Forrester just named Adobe a leader in experience optimisation — with the top scores in both Strategy and Current Offering. It’s a great honour to receive the highest scores among eight vendors evaluated in The Forrester Wave™: Experience Optimisation Solutions, Q3 2026.
What Forrester evaluated in the experience optimisation Wave.
Forrester evaluated Adobe Journey Optimizer and Adobe Target within Adobe CX Enterprise, spanning experimentation and cross-channel CX orchestration with embedded experience optimisation (EO). This is especially meaningful for us at Adobe, because The Forrester Wave™ is a rigorous and comprehensive review of the experience optimisation space.
Forrester defines Experience Optimisation Solutions as offerings that “enable organisations to design, deliver, measure and continuously improve digital customer experiences. In our evaluation of EO solutions providers, we identified the most significant ones and researched, analysed and scored them. This report shows how each provider measures up and helps you to select the right one for your needs.”
Where Adobe scored the highest in Current Offering.
Under the Current Offering category, Journey Optimizer and Target earned top scores of 5.0 in:
- Data collection
- Data ingestion, export, zero-copy
- Identity resolution and privacy
- Customer profile
- Analytics
- Web personalisation
- 1:1 personalisation
- Customer engagement
- Devices and channels
- Agentic AI
- Performance analysis
- Organisation type
What Forrester said about Adobe’s strategy and AI roadmap.
Under the Strategy category, Journey Optimizer and Target earned top scores of 5.0 in:
- Vision
- Innovation
- Roadmap
- Partner ecosystem
- Supporting services and offerings
Forrester states: “[Adobe is] heavily committed to innovation, leveraging its extensive internal research team to explore next-gen AI and has developed Journey Optimizer entirely in-house. Adobe’s superior roadmap includes features — such as purpose-built AI agents — that support customers along the entire EO lifecycle. Its partner ecosystem and supporting services are also above par.”
Forrester also notes: “[Adobe’s] modern architecture, broad capability set and emerging agentic AI framework position Adobe well to support complex enterprise requirements and embed optimisation activities into organisation wide workflows.”
Increasingly, that means embedding AI directly into the practitioner’s workflow — surfacing next-best actions and letting teams act on them faster, with people still in control.
Read the full Forrester Wave: Experience Optimisation Solutions, Q3 2026 Report.
Note: 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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