Reflecting on Adobe Summit 2025: Building Better Digital Experiences

We recently attended Adobe Summit 2025, where there was no shortage of major announcements. Adobe revealed a range of new innovations across its products, with generative AI (GenAI), agentic AI, and AI agents stealing the spotlight. Demos of Adobe Brand Concierge, Agent Orchestrator, and the 10 out-of-the-box agents built on the platform highlighted how businesses can the harness the power of Adobe’s customer data ecosystem to accelerate content production, power personalized conversations and streamline productivity.

During the opening keynote, Anil Chakravarthy, president of the digital experience business at Adobe, touched on the opportunity, “Our focus is squarely on the agentic offerings that are purpose-built for customer experience orchestration and our approach removes bottlenecks and dramatically increases capacity, enabling your teams to focus on their unique strengths.” The perspective shared by Adobe throughout the event aligns with ours: experiences are evolving and becoming more dynamic. To stay competitive, companies must move from traditional customer experience management to AI-powered customer experience orchestration.

As a trusted Adobe partner with extensive experience helping top global brands transform experiences and tackle their biggest challenges, it was also exciting to see that the announcements at Adobe Summit 2025 emphasized the value of partnering with a solution provider like Concentrix, whose expertise goes beyond just Adobe solutions. And it was great to see Adobe tout intelligent, holistic solutions that address a diverse array of pain points for both brands and customers. Among the many insights shared, a few themes stood out.

Turn Casual Browsing into Highly Personalized Conversations

Day two’s keynote session showcased Adobe’s vision for Brand Concierge and how it can transform your existing content and digital touchpoints into dynamic, conversational experiences that reflect and respond to customer context and intent. These multimodal experiences powered by GenAI deliver contextually relevant recommendations across channels.

The Brand Concierge demo combined data managed in Adobe Experience Platform with Adobe Experience Manager content and assets to intelligently create natural, conversational, and personalized responses and visuals. The demo showcased the potential for proactively guiding individual consumers or business buying groups throughout their journey using predictive and agentic AI to understand customer actions, sentiment, and brand perception in real time and improve conversations with every interaction.

Our own research indicates that brand love, built on trust, quality, and customer experience, is crucial for thriving in a competitive landscape. We believe today’s consumers want to have meaningful conversations with the brands they love, and solutions like Brand Concierge will quickly become foundational in amplifying 1:1 brand engagement.

Multiple Agents, Multiple Platforms

The promise of AI agents is particularly appealing—they’re built to simplify our daily tasks by taking over the mundane aspects of our work and allow us to scale customer experience orchestration in ways that otherwise wouldn’t be possible. Just think about it: tools like Adobe Experience Manager Sites Optimizer can proactively identify areas of improvement, from fixing broken tags to addressing underperforming sections of a website, creating more time for value-add tasks.

In addition to sharing its strategy and a suite of 10 ready-to-go agentic AI agents to be leveraged directly within Adobe enterprise applications, Adobe unveiled the Adobe Experience Platform Agent Orchestrator, which enables businesses to build, manage, and orchestrate AI agents from Adobe—and, perhaps more importantly, third-party ecosystems. With Concentrix standing at the forefront of helping brands recognize potential of GenAI and agentic AI, we appreciate the view Chakravarthy shared during the opening keynote that “interoperability between the AI agents in different ecosystems will become critical.”

The Power of Personalization at Scale

As the conversations unfolded at Adobe Summit 2025, another theme became clear: personalization at scale. If you’re in marketing, you’ll know that this topic has been a mantra for years. But what stood out this year was Adobe’s CMO’s assertion that personalization is essential for today’s success. It struck me how passionately the CMO talked about this concept. With the newly enhanced capabilities of Adobe Journey Optimizer (AJO), CDP, and Firefly, brands can carry out personalized campaigns more effectively than ever.

The implications of this for our work at Concentrix are enormous. This means we can reach the right customer at the right time with the right message, which allows for a deeply effective CX strategy. With these tools, we can tailor our customer interactions based on data-driven insights, making every touchpoint with a customer more relevant and impactful.

As an example, Adobe introduced the Experimentation Accelerator, which leverages GenAI to automate analyses and synthesize insights at scale, so you can quickly identify high-impact experiments and growth opportunities in AJO. Imagine being able to test and optimize multiple marketing strategies simultaneously. This is a tool that encourages a culture of innovation by allowing you to quickly test ideas and glean insights that can propel your strategies to better places.

New Possibilities on the Horizon

The atmosphere at Adobe Summit 2025 was quite optimistic, and there was an undeniable air of excitement about the future in discussions with my cohort and industry leaders. It genuinely felt like we were on the brink of a significant shift in how we approach marketing and customer experience, and we see the potential for creating a powerful impact in this space through that shift.

As we left this year’s summit, we couldn’t help but feel invigorated and motivated to put what we learned into practice. It’s incredible to see so many solutions being developed to transform the way businesses reach their customers. More than anything, we’re looking forward to seeing how Adobe will help us elevate our strategies at Concentrix. Here’s to the future of marketing.

Learn more about our innovative marketing and customer experience offerings today.