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.  

Agentic AI is redefining the foundations of digital commerce. Instead of consumer-driven, click-based funnels, enterprises are increasingly enabling autonomous, intent-led journeys. Intelligent agents can now interpret user context, evaluate alternatives, and execute transactions from discovery and checkout to fulfillment and post-purchase service. This shift marks a fundamental change in customer engagement: while humans transition into the role of strategic overseers, AI agents handle execution at scale. The enabling ecosystem is maturing rapidly, with frameworks such as the Model Context Protocol (MCP), tokenized payments, and multimodal interfaces powering seamless agent coordination. Leading participants such as Google, Microsoft, Shopify, and Visa are embedding these capabilities to accelerate adoption. For enterprises, this means shifting from content designed for human browsing to data structured for machine consumption, and from reactive, linear journeys to predictive, self-healing loops. The report introduces Everest Group’s MAGIC framework for agentic commerce, explores the underlying technology stack, and assesses the implications for brands, platforms, and providers. It also draws on case examples from leading innovators to illustrate how agentic AI is reshaping customer engagement models and value delivery.

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

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

AI has long been rooted in research labs and academia, with early, tentative applications in the business world. Over the past decade, however, businesses have steadily integrated AI into core strategies and functions, marking its shift from novelty to necessity. In this report, we explore the evolution of AI, highlighting the key milestones in its transformative journey. As organizations seek to uncover new use cases for generative AI, this report provides insights into industries spearheading its adoption and highlights innovative use cases that are being explored. It also examines change management strategies’ role in ensuring smooth AI adoption and outlines how enterprises are now approaching AI at scale, carefully balancing risks and rewards. With AI advances setting the stage for the agentic era, the report assesses the potential impact on business strategy and functions, offering key steps to ensure a smooth transition. As AI continues to evolve, so do its associated risks. The report, thus, underscores the importance of robust governance frameworks to ensure secure, ethical, and compliant AI deployments.

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

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

Recent advancements in AI have transformed the way enterprises deliver Customer Experiences (CX), enhancing every CX function’s capabilities. AI adoption in CX is increasing, varying across functions and industries, as enterprises integrate new AI features into their CX platforms. The productivity gains AI is facilitating across all functions are primarily driving AI-enabled CX’s growing demand. Generative AI has significantly impacted CX by enabling numerous use cases across different segments, providing tangible benefits to enterprises. However, amidst these advancements, enterprises face challenges in scaling AI for CX operations, mainly due to regulatory hurdles. Responsible AI practices could potentially serve as a solution to this problem. In this report, we examine AI’s rising significance in CX across various functions and industries, highlight key use cases and trends, present an integration framework, and outline the ideal technology partnership ecosystem. We also discuss the metrics and outcomes enterprises prioritize and generative AI’s real-life applicability, risks, and impact on CX. Additionally, we address the challenges enterprises face, strategies to navigate global regulations, and AI’s future in CX. Scope All industries and geographies Contents In this report, we examine: AI adoption in CX across functions and industries: key use cases and trends driving adoption The AI in CX framework: embedding AI features across CX functions for long-term success The enterprise AI partnership ecosystem: ideal technology partnerships for CX Key metrics and outcomes and top priorities for enterprises Generative AI in CX’s real-life use cases, impact, and associated risks AI in CX’s future and challenges Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management