Adobe is honoured to be recognised as a Leader in personalisation for the eighth consecutive year in the 2026 Gartner ® Magic Quadrant ™ for Personalisation Engines. This report provides a rigorous analysis of personalisation solutions available to companies across B2C and B2B industries seeking to enhance customer engagement. At Adobe, we believe that this report indicates the critical role a personalisation programme plays in a brand’s relationship with new visitors and loyal customers across the entire customer journey, beginning at first touch and extending into customer service and support.

This is an exciting time for Adobe to be delivering real-time, omnichannel personalisation capabilities for companies of all sizes. Recent advancements in data unification and analysis across digital touchpoints — along with the rise of AI-first applications and agents for greater intelligence, speed and scale — are redefining how brands engage their audiences. At the same time, the growth of LLMs like ChatGPT is enabling companies to drive more qualified, engaged visitors to websites and mobile applications. This year, Adobe led its submission with Adobe Journey Optimizer, reflecting the evolution of our AI-driven personalisation platform. Journey Optimizer delivers real-time, omnichannel decisioning that unifies B2C and B2B engagement across the entire customer lifecycle, while Adobe Target continues to power advanced experimentation and optimisation use cases.

Gartner provides a modern definition for the evolving market: “Personalisation engines use knowledge about customers to create and deliver an optimum experience for them and measure the impact on customer experience. These engines apply AI, advanced analytics and business rules to create meaningful experiences across channels that facilitate customer engagement and drive revenue. Personalisation engines create a relevant, individualised interaction between two parties designed to enhance the recipient’s experience. A recipient can be a prospect, customer (known or anonymous) or employee (engaging with a customer or prospect). In commercial settings, the engines apply advanced analytics to interpret customer data — whether known or anonymous, behavioural or contextual — and adjust engagement based on where the customer is in their journey and how they’re interacting. The engines adapt content, offers and interactions in real time that facilitate the customer’s journey.”

In order to achieve this, Adobe integrates journey-level agentic AI orchestration — where intelligent agents continuously reason across unified customer data, omnichannel behavioural context and business rules — with real-time, same-page personalisation and experimentation. Together, these capabilities help deliver the right contextual experience for acquiring new prospects and driving deeper customer engagement and loyalty with brand satisfaction. We are excited to see Adobe recognised as a Leader for our strong execution and the depth of our strategic vision.

This recognition reinforces Adobe’s commitment to helping brands deliver relevant, meaningful customer experiences at every moment that matters. As AI adoption increases for greater intelligence and operational efficiency, we remain focused on advancing real-time personalisation that enables teams to experiment faster, engage smarter and build lasting customer relationships.

You can download and review the entire Magic Quadrant report here. Explore how Adobe is empowering B2C and B2B companies to mature their ability to deliver exceptional personalised experiences to their customers at each interaction with Adobe Journey Optimizer here.

Gartner, Magic Quadrant for Personalisation Engines, Penny Gillespie, Jason Daigler, Michael Ro, Ross Cosner, 3 February 2026.  

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As Principal Product Marketing Manager at Adobe, Brent brings data-driven solutions to market, connecting global brands to their customers. Over a decade of experience in CXM and MarTech industries, Brent empowers engineering, product and marketing teams to scale experimentation and growth technologies to deliver exceptionally designed, personalised customer experiences.

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