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.
