7 August 2026

Adobe Summit 2026: Agent-Based AI and Connected Commerce

Adobe Summit 2026, held in Las Vegas from April 20 to 24, marked a turning point in the history of the customer experience. With major announcements focused on agent-based AI and unified orchestration of customer journeys, Adobe laid the groundwork for a new era for brands.

Adobe CX Enterprise: The End-to-End Agent System

Consumers are increasingly discovering and purchasing products through AI assistants such as ChatGPT, Gemini, and Copilot. According to Adobe, AI-driven traffic to U.S. e-commerce sites surged 269% in March 2026 compared to the previous year.

In response to this trend, Adobe has unveiled Adobe CX Enterprise, a platform designed to:

Making product catalogs readable by AI: enabling virtual assistants to understand and recommend products on their own.
Automating interactions: AI agents capable of interacting with e-commerce systems, from product discovery to purchase, including customer service.
Maintaining proprietary experiences: ensuring that brands retain control over their customer relationships, even in an ecosystem dominated by external AI.

Adobe CX Enterprise doesn’t just add AI capabilities—it completely reimagines the very architecture of the customer experience. Companies can noworchestrate seamless omnichannel customer journeys (web, mobile, voice, chatbots) without silos, personalize at scale using real-time insights and AI-powered predictions, andreduce friction between marketing, sales, and IT teams with a unified view of the customer.

Adobe Brand Concierge: AI Driving Brand Visibility

Another major announcement: Adobe Brand Concierge, a solution designed to ensure brand visibility and consistency in a world where consumers interact with AI agents. Specifically, this tool enables:

to optimize content so that it can be easily interpreted and recommended by AI.
to monitor reputation in real time by analyzing mentions and interactions generated by virtual assistants.
to adapt strategies based on emerging trends identified by AI.

A key advantage for companies that want to remain relevant in a landscape where traditional search engines (Google, Bing) coexist with direct responses from chatbots.

Here are the key developments to note, which form the basis of the publisher’s strategy for AI-driven commerce:

Catalog Optimization for LLMs: Adobe Commerce automates product data enrichment and generates structured feeds to improve visibility in ChatGPT, Gemini, and other AI engines.
Support for agent-based protocols (UCP and ACP): AI agents can access product data, check inventory, compare prices, and complete transactions directly within the conversational interface.
Integration with PayPal, Stripe, and Adyen: Adobe is developing AI-powered integrated payment experiences that allow customers to make purchases without going through the e-commerce site.
Commerce MCP Server: a technical layer that provides real-time access to the catalog, prices, inventory, and orders, enabling users to create their own AI agents or shopping assistants.
Commerce Developer Agent (coming soon): AI tools to accelerate development, migrate existing architectures, and reduce time-to-market.

Expanding the B2B Offering

Adobe has also emphasizedimprovements to the B2B tools in Adobe Commerce, with features designed to manage customer accounts and sales cycles that are longer than those in B2C. The new features include key capabilities such as corporate account management, negotiated quotes, reorder lists, and order workflows with approval.

The goal is to enable companies to manage complex purchasing journeys while maintaining a seamless experience. Here again, the challenge is to make these processes compatible with interactions driven by AI agents.

In conclusion

Adobe Summit 2026 marked a turning point toward a more automated and connected approach to the customer experience, with AI as its central pillar. And it confirmed one thing: agent-based AI is no longer an option, but a necessity.

Adobe offers more than just ads; this is truly a strategic repositioning in response to a transformation in commerce: making catalogs readable by AI, enabling agents to interact with e-commerce systems, and maintaining proprietary experiences that drive conversions and build customer loyalty.

At DATASOLUTION, we are convinced that these innovations will be a game-changer in the realm of customer experience. Our mission? To help you take advantage of them, whether through audits, training, or the integration of these solutions into your existing ecosystem.