Here’s what you need to Know about Adobe Summit 2025

Last week, I had the pleasure to attend Adobe Summit 2025 in Las Vegas on behalf of Elevate Digital. This premier digital experience event unveiled significant developments in AI, creativity, and data, emphasizing the human element behind digital transformation.

Here are some of the key takeaways you need to know:

AI Empowering Human Connections

Artificial intelligence took center stage, showcasing how technology amplifies human potential. Adobe introduced the Experience Platform Agent Orchestrator, a solution for creating and managing AI agents with easy integration into AWS and Microsoft. Additionally, Adobe unveiled 10 new AI-driven tools targeting optimization of website performance and content creation efficiency. These advancements support more intuitive, impactful customer interactions.

AI Agents Orchestrating Customer Experience

A major highlight was Adobe’s Experience Platform Agent Orchestrator, designed to coordinate AI agents across Adobe and third-party systems. This technology integrates intelligence, automation, and dynamic decision-making into customer experiences, enabling brands to deploy multiple specialized AI agents seamlessly and efficiently.

AI-Optimized Web Experiences

Adobe also launched the Experience Manager Sites Optimizer, an AI-driven tool for enhancing website performance and user experience. It proactively diagnoses issues, recommends solutions, and automatically applies optimizations, ensuring consistently fast and engaging websites with minimal manual intervention.

Creativity at Scale and Personalized Experiences

Adobe Firefly Services received significant enhancements, including advanced video editing capabilities and APIs for content translation and personalization. Together with the Adobe GenStudio Foundation Interface—which unifies campaign planning and asset management—these tools help businesses deliver highly personalized experiences efficiently and effectively.

B2B Marketing Intelligence

Recognizing unique B2B challenges, Adobe introduced new AI solutions for account-based marketing and analytics. Adobe Journey Optimizer B2B Edition leverages AI to identify decision-makers and personalize complex B2B buyer journeys. Additionally, a new edition of Customer Journey Analytics provides account-level insights, enabling more targeted, coordinated strategies for entire buying groups.

Adobe Commerce: Cloud-First Innovation

Adobe Commerce as a Cloud Service saw significant enhancements designed to streamline digital commerce operations. Adobe Commerce Optimizer further improves this by using AI to proactively analyze, recommend, and automate commerce optimizations, helping brands deliver smoother, faster, and personalized shopping experiences.

Real-World Success Stories

Industry leaders shared inspiring examples of transformative results. Coca-Cola effectively scaled AI to manage content across 200 global brands. Marriott significantly reduced campaign launch times by 70%, generating millions of personalized content variations. These cases demonstrate the practical impact of combining strategic vision with technological innovation.

Data-Driven Insights

The Adobe Digital Trends Report indicated that 64% of businesses achieved greater productivity and efficiency through AI, with consistently rising ROI. These findings reinforce the importance of strategic technology investments for achieving measurable business growth.

Innovations Ahead

Adobe Labs previewed future-focused solutions, including Project GetSavvy, which empowers non-technical teams to collaborate effectively with AI, and advanced tools for easier CMS migrations. These innovations signal a future where technology is increasingly accessible and transformative.

Looking Forward

Adobe Summit 2025 highlighted that successful customer experiences depend on human-centric AI, creative personalization, and strategic use of data. At Elevate Digital, we remain dedicated to leveraging these trends to drive ongoing success in an evolving digital environment.

Jared Bronz, SVP Consulting, Elevate Digital