AI tools are making it easier to generate websites, landing pages, and digital prototypes from a prompt. That shift is real, and it is already changing expectations around how quickly customer experiences can be created.
With AI as the assistant accelerating creation, enterprises are facing a new set of challenges as they manage both the human and agentic traffic that engage with their experiences. The challenges have shifted to managing the governance, quality, consistency, and coordination required to deliver impactful customer experiences at scale. As AI lowers the cost of creation, the continuity of a true brand experience gets harder to achieve. That is why brand experience management is becoming the critical standard.
The front door for experience work is changing.
Today, teams that build experiences work across a variety of systems and applications. A content update might start in a project system. It might start with a signal, like an optimization opportunity or a gap in an LLM’s visibility of your brand. A proposed change might emerge from an agent or an external AI surface. Experience work is becoming inherently multi-surface, and increasingly, the trigger isn't a human decision at all. It's an insight the system surfaces for you.
That is why “meet users where they are” matters more now than ever. It is no longer just about convenience. It's about empowering users to do their best work from their favorite applications.
As the ways people want to work have changed, Adobe Experience Manager Sites has followed, expanding where experience work can begin. From visual authoring, to document-based authoring in Microsoft Word or Google Docs, to AI-assisted creation, and now toward governed work that can originate entirely from third-party surfaces like Jira and Anthropic Claude, Adobe Experience Manager Sites has empowered teams to build experiences from any starting point. We enable this extensibility and expansion with Adobe Experience Manager MCP and agents within the application that bring enterprise management directly to the surface that users, marketers, developers, and practitioners work in.
But democratizing creation creates its own responsibility. The more surfaces where work can happen, the more critical it becomes that enterprise controls travel with it, including security and brand governance, optimization signals, and data residency. Expanding the front door doesn't mean opening the back door too.
That's the duality Adobe has been building toward: make it easier for anyone to contribute to experience work, while deepening the enterprise infrastructure that ensures every contribution stays accurate, compliant, and on-brand.
The important point is not simply that there are more interfaces. It’s that every one of those interfaces needs to be grounded in enterprise context.
The context that makes experiences work.
What separates enterprise customer experience orchestration from a generated artifact is not capability. It is context.
Context is what tells a system which assets are rights-approved, which content is brand-compliant, and which version is canonical. Context clarifies which audience is being served, and which brand guideline applies to a particular market, channel, and campaign. Context is what allows an experience to be not just generated, but governed, trusted, and fit for use at enterprise scale.
That context is built, housed, and maintained in enterprise systems. And it needs to travel with every piece of content, every experience, and every update, regardless of where the work is being done or who initiates it.
That is what “better together” means in practice: work where you want, with all the enterprise context you need. Claude in the workflow. Jira in the workflow. Adobe Experience Manager’s enterprise context layer informs every touchpoint automatically, and optimizes your content for visibility.
What comes next matters as much as what you build.
The ability to generate a website has been broadly available.
But the ability to manage and optimize a brand’s presence across an increasingly complex, AI-mediated landscape — accurately, consistently, at scale, and in real time — is not. That is the harder problem. It is also the most durable one.
That is the problem Adobe is focused on and it's one that only gets more important as the tools for creation become more accessible.
In the meantime, the more important question is no longer can AI build your site?
Rather, it’s who manages your brand after it does?
Come join us at Summit to see how Adobe is approaching this next chapter.
Loni Stark is Adobe’s Vice President of Strategy and Product, responsible for the global strategy, product management, and product marketing of Adobe Experience Manager, Adobe Commerce, LLM Optimizer, and Brand Concierge. She’s shaping Adobe’s next generation of AI-driven, agent-powered experience management, helping enterprises modernize their digital foundations, accelerate creation through intelligence, and deliver governed, high-performing experiences across every human and AI touchpoint.
