The dawn of agentic AI and the conversational brand.

We are at the dawn of a new era where business processes and customer interactions are defined by generative AI and AI agents. The way customers discover, engage and buy is shifting quickly.

Generative AI and intelligent agents are reshaping how customers discover and interact with brands. Increasingly, consumers aren’t searching for websites, they’re asking large language models (LLMs) for information. Brands are no longer just destinations — they’re participants in conversations happening through AI intermediaries.

At the same time, people now expect brands to understand their needs instantly, engage them in natural, two-way conversations and do so across every channel, all while respecting their preferences and privacy.

From CXM to CXO: A new AI strategy for customer experience.

While Adobe pioneered the Customer Experience Management (CXM) category, recent shifts in customer behaviour and advances in technology signal the need for something even more dynamic and intelligent: AI-enabled, agent-driven Customer Experience Orchestration (CXO). This concept addresses the common mandate of CMOs, CIOs and CFOs alike: to drive growth and control costs, all while making the enterprise more productive.

CXO builds upon the foundation of CXM, but it operates at the speed and scale of AI. It’s about orchestrating teams, tools, workflows and even AI agents across the enterprise to deliver experiences that are continuously personalised, connected and creative.

Simply put, CXO helps drive outcomes faster, smarter and continuously, making the delivery of customised, compelling customer experiences in real time a reality for both B2C and B2B enterprises.

Meeting the moment: The marketing and IT challenge.

Today’s marketing and IT leaders face a seismic shift. As highlighted earlier, customers expect personalisation at every touchpoint, content that speaks directly to their needs and experiences that meet them wherever they are, increasingly through AI-powered interfaces rather than traditional search.

But most organisations struggle to keep pace. IT leaders know that integration and security challenges can keep data in silos. Tools that support content workflows are disconnected from customer journeys. Marketing teams are stretched thin, trying to produce more assets for more audiences across more channels. Meanwhile, as discovery shifts from SEO to AI-driven recommendations, brands risk fading from visibility entirely.

Adobe’s unified approach to Customer Experience Orchestration.

Adobe is uniquely positioned to help enterprises rise to this challenge. Through a unified, AI-powered platform, Adobe brings together creativity, content, data and customer intelligence to power three critical use cases:

1. Customer engagement

Adobe unifies and harmonises data for insight and orchestration, enabling teams to design and deliver connected, personalised experiences from acquisition through loyalty. Enterprises can act on unified customer data in real time, optimising journeys to build engagement, retention and growth.

2. Content supply chain

Personalised experiences demand massive amounts of high-quality, on-brand, differentiated content. Adobe GenStudio revolutionises the digital content supply chain — enabling planning, creation, management, activation and measurement within a single AI-powered workflow. This empowers marketing teams to scale creative output without sacrificing quality or consistency.

3. Brand visibility

The way customers find and engage with brands is changing. Search Engine Optimisation (SEO) is giving way to Generative Engine Optimisation (GEO), ensuring content is discoverable by LLMs. Adobe LLM Optimizer, Adobe Experience Manager Sites and Adobe Experience Manager Sites Optimizer ensure brands remain visible and relevant in AI search environments, driving qualified traffic and measurable influence throughout the customer journey.

Powered by a single connected AI platform.

At the heart of Adobe’s approach is a comprehensive AI platform built for orchestration.

• The data layer unifies content, documents, customer profiles and brand guidelines, giving AI a deep understanding of organisational context.

• The model layer integrates generative and predictive AI, combining Adobe-built models with open integrations for third-party and customised models.

• The agentic layer powers intelligent agents capable of reasoning, conversing and acting autonomously, streamlining workflows and interacting directly with customers on behalf of the brand.

This foundation powers a new era of agentic creativity and customer intelligence, enabling brands to deliver experiences that are not only personalised, but also predictive and adaptive.

The Adobe advantage.

Adobe’s agentic AI is an unlock — unleashing the capabilities of agents to interact conversationally, reason intelligently and act in concert with enterprise teams. With decades of leadership in creativity and data-driven marketing, Adobe provides the technology, trust and innovation required to orchestrate experiences that inspire. Customer Experience Orchestration (CXO) fuses creativity, marketing and agentic AI to ensure every interaction is meaningful for every customer, every time, at global scale

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