Forrester just named Adobe a leader in experience optimization — with the top scores in both Strategy and Current Offering. It’s a great honor to receive the highest scores among eight vendors evaluated in The Forrester Wave™: Experience Optimization Solutions, Q3 2026.
What Forrester evaluated in the experience optimization Wave.
Forrester evaluated Adobe Journey Optimizer and Adobe Target within Adobe CX Enterprise, spanning experimentation and cross-channel CX orchestration with embedded experience optimization (EO). This is especially meaningful for us at Adobe, because The Forrester Wave™ is a rigorous and comprehensive review of the experience optimization space.
Forrester defines Experience Optimization Solutions as offerings that “enable organizations to design, deliver, measure, and continuously improve digital customer experiences. In our evaluation of EO solutions providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.”
Where Adobe scored the highest in Current Offering.
Under the Current Offering category, Journey Optimizer and Target earned top scores of 5.0 in:
- Data collection
- Data ingestion, export, zero-copy
- Identity resolution and privacy
- Customer profile
- Analytics
- Web personalization
- 1:1 personalization
- Customer engagement
- Devices and channels
- Agentic AI
- Performance analysis
- Organization type
What Forrester said about Adobe’s strategy and AI roadmap.
Under the Strategy category, Journey Optimizer and Target earned top scores of 5.0 in:
- Vision
- Innovation
- Roadmap
- Partner ecosystem
- Supporting services and offerings
Forrester states: “[Adobe is] heavily committed to innovation, leveraging its extensive internal research team to explore next-gen AI, and has developed Journey Optimizer entirely in-house. Adobe’s superior roadmap includes features — such as purpose-built AI agents — that support customers along the entire EO lifecycle. Its partner ecosystem and supporting services are also above par.”
Forrester also notes: “[Adobe’s] modern architecture, broad capability set, and emerging agentic AI framework position Adobe well to support complex enterprise requirements and embed optimization activities into organization wide workflows.”
Increasingly, that means embedding AI directly into the practitioner’s workflow — surfacing next-best actions and letting teams act on them faster, with people still in control.
Read the full Forrester Wave: Experience Optimization Solutions, Q3 2026 Report.
Note: 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 judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance. For more information, read about Forrester’s objectivity here.
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