Agentic AI, experience orchestration, and more — the best of Summit 2025.
04-02-2025
AI is shifting the hearts and minds of customers and what they expect from brands. For marketers, creative teams, and experience makers, it’s redefining the tools they use every day — with AI agents and generative AI helping orchestrate, automate, and personalize campaigns and customer experiences at scale.
Agentic AI, customer experience orchestration, and personalization at scale were major themes at Adobe Summit 2025. We’re excited about the shift from customer experience management to customer experience orchestration. Marketers can use content, data, and journeys with AI to create experiences informed by customer data and deliver them as natural language conversations. These experiences can use your brand voice to engage with customers and convert them into loyal brand evangelists.
Agentic AI is a game changer for creating one-to-one customer experiences. Innovations like Adobe Brand Concierge and purpose-built agents can support marketing work streams like content production, audience segmentation, site optimization, data analytics, and experimentation — all as part of the Adobe Experience Platform.
To navigate the future of customer experience orchestration, marketers must have the customer data and insights required to build the right content and customer journeys to bring those customer journeys together across multiple touch points and channels. The sheer volume of content required to power these new, personalized customer journeys and customer experiences is stretching teams to their limits. And the demand is only going to increase. AI can be transformative for marketers, creative teams, and customers but the unlock isn’t just AI technology for technology’s sake, but human-centered AI for the customer and your teams.
At Adobe Summit 2025 we unveiled a host of new products and innovations in generative AI, agentic AI, content supply chain, unified customer experiences, and B2B go-to-market orchestration. Discover more on the announcements below.
Announcements: AI agents, Adobe Brand Concierge, content supply chain, and more.
https://video.tv.adobe.com/v/3456551
Adobe is leading the market with AI-powered Customer Experience Orchestration. With customer experience orchestration, businesses can effectively personalize at scale with support from the explosive new developments around generative AI and AI agents. But it’s not just about responding to the change in the market, it’s about building durable relationship with customers, combining creativity, marketing, and AI to orchestrate the experiences customers have come to expect.
https://video.tv.adobe.com/v/3456548
On Tuesday at Adobe Summit, Anil Chakravarthy, President, Digital Experience Business and Worldwide Field Operations, shared how we’re defining this new category. James Quincey, CEO of The Coca-Cola Company, sat down with Shantanu Narayen for an unforgettable conversation on the marketing revolution powered by creativity, unleashed by AI. Lastly, we shared new product innovations including the Adobe Experience Platform Agent Orchestrator, including the ten new agents. David Wadhwani, President, Digital Media at Adobe, joined the stage to talk about the content supply chain through our Adobe solution with the help of Adobe GenStudio for Performance Marketing and Adobe Firefly. Learn more by watching the Adobe Summit Opening Keynote presentation here.
https://video.tv.adobe.com/v/3456549
Delivering relevant messaging, content, product recommendations, and offers based on individual preferences, behaviors, and past interactions requires putting customers at the center of everything you do. At Adobe, we believe the most successful brands achieve this across channels and for every customer, account, or prospect.
On Wednesday at Adobe Summit, Anjul Bhambri, SVP, Experience Cloud Engineering at Adobe, shared how AI Agents, built into Adobe Experience Platform are helping marketers turbo-charge their productivity and impact by proactively identifying and executing tasks that time intensive or repetitive so that marketers are freed up to plan and execute or more high value activities. Agents go beyond answering user questions: once you tell them your goals and constraints, they can get to work in the background, proactively making suggestions. But the experience maker is always in control. Human-centered AI.
Anjul also introduced the first brand-centric agentic experience, Adobe Brand Concierge. Unlike generic out-of-box agents, Adobe Brand Concierge delivers immersive, customer data driven experiences that embody a company’s brand Powered by Adobe Experience Platform and third-party data, Concierge uses agentic and generative AI to deliver authentic customer moments and meaningful interactions in a brand-safe conversational interface.
We also heard from Hillary Cook, VP, Global Marketing Operations at Marriott International on how the company is bringing their marketing operations teams together to define processes clearly and make the most of their Adobe tools. Amit Ahuja, SVP, Adobe Experience Cloud Products at Adobe also shared how we are defining the next era of B2B. B2B expectations are on the rise and Amit laid out our new strategy around B2B Go-to-Market Orchestration. Colin Fleming, Chief Marketing Officer at ServiceNow spoke about the power of brand-led strategy. I also got to interview Colin later, as part of our Executive Forum. He is a unique voice in our industry and has made some bold decisions that will redefine B2B marketing in the digital age. Watch the keynote presentation that discusses taking personalization at scale to the next level here.
Strategy sessions that will set you on the path to success.
https://video.tv.adobe.com/v/3456550
Watch on-demand the Adobe Summit product updates and key strategy sessions on agentic AI, content supply chain, marketing agility, and more designed for CMOs, marketing leaders and marketing practitioners.
Strategy Keynote: Driving Marketing Agility and Scale: Transforming Your Content Supply Chain with AI
Marketers are under pressure to deliver impactful campaigns quickly and at scale. This strategy keynote discusses transforming content supply chains to optimize efficiency, break down silos, and enable agile marketing. Learn how AI-driven tools help teams accelerate content creation, streamline workflows, boost campaign effectiveness, and meet growing content demands. Watch the session. Check it out here.
Strategy Keynote: Elevate and Empower Teams with Agentic AI for Exceptional Experiences
Elevate your CX teams with AI that enhances creativity, personalization, and productivity. Discover Adobe’s revolution in customer experiences through generative AI and agentic innovation. This keynote features real-world success stories like Coca-Cola’s approach, and highlights Adobe’s commitment to responsible AI. Check it out here.
Summit sessions for CMOs and marketing leaders.
Take a listen to the inspirational Adobe Summit sessions that help marketing leaders move the needle at their organizations. Dive into topics on CX trends and insights, strategic guidance for CMOs, and discover how to unlock return on investment (ROI) in content creation and production.
Top Customer Experience Trends
Marketers and CX professionals are redefining customer experience in the AI era. Executive leaders are transforming their organizations to meet AI-driven personalization demands, responsibly fueled by unified data. Discover the top customer experience trends for 2025 and the opportunities they bring for the year ahead. View it here.
How CMOs Thrive in an Age of Rapid Change
CMOs today face outdated marketing models, overwhelming choices, and organizational fatigue. Yet, many are thriving and creating value in new ways. Jim Stengel, host of The CMO Podcast, and Emily Silver, SVP at DICK’S Sporting Goods, share lessons on winning in this era of rapid change. View it here.
Unlock ROI: Highest Value Use Cases for Content Creation and Production
Discover how leading organizations use generative AI to unlock ROI in content creation and production. Gain strategies to optimize workflows, reduce costs, accelerate timelines, and enhance content quality and personalization, while maintaining brand integrity. View it here.
Final thoughts and learn more.
Adobe Summit 2025 was an incredible week. My conversations with customers and partners proved that our move to Customer Experience Orchestration is resonating and that our strategy of integrating Agentic AI into our AEP platform means customers can use their data to orchestrate and deliver the most impactful customer experiences to drive business outcomes. The biggest brands and businesses on the planet are relying on Adobe to deliver across marketing and creativity in the age of AI. I know we are up to the challenge.
If you want to learn more about the latest solutions that Adobe has to offer marketing leaders, check out the links below:
Rachel Thornton is the chief marketing officer for Adobe’s enterprise business. She is committed to helping businesses create amazing customer experiences at the intersection of marketing, creativity, and AI. Rachel develops marketing, messaging, positioning strategies, and activations that expand awareness of Adobe as the world’s best marketing and AI platform for delivering brand-changing customer experiences. Her team amplifies Adobe’s unique enterprise story in ways that energize, celebrate, and empower CMOs and experience makers worldwide.
Rachel has more than 25 years of experience in B2B technology marketing, having held leadership roles at Amazon/AWS, Salesforce, Cisco Systems, and Microsoft. She has deep experience building and scaling enterprise marketing, customer acquisition, and self-service revenue contributions. Rachel has also driven go-to-market strategy with field marketing, advertising, sports marketing, and events teams, including several years running marquee customer events like re:Invent and Dreamforce.
