{"id":143848,"date":"2026-05-27T13:28:48","date_gmt":"2026-05-27T13:28:48","guid":{"rendered":"https:\/\/sii.pl\/?p=143848"},"modified":"2026-05-27T13:45:36","modified_gmt":"2026-05-27T13:45:36","slug":"adobe-summit-2026-from-generative-ai-to-ai-agents-that-get-work-done","status":"publish","type":"post","link":"https:\/\/sii.pl\/en\/news-feed\/adobe-summit-2026-from-generative-ai-to-ai-agents-that-get-work-done\/","title":{"rendered":"Adobe Summit 2026: from Generative AI to AI Agents that get work done"},"content":{"rendered":"<div class=\"wp-block-sii-nsw-container container container-e4a82ecc-c9fd-4501-9b4e-f5ae7d526443\"><style type=\"text\/css\">.container-e4a82ecc-c9fd-4501-9b4e-f5ae7d526443 {  }\n                         @media screen and (max-width: 991px) { .container-e4a82ecc-c9fd-4501-9b4e-f5ae7d526443 {  } }<\/style><p><strong>This year\u2019s Adobe Summit in Las Vegas clearly showed that the Digital Experience industry is entering a new era \u2013 a moment when Artificial Intelligence is no longer just a supporting tool, but becomes an active participant in business processes. This is not only about experimenting with content generation or automating individual campaigns. It\u2019s the point where AI starts to understand context and actually gets work done. <\/strong><\/p>\n\n<p>This shift fundamentally redefines how organizations approach <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">AI in marketing<\/mark><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-gradient-color\"> <\/mark><\/em><\/strong>and how they build modern <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">digital experience platforms.<\/mark><\/em><\/strong><\/p>\n\n<p>This year, Sii Poland participated in Adobe Summit 2026 as an event sponsor, with its own booth on-site. It was a great opportunity to meet with clients and partners, discuss real challenges, and demonstrate how Adobe\u2019s latest innovations translate into concrete business use cases.<\/p>\n\n<p>From these conversations, one thing clearly stood out \u2013 <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">organizations today have access to powerful technologies, but they need a consistent and well-designed approach to turn them into real business outcomes.<\/mark><\/em><\/strong><\/p>\n\n<p>The opening keynote set the tone for the entire conference.<strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\"> Jensen Huang, CEO of NVIDIA, <\/mark><\/em><\/strong>showed the broader context \u2013 AI is moving into real-world processes and the physical world, while future interfaces will be built around agents capable of understanding user intent.<\/p>\n\n<p>As a result, AI is no longer limited to generating text or images \u2013 it is rapidly becoming part of real processes, products, and <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">AI-powered customer experiences.<\/mark><\/em><\/strong><\/p>\n\n<h3 class=\"wp-block-heading\"><strong>From Generative AI to Agentic AI<\/strong><\/h3>\n\n<p>The most important shift highlighted throughout the event is the transition from Generative AI to Agentic AI. AI is no longer just a tool for creating content. It has become an operational layer that:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>connects data, content, and decisions,<\/li>\n\n<li>orchestrates actions across systems,<\/li>\n\n<li>supports the execution of entire business processes.<\/li><\/ul>\n\n<p>This is where <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">AI-driven marketing automation<\/mark><\/em><\/strong> begins to take shape, replacing manual processes with orchestrated, intelligent workflows.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>This is no longer a CMS: how AEM becomes the center of experience <\/strong><\/h3>\n\n<p>A similar transformation is clearly visible in content and experience management.<\/p>\n\n<blockquote class=\"wp-block-quote is-style-nsw-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201cAEM is no longer perceived \u2018just as a CMS\u2019 \u2013 it becomes the central element of an ecosystem supported by AI agents and LLMs\u201d &#8211; points out<strong> Rafa\u0142 Rewi\u0144ski, Solution Architect at Sii Poland. <\/strong><\/em><\/p><\/blockquote>\n\n<p>This shift shows how the role of content is evolving. AEM is no longer only responsible for publishing content \u2013 it becomes a core component of a <strong><em>customer experience platform, <\/em><\/strong>providing context for both users and AI.<\/p>\n\n<p>In practice, this means that AEM now manages:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>brand consistency,<\/li>\n\n<li>content quality and governance,<\/li>\n\n<li>rules for how content is used,<\/li>\n\n<li>how the brand is interpreted across channels \u2013<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\"><strong><em> including AI-driven experience.<\/em><\/strong><\/mark><\/li><\/ul>\n\n<p>Content is no longer the final output of a campaign. It becomes a critical asset that powers <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">AI-powered personalization, real-time experience, and conversational interactions with agents.<\/mark><\/em><\/strong><\/p>\n\n<h3 class=\"wp-block-heading\"><strong>How e-commerce is changing in a world of AI and agents<\/strong><\/h3>\n\n<p>A similar shift is happening in e-commerce, but here it is driven primarily by customer behavior.<\/p>\n\n<blockquote class=\"wp-block-quote is-style-nsw-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201cThe customer journey is no longer linear. Customers ask ChatGPT, check Perplexity, see products on TikTok, compare them on Google, and return via marketplaces\u201d &#8211; explains <strong>Patryk \u015awi\u0119czkowski, Solution Architect Sii Polska. <\/strong><\/em><\/p><\/blockquote>\n\n<p>This reflects a new reality where <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">AI-driven discovery <\/mark><\/em><\/strong>is a key starting point in the buying journey. Customers no longer follow predictable paths, and very often the first interaction with a product happens within an AI-generated response rather than on a website.<\/p>\n\n<p>In this context, reducing friction becomes critical.<\/p>\n\n<blockquote class=\"wp-block-quote is-style-nsw-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201cDon\u2019t make customers wait too long to make a decision\u201d &#8211; <strong>Patryk <\/strong>adds. &#8211; \u201cAround 70% of carts are abandoned, and every additional step is another opportunity for customers to drop off\u201d <\/em><\/p><\/blockquote>\n\n<p>At the same time, as from a broader architectural perspective:<\/p>\n\n<blockquote class=\"wp-block-quote is-style-nsw-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201cThe biggest challenge today is not the lack of tools, but how to connect them and coordinate work across teams\u201d &#8211; <strong>Rafa\u0142 <\/strong>points out. <\/em><\/p><\/blockquote>\n\n<p>This clearly shows that the challenge is no longer about technology selection but about building a <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">cohesive system. <\/mark><\/em><\/strong>That is why Adobe is focusing on integrating Adobe Commerce with experience and AI layers, enabling:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>shortening the purchase journey,<\/li>\n\n<li>AI-driven personalization,<\/li>\n\n<li>fast decision-making,<\/li>\n\n<li>consistent omnichannel experiences.<\/li><\/ul>\n\n<h3 class=\"wp-block-heading\"><strong>Key Adobe solutions shaping the new CX model<\/strong><\/h3>\n\n<p>Adobe presented a cohesive ecosystem that forms the foundation of modern <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">customer experience platforms:<\/mark><\/em><\/strong><\/p>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\"><div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><ul class=\"wp-block-list is-style-checked-gradient\"><li><strong>Adobe CX Enterprise<\/strong> \u2013 an end-to-end system powered by Agentic AI <\/li><\/ul><\/div>\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><ul class=\"wp-block-list is-style-checked-gradient\"><li><strong>Adobe CX Enterprise Coworker<\/strong> \u2013 an AI-powered teammate that orchestrates workflows<\/li><\/ul><\/div><\/div>\n\n<p>As shown during the event, Adobe Coworker understands business goals, selects the right data and tools, builds workflows, and executes them with minimal manual handoffs.<\/p>\n\n<p>This directly improves <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">time-to-market and operational efficiency:<\/mark><\/em><\/strong><\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li><strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">Adobe Experience Platform Agent Orchestrator<\/mark><\/em><\/strong> \u2013 managing multiple agents<\/li>\n\n<li><strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">Adobe GenStudio <\/mark><\/em><\/strong>\u2013 supporting scalable content production<\/li>\n\n<li><strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">Adobe Brand Intelligence<\/mark><\/em><\/strong> \u2013 ensuring consistency of brand communication<\/li>\n\n<li><strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">Semantic Search<\/mark><\/em><\/strong> \u2013 intent- and experience-based search powered by AI<\/li>\n\n<li><strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">Adobe Brand Concierge <\/mark><\/em><\/strong>\u2013 development of conversational experiences<\/li><\/ul>\n\n<p>As highlighted during sessions, Brand Intelligence acts as a dynamic layer that learns from decisions and campaigns, stores knowledge about the brand, and ensures alignment across all outputs.<\/p>\n\n<p>This allows organizations to scale content without losing control over brand identity.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>Brand Visibility, GEO and AI-driven search <\/strong><\/h3>\n\n<p>One of the most important emerging topics is brand visibility in AI-driven environments.<\/p>\n\n<p>Traditional SEO is no longer enough. Brands must ensure they are present in:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>AI-driven search,<\/li>\n\n<li>LLMs,<\/li>\n\n<li>Generative discovery environments.<\/li><\/ul>\n\n<p>As discussed during Summit, this is where <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">GEO (Generative Engine Optimization)<\/mark><\/em><\/strong> becomes critical.<\/p>\n\n<p><strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">Adobe LLM Optimizer<\/mark><\/em><\/strong> supports this shift by enabling organizations to:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>analyze how their brand appears in AI responses,<\/li>\n\n<li>identify gaps in content and data,<\/li>\n\n<li>optimize content for <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">AI-first search experiences,<\/mark><\/em><\/strong><\/li>\n\n<li>improve visibility in generative environments.<\/li><\/ul>\n\n<p>This marks a shift from search engine ranking to being visible in and understood by AI.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>Scale of change and new challenges <\/strong><\/h3>\n\n<p>The scale of transformation is significant. As a result:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>content demand is expected to grow up to 5x,<\/li>\n\n<li>customer journeys are becoming increasingly fragmented,<\/li>\n\n<li>more interactions are mediated by AI agents.<\/li><\/ul>\n\n<p>As a result, traditional operating models based on manual processes are no longer sufficient. AI becomes the layer that connects data, content, decisions, and execution.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>Key takeaways from Adobe Summit 2026<\/strong><\/h3>\n\n<p>The biggest shift is not about producing more content. It is about AI becoming an integral part of systems that design, optimize, and deliver customer experience.<\/p>\n\n<p>Organizations that structure their data, content, and architecture early will gain a real competitive advantage. Those that treat AI as an add-on risk are falling behind in a world where the first \u201ccustomer\u201d is increasingly an AI agent.<\/p>\n\n<p>Adobe Summit 2026 clearly showed that this is not an incremental change \u2013 it is a fundamental shift in how <strong><em><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-secondary-color\">digital experience platforms, marketing and e-commerce<\/mark><\/em><\/strong> operate.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Discover the potential of Adobe Experience Cloud <\/strong><\/h3>\n\n<p>Sii Poland, as an Adobe Silver Solution Partner with over 10 years of experience, supports organizations in turning these trends into real outcomes.<\/p>\n\n<p>We support clients at every stage: from strategy to implementation and ongoing development:<\/p>\n\n<ul class=\"wp-block-list is-style-checked-gradient\"><li>designing Adobe Experience Cloud architectures (AEM, AEP, Adobe Commerce),<\/li>\n\n<li>implementing AI-driven marketing solutions,<\/li>\n\n<li>optimizing content supply chains,<\/li>\n\n<li>preparing organizations for AI-first strategies,<\/li>\n\n<li>building consistent, multi-channel customer experiences.<\/li><\/ul>\n\n<p>If you want to translate these directions into real actions, from structuring content and data to building scalable customer experience platforms, explore<strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-gradient-color\"><a href=\"https:\/\/sii.pl\/en\/what-we-offer\/enterprise-platforms\/adobe\/\" target=\"_blank\" rel=\"noopener\" title=\" our Adobe Experience Cloud offering.\"> <\/a><\/mark><\/strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-nswc-gradient-color\"><a href=\"https:\/\/sii.pl\/en\/what-we-offer\/enterprise-platforms\/adobe\/\" target=\"_blank\" rel=\"noopener\" title=\" our Adobe Experience Cloud offering.\"><strong>our Adobe Experience Cloud offering.<\/strong><\/a><\/mark><\/p>\n\n<p>We help you design the right architecture, implement solutions, and fully leverage the power of AI-driven customer experience.<\/p><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":136,"featured_media":143814,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"tags":[6173,5742,6202,1407,5935],"class_list":["post-143848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-adobe-en","tag-artificial-intelligence","tag-business-events","tag-e-commerce","tag-technology-partnerships"],"acf":[],"aioseo_notices":[],"featured_media_url":"https:\/\/sii.pl\/wp-content\/uploads\/2026\/05\/1920x740_CC-E-commerce-DXP_-Artykul-Adobe-Summit-2026-podsumowanie-grafiki.jpg","category_names":[],"_links":{"self":[{"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/posts\/143848"}],"collection":[{"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/users\/136"}],"replies":[{"embeddable":true,"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/comments?post=143848"}],"version-history":[{"count":3,"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/posts\/143848\/revisions"}],"predecessor-version":[{"id":143856,"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/posts\/143848\/revisions\/143856"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/media\/143814"}],"wp:attachment":[{"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/media?parent=143848"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sii.pl\/en\/wp-json\/wp\/v2\/tags?post=143848"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}