What’s new after Adobe Summit 2025: Prepare your E-Commerce for change 

The annual Adobe Summit in Las Vegas is not just a gathering of talks and knowledge-sharing among Adobe partners and experts from around the world. It’s also the time when changes, new features, and product launches are announced. Read the article to learn what business opportunities for e-commerce development are being introduced with the latest changes in Adobe platforms. 

Adobe Commerce (Magento) moving to SaaS model 

From an e-commerce industry perspective, the most significant announcement at Adobe Summit was the shift of Adobe Commerce to a Cloud as a Service model. Adobe announced that the service will launch in June 2025. It also confirmed ongoing support for the current deployment models – both cloud-based (PaaS) and on-premises. This means there is no need for urgent migrations, but the benefits of the new model will likely drive many companies to gain a competitive edge in the fast-changing market. 

What does the SaaS model mean for Adobe Commerce? 

A SaaS platform eliminates the need for local infrastructure management and its associated maintenance costs. It automates updates, enables scaling based on load, and ensures continuous access to new features. This translates into simplified architecture, lower maintenance costs, and shorter time-to-market – all of which are crucial in today’s competitive environment. 

This solution is especially beneficial for organizations where having a constantly updated and available sales platform is more critical than deep customizations. 

Adobe has long been a visionary in Gartner’s reports, but this year’s Summit shows something just as important – the ability to execute. New products like AI Agent Orchestrator, Commerce Optimizer, and Project Site Leap aren’t future promises – they’re ready-to-implement solutions. Now is the time to consider how Adobe’s tech can accelerate your company’s digital efforts – comments Marcin Kozłowski, E-commerce & DXP Competency Center Director.  

Adobe Commerce Optimizer – a new tool for smarter resource management 

Another innovation announced by Adobe is Commerce Optimizer, which can integrate with existing legacy e-commerce platforms. This overlay (a new front-end interface) primarily improves Lighthouse performance metrics, especially site speed, which impacts organic traffic. 

Thanks to Adobe Optimizer, store owners can unlock many benefits of Adobe’s Cloud model without having to fully replace their e-commerce platform. 

Who is Adobe Commerce Optimizer for?

This solution fits the needs of scaling organizations and accelerates operations at various stages of the sales cycle. It’s also set to launch in June 2025. Adobe Commerce Optimizer features a fast-performing interface, content generation powered by GenAI, product asset management, a scalable catalog, built-in connectors and APIs for backend integration, and reporting tools to measure the impact of updates. 

This lets you introduce changes faster, optimize strategies more effectively, and grow your business dynamically.  

CXO replacing CXM? Agent orchestrator in Adobe Experience Platform 

Customer Experience Orchestration (CXO) was one of the most emphasized concepts during Adobe Summit. CXO is a new approach to user experience design and a natural evolution from Customer Experience Management (CXM). 

It’s made possible by the extensive use of AI and the development of intelligent agents by Adobe that can deliver real-time personalized experiences. 

These AI agents will manage specific processes within an organization, supporting marketers with personalization, omnichannel experience integration, and smart automation. All agents are managed through a single app within the Adobe Experience Platform. Adobe has created 10 AI agents functioning within the Adobe ecosystem in areas such as Content, Site Optimization, Audience, and Data Insights. 

What’s more, agents can be customized and extended by integrating them with internal solutions. 

GenStudio – AI-supported content creation 

Adobe announced further changes in the GenStudio area, particularly regarding the development of the Content Supply Chain, optimization of workflows based on artificial intelligence, and new content production features. 

GenStudio is a tool that provides comprehensive content management, from planning to performance measurement. Now, using generative artificial intelligence, it assists in creating high-quality materials while maintaining brand identity consistency. Thanks to GenStudio’s new capabilities, brands can reach users faster, create personalized content, and better control the consistency of brand communication.  

Get your e-commerce ready for the future 

Adobe’s new products and strategic direction send a clear message to the market: e-commerce must be fast, flexible, and data driven. Implementing AI- and SaaS-based solutions can become a strategic advantage in the coming years. For IT leaders, now is the right time to evaluate your current architecture and plan your store’s future aligned with emerging tech trends. 

Want to discuss how these changes could impact your platform? Contact Sii Poland’s Adobe Commerce experts. We’ll help you design a technology roadmap tailored to the new Adobe landscape.