I’ve been to enough industry events to know when something is evolving… and when something is fundamentally shifting. The Adobe Summit 2026 in Las Vegas felt like the second.
The event felt like a reset moment for Customer Experience as a discipline, less about channels, campaigns, or tools, and more about something much more structural: experience as a coordinated system of intelligence.
The shift you could feel in every conversation
Across keynotes, hallway conversations, and those unexpected late-night debates that only happen in Vegas, one idea kept resurfacing: We are officially moving from experience orchestration as an ambition to experience orchestration as an operating model.
And this aligns with what Adobe itself is signaling. In its latest CX direction announcement, the company frames Customer Experience Orchestration as the integration of data, content, and decisioning into a unified, agentic system, powered by the new CX Enterprise vision, built on AI-native architecture and governance layers.
That framing matters because it changes the conversation entirely. We’re no longer asking: “How do we personalize better?” We’re asking: “How do we design systems that continuously decide, adapt, and execute experiences?”
Agentic AI is no longer conceptual…and hasn’t been for a while
One of the clearest signals this year: AI left the conceptual stage a while ago.
We’re no longer talking about AI as an assistant layer anymore. We’re talking about agents embedded inside workflows, capable of execution across systems, content, and decisions.
Adobe’s own direction reinforces this shift, with agentic capabilities extending across creative, marketing, and CX environments, including integrations into enterprise ecosystems and conversational interfaces like ChatGPT and Microsoft Copilot environments.
The real unlock is orchestration
If there were one word that defined this Summit for me, it would be ‘orchestration’.
But not in the legacy marketing sense. In a much deeper, structural sense. The real problem isn’t a lack of tools. It’s fragmentation: Data lives in one system. content in another, journeys in another, decisioning somewhere else entirely. And yet, customers don’t experience systems. They experience moments.
A survey of 3,000 CX executives and practitioners (Adobe 2026 AI & Digital Trends report) shows early generative AI gains and strong ambition for agentic AI, but highlights key gaps in data fragmentation, misalignment between leadership and teams, and limited enterprise-wide deployment.
Content is becoming adaptive infrastructure
Another theme that stood out: content is no longer a production problem. It’s a system design problem. We are moving from content creation to content intelligence, where assets are dynamically assembled components based on context, channel, and intent. Tools like Adobe Firefly are accelerating this shift by enabling generative content systems that scale production while maintaining brand consistency.
The invisible audience: machines
One of the most overlooked but critical shifts discussed at the Summit is this: Brands are no longer only being designed for humans. They are also being interpreted by machines. AI agents, conversational interfaces, and recommendation systems are now part of the discovery layer. And that changes everything about visibility. We are entering a world where brand experience systems must be: human-readable and machine-interpretable at the same time.
From personalization to anticipation
One of the most compelling shifts I saw reflected in real brand stories, including work shared by DICK’S Sporting Goods, is the move from personalization to anticipation. Not reacting to behavior, but understanding intent early enough to shape outcomes. That shift sounds subtle.But it completely changes how systems are designed.
What this all adds up to
When I step back, the picture becomes very clear: We are not improving Customer Experience anymore. We are rebuilding its architecture. And that architecture is:
- agentic
- orchestrated
- adaptive
- and continuously learning
Which also means something important:
There is no “optimized state” anymore. Only continuous evolution.
Where Globant fits into this shift
Within this new landscape, the role of platforms alone is not enough. The real challenge is integration, across data, systems, workflows, and governance layers. At Globant, the Adobe Studio has spent years building deep implementation expertise across the ecosystem, from AEP and RT-CDP to AJO, Workfront, AEM, Analytics, and Commerce.
But what is emerging now is something more structural. A Knowledge Layer that transforms past implementations into a living system of intelligence, capturing learnings, identifying patterns, and continuously improving how solutions are designed and deployed.
Closing thought
Walking out of Adobe Summit this year, I kept coming back to one idea: We are designing systems that generate experiences. And in that shift, from outputs to systems, lies the real transformation of our industry. Not louder campaigns or more content, but intelligence that can coordinate everything we already have, and finally make it work as one.
