Traffic to US retail sites from generative AI sources has had a 770% year-over-year surge, reflecting how quickly AI is reshaping how consumers discover and engage with brands.

Every brand is now being discovered, analysed and represented not only by humans, but by AI agents. This shift marks the rise of the agentic web — a new paradigm where experiences must serve both humans and AI agents that shape how information is found and represented.

This presents a massive opportunity for brands to transform their approach and reimagine their content systems. In turn, this will make experiences readable by agents and strengthen brand visibility across every discovery surface.

Brand experience management built for the agentic web.

As agents transform how information is discovered, how decisions are made and how trust is built, Adobe Experience Manager is evolving into a brand experience management system — the next frontier for content management systems and the key for brands to elevate their visibility, trust and influence across the agentic web.

A key part of this transformation is a team of Adobe Experience Platform agents available natively in Experience Manager. These purpose-built agents automate production, accelerate development, enforce governance policies and streamline optimisation. They also make brand content discoverable in AI-native environments. They’re designed to operate across Adobe Experience Cloud as well as other connected applications, including Adobe Creative Cloud and third-party tools like Jira or Figma. They’re conveniently accessible from any surface organisations use to orchestrate and accelerate experience operations.

Let’s take a closer look at how these agents can help enterprise teams meet the demands of the agentic web to keep customers engaged now and into the future.

Faster experience production — from months to days.

Some digital teams spend weeks co-ordinating updates across content, design and compliance. With one customer we spoke to, updating a single campaign page required 10 systems, 95 steps and 60 authoring hours across multiple teams and languages.

With Adobe Experience Production Agent, enterprises can automate content updates, page creation and even site migrations. The agent detects intent, applies templates, generates brand-compliant experiences and publishes them across channels in hours instead of weeks.

By automating end-to-end experience production, enterprises can increase campaign velocity, compress launch cycles and free teams from repetitive execution. This level of automation transforms marketing into a responsive engine and sustains a consistent brand presence globally without increasing headcount.

Governance and trust — built in, not bolted on.

Large enterprises manage thousands of assets across markets, each subject to brand, legal and regulatory standards. Manually tracking rights, permissions and policy adherence creates risk and slows delivery.

Adobe Governance Agent makes governance automatic and converts what used to be a compliance bottleneck into a growth enabler. The agent monitors rights expirations, validates brand policy adherence and updates permissions as collaboration evolves — all through natural language prompts.

By embedding governance controls into daily workflows with the agent, enterprises can reduce rights management risk exposure and reclaim hundreds of hours otherwise spent on manual audits.

For regulated industries like finance and healthcare, this means accelerating content approvals from weeks to days while maintaining full traceability, strengthening customer trust and protecting brand equity at scale.

AI-native discovery — helping teams find the right content faster.

Teams waste hours digging through drives, folders and metadata filters to find approved content. As channels multiply and campaign cycles speed up, it’s becoming harder to locate the right content quickly enough to meet demand.

Adobe Discovery Agent solves this by giving teams a conversational way to find Experience Manager content on-demand. Using natural language, anyone can search across relevant content and instantly retrieve curated, ready-to-use materials with metadata and delivery URLs.

Enterprises leveraging structured metadata and verified brand sources can see measurable gains in organic reach, higher accuracy in AI-generated summaries and improved traffic quality from AI-powered search experiences. This means that brands can move from being referenced to being represented correctly, owning their narrative across both human and AI channels and ensuring sustained awareness and conversion over time.

Experience development — modernise and migrate for AI-native discovery.

Developers are the engine of innovation, but managing complex pipelines, debugging deployments and tuning runtime performance often slows them down. Adobe Development Agent acts as an AI-powered co-developer that accelerates and optimises how Experience Manager features are built, tested and deployed across environments.

The agent continuously assists engineers and admins in identifying issues, refining code and optimising performance — bridging the gap between developer intent and operational precision.

This partnership helps engineering teams shift from maintenance to innovation as the agent performs automated code review, debugging and performance tuning to shorten deployment cycles, reduce release errors and improve Core Web Vitals across sites.

This allows developers to focus on building new capabilities — not fixing pipelines — ultimately increasing development throughput, improving site reliability and accelerating the roll-out of new digital experiences and capabilities that boost revenue.

Content optimisation — driving engagement and conversion.

Consistency and speed are critical in delivering content across channels. Adobe Content Optimisation Agent automates the process of adapting and activating content for different formats, regions and devices to reduce manual effort and accelerate delivery at scale. By instantly generating optimised variants, teams shorten update cycles and maintain on-brand experiences everywhere users engage.

This consistency leads to measurable lifts in engagement and conversion while lowering production overhead. It enables marketers to spend more time on creative strategies and experimentation that drive growth.

Collectively, these outcomes compound across the enterprise, turning once isolated content operations into an intelligent, closed-loop system that continuously delivers faster, safer and smarter brand experiences.

Shaping the future of brand experience management.

These agents are not stand-alone tools — they form the execution layer of our agentic web strategy, transforming content operations into an intelligent, integrated system that serves both human and AI audiences.

As organisations adopt this agent-driven model, they position themselves to compete — and lead — in a quickly evolving digital landscape. With agents enhancing visibility, performance and operational agility, brands can maintain control of their narrative while expanding reach and engagement across every channel.

The agentic web represents a structural shift in how experiences are managed. Forward-thinking enterprises will use emerging agent ecosystems to streamline operations, accelerate innovation and deliver more relevant journeys at scale while securing their leadership in the years ahead.

Ready to explore new agentic workflows in Adobe Experience Manager? Discover what’s possible in an interactive test environment.

Loni Stark is Adobe’s Vice President of Strategy and Product, responsible for the global strategy, product management and product marketing of Adobe Experience Manager, Adobe Commerce, LLM Optimizer and Brand Concierge. She’s shaping Adobe’s next generation of AI-driven, agent-powered experience management, helping enterprises modernise their digital foundations, accelerate creation through intelligence and deliver governed, high-performing experiences across every human and AI touchpoint.

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