Building an Agentic System of Value: Trends Shaping the AI Enterprise 


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Inside a Frontier Marketing Organization: AI Transformation in Action

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Inside a Frontier Marketing Organization: AI Transformation in Action

Microsoft marketing leaders reveal how top brands become AI-driven frontier marketing organizations by scaling AI across content & customer journeys.

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Powering the Play: How Dick’s Sporting Goods Wins with Athlete-Centric Innovation

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Powering the Play: How Dick’s Sporting Goods Wins with Athlete-Centric Innovation

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Making AI Stick: Scaling AI Adoption That Drives Lasting Impact

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Making AI Stick: Scaling AI Adoption That Drives Lasting Impact

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Future-Proofing Customer Engagement Through Messaging

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Future-Proofing Customer Engagement Through Messaging

The way companies leverage mobile messaging has evolved from basic alerts into being a critical pillar of modern customer engagement. Driven by expectations for immediacy, person…

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Why Your Adobe AI Needs Digital Sight to Predict User Intent

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Why Your Adobe AI Needs Digital Sight to Predict User Intent

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AI‑Powered Marketing with Adobe Experience Cloud for Regulated Industries

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AI‑Powered Marketing with Adobe Experience Cloud for Regulated Industries

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Agentic Experiences at Scale: Building the Future of Customer Engagement

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Agentic Experiences at Scale: Building the Future of Customer Engagement

Adobe-AWS AI integration automates marketing tasks, accelerates insights, and personalizes customer experiences through intelligent agent orchestration.

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Adobe on Adobe: Building an AI-Ready Foundation for Agentic Marketing

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Adobe on Adobe: Building an AI-Ready Foundation for Agentic Marketing

Adobe’s enterprise marketing team builds an AI-ready foundation with data, content, and intelligence to deliver agentic workflows and personalized experiences

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The Path to Agentic AI ROI: Proven Strategies for Org Readiness & Adoption

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The Path to Agentic AI ROI: Proven Strategies for Org Readiness & Adoption

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Adobe on Adobe: The Future of B2B Marketing

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Adobe on Adobe: The Future of B2B Marketing

Adobe Summit session on how Adobe is using its own tech to transform B2B marketing.

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Navigating the New, AI-First Operating Model for Marketing

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Navigating the New, AI-First Operating Model for Marketing

Using AI in Marketing Operations

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Maximize AI ROI with Unified Governance

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Maximize AI ROI with Unified Governance

Discover how unified data governance activates AI ROI, reduces preference lag, and increases audience reach for measurable ROI in Adobe Experience Platform.

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Moving from Navigational Pages to an On-Demand Experience

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Moving from Navigational Pages to an On-Demand Experience

Learn how retrieval enables AI agents, content discovery, and personalized customer experiences wherever customers engage – beyond traditional websites.

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From Pilots to Platforms: Scaling Secure, Trusted AI for Enterprise ROI

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From Pilots to Platforms: Scaling Secure, Trusted AI for Enterprise ROI

Explore practical frameworks for embedding security and governance into enterprise AI workflows, and discover how Centers of Excellence evolve into Centers of Intelligence that a…

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Reinventing the Member Journey: Turning Data into Smarter Experiences

Learn how data and AI enable connected, personalized member journeys. Leaders from Kaiser Permanente and Deloitte Digital share insight-led strategies at scale.

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Accelerating Enterprise Agility and Content Velocity in Life Sciences

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Accelerating Enterprise Agility and Content Velocity in Life Sciences

Learn how to transform and accelerate the content supply chain through strategic AI adoption and innovation on a cloud-native experience management platform.

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Design: What Actually Makes AI Scale Across the Enterprise

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Design: What Actually Makes AI Scale Across the Enterprise

Atlassian CDO Charlie Sutton shares how design—not just technology—enables scalable, intuitive AI adoption. Learn to reduce workflow friction, improve human‑AI collaboration, and…

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Ensuring Trust Across Financial Experiences in the AI World

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Ensuring Trust Across Financial Experiences in the AI World

Learn how financial institutions build digital trust in the AI era with real-world strategies to detect UX issues, reduce risk, and boost customer confidence.

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Why CDW Chose Adobe Marketo Engage as the Foundation of Its AI Vision

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Why CDW Chose Adobe Marketo Engage as the Foundation of Its AI Vision

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Using Customer Journey Analytics for Decisions, Not Just Reporting

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Where Creativity Meets AI: How Adobe Is Reinventing Marketing

See how Adobe bridges creative heritage with AI-powered marketing. Learn customer-centric strategies to align your organization and drive real business results.

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Elevated Brand Experience: Orchestrating Discoverability for the Agentic Web

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Building an Agentic System of Value: Trends Shaping the AI Enterprise 


0:39:14

Building an Agentic System of Value: Trends Shaping the AI Enterprise 


How agentic AI is reshaping workflows, CX, and the content supply chain. Multi-agent systems, human-AI teaming, and governance

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What Happens After Migrating to Adobe Experience Manager as a Cloud Service

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The Future of Fan Engagement: NFL, PGA Tour, 49ers and Fox on Trusted AI

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The Agentic Shift — Reimagining Marketing Operations with Amazon Ads

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Converting Fan Loyalty: Beyond the Bandwagon – Loyalty that Outlasts the Big Moment

Fan loyalty used to be built over generations – today it’s earned in real time with new and younger audiences, setting the standard with more choices, more access, and fewer ties…

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Designing Total Experience for an Outcome-Driven World Shaped by Agentic AI

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Designing Total Experience for an Outcome-Driven World Shaped by Agentic AI

Discover how agentic AI powers predictive, real-time personalization and intelligent experiences that drive measurable growth across journeys.

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Making Agentic AI Real: Creative Engineering for Next-Gen CX

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Athletes as a Brand: Bigger Than The Jersey – How Athletes are Getting Creative to Build Their Personal Brand

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Be Seen by Everyone: Why Accessibility Powers SEO, AEO, and Growth

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Be Seen by Everyone: Why Accessibility Powers SEO, AEO, and Growth

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How Agentic AI Answers Mission-Critical CX Questions While You Sleep

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Moving Enterprises From AI Experimentation to Customer Experience Impact

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AI to Activation: How Microsoft Is Reimagining Marketing at Scale

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AI to Activation: How Microsoft Is Reimagining Marketing at Scale

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Bringing It All Together to Modernize Financial Services at Scale

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3 Ways to Grow Revenue with Agentic AI Orchestration

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5 Lessons for Scaling an Agentic AI–powered Marketing Operating Model

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5 Lessons for Scaling an Agentic AI–powered Marketing Operating Model

Learn how to transform marketing operation models to drive value from agentic AI. Leverage IBM’s proven roadmap to boost growth and safe, scalable adoption.

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Transforming your Content Supply Chain for the AI World

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Building an Agentic System of Value: Trends Shaping the AI Enterprise 
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Speakers

  • Chris Duffey

    Chris Duffey

    AI Innovation and GTM, Adobe

  • Zoe Church

    Zoe Church

    Global Reinvention & Growth Strategy Lead, Accenture

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About the Session

Agentic AI marks a structural shift in how enterprises create value, moving from point solution AI capabilities to systems that can reason, decide, and act at scale. The leadership challenge is no longer experimentation, but how to operationalize agentic systems that accelerate decision-making while preserving trust, accountability, and control.

 

In this session, Chris Duffey from Adobe and Zoe Church from Accenture explore how leading organizations are deploying agentic systems across customer experience and the content supply chain.

 

Key takeaways

  • How agentic systems are shifting enterprises from AI enablement to decision advantage
  • The core patterns behind scalable agentic architectures, including multi-agent coordination, orchestration, and persistent memory
  • What it takes to institutionalize agentic AI: operating models, governance, and platforms built for trust at scale

You’ll leave with a clear blueprint for becoming an agentic-ready enterprise — one designed to adapt continuously, manage systemic risk, and translate intelligence into measurable business value.

Technical Level: General Audience

Track: AI, Innovation, and Leadership Trends, Content Supply Chain for the AI World, Orchestrating Experiences with AI Agents

Content Category: Thought Leadership

Audience : Advertising Marketer, Business Analyst, Developer, Digital Marketer, Executive, Content Marketer, Marketer, Operations Marketer , IT , Martech Professional, AI Strategy/Technology , Product Marketer, Industry Analyst, Brand Marketer

This content is copyrighted by Adobe Inc. Any recording and posting of this content is strictly prohibited.


By accessing resources linked on this page ("Session Resources"), you agree that 1. Resources are Sample Files per our Terms of Use and 2. you will use Session Resources solely as directed by the applicable speaker.

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