assessment 2023 and categorize them as Leaders, Major Contenders, and Aspirants based on their capabilities and offerings. Each profile offers a comprehensive picture of the provider’s vision and strategy, geographical spread, enterprise adoption, investments, partnerships, case studies, and innovative solutions. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the DXP market Contents In this report, we provide: A summary dashboard – market impact and vision and capability assessment Providers’ DXP products business – vision, revenue earned from product, geographical spread, and adoption across enterprise segments Key DXP products’ case studies Providers’ DXP investments, key component offerings, and partnerships Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The rising digital native population seeks seamless and innovative experiences driven by emerging technologies. Providing such connected experiences supported by technology requires a robust and interconnected set of solutions. In our digitally driven society, Digital Experience (DX) holds unprecedented significance, especially with the rise of a generation inherently familiar with digital technologies. The emphasis on experience has grown to the extent that consumers now consider a real-time, all-encompassing, highly personalized, and channel-agnostic experience as a basic expectation rather than a distinguishing factor. Enterprises must recognize that delivering an outstanding DX is not just a competitive advantage but a necessity for their continued relevance and expansion. To achieve a seamless and forward-thinking connected experience, enterprises need a Digital Experience Platform (DXP) that consolidates essential capabilities (content, engagement, and digital commerce) within a unified and interoperable framework. Thus, a DXP serves as a comprehensive enterprise solution, enabling businesses to effectively construct, deliver, and monitor exceptional connected experiences. In this report, we assess 16 DXP providers featured on the DXP Products PEAK Matrix®, a comprehensive matrix that evaluates and categorizes technology providers in terms of their product capabilities and wider market acceptance. Each provider profile offers a comprehensive overview of its key strengths and limitations and includes enterprise sourcing considerations. The research will help buyers select the right-fit technology provider for their needs, while technology providers will be able to benchmark themselves against the competition. Scope All industries and geographies. The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the DXP market. Contents In this report, we: Examine 16 DXP providers’ capabilities and offerings Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants List providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management