Takeaways From Adobe Summit 2026 Agentic AI and Brand Visibility

At this year's Adobe Summit in Las Vegas, the energy was hard to miss. Brand leaders, marketers, technologists, and partners packed the floor, and the mood reflected an industry that is leaning in.

But the topic that dominated every conversation on the floor was discoverability. As AI-powered interfaces become the primary way consumers find, evaluate, and engage with brands, enterprise leaders are grappling with a visibility gap they can feel but aren't yet sure how to close.

Adobe's announcements spoke directly to that anxiety. For the thousands of brand leaders, marketers, and technologists in attendance, they also signaled something bigger. The agentic era is here, and it's already reshaping how Adobe is building its entire product vision and how enterprises will need to operate inside it.

Key Takeaways

• Agentic AI is the new operating model for customer experience, not a feature layer sitting atop existing workflows.

• Adobe Experience Manager (AEM) has been significantly expanded into an AI context, brand governance, and experience delivery platform, with three new agents now available for AEM Sites.

• Brand discoverability across AI surfaces has become critical for the C-suite, and Adobe’s new Brand Visibility solution and LLM Optimizer are the direct response.

• CX Enterprise Coworker represents a shift from campaign-based execution to continuous, goal-driven experience orchestration anchored in the Adobe Experience Platform.

• Several announced capabilities, including AEM Edge Functions, Canary Deployments, and the browser-native Slicc agent, are not yet generally available but signal where Adobe’s developer tooling is headed.

• As an Adobe partner with deep AEM expertise, Oshyn’s AEO/GEO, AI-first Design, and Agentic DXP Development services are built for precisely this moment in the ecosystem.

Discoverability Is the New Mandate

As Oshyn found when speaking to customers, one theme that cut across every conversation on the Summit floor this year was discoverability. For most brands, the conversation started from a place of uncertainty. Many enterprises haven't yet begun tracking their prompt citations, measuring how LLMs interpret their content, or auditing their visibility across AI surfaces.

As in the early days of SEO, brands knew they needed to track rankings, but the tools and frameworks were still being developed. Now that same challenge is playing out across LLMs.

Adobe's own research shows AI traffic to U.S. retail sites increased 269 percent YoY as of March 2026, and most brands have significant gaps in how well they're optimized for those surfaces.

Discoverability was a major theme for Oshyn at this year's Adobe Summit, where we shared exclusive insights with several attendees ahead of our upcoming initiatives. Most notably, the event confirmed that the window for early-mover advantage is wide open—but it won't stay that way indefinitely.

Adobe’s answer is a brand visibility solution built around an experience flywheel: Sense, Generate, Reach, and Learn.

• Adobe LLM Optimizer gives brands visibility into how AI systems interpret their content and surfaces discoverability gaps before they become competitive liabilities.

• LLM Apps lets brands build experiences that run natively inside LLM interfaces.

• An updated Adobe Brand Concierge brings real-time product details and checkout directly into conversational interfaces.

• While Slicc is a browser-native AI agent.⠀

Organizations should evaluate these capabilities against their specific visibility gaps and seek the right guidance from experienced partners, rather than treating any of them as turnkey solutions.

Adobe Embraces the Agentic Push

The centerpiece announcement of Summit 2026 was Adobe CX Enterprise. The end-to-end agentic AI system is designed to manage the entire customer lifecycle. It also brings together AI agents, reusable agent skills, Model Context Protocol (MCP) endpoints, and a governance and intelligence layer that makes those agents reliable and auditable.

The execution layer is Adobe CX Enterprise Coworker, which represents a meaningful shift in how Adobe is asking marketers to think about their work. Rather than building and launching discrete campaigns, Coworker monitors signals, recommends next-best actions, and executes experiences continuously across channels based on defined business goals.

Additionally, Coworker will be anchored in insights from across Adobe enterprise applications, including Real-Time CDP, Journey Optimizer, Customer Journey Analytics, Marketo Engage, and Target.

The ecosystem is built on MCP and Agent2Agent (A2A) standards with integrations across AWS, Anthropic, Google Cloud, IBM, Microsoft, NVIDIA, and OpenAI. Adobe is also embedding the Adobe Marketing Agent directly into surfaces like ChatGPT Enterprise, Microsoft 365 Copilot, and Gemini Enterprise, which enterprises are already using.

Customers should note that, at the time of publication, these additions are only on the roadmap and are not yet generally available. However, having support from the right partner can ensure that, when they are businesses, they know how to incorporate them.

AEM Is Expanding Its Use Cases For Enterprises

Adobe Experience Manager (AEM) will no longer be just a publishing platform, but instead the foundation from which every experience, whether delivered to a human visitor or surfaced by an AI agent inside an LLM interface, originates. As the brand context layer, it can govern brand truth, permissions, content sources, and other policies that both human teams and AI agents draw from.

Three new agents are now available for AEM Sites:

• The Brand Experience Agent accelerates content production by updating existing pages, creating new content, and modernizing legacy sites for AI-driven discovery.

• The Content Advisor Agent surfaces approved content instantly and prepares it for any channel.

• The Brand Governance Agent enforces brand policies, tracks asset rights, and manages permissions to ensure content served to both human and AI audiences is always on-brand and compliant.

Powering all three is Adobe Brand Intelligence, the continuously learning reasoning engine that makes GenStudio, AI Assistant, and the new AEM agents brand-aware.

Additionally, developers can get excited about features including Edge Functions (running CDN workers natively on Adobe’s CDN), Canary Deployments for safer rollouts, Security Scans to detect vulnerable dependencies, and new MCP-based developer tools that simplify building AEM components.

While these solutions are not yet fully available, they paint a clear picture of where AEM’s development experience is headed.

What Adobe’s Announcements Mean For Your DXP

The question for enterprise brands running Adobe is no longer whether to engage with agentic AI, but rather how to do it in a way that delivers real business value rather than adding complexity.

For brands anxious about AI discoverability, the gap between organizations that are optimizing for AI visibility and those that aren't is widening quickly. The brands that treat AI discovery and direct engagement as a connected system will build durable advantages over those that treat them as separate problems.

The more important question for enterprise brands isn't which tool to buy, but whether they have the expertise to interpret what those tools are telling them and translate that into real changes to their content, workflows, and architecture.

For current AEM customers, the new agents and context management layer represent genuine opportunities. However, enterprises need to make deliberate architecture decisions, have a clear content governance model, and implementation expertise that understands both the platform and the business objectives behind it.

At Oshyn, we’ve been investing in exactly these capabilities and offer the services to help businesses capitalize:

• AEO/GEO helps brands understand and close their AI visibility gaps.

• AI-First Design helps enterprises design agentic experiences for humans and agents.

• Agentic DXP Development services help clients implement and operationalize the agentic AEM capabilities Adobe announced.

If you’re thinking through what Adobe’s announcements mean for your roadmap, whether that's AEM's new agentic capabilities, your AI discoverability gaps, or both, the Oshyn team can help you cut through the noise and figure out what's actually worth acting on now. Contact us to find out more.