Adobe Summit 2025: Agentic Experience Orchestration

This IDC Perspective summarizes Adobe's many product and partnership announcements at its Adobe Summit 2025 conference. "Adobe has embraced AI for many years, and its aggressive implementation of GenAI and agentic AI across its product lines builds on a long history of AI and machine learning development," said Gerry Murray, research director of IDC's Enterprise Marketing Technology service. "Adobe can bring creative and marketing operations together within a seamless data and automation infrastructure that no other company can provide, which will enable global brands to accelerate their content supply chains to keep up with the burgeoning use of AI to guide buyers through their discovery, evaluation, and selection processes."