What you missed at Adobe Summit 2025: big agentic AI & personalization wins
Adobe Summit 2025 delivered an exciting glimpse into the future, unveiling a wave of innovations designed to help businesses create standout customer experiences and streamline their marketing operations.
The big themes? It’s all about harnessing the power of AI to drive growth, scale personalization like never before, and tackle long-standing challenges around data connectivity and operational efficiency.
This year’s event made it clear: we’ve hit a turning point in digital transformation. AI is no longer just something companies are experimenting with — it’s producing real, measurable results. Senior leaders are leaning in, seeing AI and predictive analytics as game-changers for growth, especially when it comes to deepening customer engagement with more tailored, meaningful experiences.
That said, many organizations still face hurdles. Fragmented data and integration headaches continue to get in the way of delivering the truly timely, relevant interactions customers expect.
To help bridge that gap, Adobe rolled out an impressive lineup of new features and product launches. A major highlight was agentic AI — a breakthrough approach that’s set to transform both how brands engage with customers and how marketers manage their day-to-day work. With autonomous, agentic AI now capable of handling complex decisions and automating tasks, the possibilities for smarter, more efficient workflows are huge.
The key Adobe Summit 2025 highlights
From cutting-edge AI tools for content creation to advanced solutions for designing personalized customer journeys, here are the standout developments you’ll want to keep on your radar.
Adobe’s take on agentic AI
Adobe is introducing a new wave of AI-powered agents within the Adobe Experience Platform, designed to automate repetitive tasks, surface insights, and proactively act on recommendations. Managed by the Agent Orchestrator, these agents help scale personalized experiences across roles like audience management, content production, and site optimization.
At the heart of this system, the Agent Orchestrator acts as an intelligent reasoning engine, allowing AI agents to understand context, make complex decisions, and automate workflows. Businesses can seamlessly manage these agents across Adobe and third-party tools, unlocking smarter customer experiences and greater operational efficiency. As consumer appetite for AI-powered assistance continues to grow, Adobe’s agentic AI is poised to transform how brands engage and deliver at scale.
Human-AI collaboration in action
Continuing with the key theme of Adobe Summit 2025, Agentic AI was the center of Cognizant Moment’s showcase– AstroAgentic demo. This demo immerses users in a human-AI collaboration experience, creating a marketing campaign with AI agents specialized in copywriting, image generation, and UX. AstroAgentic shows that AI Agents can become team members, enhancing and complimenting human creativity, precision, unlocking unparalleled efficiency, innovation, and adaptability. Learn more about our Agentic Operating Model here.
Expansion of AI capabilities within Adobe GenStudio
Adobe is further integrating AI into creative workflows with the unveiling of GenStudio Foundation. This provides marketers and creatives with a unified interface to integrate data from Adobe’s content supply chain solutions, aiming to streamline campaign planning and execution. This expansion highlights the increasing importance of AI in enhancing both the efficiency and creativity of marketing teams. Go further with GenStudio and Edge Delivery Services by downloading our latest whitepaper here.
Launch of Adobe Brand Concierge for enhanced customer interactions
Adobe also launched Adobe Brand Concierge, a new tool designed to elevate customer interactions. Using AI-powered Product Advisor Agents, businesses can guide consumers from initial discovery to final purchase with immersive, conversational experiences. Brand Concierge delivers white-glove service at scale, redefining how brands engage with their audiences.
Adobe Experience Manager Sites Optimizer
To help brands maximize their web channel, Adobe introduced Adobe Experience Manager Sites Optimizer, a generative AI-first application for Edge Deliver Services. This tool enables marketers and product owners to automate the identification and diagnosis of issues affecting site traffic acquisition and content engagement. More specifically, the Optimizer continuously analyzes performance data and suggests improvements for SEO, page speed, and content performance. On top of that, It provides the ability to implement recommended fixes with a single click using the Site Optimization Agent. Key functionalities include:
- Continuously collecting and analyzing performance data to detect optimization opportunities.
- Using AI models trained on Experience Manager data and content to propose solutions for low performance or engagement areas.
- Allowing marketers to implement these solutions almost automatically.
- Integration with Google Merchant Center for syncing product data and accessing performance insights.
If your team is interested in discovering more about AEM Sites or Edge Delivery Services, learn more about our leading expertise in this cutting-edge content management system.
Cognizant Netcentric recognized as Adobe's Digital Experience Partner of the Year for Central Europe
We are thrilled to announce that Cognizant Netcentric has received the prestigious Digital Experience Partner of the Year award for Central Europe at the Global Adobe Summit. This award underscores the strength of our collaboration with Adobe in the region throughout 2024 and is a testament to our teams' hard work, dedication to joint growth, and commitment to delivering innovative solutions for our clients.
Gerhard Gerner, Global Head of Adobe Practice at Cognizant, highlighted that this achievement "reflect[s] our unwavering commitment to deliver exceptional customer experiences and drive impactful results for our clients".
The AEM Rockstar Awards
As one of three finalists at the AEM Rockstar event, Cognizant Netcentric’s Scott Simmer introduced our new dedicated personalization add-on that maintains the speed and efficiency of Edge Delivery Services while harnessing the power of Adobe Journey Optimizer (AJO). This highlights the potential for highly performant and personalized web experiences. AJO is profile-based at its core, enabling dynamic content delivery based on user attributes, personas, and journey stages—supporting millions of variations. Its flexibility extends beyond web, allowing brands to unify web personalization with cross-channel campaigns like email, creating a seamless customer journey. By tightly integrating Edge Delivery with AJO, this solution delivers real-time personalization with a lean setup, using AJO’s advanced decisioning in the background. All it requires is an AJO license, keeping implementation streamlined while maximizing performance and personalization impact. Reach out to us to learn more about this solution.
Cognizant Moment's success stories
We were thrilled to host sessions with Kawasaki/Bimota and MGM Resorts, where we explored how these brands accelerated content velocity, shortened time-to-market, and delivered seamless omnichannel experiences. Full of real use-cases and insights, from challenges to solutions to results, learn from peers, fellow marketing and digital teams on how they’re achieving their business goals. Watch the recordings here.
What these Adobe innovations mean for your business
The advancements unveiled at Adobe Summit 2025 signal a clear becoming central to delivering exceptional customer experiences and marketing efficiency. While only a small percentage of organizations have fully embraced these capabilities, the opportunity is significant, and we have the expertise to unlock it.
By adopting agentic AI and Adobe's evolving suite of tools, brands can:
- Enhance personalization at scale.
- Increase operational efficiency.
- Stay ahead in an increasingly competitive digital landscape.
Unlock the potential of Adobe tech and customer experience excellence today
Our experts at Cognizant Netcentric, as part of Cognizant Moment, are ready to guide you through the evolving landscape of AI-powered marketing and customer experience.
Explore how agentic AI and Adobe's technologies can drive meaningful growth for your organization.