5 August 2026

Adobe Summit 2025: All the Announcements for the Future

Large-scale personalization, intelligent customer journey orchestration, and content automation: At the Adobe Summit 2025 in Las Vegas, Adobe unveiled a new generation of AI-driven solutions.

At the heart of these announcements is Customer Experience Orchestration (CXO), the natural evolution of CXM, driven by technologies such as Adobe Experience Platform, Firefly, GenStudio, andAgent Orchestrator.

In this article, DATASOLUTION— an Adobe Commerce partner —breaks down the key innovations that B2C and B2B brands seeking to improve their digital performance should keep in mind.

CXO: Better Management of the Customer Experience

With CXO (Customer Experience Orchestration), Adobe is transforming customer experience management. Whereas CXM focused on centralizing and analyzing data, CXO goes a step further: it orchestrates personalized experiences in real time, leveraging the combined power of generative AI, intelligent agents, and unified data.

Adobe Experience Platform: The CXO’s Technology Foundation

The driving force behind the CXO is Adobe Experience Platform (AEP). This platform brings together:

Unified first-party customer data,
Language models capable of contextual reasoning,
And seamless orchestration of AI agents across the entire Adobe and third-party ecosystem.

It allows you to deploy, with just a few clicks, highly personalized experiences tailored to user profiles, intentions, and key moments in the user journey.

The 3 Pillars of the CXO

Dynamic Personalization
Thanks to real-time behavioral analysis, messages, content, and channels automatically adapt to each user.
Integrated Omnichannel Approach
The customer journeys are seamless and continuous, regardless of the touchpoint (website, app, email, customer service, etc.). The customer enjoys a consistent experience from start to finish.
Intelligent Automation
AI agents handle repetitive tasks (segmentation, recommendations, campaign activation), freeing up teams to focus on high-value-added activities.

What are the concrete benefits for brands?

The CXO enables companies to:

Accelerate the creation of customer value by making every interaction more relevant and engaging.
Reduce operating costs through automation and efficient workflows.
Align marketing and creative efforts by integrating Adobe tools into a unified approach driven by data and AI.

To learn more about the CXO, Adobe has released a video on the topic.

AEP Agent Orchestrator: Toward Intelligent Interaction Management

As we discussed in the previous section, Adobe is strengthening its CXO vision with a strategic tool: Adobe Experience Platform Agent Orchestrator.

This technology platform enables companies to create, deploy, and coordinate specialized AI agents that can interact autonomously with customers and assist internal teams.

These agents are designed to integrate seamlessly into workflows, both within Adobe applications and in third-party ecosystems. The result is seamless, intelligent, and large-scale orchestration.

What is an AI agent orchestrator used for?

Centralized Management of AI Agents: Through a single interface, companies can monitor and coordinate various AI agents, ensuring effective collaboration among them.
Advanced Personalization: AI agents, powered by the orchestrator, analyze customer data in real time to deliver personalized and engaging experiences.
Extensibility: Developers can customize and extend prebuilt agents to meet the specific needs of their organization.

Examples of Practical Applications

With the Orchestrator Agent, companies can activate AI agents to:

Optimize an e-commerce site in real time (experimentation, A/B testing, audience targeting, etc.).
Automate low-value-added tasks: resizing images, cleaning up databases, and enriching product listings.
Enhance the conversational experience with agents like Brand Concierge, who guide users through their purchasing journey, from search to transaction.

Support B2B teams in managing complex accounts: tracking leads, customizing content based on customer history, and identifying decision-makers using Adobe Journey Optimizer B2B Edition.

GenStudio: AI for Content Creation

In response to the growing demand for personalized content, Adobe offers Adobe GenStudio, an integrated solution that optimizes the entire content process, from planning to performance measurement. This platform leveragesgenerative artificial intelligence to accelerate content creation while ensuring quality and compliance with brand guidelines.

Key Features of Adobe GenStudio

Workflow Planning and Management: Centralized campaign planning and content orchestration using interactive visualizations, such as calendars and timelines.
AI-Assisted Creation and Production: Using generative AI to accelerate content creation—from design to production—while maintaining brand consistency.
Digital Asset Management (DAM): Access, remix, and edit brand-approved content to create and activate content variations using advanced visual editing tools.
Activation and Distribution: Rapidly adapt high-performing experiments for different audience segments, channels, and markets using AI-powered content creation.
Reporting and Insights: Gain a deep understanding of performance, including insights into assets and attributes, to refine experiences.

Benefits for Businesses

By adopting Adobe GenStudio, companies can:

Accelerate content production: Significantly reduce the time required to create and deploy personalized content at scale.
Improving Collaboration: Seamless integration between creative and marketing teams, making it easier to manage projects and resources.
Ensuring brand compliance and consistency: Using AI-powered brand verification tools to ensure that all content adheres to company guidelines.

Adobe Firefly: A Creative Engine Powered by Generative AI

A suite of tools to produce faster, without compromising quality

With Adobe Firefly, Adobe is puttinggenerative artificial intelligence at the heart of visual creation. Already integrated into Creative Cloud, Firefly technology is now expanding into new professional use cases, thanks to powerful APIs and workflows optimized for brands’ needs.

Designed for commercial use, Firefly ensures compliance with copyright laws by using models trained exclusively on royalty-free or licensed content, making it a suitable solution for businesses, even in regulated industries.

Firefly Services: APIs for automating visual creation

At Summit 2025, Adobe unveiled several new Firefly Services APIs designed to streamline the production of visual assets at scale. These services make it possible to integrate AI directly into content production workflows, without the need for complex tools.

Examples of key APIs:

Translate & Lip Sync API: automatic translation of video dialogue with lip-sync, ideal for international e-commerce, product tutorials, or multilingual HR training.
Reframe API: Smart cropping adaptation for all screen formats, social media, and display placements.
Substance 3D API: Generating 3D visuals from existing assets, with automated creation of variations for different channels (products, e-retail, social media, etc.).

Firefly Creative Production: The No-Code Interface for Scaling Visual Content

In addition to the APIs, Adobe has launched Firefly Creative Production, a no-code interface that enables non-technical teams (marketing, communications, trade, retail, etc.) to create, resize, and customize product visuals on the fly.

With a simple user experience and powerful automations, brands can:

Create visuals that adhere to the brand guidelines without resorting to traditional graphic design,
Quickly adapt their campaigns to different channels or markets,
Reduce back-and-forth communication between the marketing and studio teams.

A Direct Impact on Marketing Performance

By integrating Firefly into their workflows, companies:

Reduce the time-to-market for their campaigns,
Ensure the visual consistency of their brand image,
Free up creative teams to focus on tasks with higher added value,
Increase the capacity for testing and iterating on visual materials.

Technology backed by robust integrations

Adobe Firefly is now interoperable with leading marketing, e-commerce, and advertising platforms, such as:

LinkedIn Ads (for highly personalized B2B visuals),
Google Campaign Manager 360, Microsoft Advertising,
And partner solutions such as IntelligenceBank, Saifr, and Stensul, for highly regulated sectors (healthcare, finance, etc.).

New Strategic Partnerships

Adobe made it clear at Summit 2025: the future of AI lies in interoperability. To address the growing complexity of customer journeys, brands needintelligent agents capable of collaborating across multiple technological environments.

With this in mind, Adobe has strengthened its partnerships with strategic players to integrate its AI agents into third-party ecosystems without disrupting existing workflows.

Adobe’s key technology partners include:

Microsoft: Native integration of AI agents into Microsoft Dynamics, Teams, and Azure for enhanced collaboration within the enterprise.
Amazon Web Services (AWS): Expansion of cloud capabilities and generative AI, particularly in terms of model scalability.
IBM, SAP, Workday, ServiceNow: Integrating agents into business systems (HR, ERP, ITSM) to manage cross-functional experiences.
Genesys (customer relations), Acxiom (data), RainFocus (events): targeted integrations for specialized business applications.

These partnerships ensure native interoperability between Adobe’s AI agents and the most common business environments, particularly in the finance, healthcare, retail, and B2B sectors.

At the same time, Adobe has strengthened its partnerships with global system integrators such as Accenture, Deloitte Digital, EY, and IBM. These companies play a key role in:

Deploy custom use cases,
Create industry-specific AI agents,
Ensure seamless integration with existing systems.

This allows businesses to take advantage of Adobe’s AI platform without having to start from scratch, thanks to ready-to-use and scalable solutions.

Adobe and AI for B2B

Adobe is expanding its AI innovations into the B2B sector, where customer journeys are often lengthy, involve multiple points of contact, and require a high degree of personalization. Two flagship solutions stand out: Brand Concierge and Journey Optimizer B2B Edition.

Brand Concierge: An AI Agent for Account Management

Based on AEP Agent Orchestrator, Brand Concierge is a conversational agent that:

Supports customers throughout the purchasing process,
Tailors content based on account type and industry context,
Automate reminders, proposals, or follow-ups.

It thus streamlines the management of B2B accounts without overburdening the sales teams.

Journey Optimizer B2B Edition: Managing Complex Interactions

This dedicated version of Journey Optimizer includes:

Identifying key decision-makers for each account,
Personalized journeys based on role and stage of the buying cycle,
Seamless coordination of marketing and sales activities.

A Measurable Increase in Efficiency

These solutions enable B2B companies to:

Intelligently automate campaigns and follow-ups,
Shorten sales cycles,
Aligning Marketing and Sales Through Unified Data.

Adobe is thus making B2B personalization scalable and AI-driven.

In summary: Adobe is shaping the future of the customer experience with AI

The 2025 edition of the Adobe Summit confirms a fundamental trend: artificial intelligence is no longer just a technological add-on, but a strategic lever for transforming the customer experience. Whether it’s multi-agent orchestration, automated content production, or large-scale B2B personalization, Adobe now offers a unified, powerful, and interoperable ecosystem.

For businesses, this opens up a new avenue of opportunity: becoming more agile, scaling up operations without losing the human touch, and delivering personalized experiences at scale, without added complexity.

DATASOLUTION, Your Adobe Partner for Leveraging AI

As an Adobe Commerce partner since 2018 and an e-commerce expert for over 20 years, DATASOLUTION supports its clients in adopting Adobe’s most advanced technologies: Strategic consulting, Adobe Experience Platform deployment, AI agent integration, content pipeline automation, and e-commerce performance.