Another Adobe Summit is in the books, and this one hit different. After a week in Las Vegas meeting with clients, prospects, and partners, the nonstop conversations and loud restaurants felt familiar, but the energy was more focused than the pre-COVID chaos. What stood out most was that Adobe didn't just iterate on last year's AI vision. They turned it into an operating system for how brands will manage customer experience going forward. 

If you were at Summit 2025, much of the conversation was about agents. This year, Adobe showed they actually have a vision for how those agents will work across the entire ecosystem. The launch of Adobe CX Enterprise makes agentic AI the foundational layer for how marketing teams operate: audience building, journey orchestration, content production, and experimentation, all coordinated by agents that talk to each other. Over 1,770 customers are already entitled to use these agents through a new credit-based pricing model. 

One announcement that deserves more attention: Adobe now supports models from OpenAI (ChatGPT), Anthropic (Claude), and Google (Gemini) across CX Enterprise, built on open standards like MCP and Agent2Agent. Every enterprise we talk to is running multiple AI models. Adobe’s decision not to force you into a single LLM means faster adoption, less friction with IT, and a platform that fits into the AI ecosystem you're already building. Adobe's Marketing Agent is also now available in Microsoft 365 Copilot, ChatGPT Enterprise, Claude Enterprise, and Gemini Enterprise, a smart move that takes advantage of the AI investments customers are already making.

Another announcement got lost in this week’s noise: Adobe launched Brand Intelligence, a system that continuously learns from review cycles, approvals, and rejections to build an evolving understanding of your brand standards. Under the hood, Adobe is training purpose-built Small Language Models that understand Adobe tooling, creative environments, and brand governance. Smaller, faster, and cheaper to run than LLMs, they can be fine-tuned on Adobe's workflows and brand standards rather than relying on a general-purpose LLM that has no inherent understanding of what “on- brand” means for your organization. That domain-specific intelligence creates long-term value. 

CX for Small Teams gives smaller teams, or organizations that want to enable one-to-three-person regional marketing groups, a way to run personalized customer experiences without having to train them on the full complexity of Adobe Journey Optimizer (AJO).  

Think about how many brands have regional or local teams that want to execute but don’t have the resources or technical depth to work inside enterprise-grade journey tooling. CX for Small Teams removes that common barrier, and could see surprisingly high adoption rates as a result. It solves a problem that almost every large organization has, but nobody talks about at conferences: the gap between what headquarters can do and what the field can actually execute. 

• AI traffic to US retail sites jumped 269% year-over-year. Adobe's new LLM Optimizer and Brand Concierge updates help brands understand and control their brand visibility for AI discovery. Organizations must move beyond optimizing for Google and consider how they show up when an AI agent is doing the searching. 
  
  
• CX Enterprise Coworker goes beyond individual agents into goal-oriented orchestration. Give it a business objective, and it builds a plan across Real-Time CDP, Customer Journey Analytics (CJA), and Journey Optimizer, then executes and tracks results. Humans stay in the loop, but coordination happens at machine speed. 
  
  The stakes are even higher in regulated environments. For industries like healthcare and financial services, one announcement that didn't get as much airtime was the launch of MCP interfaces into AEP and other Adobe tools. Pre-approved AI tools will be able to control these platforms directly, working within existing frameworks your compliance teams have already blessed, to accelerate adoption. Reach out if you’d like to see a working demo using Gemini.
    
• CX Analytics & A Unified Intelligence Layer was the announcement that excited us the most because it underpins everything CX Enterprise powers. Adobe is finally treating measurement as a first-class citizen in the agentic AI story: not a reporting layer bolted on after the fact, but an intelligence layer that's live while the experience is happening. For anyone who has spent years explaining why analytics needs a seat at the strategy table, this one lands.
  
  The integration runs deep, connecting data, content, and journeys across Experience Cloud, with predictive analytics and attribution that help teams understand not just what happened, but why and what to do next. Self-service and AI-driven automation reduce dependency while proactively surfacing opportunities rather than waiting for someone to go looking. CX Analytics is Adobe's answer to unified, full-funnel measurement and in-flight optimization.
   
• GenStudio Content Supply Chain updates will help organizations keep up with the expected explosion in content demand. New Workfront collaboration agents, an enhanced campaign brief canvas, and ChatGPT Ads support in GenStudio for Performance Marketing extend the content pipeline into conversational advertising. 
  
  Less visible but arguably more consequential is Adobe's push to make GenStudio an agency system of record, preserving brand context and governance as work moves between internal teams and external partners. For complex organizations running work through agencies, that continuity is the difference between brand consistency at scale and brand drift. 

Beyond products, what stood out was the quality of conversations. Clients and prospects came with sharper questions this year. They're past "what is AI?" and into "how do we operationalize this?" That shift is the real leading indicator of how companies are thinking about AI.

AI for CX is what everyone is talking about, and rightly so. But the Summit narrative stayed focused on how marketers use Adobe tools more efficiently.  

We would have loved to see Adobe push harder on how AI for CX will change the customer experience itself. Not just faster campaigns and smarter segmentation for the people running them, but what it actually feels like to interact with a brand that has a fully orchestrated AI-powered CX layer. Adobe has the platform and the relationships to tell that story. They showed glimpses with Brand Concierge and the brand visibility work. But the bigger, more compelling narrative, the one that gets buy-in beyond the CMO's office, is fundamentally better experiences for customers.