{"id":34214,"date":"2026-06-15T05:00:00","date_gmt":"2026-06-15T03:00:00","guid":{"rendered":"https:\/\/sii.pl\/blog\/adobe-summit-2026-agentic-ai-aem-i-nowa-era-customer-experience-orchestration\/"},"modified":"2026-06-12T13:32:16","modified_gmt":"2026-06-12T11:32:16","slug":"adobe-summit-2026-agentic-ai-aem-i-nowa-era-customer-experience-orchestration","status":"publish","type":"post","link":"https:\/\/sii.pl\/blog\/en\/adobe-summit-2026-agentic-ai-aem-i-nowa-era-customer-experience-orchestration\/","title":{"rendered":"Adobe Summit 2026: agentic AI, AEM, and a new era of customer experience orchestration"},"content":{"rendered":"\n<p>Adobe Summit 2026 in Las Vegas clearly showed that the Digital Experience industry has entered a new, more mature stage of development.<\/p>\n\n\n\n<p>We are no longer talking only about automating individual tasks, generating content, or personalizing campaigns. Adobe is setting new standards in CX and is clearly moving toward Agentic AI \u2013 intelligent agents that can understand context, act on data, collaborate with other systems, and support entire Customer Experience Orchestration processes.<\/p>\n\n\n\n<p>For our company, present at the event as an official Adobe partner and sponsor (for the first time with our own booth, no. 1956), Adobe Summit was an excellent opportunity to talk with clients and other partners. These discussions focused on upcoming challenges and potential solutions based on both existing products and those presented during this year&#8217;s edition from the Adobe Experience Cloud family.<\/p>\n\n\n\n<p>From the perspective of an AEM Solution Architect, the key takeaway from this year&#8217;s conference is that AEM is no longer seen &#8220;just as a CMS&#8221; (which has always been an understatement) in the traditional sense of the term. Instead, it is becoming a central element of an ecosystem of products supported by AI agents and LLMs. This seems like a natural continuation of the direction we already observed during Adobe Summit 2025.<\/p>\n\n\n\n<p>I also encourage you to check out my webinar on this topic:<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Webinar: AI w efektywnym tworzeniu tre\u015bci marketingowych od Adobe | #ecommerce #DXP #AI #Adobe\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/yEFNpg_mWuE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Below, I present several new Adobe solutions announced at the April event in Las Vegas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe CX Enterprise<\/strong><\/h2>\n\n\n\n<p>The biggest strategic announcement at Adobe Summit 2026 was Adobe CX Enterprise \u2013 an end-to-end system based on Agentic AI designed to support the entire customer lifecycle:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>from acquisition,<\/li>\n\n\n\n<li>through engagement and conversion,<\/li>\n\n\n\n<li>to long-term brand loyalty.<\/li>\n<\/ul>\n\n\n\n<p>Adobe positions CX Enterprise as a layer that connects data, content, customer journeys, Agentic AI, Agent Skills, and integrations based, among others, on MCP (Model Context Protocol). The key shift is moving away from isolated AI use cases toward a unified system where agents operate within controlled, auditable, and brand-compliant processes.<\/p>\n\n\n\n<p>This enables faster transition from AI experimentation to measurable business outcomes. In practice, this can shorten campaign creation time, improve personalization, and reduce the chaos resulting from fragmented marketing tools \u2013 something we often observe among our clients, especially in environments where distributed teams work on campaigns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe CX Enterprise Coworker<\/strong><\/h2>\n\n\n\n<p>Adobe CX Enterprise Coworker is introduced as an &#8220;AI-powered teammate&#8221; responsible for orchestrating work across teams, systems, and agents. The user defines a goal \u2013 such as launching a campaign, optimizing a customer journey, or responding to a market change \u2013 and the Coworker builds and executes the workflow by selecting the right data, agents, and process steps.<\/p>\n\n\n\n<p>Importantly, Adobe emphasizes a human-in-the-loop model. Automation is intended to accelerate work, not eliminate human business and managerial control. For large organizations, this is particularly important, as the biggest challenge today is not the lack of tools, but the difficulty of coordinating marketing, IT, content creators, brand consistency, compliance requirements, and analytics. <\/p>\n\n\n\n<p>For clients, this means faster implementation of changes and fewer manual handoffs \u2013 often identified by Sii clients as one of the main issues in the content supply chain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe Experience Platform Agent Orchestrator<\/strong><\/h2>\n\n\n\n<p>Adobe Experience Platform Agent Orchestrator serves as the technological foundation for agents within Adobe Experience Platform. Its role is to coordinate multiple specialized agents that can support areas such as planning, operations, audiences, content creation and maintenance, journeys, experience delivery, and data insights.<\/p>\n\n\n\n<p>In practice, this means that an agent is no longer just a chatbot answering questions, but part of a larger process that can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>interpret goals,<\/li>\n\n\n\n<li>select appropriate actions,<\/li>\n\n\n\n<li>leverage platform knowledge,<\/li>\n\n\n\n<li>collaborate with other agents.<\/li>\n<\/ul>\n\n\n\n<p>From an Adobe Experience Cloud architecture perspective, this is a critical direction, showing that AEP is becoming not just a data layer, but also a decisioning and operational layer. For clients, this means the ability to build more intelligent, automated, and scalable processes around first-party data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe Experience Manager i brand visibility<\/strong><\/h2>\n\n\n\n<p>One of the most important announcements from an AEM perspective was the expansion of Adobe Experience Manager with a contextual AI layer and brand visibility capabilities.<\/p>\n\n\n\n<p>Adobe highlights that AI interfaces and agents are becoming primary touchpoints where customers discover, compare, and evaluate brands. As a result, AEM is evolving to manage not only website content, but also brand consistency, content sources, permissions, governance, brand policies, and contextual data used by both humans and AI agents.<\/p>\n\n\n\n<p>As part of this vision, Adobe introduced Brand Experience Agent, Content Advisor Agent, and Brand Governance Agent for AEM Sites.<\/p>\n\n\n\n<p>For clients, this means greater control over how their brand is understood and represented across communication channels, search engines, conversational experiences, and in the context of GEO (Generative Engine Optimization).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe LLM Optimizer<\/strong><\/h2>\n\n\n\n<p>Adobe LLM Optimizer addresses one of the newest challenges in digital marketing: how to ensure brand visibility in a world where users increasingly start their journey not with Google, but with tools like ChatGPT, Gemini, Claude, or Perplexity.<\/p>\n\n\n\n<p>The tool helps analyze whether and how a brand, its products, and content appear in responses generated by language models. Adobe positions LLM Optimizer as a solution that combines insights, recommendations, and implementation capabilities to improve visibility in AI search and generative discovery.<\/p>\n\n\n\n<p>This extends traditional SEO (Search Engine Optimization) into a new category often referred to as GEO (Generative Engine Optimization).<\/p>\n\n\n\n<p>For clients, this means preparing content, website structures, and product data for a world where AI becomes the intermediary between brands and consumers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe Brand Concierge<\/strong><\/h2>\n\n\n\n<p>Adobe Brand Concierge transforms static web experiences into conversational ones. Instead of forcing users to navigate menus, filters, and search engines, it engages in dialogue, understands intent, and delivers relevant content, products, or recommendations.<\/p>\n\n\n\n<p>A key aspect is its integration with Adobe Experience Manager and Adobe Experience Platform. Responses can be based on approved content, assets, first-party data, and customer behavior.<\/p>\n\n\n\n<p>From an AEM perspective, this is a very interesting shift \u2013 content is no longer just a page component but becomes fuel for conversational experiences. For clients, this means higher engagement, better content quality, shorter paths to conversion, and greater control over how AI communicates on behalf of the brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe GenStudio i Brand Intelligence<\/strong><\/h2>\n\n\n\n<p>Adobe GenStudio is evolving toward an agentic content supply chain \u2013 a connected process of planning, creating, publishing, delivering, and measuring content performance supported by AI.<\/p>\n\n\n\n<p>The most important new feature is Adobe Brand Intelligence, which builds a consistent and continuously updated knowledge base about the brand. This goes beyond static brand books and templates, enabling learning from approval decisions, comments, accepted\/rejected content, campaigns, and collected data.<\/p>\n\n\n\n<p>In practice, this can significantly reduce iterations in creative processes and minimize the risk of publishing off-brand content. This is particularly valuable for complex organizations operating across multiple brands, markets, or regulatory environments, where governance and scale are as critical as speed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adobe Engagement Intelligence, CX Analytics, AJO Loyalty i Real-Time CDP<\/strong><\/h2>\n\n\n\n<p>Adobe also announced further development of its decision intelligence layer, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Adobe Engagement Intelligence,<\/li>\n\n\n\n<li>Adobe CX Analytics,<\/li>\n\n\n\n<li>Adobe Journey Optimizer Loyalty,<\/li>\n\n\n\n<li>enhanced profiles in Real-Time CDP.<\/li>\n<\/ul>\n\n\n\n<p>Engagement Intelligence supports real-time decision-making by optimizing experiences based on business goals and behavioral signals. CX Analytics provides a unified insights layer connecting data, content, and journeys. Journey Optimizer Loyalty highlights the growing importance of loyalty experiences, while extended RT-CDP profiles help harmonize structured and unstructured data.<\/p>\n\n\n\n<p>For clients, this enables more comprehensive, contextual, and dynamic experiences, where personalization is continuously optimized using real data and AI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>What do clients gain?<\/strong><\/strong><\/h2>\n\n\n\n<p>The biggest shift visible at Adobe Summit 2026 is moving from thinking about tools to thinking about experience systems. AI is no longer an add-on to CMS, DAM, or e-commerce platforms \u2013 it is becoming a layer that connects data, content, decisioning, governance, and operations.<\/p>\n\n\n\n<p>For clients, this means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>faster campaign delivery,<\/li>\n\n\n\n<li>better use of existing content,<\/li>\n\n\n\n<li>increased personalization,<\/li>\n\n\n\n<li>higher-quality experiences,<\/li>\n\n\n\n<li>stronger brand control.<\/li>\n<\/ul>\n\n\n<div class=\"nsw-o-blogersii-banner\">\n            <picture>\n            <source srcset=\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2026\/04\/Blog-AEC-Desktop_.jpg\" media=\"(min-width: 992px)\" >\n            <source srcset=\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2026\/04\/Blog-AEC-Mob_.jpg\" media=\"(min-width: 300px)\" >            <img decoding=\"async\" src=\"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2026\/04\/Blog-AEC-Desktop_.jpg\" alt=\"\"  class=\"\"  >\n        <\/picture>\n        <div class=\"cnt\">\n                    <div class=\"nsw-m-title-block -h3 -invert  -has-title-margin-bottom-0 -has-title-font-weight-bold\">\n                                <h2 class=\"nsw-m-title-block__title\">Sii x Adobe Experience Cloud<\/h2>\n                <\/div>\n                            <p class=\"has-nsw-p-4-font-size has-invert-color\">\n                As an official Adobe Experience Cloud partner, we implement content management, customer journey orchestration, and marketing automation solutions to streamline operations and increase campaign performance.\n            <\/p>\n                            <a  href=\"https:\/\/sii.pl\/en\/what-we-offer\/enterprise-platforms\/adobe\/\" class=\"nsw-a-button -ghost -banner-button\"   >\n        <span>Adobe offering<\/span>\n    <\/a>\n            <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Conclusions and future outlook<\/strong><\/strong><\/h2>\n\n\n\n<p>Adobe&#8217;s announcements reveal a clear direction: the future of digital experience will be increasingly driven by AI agents, contextual, and automated \u2013 yet highly dependent on strategic technology choices.<\/p>\n\n\n\n<p>Organizations that structure their content, data, AEM architecture, publishing processes, and operational rules today will be much better positioned to leverage the opportunities offered by Adobe Experience Cloud. Those who treat AI merely as a content generator risk falling behind competitively.<\/p>\n\n\n\n<p>For Sii clients, this represents an opportunity to build competitive advantage in the face of a major technological shift \u2013 comparable to the invention of the steam engine or the rise of the internet \u2013 driven by rapid advancements in AI.<\/p>\n\n\n\n<p>Within our services, we support not only the implementation of Adobe products but also the design of entire ecosystems \u2013 from AEM (our core expertise), through Adobe Experience Platform, Analytics, Target, Journey Optimizer, and Adobe Commerce, to GenAI, agent-based solutions, and operational optimization.<\/p>\n\n\n\n<p>Our role as a technology partner is to connect strategy, architecture, integration, and delivery in a way that translates Adobe&#8217;s capabilities into measurable business outcomes: faster time-to-market, higher conversion rates, better content quality, improved team productivity, and safe scaling of personalization.<\/p>\n\n\n\n<p>Adobe Summit 2026 demonstrated that the future of Customer Experience will not be about creating more pages, campaigns, or digital assets. It will be about building intelligent, integrated, continuously learning ecosystems capable of delivering the right experience to the right person, in the right context, at the right time \u2013 especially when the first point of contact with a brand is an AI agent.<\/p>\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;34214&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;1&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;5&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;2&quot;,&quot;greet&quot;:&quot;&quot;,&quot;legend&quot;:&quot;5\\\/5&quot;,&quot;size&quot;:&quot;30&quot;,&quot;title&quot;:&quot;Adobe Summit 2026: agentic AI, AEM, and a new era of customer experience orchestration&quot;,&quot;width&quot;:&quot;159&quot;,&quot;_legend&quot;:&quot;{score}\\\/5&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 159px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 2px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 30px; height: 30px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 24px;\">\n            5\/5    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Adobe Summit 2026 in Las Vegas clearly showed that the Digital Experience industry has entered a new, more mature stage &hellip; <a class=\"continued-btn\" href=\"https:\/\/sii.pl\/blog\/en\/adobe-summit-2026-agentic-ai-aem-i-nowa-era-customer-experience-orchestration\/\">Continued<\/a><\/p>\n","protected":false},"author":795,"featured_media":34051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","inline_featured_image":false,"footnotes":""},"categories":[1320],"tags":[15097,15077,15055,1639,1640,1353],"class_list":["post-34214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hard-development","tag-customer-experience-orchestration-en","tag-artificial-intelligence-en-2","tag-agentic-ai-en","tag-tools-en","tag-adobe-experience-manager-en","tag-e-commerce-en"],"acf":[],"aioseo_notices":[],"republish_history":[],"featured_media_url":"https:\/\/sii.pl\/blog\/wp-content\/uploads\/2026\/05\/AI_4.jpg","category_names":["Hard development"],"_links":{"self":[{"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/posts\/34214"}],"collection":[{"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/users\/795"}],"replies":[{"embeddable":true,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/comments?post=34214"}],"version-history":[{"count":1,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/posts\/34214\/revisions"}],"predecessor-version":[{"id":34216,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/posts\/34214\/revisions\/34216"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/media\/34051"}],"wp:attachment":[{"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/media?parent=34214"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/categories?post=34214"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sii.pl\/blog\/en\/wp-json\/wp\/v2\/tags?post=34214"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}