STUDY

Learn from the 31% of brands pulling ahead in the agentic AI era.

Discover what separates today's experience-driven businesses from the rest — and what it takes to become one.

As more buyers use AI to evaluate and research brands, experience-driven businesses are the ones adapting fastest. Not because they have the most technology, but because they've orchestrated their data, content, journeys and AI into one connected, governed system.

Read The Business Impact of Investing in Experience to see what separates the 31% of businesses that are experience-driven — and what it takes to close the gap.

Uncover more key findings and insights inside the report, like:

  • Experience-driven businesses achieved 1.2x greater revenue growth and 1.4x higher customer lifetime value than their peers.
  • Experience-driven businesses are 1.3 times more likely to say their AI initiatives exceeded expectations.
  • The barriers preventing organisations from becoming experience-driven.

Please share some contact information to download the study.


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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. 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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The Business Impact of Investing in Experience

https://business.adobe.com/assets/resources/forrester-study-business-impact-investing-experience/forrester-adobe-roi-cx2026-tlp-us.pdf

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See all resources
cardTitle
Forrester Study: The Business Impact Of Investing In Experience
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CardDescription
According to a global Forrester study, commissioned by Adobe, brands who are experience-driven outperform their peers in business metrics spanning the entire customer journey.
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2026-09-24
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