Adobe Summit 2025: Agentic AI for Smarter Customer Experiences

At Adobe Summit 2025, AI was front and center in conversations, keynotes, and sessions. In 2024, most discussions revolved around exploring AI’s potential. By 2025, the focus shifted to real implementation, with leading brands sharing early wins through accelerated workflows and improved customer experiences. The most discussed topic this year was AI Agents, defined as “systems where LLMs dynamically direct their own processes and tool usage, maintaining control over how they accomplish tasks.”

According to Adobe’s 2025 AI and Digital Trends report, 65% of senior executives view AI and predictive analytics as essential to customer retention and loyalty. At the same time, 76% of practitioners note that fragmented data continues to limit their ability to personalize experiences in real-time. To address this, Adobe introduced the Adobe Experience Platform Agent Orchestrator, a solution aimed at putting AI into action across customer experience platforms.

With 10 built-in agents at launch, the Adobe Experience Platform Agent Orchestrator arms brands with tools that apply AI to optimize customer journeys. While full details were not shared for every agent, Adobe did provide a closer look during sessions at two we are highlighting in this article: the Data Insights Agent and the Experimentation Agent. The way these two agents work together aligns closely with the consulting strategies BlastX Consulting uses to help clients act with speed and precision.

Unifying Data with Adobe AI for Faster, Smarter Insights

Disconnected data systems slow down the delivery of the experiences customers expect. The Adobe Experience Platform helps solve this by bringing together fragmented data sets, giving teams visibility into the full customer journey and the tools to act on it. Built on Adobe Customer Journey Analytics (CJA), the Data Insights Agent accelerates this process by automating analysis and surfacing actionable insights across all touchpoints.

Accessed through a chat-style AI Assistant, the Data Insights Agent generates visualizations in response to user questions. This helps marketers and analysts not only get answers quickly but also see how those answers are constructed. Instead of static results, users get a clear view into the logic behind each insight, supported by dynamic visual outputs.

This approach is both efficient and confidence-building. In an era where hallucinated responses remain a real risk in generative AI, having the ability to inspect how an answer is created adds a layer of trust. For complex data questions, this Data Insights Agent also saves time by handling intricate calculations and visual generation.

As AI enables broader access to insights beyond traditional analyst roles, data literacy becomes even more critical. The ability to ask better questions and interpret AI-generated answers is quickly becoming a core skill for teams using Adobe’s data ecosystem.

Driving Smarter Testing with Adobe AI Experimentation Tools

Just as critical as insights is the ability to act on them. The newly introduced Experimentation Agent, purpose-built for Adobe Target and Adobe Journey Optimizer, helps teams prioritize tests by identifying high-impact conversion drivers. This results in less time spent on guesswork and more time executing strategies that deliver measurable outcomes.

According to Adobe’s 2025 AI and Digital Trends report, 63% of organizations are already piloting or using generative AI to personalize journeys in real-time. Among those, 49% report stronger decision-making and 48% see improved customer engagement.

Real-World Impact with Agentic AI

When Agentic AI is integrated into the Adobe Experience Platform, brands gain a distinct competitive edge in three core areas:

• Scalable Personalization: AI-enhanced content operations and connected journey insights help tailor experiences to each customer across all channels
• Enhanced Efficiency: Reducing manual tasks allows marketers and analysts to focus on strategic initiatives that drive ROI
• Data-Driven Decisions: AI-generated insights support better engagement, retention, and smarter resource allocation

Maintaining customer trust requires a clear understanding of preferences and consistent delivery of relevant experiences. Brands that prioritize AI-driven personalization and experimentation are creating meaningful separation in an increasingly competitive environment.

Business Value of Agentic AI in Adobe Experience Platform

The integration of Agentic AI into the Adobe Experience Platform gives brands a significant competitive edge by turning data and automation into real business outcomes. This has impact in the same three core areas addressed earlier:

• Scalable Personalization: AI-powered enhancements to the content supply chain make it possible to personalize at scale. Combined with connected journey insights, brands can adapt experiences in real-time to meet customer expectations across every channel
• Enhanced Efficiency: By automating manual tasks, teams can redirect time and energy toward strategic growth efforts that improve ROI
• Data-Driven Decisions: Insights delivered by AI agents support smarter engagement strategies and stronger customer retention

To stand out, brands must consistently earn customer trust, understand preferences, and deliver relevant experiences. Those that embrace AI-enabled personalization and experimentation are setting the pace in today’s competitive market.

Prepare Your Brand for Adobe’s AI Agent Future

The Adobe Experience Platform Agent Orchestrator and suite of AI Agents introduced at Adobe Summit 2025 signal a new era of scalable personalization, faster insights, and smarter decision-making. These tools are not just emerging tech—they are practical solutions built to meet rising customer expectations.

At BlastX Consulting, we help brands integrate AI responsibly, with strategies that unlock real value across analytics, testing, and personalization.

Ready to activate Agentic AI for your business? Let’s talk.