Adobe has been named a Leader in The Forrester Wave™: Digital Experience Platforms, Q4 2025. This recognition reinforces Adobe’s commitment to helping enterprises meet evolving customer expectations for excellent experiences.

The market shift.

We have entered a new era of customer experience — one defined by rising expectations and accelerated by generative AI and AI agents. These intelligent systems can interact, reason and take action. The time has never been more important to invest in technology that can deliver on customer needs. Today’s customers expect seamless, tailored, intent-based conversations with brands across every touchpoint, all while maintaining privacy and respecting preferences. That’s a tall order.

To take on this challenge, enterprises need a digital experience platform (DXP) that enables marketers, developers and practitioners to create, orchestrate and optimise digital journeys at scale, driving loyalty. A modern DXP offers more than just applications. It delivers a cohesive architectural vision where core apps are connected through shared services such as customer profiles, identity and low-code tools.

Forrester notes this fundamental shift: "What separates leaders from laggards now is how well heat-seeking AI agents orchestrate those capabilities to deliver business outcomes. This year's evaluation reflects a shift from composability to agentic intelligence — platforms that don't just offer features but continuously optimise how those features are woven together."

What Forrester found.

Forrester evaluated nine vendors across three dimensions: current offering, strategy and customer feedback. Adobe ranked highest in the current offering category and is a Customer Favourite in the evaluation.

Here's what they found about Adobe:

Capabilities:

"Adobe gains excellent scores for all but a handful of capabilities. Of particular note are its agentic AI features, such as Adobe Journey Agent, Adobe Audience Agent and Adobe Experience Platform Agent Orchestrator, which allow it to stand out in orchestration. Its experience frontend editor and framework are also differentiating. Its cohesive platform helps teams harmonise customer data, orchestrate journeys across channels and scale personalisation."

Strategy:

"Adobe's vision to unify creativity, marketing and AI through agentic orchestration aims to unlock marketing's full potential. It supports the entire workflow — from creative to planning, delivery and optimisation. Its superior partner ecosystem helps realise the platform's value."

Customer feedback:

"Customers praise Adobe's broad capabilities, strong innovation cadence and ability to scale personalisation through tools such as Adobe Target, Adobe Journey Optimizer and Adobe Real-Time Customer Data Platform. Adobe is a Customer Favourite in this evaluation."

Forrester's take:

"Adobe is an ideal fit for global consumer and B2B brands with distributed marketing teams and strong product and data practices."

What customers are saying.

Adobe was a Customer Favourite in this evaluation, which came from direct customer interviews conducted by Forrester. Customers told Forrester that Adobe's platform helps them to harmonise customer data, orchestrate journeys across channels and scale personalisation.

Customers also provided honest feedback. Some noted challenges with portfolio complexity and balancing competing priorities. But despite these comments, customers recommended Adobe strongly enough to be named a Customer Favourite, which we believe shows that the benefits and results greatly exceed any obstacles.

What Forrester says separates leaders from laggards.

Forrester identified what DXP customers should look for in a provider, calling out three primary areas:

• Agentic orchestration is the new differentiator.
  AI agents enable brands to do more at scale and with increased speed.
• Adoption is the bottleneck, not innovation.
  Success depends on mindset, vision and organisational change as much as technology.
• Platform vendors must now prove their own mastery.
  The best vendors become their own "customer zero," using their platforms in their own operations.

Why Adobe?

Adobe brings together three things that matter for orchestration at enterprise scale:

1. Deep expertise in customer experience and creativity. We bridge the gap between creative production and customer experience delivery, understanding both the marketing workflow and the technology required to deliver at scale.
2. Breadth and depth of technology. Customer data, content management, journey orchestration, personalisation and AI capabilities work together on Adobe Experience Platform. Journey Agent, Audience Agent and Agent Orchestrator deliver intelligent orchestration in production today.
3. Proven performance at scale. Adobe believes being named a Customer Favourite demonstrates that real customers see real results: higher revenue growth, better customer lifetime value, improved retention and increased operational efficiency.

We believe Forrester's research supports what we've been advocating: great experiences require co-ordination across teams, AI systems and data working in harmony. Customer behaviour has fundamentally changed. People expect seamless interactions and personalisation. The question is whether you have the right foundation.

In our opinion, Forrester's independent analysis shows that Adobe delivers proven capabilities you can use today, customer validation and a purpose-built platform for customer experience orchestration.

Access The Forrester Wave™: Digital Experience Platforms, Q4 2025

Forrester does not endorse any company, product, brand or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgement at the time and are subject to change. For more information, read about Forrester’s objectivity here.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/generic-dx