Forms drive the most critical journeys, from capturing initial interest and enrolment to approval, activation and ongoing service interactions. Yet in today’s world, where experiences adapt to context, intent and individual needs, forms often create the greatest point of friction in an otherwise dynamic experience. Brands can no longer afford this gap. When the form experience falls short, momentum stalls and even high-intent users can disengage. Until now, production has been slow and complex, forms have been difficult to surface at the right moment and completion experiences have remained static and rigid.
At Adobe Summit, we’re introducing the latest innovations in Adobe Experience Manager Forms, designed to close this gap. These innovations empower brands to accelerate creation, make forms discoverable and relatable and reinvent how users engage with them in the agentic era.
Speed up forms production.
Forms come in many shapes and formats, from legacy PDFs and web forms to conversational experiences. Yet modernising or creating them typically requires manual development and siloed tools. Adobe Experience Manager Forms changes this with the introduction of the Brand Experience Agent and its forms creation job, bringing agentic innovation to its core.
Teams can import existing forms with web pages or generate new ones from a brief or image using a simple prompt. The agent recommends approved templates, reusable fragments and automatically matches page styling to ensure brand alignment. This allows marketing teams and content authors to create or update forms in minutes and manage business logic with far less reliance on IT.
The agent can also generate follow-up communications through the communication creation job, such as personalised application summaries. These communications can be generated through prompts and delivered across solutions, including Adobe Journey Optimizer, ensuring continuity across the entire form journey.
For technical set-up, the Development Agent simplifies connecting data sources and orchestrating workflows through guided configuration. When deeper customisation is needed, developers can use the same agent to build customised components and extend functionality.
The result is faster time to market, with forms, fragments, integrations and communications coming together efficiently, aligned to brand and compliance standards and connected to the broader digital experience.
Make forms discoverable and relatable.
In the agentic era, forms must adapt to user intent and be optimised for how both humans and agents discover, surface and complete them.
With Adobe Experience Manager Forms, teams can deliver audience and event-based personalisation through integrations with Experience Platform and Journey Optimizer. Form responses update and enrich user profiles in real time, while forms dynamically adapt based on audience segments or behavioural triggers. The result is a personalised experience that feels relevant to everyone.
Agentic optimisation capabilities further ensure that forms are discoverable and effective across channels. A contact us form or credit card application can be optimised for traditional search and human experience, as well as for agentic discovery. For human interactions, teams can identify and address conversion opportunities related to navigation, placement and accessibility using Experience Manager Sites Optimizer. For agents, forms can be structured and refined to surface within intent-driven interactions.
The result is not just a form that exists online, but one that is visible, relevant and continuously optimised for both traditional and agentic discovery.
Reinvent how users engage with forms.
Even when forms are created faster and surfaced effectively, the form-filling experience must also evolve. In the agentic era, forms must accommodate both individuals and agents acting on their behalf, adapting in real time to context and input.
Adobe Experience Manager Forms introduces agentic form-filling capabilities that rethink how data is captured. Users can complete forms through multimodal interactions, whether typing responses or engaging through conversational interfaces. These interfaces can be embedded onsite, such as in Brand Concierge or offsite through first- or third-party assistants. Our form-filling agent interprets inputs and captures the required information behind the scenes, ensuring the experience adapts to user intent.
The result is more forms completed by meeting users wherever they engage, while capturing the right information. We’re excited to reinvent the future of forms together at Adobe Summit.
Join us at Adobe Summit.
Explore how we’re rethinking forms with agentic AI in these Adobe Summit sessions on Adobe Experience Manager Forms:
- AI Innovations for Lead Generation, Automation and Enrolment: Learn directly from Adobe product experts how the 2026 innovations enable agentic form creation, discovery and completion.
- AbbVie Transforms Enrolment Experiences: Explore how AbbVie modernised its enrolment experiences and is incorporating agentic capabilities into its workflows to improve efficiency and engagement.
- AI Form Innovations (online): Explore how Adobe Experience Manager Forms is redefining how forms are created, discovered and completed in the agentic era.
