IBM Drives Technical Content at Scale with Adobe Experience Manager Guides

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From Agents to Outcomes: Reimagine Enterprise DAM

00:17:16

From Agents to Outcomes: Reimagine Enterprise DAM

Learn how Adobe Experience Manager Assets drives content velocity, governance, and brand consistency as agentic capabilities reshape enterprise DAM.

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IBM Drives Technical Content at Scale with Adobe Experience Manager Guides

00:16:18

IBM Drives Technical Content at Scale with Adobe Experience Manager Guides

See how IBM uses AEM Guides as a unified, intelligent foundation that accelerates technical content publishing, and sets the stage for AI-driven experiences.

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Elevated Brand Experience: Orchestrating Discoverability for the Agentic Web

00:47:05

Elevated Brand Experience: Orchestrating Discoverability for the Agentic Web

AI is increasingly shaping how brands are experienced, trusted, and chosen. As customers interact with AI assistants in their everyday lives, expectations for discovery, engageme…

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Making Agent-to-Agent Marketing Work for Humans

00:55:37

Making Agent-to-Agent Marketing Work for Humans

Discover how AI agents are reshaping marketing, from search to loyalty, and to prepare brands for agent-to-agent engagement while keeping humans at the center.

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The New Rules of Brand Visibility: What It Takes to Win

00:28:00

The New Rules of Brand Visibility: What It Takes to Win

How AI has changed brand visibility and discover how SEO and AI-driven systems work together to determine what content gets surfaced, cited, and recommended.

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

00:38:25

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

Discover how accessibility and governance improve SEO, AI search visibility, compliance, and conversions without increasing headcount.

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Navigating the Fast-Changing World of Traditional and Agentic Search

00:39:02

Navigating the Fast-Changing World of Traditional and Agentic Search

In the AI search era, customers who come from agentic search convert 4.4x more than from other channels. In this panel discussion, learn how customers invested their resources an…

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Skill Exchange: Content Supply Chain with AI Automation

00:36:42

Skill Exchange: Content Supply Chain with AI Automation

Learn how AI automation improves tagging, metadata, and content creation in AEM Assets.

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Agentic Web: Design, Automate, Convert with Webflow and Marketo

00:12:15

Agentic Web: Design, Automate, Convert with Webflow and Marketo

See how modern marketing teams design forms, automate lead capture, and drive pipeline faster using a connected web and marketing automation platform.

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AI Form Innovations for Lead Generation, Automation, and Enrollment

00:11:00

AI Form Innovations for Lead Generation, Automation, and Enrollment

Learn how AEM Forms 2026 innovations enable agentic form creation and completion that drive efficiency and conversions.

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Adobe Experience Manager Sites Innovations in the AI Era

00:17:38

Adobe Experience Manager Sites Innovations in the AI Era

Discover the latest agentic innovations in AEM to help ensure every web experience is visible, consistent, and credible across both human and machine audiences.

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Best Buy's Blueprint for Building an Activation-First AI DAM

00:35:44

Best Buy's Blueprint for Building an Activation-First AI DAM

How AI and agentic DAM accelerates every stage of the content lifecycle: from creative design and production to enrichment, personalization, and delivery

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AEM Forms: AI Innovations for Lead Generation, Automation, and Enrollment

00:50:02

AEM Forms: AI Innovations for Lead Generation, Automation, and Enrollment

AEM Forms helps marketers create dynamic experiences that generate leads, automate business processes, and drive enrollment now with AI-powered automation

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Clicks to Visibility: How General Motors Builds Brand Presence in AI Search

00:37:47

Clicks to Visibility: How General Motors Builds Brand Presence in AI Search

With Adobe LLM Optimizer, see how Adobe helps brands optimize for human and agentic audiences and shape the brand narrative in LLM responses.

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Not a Panel: A B2B Working Session for Content Demand Reality

00:59:18

Not a Panel: A B2B Working Session for Content Demand Reality

Learn why B2B personalization stalls and how to modernize content operations, governance, and activation across channels, for relevance at scale.

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Content to Impact: T. Rowe Price Personalizes Experiences Across Channels

00:40:15

Content to Impact: T. Rowe Price Personalizes Experiences Across Channels

Drive engagement and loyalty — leveraging Adobe Experience Manager Sites and Adobe Journey Optimizer to deliver connected, personalized experiences at scale

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

00:50:00

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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Stagwell’s Approach to Scaling Without Sacrificing Autonomy

00:38:37

Stagwell’s Approach to Scaling Without Sacrificing Autonomy

Learn how a major retailer and Adobe built a scalable, tokenized personalization framework to streamlines operations, boosts relevance, and drive revenue.

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Adobe Experience Manager Rockstar -- 10th Anniversary

00:56:39

Adobe Experience Manager Rockstar -- 10th Anniversary

Root for the finalists as they take the stage to share innovative tips, tricks, and strategies for content management and delivery using AEM in the age of AI.

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Customer-Centric Learning Academies: Trust, Community, and the Role of AI

00:25:59

Customer-Centric Learning Academies: Trust, Community, and the Role of AI

How AI can enhance the Adobe Learning Manager academy model, offering personalization, smart discovery, and efficiency

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Winning in the Agentic Web: Optimizing for LLMs and Human Experiences

00:22:03

Winning in the Agentic Web: Optimizing for LLMs and Human Experiences

How Adobe LLM Optimizer and Experience Manager Sites Optimizer helps improve engagement and conversion on owned digital properties.

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Skill Exchange: Authoring Pages at the Speed of the Edge

00:22:53

Skill Exchange: Authoring Pages at the Speed of the Edge

Build fast, SEO-friendly web experiences with AEM. Learn how Content Fragments, templates, and media tools speed up publishing and reduce duplication.

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Agentic DAM Innovations: Automate, Govern, Optimize Content

00:54:52

Agentic DAM Innovations: Automate, Govern, Optimize Content

See how an Agentic DAM—powered by Adobe’s AI Agents—automates discovery, enrichment, governance, personalization, and continuous optimization at scale

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AEM Sites Optimizer: Evolving from Manual Workflows to the Agentic Web

00:48:45

AEM Sites Optimizer: Evolving from Manual Workflows to the Agentic Web

Discover how intelligent automation frees marketers to focus on strategy while Adobe Experience Manager Sites Optimizer handles continuous optimization at scale

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A Path to AI-Native Modernization: Future of Experience in the Agentic Era

00:56:10

A Path to AI-Native Modernization: Future of Experience in the Agentic Era

A modernized AEM environment enables teams to build faster, and ensure every page, image, and component is ready for AI discovery and brand-safe reuse

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How the NFL Shares Content Without Giving Away the Playbook

00:46:57

How the NFL Shares Content Without Giving Away the Playbook

Learn how an enterprise centralized their DAM to enable secure content sharing, automated metadata, and AI-ready workflows at scale.

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Adobe Experience Manager Sites: Transformative Innovations for the Agentic Web

00:57:44

Adobe Experience Manager Sites: Transformative Innovations for the Agentic Web

Discover the latest agentic innovations in AEM to help ensure every web experience is visible, consistent, and credible across both human and machine audiences

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

00:56:19

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

Explore how agentic AI and creative engineering are redefining end-to-end CX across marketing, commerce, service, content, and discoverability (SEO, AEO, GEO)

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Moving from Navigational Pages to an On-Demand Experience

00:33:32

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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How Adobe.com Wins in an Agentic World

00:37:36

How Adobe.com Wins in an Agentic World

Learn how to make B2B web content easy for AI to understand, trust, and cite so you show up earlier in buying journeys with Adobe Experience Manager

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AbbVie Transforms Enrollment Experience with Adobe Experience Manager Forms

00:48:33

AbbVie Transforms Enrollment Experience with Adobe Experience Manager Forms

Learn how AbbVie simplified form authoring and created intuitive, guided experiences by leveraging Adobe Experience Manager as a Cloud Service

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Realizing a World‑Class Digital Storefront Experience: A Deloitte.com Modernization Story

00:22:01

Realizing a World‑Class Digital Storefront Experience: A Deloitte.com Modernization Story

Learn how Deloitte Digital transformed Deloitte.com at speed: 71 sites, 33 languages, 150K-page migration, 65% less content—powered by Adobe Workfront + AEM.

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AEM Developer Innovations: Agents, Edge, and More

00:44:06

AEM Developer Innovations: Agents, Edge, and More

Learn about the latest innovations for developers for Adobe Experience Manager as a Cloud Service.

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DICK's Sporting Goods Reinvents Customer Experience with Brand Concierge

00:52:08

DICK's Sporting Goods Reinvents Customer Experience with Brand Concierge

Adobe Brand Concierge lets marketers guide discovery through AI-powered conversations grounded in brand assets and first-party data across digital properties

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

00:38:49

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

The world’s best athletes are building a brand that no longer starts and ends on the field. Instead, they’re tapping into creativity, using storytelling, culture, and self-expres…

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

00:36:11

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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IBM Drives Technical Content at Scale with Adobe Experience Manager Guides - OS340

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Speakers

  • Kerry Landis

    Kerry Landis

    Chief Architect for IBM's Content Ecosystem, IBM

  • Chad Dybdahl

    Chad Dybdahl

    Principal Technical Architect with Adobe Customer Solutions for AEM Guides and DITA, Adobe

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About the Session

With 40 years of technical content, thousands of products, 20 million plus pages of content, and more than 1,000 content creators, IBM has built one of the world’s most extensive information ecosystems. To take this global operation to the next level, IBM launched a bold initiative to create a unified, intelligent content foundation — powered by Adobe Experience Manager Guides.

In this session, Kerry Landis, Executive Architect for the Adobe Platform at IBM, and Chad Dybdahl, Senior Technical Architect, Adobe Experience Manager Guides at Adobe, share how IBM is modernizing content operations at unprecedented scale. Discover how a shared vision, enterprise-wide collaboration, and smart technology come together to enhance author productivity, accelerate publishing, and unlock new possibilities for AI-driven content experiences. Learn how IBM’s forward-looking approach enables faster time to market, stronger governance, and a customer-centric content experience strategy.

Key takeaways:

  • How IBM scales global content operations with AEM Guides across thousands of products
  • The measurable impact of AEM Guides on content velocity, quality, and governance
  • How IBM’s forward-looking strategy lays the groundwork for intelligent content operations

Technical Level: General Audience

Track: Brand Visibility and Content Management in the Agentic Web

Content Category: Case/Use Study

Audience : Content Manager, IT , Martech Professional

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