Summary:
-
Adobe Summit in Las Vegas focused on AI advancements to help brands navigate the agentic era.
-
New releases include Adobe CX Enterprise and Firefly AI Assistant to streamline workflows and enhance customer engagement.
-
The 2026 AI and Digital Trends report reveals challenges in data readiness and customer acceptance of AI interactions.
Adobe wrapped its annual Summit this week in Las Vegas with a slate of AI announcements aimed at helping brands operate in what the company is calling an agentic era, a shift its newly released 2026 AI and Digital Trends report suggests most organizations are not yet ready to make.
The three-day conference, held April 20 through 22, centered on the debut of Adobe CX Enterprise, an AI-first platform that replaces the Experience Cloud umbrella and organizes creative and marketing tools around three pillars, brand visibility, customer engagement, and content supply chain, according to MarTech.
Adobe also used the Summit to spotlight Firefly AI Assistant, a conversational interface that orchestrates and executes complex, multi-step workflows across Adobe Photoshop, Firefly, Premiere, Express, Lightroom, Illustrator and more. The assistant was announced April 15 ahead of the event and is expected to enter public beta within weeks.
The launches arrive alongside Adobe’s 2026 AI and Digital Trends report, conducted with Oxford Economics, which surveyed 3,000 executives and practitioners and 4,000 customers in October and November 2025. The findings point to a wide distance between where brands say they are going and where their infrastructure, data, and customers actually are.
According to the report, 78% of organizations expect agentic AI to directly handle most of their customer support interactions within the next 18 months.
Only 16% have embedded agentic AI across their organization for that use case today. Just 51% have the cloud technology needed to support agentic AI, compared with 89% for generative AI.
ADVERTISEMENT
Data readiness lags further. Only 44% of organizations say their data quality and accessibility is adequate for AI in general, while 75% cite data integration and quality as the top challenge for implementing agentic AI, the report found.
Customers are not fully on board either. While 43% said they would be open to interacting with a brand’s AI concierge, just 19% agreed that AI agents will eventually become their primary way of interacting with brands. Forty-nine percent of organizations think they will.
Adobe’s Summit announcements appear built to address parts of that execution gap. GenStudio for Content Marketing is a new product entering early access at Summit. It atomizes long-form content into social clips, short videos, posts, and emails, with Adobe saying it reduces timelines from four to six weeks to minutes, per MarTech. GenStudio for Performance Marketing added ChatGPT as a publishing channel and expanded connected TV ad creation.
Adobe CEO Shantanu Narayen appeared on stage with Nvidia CEO Jensen Huang during the keynote, according to TechRadar. Firefly also surpassed $250 million in ARR in Q1 FY26, the first time Adobe has broken out the product as a standalone revenue line, CMSWire reported.
In its report, Adobe lays out four steps brands can take to close the readiness gap, including strengthening data foundations, modernizing content supply chains, aligning executives with day-to-day practitioners, and designing AI experiences around customer comfort.
Adobe Summit session content is available through the company’s Experience League platform.
ADVERTISEMENT
