Latest Adobe Experience Manager Sites innovations announced at Adobe Summit.
03-18-2025
Today’s consumers don’t just passively take in information and marketing messages — they actively engage, empowered with AI-driven tools to synthesise information, gain insights and shape their online experiences. This shift is redefining the customer journey and brand engagement, making the moment a customer lands on your website more critical than ever. Simply creating and publishing content is no longer enough. Brands must ensure that every experience hits the mark to deliver maximum business impact.
Achieving this requires a dynamic approach that integrates intelligence, automation and continuous optimisation. A modern content management system (CMS) must go beyond traditional content management to anticipate customer needs and consistently deliver winning content. Adobe Experience Manager Sites — the industry-leading CMS — is evolving to meet these demands. With AI-powered capabilities that predict the best-performing content, Experience Manager Sites lets you create content based on campaign intent and proactively refine experiences to deliver measurable outcomes.
At this year’s Adobe Summit, we unveiled the latest innovations in Experience Manager Sites. Here’s an overview of what’s coming.
Adobe Experience Manager Sites Optimizer.
Making sure your digital experiences deliver maximum impact can be tough — it requires continuous optimisation. Adobe Experience Manager Sites Optimizer is a generative AI-powered application built to drive traffic and increase visitor engagement by identifying opportunities, suggesting optimisations and implementing improvements with just one click.
Equipped with performance monitoring technology and an ecosystem of generative AI agents, Experience Manager Sites Optimizer empowers marketers with the performance insights and actionable recommendations needed to enhance customer web experiences. Learn more about it here.
Experience Generation.
Brands invest significant resources into creating content, yet they struggle to transform them into meaningful customer experiences. This process is time consuming and resource-intensive, requiring marketers to adapt and tailor content for different channels, regions, audiences and sub-brands.
Experience Generation accelerates the path from content to fully assembled, winning experiences. By combining past data on click-through rates, SEO performance and campaign intent, AI-assisted agents intelligently search across multiple repositories to provide relevant content recommendations. Marketers no longer need to sift through assets or guess which content will work best for their campaigns. With recommendations at their fingertips, marketers can quickly find, repurpose and adapt high-performing content to create winning experiences faster, while maintaining brand integrity across all touchpoints. Learn more about it here.
Experience Catalyst.
Brands already have a wealth of content in their repositories for generative AI to work with. But to use AI effectively, content must be represented in a format that machine learning models can understand and process. Experience Catalyst can help to enable this seamlessly for your existing content by converting all content into embeddings and storing them in a vector database. This process lets brands create quick design variations and experiments, enhance AI search responses with retrieval-augmented generation, use semantic search models for intent-driven enquiry and facilitate efficient remote indexing. Whether doing it for a single page or an entire site, Experience Catalyst can help preserve content integrity and enhance searchability — so your content works smarter, not harder.
Modular content in Adobe Journey Optimizer.
Creating content is only half the battle. As customer expectations for personalisation rise and digital touchpoints become more complex, brands must strategically activate the right content at the right moment to drive meaningful engagement throughout the customer journey.
Our out-of-the-box integration between Experience Manager Sites and Adobe Journey Optimizer allows organisations to deliver connected, personalised experiences across touchpoints — including web, mobile app, email, SMS and in-app notifications. By connecting content and data, brands can facilitate reusability, scale across different channels and audiences and activate content based on customer attributes, behaviours and real-time signals.
Experience Hub.
Experience Hub is the new intelligent and intuitive user entry point to the Adobe Experience Manager ecosystem using AI-driven automation to streamline workflows. Experience Hub offers role-based quick actions that surface insights, guide decisions and enable seamless orchestration to accelerate content creation and management. Whether you’re a marketer, content author or developer, Experience Hub empowers everyone to work smarter.
Discover more Experience Manager Sites innovations from Adobe Summit.
Excited to hear more? Check out these sessions from Adobe Summit to discover the latest innovations from Adobe Experience Manager Sites and learn how other industry leaders are transforming their digital experiences.
Pauline Huynh is a senior product marketing manager for Adobe Experience Manager Sites, leading the go-to-market strategy for personalisation by connecting content and data. Prior to joining Adobe, she worked at Deloitte as a consultant, helping technology clients transform business operations. Huynh holds an MBA from the UCLA Anderson School of Management and a BS in Business Administration from Georgetown University. In her free time, she enjoys snowboarding, learning pottery and exploring new restaurants in San Francisco.
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