Adobe Summit 2026: Recap
WPP Enterprise Solutions steps into the spotlight as inaugural Platinum Sponsors
At Adobe Summit in Las Vegas, our unified VML, Verticurl and WPP team was out in force – showcasing our AI expertise and customer experience leadership to help clients future-proof their business.
As AI transforms how businesses operate, new opportunities to both acquire and engage customers with AI agents have become an important interface between businesses and consumers. Agents are also reshaping product discovery, purchase and commerce behavior. It's not just about engaging customers – you also have to engage the agents acting on behalf of your customers and design experiences for both of them.
This shift puts brands under pressure to deliver more personalized content faster across every channel. As Shantanu Narayen, CEO of Adobe, said in his keynote: "Enterprises that win will be the ones running enterprise models with their own data and their own content, which enable them to turn their brand knowledge into results at scale."
Adobe Summit marked a pivotal strategic repositioning for Adobe as they unlock their infrastructure for agents around CX Enterprise Coworker. Gareth Osborne, VML EMEA CTO, offers his strategic insights on how to navigate this new landscape – you can download the playbook below.
Plus, a shout-out to The Coca-Cola Company for winning "The Maverick" award at the Adobe Summit Experience Maker Awards! It’s been an honor partnering with Coca-Cola, Adobe and our WPP Open X teams to redefine what’s possible in marketing innovation – read more about it here.
WPP Enterprise Solutions @ Adobe Summit 2026
Download our Adobe Summit analysis "Building the Agentic Enterprise" here:
WPP ES Sessions On-Demand
From search to purchase to brand reach and loyalty, "Making Agent-to-Agent Marketing Work for Humans" with Emma Chiu and Jason Carmel from VML, and Loni Stark from Adobe, explored why enterprises need to re-engineer their marketing strategy to leverage machine agents. At a time when 73% of people believe that “in the future, people and digital humans will live and work alongside one another,” this insightful discussion examined what that future looks like and what it means for brands, customers and the evolving relationship between people and machines.
Today, sports fans' expectations continue to evolve, with audiences wanting more connected and personalized experiences across every interaction and not just on game day. "From Personalization to Connected Fandom: Bridging Physical and Digital with AI" featured leaders from WPP Enterprise Solutions, Lava.ai and the NFL sharing how they're designing technology foundations and operating models that enable “game-speed” execution while maintaining the guardrails required to protect brand, ensure consistency, and support coordinated fan experiences.
The Future is Now: Key Themes of Adobe Summit
Adobe Summit 2026 brought new innovations, with foundational shifts from previous years providing a crucial context. Here's a look at the critical themes our WPP Enterprise Solutions experts anticipate will continue to shape the future of customer experience:
- Customer Experience Orchestration (CXO): The convergence of AI, creativity, and data remains the "holy grail" for unlocking personalization at scale. This holistic approach is Adobe's long-term vision, and WPP Enterprise Solutions is at the forefront of implementing it.
- The Rise of Agentic AI: Moving beyond Generative AI, the focus is shifting to Agentic AI – intelligent agents designed to make autonomous decisions, navigate, plan, and execute complex tasks with minimal human input. This "third wave" of AI is revolutionizing marketing productivity and automation.
- True Personalization at Scale: The mission to deliver genuine one-to-one personalization, immediately and individually relevant, continues to be a north star. New AI capabilities and integrated platforms are making this achievable, moving beyond manual, lowest-common-denominator approaches.
- Unleashing Creativity with AI: The role of creativity in a digital-first world, augmented by AI, is more critical than ever. We believe AI democratizes creativity and unlocks it at scale by automating repetitive tasks, allowing marketers and creatives to focus on strategy, ideation and human-led oversight.
- Agile Commerce Solutions: The evolution of commerce platforms towards full SaaS and flexible solutions like Commerce Optimizer signals a focus on simpler access, operational efficiency, and the ability for brands to integrate modern front-end experiences with existing infrastructure. Essentially, "content conversations are still commerce conversations."
- The Power of Data Integration: Unlocking and integrating data across your ecosystem is non-negotiable for success in CXO and personalization. We emphasize the importance of data quality and breaking down silos to feed advanced AI models.
- Strategic Partnership & Human Oversight: Amidst rapid technological change, WPP Enterprise Solutions remains a trusted partner, deeply involved in shaping Adobe's product evolution. We stress the importance of human oversight, clear brand guidelines, and strategic thinking to ensure AI enhances, rather than diminishes, brand authenticity and impact.
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