Adobe unveiled two major strategic moves at Adobe Summit 2026: a new brand visibility solution to help enterprises manage their presence across AI-driven discovery surfaces, and a significant expansion of its agentic partner ecosystem to scale end-to-end customer experience workflows globally.
Adobe is expanding Adobe Experience Manager (AEM) with a contextual layer that manages brand truth, permissions, governance and content sources—giving both human teams and AI agents a shared foundation to build and optimise digital experiences.
Within Adobe Experience Manager (AEM) Sites, Adobe has introduced three new AI agents: Brand Experience Agent, which creates and updates content while modernising legacy pages; Content Advisor Agent, which surfaces and prepares approved assets for multi-channel use; and Brand Governance Agent, which enforces brand policies and manages permissions, alongside broader updates including Adobe LLM Optimizer for visibility into how AI systems interpret content, enhanced Adobe Commerce capabilities to boost product discovery in AI-driven shopping journeys, Adobe Brand Concierge for conversational commerce with integrated checkout, and new LLM Apps in AEM that enable brands to build experiences directly within large language model interfaces.
“There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason. For decades, brands have managed content, but now they also need to manage context,” said Loni Stark, Vice President of Strategy and Product, Adobe
“Maintaining the trust of our clients is at the center of how we approach technology at Vanguard, especially in an AI-driven future. We’re embedding AI into client-facing experiences in ways that are both highly personal and deeply responsible,” said Jennifer Manry, Divisional CIO, Corporate Systems, Vanguard
Adobe also unveiled Adobe CX Enterprise, a new end-to-end agentic AI system for managing the entire customer lifecycle, alongside a broad expansion of technology, agency and system integrator partnerships.
Global agencies like dentsu, Havas, Omnicom, Publicis, Stagwell and WPP are standardising on CX Enterprise to build differentiated offerings for joint clients. System integrators including Accenture, Capgemini, Cognizant, Deloitte Digital, EY, IBM, Infosys, PwC and TCS are packaging agentic solutions for specific industry verticals.
“Marketers shouldn’t have to choose between their organisation’s AI tools and the marketing capabilities required to drive impactful outcomes. We are providing businesses flexibility and choice, empowering teams to make smarter, faster decisions while maintaining enterprise-scale context, trust and governance,” said Amit Ahuja, SVP of Product, Customer Experience Orchestration, Adobe
