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
Membership(s)
Marketing and Interactive Experience
Sourcing and Vendor Management
