As customer expectations continue to rise, financial services organizations are under increasing pressure to deliver personalized, seamless, and secure digital experiences. Adobe’s latest report, The Total Economic Impact of Adobe’s Content Supply Chain Solution, reveals how Generative AI and connected data are reshaping the industry and why now is the time for financial institutions to evolve.

A Wake-Up Call for Financial Services

Consumers today expect more than just secure transactions. They want personalized recommendations, consistent omnichannel experiences, and transparency in how their data and AI-generated content are used. Yet, Adobe’s research shows a significant gap between these expectations and what financial services brands currently deliver:

• 90% of consumers rate data privacy as critical, but only 58% feel their data is handled securely
• 79% expect consistent experiences across channels, but just 47% say brands deliver
• Only 33% feel brands anticipate their needs with relevant offers, despite 70% expecting it

This disconnect presents a clear opportunity for financial institutions to differentiate themselves by investing in AI-powered personalization and content delivery.

GenAI Moves From Concept to Competitive Advantage

Generative AI is no longer a futuristic concept; it is now a reality. It’s a strategic imperative. In 2025, 56% of financial services organizations are prioritizing GenAI to improve client interactions and employee productivity. Wealth and asset management firms lead the charge with 60% focusing on AI-driven client engagement compared to 52% in retail banking.

Use cases are expanding rapidly:

• Chatbots are the most mature application, with 49% of organizations already using them
• Journey optimization and data analysis are gaining traction, with over 40% of firms piloting or deploying solutions
• AI is also being used to automate workflows, generate creative content, and personalize customer experiences across channels

Efficiency, Engagement, and Growth

Executives are already seeing tangible benefits from AI adoption:

• 51% report major gains in content production speed
• 50% see improved team productivity
• 47% note freed-up resources for strategic initiatives

These improvements are driving better customer engagement and laying the foundation for scalable, personalized marketing.

Overcoming Compliance, Data Silos, and Culture

Despite the momentum, scaling AI in financial services isn’t without challenges. Governance, compliance, and privacy concerns top the list, especially in retail banking, where 59% of executives cite compliance as the biggest hurdle. Siloed data is another major issue, particularly in wealth and asset management, where 51% struggle to unify customer insights.

To move forward, organizations must:

• Establish cross-functional AI governance committees
• Invest in real-time data platforms
• Prioritize ethical AI practices to protect brand reputation

The Road Ahead

The Adobe report paints a clear picture: financial services organizations must embrace AI and digital transformation to stay competitive. Key trends shaping the future include:

• Hyper-Personalization | Real-time, one-to-one interactions are the goal, but only 33% of firms can update offers based on browsing history.
• Omnichannel Consistency | Practitioners feel pressure to deliver more content across more channels, with 43% citing increased volume demands.
• Sustainable Innovation | Wealth managers are leading the way in sustainable investing, responding to growing consumer demand.

To succeed, financial institutions must take a methodical, compliant approach to AI adoption, balancing innovation with trust. The winners will be those who connect data, content, and customer insights to deliver meaningful, personalized experiences at scale.

Ready to Transform Your Digital Experience Strategy?

Navigating the complexities of AI adoption, data governance, and digital transformation requires more than just technology. It demands deep industry expertise and a strategic partner who understands the nuances of financial services.

Our experts bring together Adobe solutions, generative AI innovation, and financial services experience to help you:

• Deliver personalized, compliant, and scalable digital experiences
• Break down data silos and activate real-time insights
• Accelerate content creation and journey optimization with AI
• Build trust through secure, transparent, and consistent customer interactions

Whether you’re modernizing for next-gen customers, launching new digital offerings, or scaling AI across your organization, we’re here to help you move forward with confidence.

Let’s connect and explore how we can elevate your customer experience together.

If you’re using Adobe Experience Manager as a Cloud Service (AEMaaCS), you’ve likely wondered what to do with your existing CDN. AEMaaCS includes a fully managed CDN with caching, WAF, and DDoS protection. But it also supports a Bring Your Own CDN model.

This flexibility allows you to layer your CDN in front of Adobe’s, boosting page speed through edge caching.

The Challenge: Static vs. Dynamic Content

Many AEM pages combine static and dynamic components, and delivering both types of content through multiple layers of CDN can become a complex process.

Imagine a page filled with static components and just a few dynamic ones. For performance, the static content should be cached heavily. But dynamic components often require real-time rendering and can’t be cached. Since caching is typically controlled by page path—both in Dispatcher and the CDN—we end up disabling caching for the entire page. This workaround ensures dynamic components work as expected, but it undermines the purpose of caching and fast delivery.

Sling Dynamic Includes Provides a Partial Solution

AEM provides Sling Dynamic Includes (SDI) to partially cache the static content and dynamic content using placeholder tags. When a request comes in, it merges the static and dynamic content and then delivers it to the customer.

You can learn more about Sling Dynamic Include on the Adobe Experience League site.

However, SDI relies on the Dispatcher server for processing. This adds load and latency.

Imagine if this process is done on the CDN. This is where Edge Side Includes (ESI) comes into play.

Edge-Side Includes Enters the Chat

ESI does the same thing as SDI, but it uses ESI tags on the cached pages on the CDN.

ESI is powerful, but what if you want to do additional custom business logic apart from just fetching the content? That’s where Cloudflare Workers shines.

What is Cloudflare Workers?  

Cloudflare Workers is a serverless application that can be executed on the CDN Edge Network. Executing the code in edge locations closer to the user location reduces the latency and performance because the request does not have to reach the origin servers.  

Learn more about Cloudflare Workers on the Cloudflare Doc site.

ESI + Cloudflare Workers

In the following example, I’ll share how Cloudflare Workers intercepts ESI tags and fetches both original and translated content.

How to Enable ESI in AEM

1. Enable SDI in AEM Publish: /system/console/configMgr/org.apache.sling.dynamicinclude.Configuration
2. Add mod_include to your Dispatcher config.
3. Set no-cache rules for SDI fragments using specific selectors.

Note: Set include-filter.config.include-type to “ESI” to enable Edge Side Includes.

Visit this article for more detailed steps on how to enable SDI, Dispatcher configuration.  

Writing the Cloudflare Worker Script

Next, write a custom script to intercept the ESI tag request and make a custom call to the origin to get the content, either from the original or translated content.

addEventListener('fetch', (event) => { 

  event.respondWith(handleRequest(event.request)); 

}); 

async function handleRequest(request){ 

//You can update the url and set it to your local aem url in case of local development 

const url = new URL(request.url); 

const origin = url.origin; 

// You can modify the headers based on your requirements and then create a new request with the new headers 

const originalHeaders = request.headers; 

            const newHeaders = new Headers(originalHeaders); 

//Append new headers here 

const aemRequest = new Request(url, { 

                    headers: newHeaders, 

                    redirect: 'manual', 

                }); 

// Get the response from the Origin 

try{ 

const aemresponse = await fetch(aemRequest); 

// Get the content type 

const contentType = aemresponse.headers.get("Content-Type") || ""; 

// If the content type is not “text/html”, return the response as usual or as per requirement, else check if the content has any “esi:include” tag 

If(!contentType.toLocaleLowerCase().includes("text/html")){ 

//return  

} 

//fetch the HTML response 

            const html = await aemresponse.text(); 

if(!html.includes("esi:include")){ 

//content doesn’t have esi tag, return the response 

} 

return fetchESIContent(aemresponse, html, origin) 

} 

} 

 

async function fetchESIContent(originResponse, html, origin) { 

    try{ 

   

      //RegEx expression to find all the esi:include tag in the page 

      const esiRegex = /<esi:include[^>]*\ssrc="([^"]+)"[^>]*\/?>/gi; 

   

      //fetch all fragments and replace those 

      const replaced = await replaceAsync(html, esiRegex, async (match, src) => { 

        try { 

          const absEsiUrl = resolveEsiSrc(src, origin); 

          const fragRes = await fetch(absEsiUrl, {headers: {"Cache-Control" : "no-store"}}); 

          console.log('Fragment response',fragRes.statusText) 

          return fragRes.ok ? await fragRes.text() : "Fragment Response didn't return anything"; 

        } catch (error) { 

          console.error("Error in fetching esi fragments: ",error.message); 

          return ""; 

        } 

      }) 

   

      const headers = appendResponseHeader(originResponse) 

      // Add this header to confirm that ESI has been injected successfully  

       headers.set("X-ESI-Injected", "true"); 

   

      return new Response(replaced, { 

        headers, 

        statusText: originResponse.statusText, 

        status: originResponse.status 

      }) 

    } 

    catch(err){ 

      new Response("Failed to fetch AEM page: "+ err.message, {status: 500}) 

    } 

  } 

 

// Function to fetch content asynchronously 

async function replaceAsync(str, regex, asycFn) { 

    const parts = []; 

    let lastIndex = 0; 

    for( const m of str.matchAll(regex)){ 

        //console.log("ESI Part of the page:: ",m) 

        parts.push(str.slice(lastIndex, m.index)); 

        parts.push(await asycFn(...m)); 

        lastIndex = m.index + m[0].length; 

    } 

    parts.push(str.slice(lastIndex)); 

    return parts.join(""); 

}

Bonus Tip: Local Testing With Miniflare

Want to test Cloudflare Workers locally? Use Miniflare, a simulator for Worker environments.

Check out the official Miniflare documentation.

You Don’t Need to Sacrifice Performance or Functionality

Implementing ESI through Cloudflare Workers is an excellent way to combine aggressive caching with dynamic content rendering—without compromising overall page performance or functionality. 

This approach helps teams deliver faster, smarter experiences at scale. As edge computing continues to evolve, we’re excited to explore even more ways to optimize performance and personalization.

This post builds on our original GenStudio for Performance Marketing in 5 Minutes overview. In that post, we explored what GenStudio is, how to get started, and where it fits in the content creation process.
Since then, we’ve continued testing GenStudio and tracking its evolution. Here’s what we’ve learned—and what’s new.

Real-World Use Cases for GenStudio

GenStudio helps marketers scale content creation and personalization. Here are a few high-impact use cases:

• Reuse content from past campaigns across multiple channels
• Personalize content by product, offer, or audience segment
• Localize content for different languages and regions
• Optimize content using performance insights

These use cases make GenStudio a powerful tool for performance marketing teams.

What’s New in GenStudio

Adobe continues to enhance GenStudio with new features and integrations. Since our initial review, here are some of the most notable updates:

• Multilingual content creation in 12 languages
• Video support for LinkedIn and Meta templates
• Rich text formatting in content variants
• Starter templates to accelerate creative production
• Workfront Proof integration for streamlined reviews

You can find the full list of updates and fixes on Adobe’s release notes page.

What’s Working and What We’d Like to See

Development Considerations

GenStudio is primarily UI-based, which makes version control tricky. We recommend managing template versions outside the platform. Keeping multiple versions inside GenStudio can confuse users and clutter the workspace.

However, deleting templates can break experiences built from them. Proceed with caution.

Although rudimentary, it is possible to use the search tool to find a template and then create an experience from that template. It can be used while navigating templates, or when creating new content and prompted for a template, as in the example pictured below. 

Activation Channels Are Expanding

GenStudio now supports activation to Meta, Google Campaign Manager 360, and LinkedIn. Adobe has also announced upcoming support for:

• Microsoft Advertising
• Snap
• TikTok

Integration with Adobe Journey Optimizer (AJO) is now available as well.

Managing Multiple Brands

We’ve added several brands to our GenStudio instance, including the one behind LumaX—our shopping experience site that demonstrates Edge Delivery Services, StreamX, Adobe Commerce, and Adobe Experience Platform integrations.

Adobe has previewed a Unified Branding Service in webinars, but we’re still waiting on official documentation and guidance on how to use it across applications.

Visualizing the Experience

The infographic below shows how we’ve structured GenStudio for performance marketing. Your experience may vary depending on your configuration and rollout stage.

Click the image to enlarge the infographic.

Final Thoughts

We’re excited about GenStudio’s momentum and its growing list of features. As we continue building experiences that align with our clients’ needs, here are the things we’d love to see from Adobe in the future:

• Best practices for image generation
• Guidance on organizing assets
• Faster performance and load times

As GenStudio evolves, so does the opportunity to reimagine how we create, personalize, and activate content at scale. We’re committed to exploring what’s possible—and sharing what we learn—so our clients can stay ahead in a fast-moving digital landscape.

As digital experience platforms (DXPs) evolve, Adobe continues to lead the way in embedding artificial intelligence to help organizations deliver more personalized, efficient, and scalable customer experiences. Forrester’s report, The Impact of AI on Digital Experience Platforms, explores how vendors like Adobe are integrating agentic AI and generative AI (GenAI) to streamline experience operations and empower practitioners. 

Adobe is among the leaders in this space, offering tools that help teams simulate ideas, analyze impact, and activate personalized experiences across channels, all within a unified platform. 

Agentic AI Turns Insights Into Action

Adobe’s DXP ecosystem, including Adobe Experience Platform and Adobe Sensei, is increasingly powered by agentic AI — intelligent agents that support marketers and developers in orchestrating and optimizing customer journeys. These agents are designed to reduce manual effort, surface actionable insights, and automate tasks across the experience lifecycle. 

Perficient Adobe Consulting Principal Robert Sumner has seen firsthand how Adobe’s orchestration capabilities can be extended to deliver more seamless digital experiences across platforms. 

“Adobe’s suite enables orchestration to happen naturally across its tools, but we often help clients go further by integrating these capabilities across platforms to create a seamless journey,” said Sumner.  

Creativity Meets Efficiency With GenAI

Adobe is also at the forefront of GenAI innovation. From generating brand-consistent content to enabling marketers to build data-driven briefs and presentations within Microsoft 365 via Adobe’s copilot, GenAI is transforming how teams create and collaborate. 

Sumner mentioned that Adobe’s GenAI tools are already delivering measurable impact for clients. He said, “We’re seeing Adobe’s GenAI tools help clients scale content creation and experimentation. But success depends on aligning these capabilities with business goals and ensuring strong governance.”  

Perficient Named 2025 Gold Globee® Winner for Best Artificial Intelligence Service Provider | Learn More

Responsible AI Adoption

Adobe’s AI capabilities are powerful, but success depends on strong data foundations, human oversight, and change management. That’s why we work closely with clients to ensure these pillars are in place, enabling responsible and effective adoption of AI. 

We’re honored to have contributed to the research in an interview for Forrester’s report , The Impact of AI on Digital Experience Platforms. We believe it reflects our deep expertise in helping enterprise clients implement and optimize DXPs like Adobe. Whether it’s integrating predictive analytics, deploying cognitive copilots, or improving data governance, our teams are leading the way in enabling AI-powered transformation. 

If you’re exploring how to bring AI into your DXP strategy, we invite you to connect with us and keep the conversation going. 

Access the report here (available to Forrester subscribers or for purchase).  

Learn more about our Adobe expertise here.  

Contact us to learn more. 

We’re proud to announce that we’ve earned our 8th Adobe specialization in Adobe’s Real-time Customer Data Platform. This milestone reflects our continued commitment to delivering exceptional digital experiences and deepens our already robust Adobe partnership.

View our other specializations in the Adobe partner directory.

What is Adobe’s Real-time CDP?

Real-time Customer Data Platform is a powerful solution that enables organizations to unify customer data from multiple sources in real-time, creating actionable profiles that drive personalized, omnichannel experiences. As customer expectations continue to rise, Real-time CDP empowers brands to activate their data with precision, speed, and relevance.

Why This Specialization Matters

Achieving an Adobe specialization is no small feat. Adobe’s rigorous program evaluates partners on their technical expertise, successful implementations, and proven customer impact. This new Real-time CDP specialization validates Perficient’s ability to architect and deploy scalable data solutions that help clients unlock the full potential of their customer data.

Delivering Real-time Impact Across Industries

Our team has already helped leading brands across industries leverage Adobe’s Real-time CDP to:

• Break down data silos and unify fragmented customer information
• Build real-time, privacy-compliant customer profiles
• Activate audiences across channels for personalized engagement
• Drive measurable business outcomes through data-driven marketing

“This specialization is a testament to our team’s deep expertise in Adobe Experience Cloud and our ability to help clients harness real-time data to deliver meaningful customer experiences,” said Lynn Brading, Global Adobe Alliance Director at Perficient.

How We’re Innovating and Growing With Adobe

As we continue to expand our Adobe capabilities, this specialization reinforces our position as a trusted advisor for enterprise organizations seeking to modernize their digital ecosystems. Whether you’re just beginning your journey with Real-time CDP or looking to optimize an existing implementation, Perficient is ready to help.

Let’s Connect

Explore our Adobe partner page to learn more about our specializations, success stories, and how we can help you turn data into a strategic advantage.

As artificial intelligence continues to reshape the digital landscape, organizations are seeking clarity on how to strategically integrate AI into their digital experience platforms (DXPs). In its latest report, The Impact of AI on Digital Experience Platforms, Forrester explores how DXP vendors are embedding AI agents to streamline experience operations and expand toolsets — from copilots to code generators. Perficient was proud to contribute its DXP and AI expertise to this research, joining the group of vendors and service providers interviewed for the report. 

“Generative AI (GenAI) is reshaping digital experience platforms (DXPs) by automating content and campaign creation, powering intelligent copilots for marketers and developers, and boosting customer engagement through predictive insights and personalization.” —Forrester, The Impact of AI on Digital Experience Platforms

Why AI Belongs in the DXP Conversation

Today’s tech leaders face a growing challenge: delivering consistent, personalized experiences across a fragmented landscape of devices, channels, and customer expectations. DXPs are uniquely positioned to address this complexity. As Forrester notes, DXPs are rich in customer interaction data, support high-value business outcomes, and serve a diverse set of practitioners — all of which make them fertile ground for AI innovation. 

“DXP is a trove of trusted customer interaction data… Unleashing AI on this data enables organizations to understand audience intent and respond to that intent with irresistible offers.” — Forrester, The Impact of AI on Digital Experience Platforms

And Perficient’s experts agree that DXPs are a great place to start when integrating AI into experience delivery. 

“Marketing and IT leaders are under pressure to deliver personalized, omnichannel experiences at scale, and that’s exactly where DXPs shine. By embedding AI into the core of these platforms, clients can unlock the full value of their customer data and streamline operations across content, commerce, and campaigns,” said Mark Polly, Perficient Principal, Customer Experience Platforms.  

Agentic AI Ushers in a New Era of Experience Operations

The report highlights the rise of agentic AI and how these intelligent agents operate within DXPs to automate tasks, answer questions, and optimize workflows. These agents are transforming how marketers, developers, and content creators interact with their platforms, reducing friction and accelerating time to value. 

Perficient’s experience with orchestration tools and AI agents reinforces this trend. While many vendors offer orchestration capabilities, Perficient often helps clients integrate these tools across their broader tech ecosystem. 

” For marketing and IT leaders, true orchestration moves beyond linear workflows; it’s about integrating platforms like AEM and Optimizely to create a dynamic, responsive system. This integration is the key to driving operational efficiency and gaining the unified insights needed for deeper customer engagement. AI agents play a critical role here, transforming those rigid workflows into the real-time orchestration that a modern customer journey demands. Adoption is still in its early stages, which is where we help clients build a strategic advantage,” said Perficient digital strategy principal Grant Davies. 

Emerging GenAI Use Cases in DXPs

From brand-aware content creation to code generation and experimentation, GenAI is also rapidly expanding its footprint in DXP environments. Vendors like Adobe, Sitecore, and Salesforce are launching copilots and agents that empower users to create, test, and optimize experiences with unprecedented speed and precision. 

Perficient is already helping clients explore these capabilities and align them with business goals. 

Polly said, “We’re seeing real momentum around GenAI use cases in DXP from brand-consistent content creation to intelligent experimentation. These capabilities aren’t just flashy features; they’re solving real business problems like reducing time to market and improving conversion rates. The key is aligning AI with measurable outcomes and ensuring strong governance.” 

Perficient Wins 2025 Artificial Intelligence Excellence Award for GenAI Integrity Accelerator   Learn More

Strategic Adoption Requires Strong Foundations 

Successful AI adoption in DXPs requires more than just technology. Organizations must invest in strong data foundations, human oversight, and change management to ensure responsible and effective use of AI. These are areas where Perficient continues to guide clients with strategic consulting and hands-on implementation. 

We believe our inclusion in the research for Forrester’s report, The Impact of AI on Digital Experience Platforms, reflects our deep expertise in helping enterprise clients implement and optimize DXPs. Whether it’s integrating predictive analytics, deploying cognitive copilots, or improving data governance, our teams are leading the way in enabling AI-powered transformation. 

We’re honored to be interviewed for this research and proud to contribute to the evolving conversation around AI in digital experience. If you’re exploring how to bring AI into your DXP strategy, we invite you to connect with us and keep the conversation going. 

Access the report here (available to Forrester subscribers or for purchase).

Contact us  to learn more. 

Empathy, Resilience, Innovation, and Speed: The Blueprint for Intelligent Healthcare Transformation

Forrester’s recent report, Becoming An Intelligent Healthcare Organization Is An Attainable Goal, Not A Lost Cause, confirms what healthcare executives already know: transformation is no longer optional.

Perficient is proud to be quoted in this research, which outlines a pragmatic framework for becoming an intelligent healthcare organization (IHO)—one that scales innovation, strengthens clinical and operational performance, and delivers measurable impact across the enterprise and the populations it serves.

Why Intelligent Healthcare Is No Longer Optional

Healthcare leaders are under pressure to deliver better outcomes, reduce costs, and modernize operations, all while navigating fragmented systems and siloed departments. The journey to transformation requires more than technology; it demands strategic clarity, operational alignment, and a commitment to continuous improvement.

Forrester reports, “Among business and technology professionals at large US healthcare firms, only 63% agree that their IT organization can readily reallocate people and technologies to serve the newest business priority; 65% say they have enterprise architecture that can quickly and efficiently support major changes in business strategy and execution.”

Despite widespread investment in digital tools, many healthcare organizations struggle to translate those investments into enterprise-wide impact. Misaligned priorities, inconsistent progress across departments, and legacy systems often create bottlenecks that stall innovation and dilute momentum.

Breaking Through Transformation Barriers

These challenges aren’t just technical or organizational. They’re strategic. Enterprise leaders can no longer sit on the sidelines and play the “wait and see” game. They must shift from reactive IT management to proactive digital orchestration, where technology, talent, and transformation are aligned to business outcomes.

Business transformation is not a fleeting trend. It’s an essential strategy for healthcare organizations that want to remain competitive as the marketplace evolves.

Forrester’s report identifies four hallmarks of intelligent healthcare organizations, emphasizing that transformation is not a destination but a continuous practice.

Four Hallmarks of An Intelligent Healthcare Organization (IHO)

To overcome transformation barriers, healthcare organizations must align consumer expectations, digital infrastructure, clinical workflows, and data governance with strategic business goals.

1. Empathy At Scale: Human-Centered, Trust-Enhancing Experiences

A defining trait of intelligent healthcare organizations is a commitment to human-centered experiences.

• Driven By: Continuous understanding of consumer needs
• Supported By: Strategic technology investments that enable timely, personalized interventions and touchpoints

As Forrester notes, “The most intelligent organizations excel at empathetic, swift, and resilient innovation to continuously deliver new value for customers and stay ahead of the competition.”

Empathy is a performance driver. Organizations that prioritize human-centered care see higher engagement, better adherence, and stronger loyalty.

Our experts help clients reimagine care journeys using journey sciences, predictive analytics, integrated CRM and CDP platforms, and cloud-native architectures that support scalable personalization. But personalization without protection is a risk. That’s why empathy must extend beyond experience design to include ethical, secure, and responsible AI adoption.

Healthcare organizations face unique constraints, including HIPAA, PHI, and PII regulations that limit the utility of plug-and-play AI solutions. To meet these challenges, we apply our PACE framework—Policies, Advocacy, Controls, and Enablement—to ensure AI is not only innovative but also rooted in trust.

• Policies establish clear boundaries for acceptable AI usage, tailored to healthcare’s regulatory landscape.
• Advocacy builds cross-functional understanding and adoption through education and collaboration.
• Controls implement oversight, auditing, and risk mitigation to protect patient data and ensure model integrity.
• Enablement equips teams with the tools and environments needed to innovate confidently and securely.

This approach ensures AI is deployed with purpose, aligned to business goals, and embedded with safeguards that protect consumers and care teams alike. It also supports the creation of reusable architectures that blend scalable services with real-time monitoring, which is critical for delivering fast, reliable, and compliant AI applications.

Responsible AI isn’t a checkbox. It’s a continuous practice. And in healthcare, it’s the difference between innovation that inspires trust and innovation that invites scrutiny.

2. Designing for Disruption: Resilience as a Competitive Advantage

Patient-led experiences must be grounded in a clear-eyed understanding that market disruption isn’t simply looming. It’s already here. To thrive, healthcare leaders must architect systems that flex under pressure and evolve with purpose. Resilience is more than operational; it’s also behavioral, cultural, and strategic.

Perficient’s Access to Care research reveals that friction in the care journey directly impacts health outcomes, loyalty, and revenue:

• More than 50% of consumers who experienced scheduling friction took their care elsewhere, resulting in lost revenue, trust, and care continuity
• 33% of respondents acted as caregivers, yet this persona is often overlooked in digital strategies
• Nearly 1 in 4 respondents who experienced difficulty scheduling an appointment stated that the friction led to delayed care, and they believed their health declined as a result
• More than 45% of consumers aged 18–64 have used digital-first care instead of their regular provider, and 92% of them believe the quality is equal or better

This sentiment should be a wakeup call for leaders. It clearly signals that consumers expect healthcare to meet both foundational needs (cost, access) and lifestyle standards (convenience, personalization, digital ease). When systems fail to deliver, patients disengage. And when caregivers—who often manage care for entire households—encounter barriers, the ripple effect is exponential.

To build resilience that drives retention and revenue, leaders must design systems that anticipate needs and remove barriers before they impact care. Resilient operations must therefore be designed to:

• Reduce friction across the care journey, especially in scheduling and follow-up
• Support caregivers with multi-profile tools, shared access, and streamlined coordination
• Enable digital-first engagement that mirrors the ease of consumer platforms like Amazon and Uber

Consumers are blending survival needs with lifestyle demands. Intelligent healthcare organizations address both simultaneously.

Resilience also means preparing for the unexpected. Whether it’s regulatory shifts, staffing shortages, or competitive disruption, IHOs must be able to pivot quickly. That requires leaders to reimagine patient (and member) access as a strategic lever and prioritize digital transformation that eases the path to care.

3. Unified Innovation: Aligning Strategy, Tech, and Teams

Innovation without enterprise alignment is just noise—activity without impact. When digital initiatives are disconnected from business strategy, consumer needs, or operational realities, they create confusion, dilute resources, and fail to deliver meaningful outcomes. Fragmented innovation may look impressive in isolation, but without coordination, it lacks the momentum to drive true transformation.

To deliver real results, healthcare leaders must connect strategy, execution, and change readiness. In Forrester’s report, a quote from an interview with Priyal Patel emphasizes the importance of a shared strategic vision:

“Today’s decisions should be guided by long-term thinking, envisioning your organization’s business needs five to 10 years into the future.” — Priyal Patel, Director, Perficient

Our approach begins with strategic clarity. Using our Envision Framework, we help healthcare organizations rapidly identify opportunities, define a consumer-centric vision, and develop a prioritized roadmap that aligns with business goals and stakeholder expectations. This framework blends real-world insights with pragmatic planning, ensuring that innovation is both visionary and executable.

We also recognize that transformation is not just technical—it’s human. Organizational change management (OCM) ensures that teams are ready, willing, and able to adopt new ways of working. Through structured engagement, training, and sustainment, we help clients navigate the behavioral shifts required to scale innovation across departments and disciplines.

This strategic rigor is especially critical in healthcare, where innovation must be resilient, compliant, and deeply empathetic. As highlighted in our 2025 Digital Healthcare Trends report, successful organizations are those that align innovation with measurable business outcomes, ethical AI adoption, and consumer trust.

Perficient’s strategy and transformation services connect vision to execution, ensuring that innovation is sustainable. We partner with healthcare leaders to identify friction points and quick wins, build a culture of continuous improvement, and empower change agents across the enterprise.

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4. Speed With Purpose and Strategic Precision

The ability to pivot, scale, and deliver quickly is becoming a defining trait of tomorrow’s healthcare leaders. The way forward requires a comprehensive digital strategy that builds the capabilities, agility, and alignment to stay ahead of evolving demands and deliver meaningful impact.

IHOs act quickly without sacrificing quality. But speed alone isn’t enough. Perficient’s strategic position emphasizes speed with purpose—where every acceleration is grounded in business value, ethical AI adoption, and measurable health outcomes.

Our experts help healthcare organizations move fast by:

• Designing for agility with composable architectures, MVP+ delivery models, and intelligent automation that compliantly accelerates time-to-value while maintaining clinical integrity
• Aligning digital transformation with value-based care goals, enabling organizations to shift from volume to value through strategic investments that integrate cloud platforms, interoperable systems, and advanced analytics
• Operationalizing AI responsibly to support equitable, secure, compliant, and scalable AI adoption

This approach supports the Quintuple Aim: better outcomes, lower costs, improved experiences, clinician well-being, and health equity. It also ensures that innovation is not just fast. It’s focused, ethical, and sustainable.

Speed with purpose means:

• Rapid prototyping that validates ideas before scaling
• Real-time data visibility to inform decisions and interventions
• Cross-functional collaboration that breaks down silos and accelerates execution
• Outcome-driven KPIs that measure impact, not just activity

Healthcare leaders don’t need more tools. They need a strategy that connects business imperatives, consumer demands, and an empowered workforce to drive transformation forward. Perficient equips organizations to move with confidence, clarity, and control.

Collaborating to Build Intelligent Healthcare Organizations

We believe our inclusion in Forrester’s report underscores our role as a trusted advisor in intelligent healthcare transformation. From insight to impact, our healthcare expertise equips leaders to modernize, personalize, and scale care. We drive resilient, AI-powered transformation to shape the experiences and engagement of healthcare consumers, streamline operations, and improve the cost, quality, and equity of care.

We have been trusted by the 10 largest health systems and the 10 largest health insurers in the U.S., and Modern Healthcare consistently ranks us as one of the largest healthcare consulting firms.

Our strategic partnerships with industry-leading technology innovators—including AWS, Microsoft, Salesforce, Adobe, and more—accelerate healthcare organizations’ ability to modernize infrastructure, integrate data, and deliver intelligent experiences. Together, we shatter boundaries so you have the AI-native solutions you need to boldly advance business.

Ready to advance your journey as an intelligent healthcare organization?

We’re here to help you move beyond disconnected systems and toward a unified, data-driven future—one that delivers better experiences for patients, caregivers, and communities. Let’s connect and explore how you can lead with empathy, intelligence, and impact.

Modern Healthcare has once again recognized Perficient among the largest healthcare management consulting firms in the U.S., ranking us ninth in its 2025 survey. This honor reflects not only our growth but also our commitment to helping healthcare leaders navigate complexity with clarity, precision, and purpose.

What’s Driving Demand: Innovation with Intent

As provider, payer, and MedTech organizations face mounting pressure to modernize, our work is increasingly focused on connecting digital investments to measurable business and health outcomes. The challenges are real—and so are the opportunities.

Healthcare leaders are engaging our experts to tackle shifts from digital experimentation to enterprise alignment in business-critical areas, including:

• Digital health transformation that eases access to care.
• AI and data analytics that accelerate insight, guide clinical decisions, and personalize consumer experiences.
• Workforce optimization that supports clinicians, streamlines operations, and restores time to focus on patients, members, brokers, and care teams.

These investments represent strategic maturity that reshapes how care is delivered, experienced, and sustained.

Operational Challenges: Strategy Meets Reality

Serving healthcare clients means working inside a system that resists simplicity. Our industry, technical, and change management experts help leaders address three persistent tensions:

1. Aligning digital strategy with enterprise goals. Innovation often lacks a shared compass. We translate divergent priorities—clinical, operational, financial—into unified programs that drive outcomes.
2. Controlling costs while preserving agility. Budgets are tight, but the need for speed and competitive relevancy remains. Our approach favors scalable roadmaps and solutions that deliver early wins and can flex as the health care marketplace and consumer expectations evolve.
3. Preparing the enterprise for AI. Many of our clients have discovered that their AI readiness lags behind ambition. We help build the data foundations, governance frameworks, and workforce capabilities needed to operationalize intelligent systems.

Related Insights: Explore the Digital Trends in Healthcare

Consumer Expectations: Access Is the New Loyalty

Our Access to Care research, based on insights from more than 1,000 U.S. healthcare consumers, reveals a fundamental shift: if your healthcare organization isn’t delivering a seamless, personalized, and convenient experience, consumers will go elsewhere. And they won’t always come back.

Many healthcare leaders still view competition as other hospitals or clinics in their region. But today’s consumer has more options—and they’re exercising them. From digital-first health experiences to hyper-local disruptors and retail-style health providers focused on accessibility and immediacy, the competitive field is rapidly expanding.

• Digital convenience is now a baseline. More than half of consumers who encountered friction while scheduling care went elsewhere.
• Caregivers are underserved. One in three respondents manage care for a loved one, yet most digital strategies treat the patient as a single user.
• Digital-first care is mainstream. 45% of respondents aged 18–64 have already used direct-to-consumer digital care, and 92% of those adopters believe the quality is equal or better to the care offered by their regular health care system.

These behaviors demand a rethinking of access, engagement, and loyalty. We help clients build experiences that are intuitive, inclusive, and aligned with how people actually live and seek care.

Looking Ahead: Complexity Accelerates

With intensified focus on modernization, data strategy, and responsible AI, healthcare leaders are asking harder questions. We’re helping them find and activate answers that deliver value now and build resilience for what’s next.

Our technology partnerships with Adobe, AWS, Microsoft, Salesforce, and other platform leaders allow us to move quickly, integrate deeply, and co-innovate with confidence. We bring cross-industry expertise from financial services, retail, and manufacturing—sectors where personalization and operational excellence are already table stakes. That perspective helps healthcare clients leapfrog legacy thinking and adopt proven strategies. And our fluency in HIPAA, HITRUST, and healthcare data governance ensures that our digital solutions are compliant, resilient, and future-ready.

Optimized, Agile Strategy and Outcomes for Health Insurers, Providers, and MedTech

Discover why we been trusted by the 10 largest U.S. health systems, 10 largest U.S. health insurers, and 14 of the 20 largest medical device firms. We are recognized in analyst reports and regularly awarded for our excellence in solution innovation, industry expertise, and being a great place to work.

Contact us to explore how we can help you forge a resilient, impactful future that delivers better experiences for patients, caregivers, and communities.

In today’s hyper-personalized digital world, delivering the right message to the right customer at the right time is non-negotiable. 

Adobe Commerce is a powerful eCommerce engine, but when coupled with Adobe Real-Time CDP (Customer Data Platform), it evolves into an intelligent experience machine, which is capable of deep AI-powered personalization, dynamic segmentation, and real-time responsiveness. 

What is Adobe Real-Time CDP? 

Adobe Real-Time CDP is a Customer Data Platform that collects and unifies data across various sources (websites, apps, CRM, etc.) into a single, comprehensive real-time customer profile. This data is then accessible to other systems for marketing, sales, and service. 

Key Capabilities of Real-time CDP

• Real-time data ingestion and activation.  
• Identity resolution across devices and platforms 
• AI-driven insights and audience segmentation 
• Data governance and privacy compliance tools 

Why Integrate Adobe Commerce with Adobe CDP? 

Adobe Commerce offers native customer segmentation, but it’s limited to session or behavior data within the commerce environment. When the customer data is vast, the native segmentation becomes very slow, impacting overall performance.  

What We Gain with Real-Time CDP

Use Cases

1. Win-back Campaign: Identify dormant users in CDP and activate personalized discounts  
2. Cart Recovery: Capture cart abandonment events. 
3. High-Intent Buyers: Target customers who browse premium products but didn’t convert 

Integration of Adobe Commerce with Adobe Real-Time CDP 

Data Layer Implementation

• Install Adobe Experience Platform Web SDK to enable real-time event tracking and identity collection.  
• Define and deploy a custom XDM schema aligned with Commerce events. 

Customer Identity Mapping

• Implement Adobe Identity Service to build unified customer profiles across anonymous and logged-in sessions. 
• Ensure login/signup events are tracked for persistent identification. 

Data Collection Configuration

• Tag key Commerce events (add to cart, purchase, product) to collect data. 
• Set up batch or streaming ingestion using the following extensions: 
  • audiences-activation 
  • experience-platform-connector
• Admin configuration for Organization ID, Dataset ID & Data Stream ID:  
  • System -> Services -> Data Connection 
  • System -> Services -> Commerce Service Connector 

Audience Segmentation & Activation

• Create dynamic audiences using behavioral, transactional, and CRM data.  
• Assign Audience in Adobe Commerce. 

Personalization Execution

• Leverage Adobe Target or Adobe Experience Manager (AEM) to serve personalized content.
• CDP can be used for decision making, like suppressing offers to churn customers. 

Challenges to Consider 

• Data Governance: Ensure GDPR/CCPA compliance with CDP’s consent management tools. 
• Identity Resolution Complexity: Work closely with marketing teams to define identity rules. 
• Cross-Team Collaboration: Integration touches data engineering, commerce, marketing, and legal teams.

Conclusion 

Integrating Adobe Commerce with CDP empowers both business and technical teams to unify profiles and stay ahead in a dynamic marketplace by delivering personalization.  

Adobe Real-Time CDP is not just a marketing tool, it’s an asset for creating commerce experiences that adapt to the customer in real-time.   

Managing digital assets, such as images, videos, documents, and creative files, is at the core of any modern content marketing strategy.  But as content libraries grow, manually tagging and organizing assets becomes inefficient and error prone. That’s where Adobe Experience Manager (AEM) Assets, combined with the AI power of Adobe Sensei, brings a game-changing solution: Smart Tagging and Metadata Enrichment.

In 2025, Adobe introduced major AI capabilities to AEM Assets, making digital asset management faster, smarter, and more intuitive than ever before.

The Problem: Scaling Content With Manual Tagging

Today’s enterprises manage thousands of digital assets across multiple campaigns, teams, regions, and platforms.  As content velocity increases, the traditional process of manually tagging and classifying each file becomes unsustainable and time-consuming.

Key Challenges:

• Time-Consuming: Manual tagging slows productivity
• Inconsistent Metadata: Varying tag styles cause confusion
• Poor Discoverability: Hard to search without proper tags
• Underused Content: Valuable assets get lost in clutter
• Scalability Issues: Manual methods can’t handle large volumes

The Solution: AI-Powered Smart Tagging With Adobe Sensei

Adobe Experience Manager solves this challenge through Smart Tagging and Metadata Enrichment, powered by Adobe Sensei—Adobe’s artificial intelligence and machine learning platform.

How It Helps:

• Auto-Generated Tags: Tags are instantly created when assets are uploaded
• High Accuracy: Tags are derived using pre-trained AI models with confidence scoring
• Consistent Classification: Uniform tags applied across all users and teams
• Improved Searchability: Tags and enriched metadata enhance asset discovery and reuse
• Scalable and Fast: Works seamlessly across hundreds or millions of assets without performance loss

Adobe Sensei Smart Tags revolutionizes how you manage digital content. This intelligent system auto-generates tag information for images, videos, and documents the moment they’re uploaded. When an asset triggers the “DAM Smart Tag Assets” workflow, Sensei meticulously analyzes everything from visual elements like trees and people to the overall context, such as a beach or hiking trail. It can even assess sentiment or dominant colors. The result? Highly accurate tags, each with a confidence score (e.g., “beach”: 95%), all stored in smarttag:tags and readily visible in the asset’s Smart Tags panel for faster, smarter asset discovery.

Required Packages and Tools for Smart Tagging in AEM

1. AEM Service Packs

• Install the latest AEM 6.5 SP (e.g., 6.5.20.0)
• Include Smart Content Services Feature Pack (com.adobe.cq.cq-scs-core)
• AEMaaCS handles this automatically

2. Cloud Config

• Go to Tools → Cloud Services → Adobe Sensei Smart Content Services
• Use IMS credentials and link config to DAM folders (via UI or CRX/DE)

3. Workflow Validation

• Ensure DAM Smart Tag Assets and DAM Update Asset workflows are active
• Reinstall DAM Workflow Package if missing

4. OSGi Bundles

• Check /system/console/bundles for:
  • Adobe CQ Smart Tagging Impl
  • Smart Content Services Integration
  • cq-dam-scene7-imaging

5. Optional: Custom Models

• For industry-specific tagging, request Adobe-trained custom models
• Upload datasets via Adobe I/O Console

6. Permissions

• Grant Read/Write to:
  • /content/dam/, /conf/global/, /var/workflow/
• Allow execution of Smart Tag workflow

7. Package Verification

• Visit: http://localhost:4502/crx/packmgr/index.jsp
• Check for:
  • cq-smart-tagging-pkg-<version>.zip
  • cq-dam-core-pkg, cq-scene7-pkg

How Smart Tagging Works in AEM

To demonstrate Smart Tagging and Metadata Enrichment in AEM Assets, you typically work within Adobe Experience Manager as a Cloud Service (AEMaaCS) or AEM 6.5+ with Smart Content Services enabled.

Smart Tagging in AEM – Prerequisites

• AEM Version: Use AEMaaCS or 6.5+
• SCS License: Must be licensed from Adobe
• IMS Integration: Set up via Adobe Developer Console
• Enable SCS: Configure in Cloud Services → Adobe Sensei
• CRX/DE Config: Add smart tagging in .content.xml
• Permissions: Full access to /content/dam/, workflows, and cloud configs
• Workflow: “DAM Smart Tag Assets” must be enabled
• Metadata Schema: Include cq:tags, smarttag:*
• Internet Access: Required for on-prem to connect with Sensei

Here’s how we can structure this:

1. Enable Smart Content Services

In AEMaaCS, you need to integrate Smart Content Services via:

• Adobe IMS integration
• Enable Smart Content Services (SCS) via Adobe Console

2. Configure Smart Tagging via CRX/DE or Admin UI

Sample Configuration in CRX/DE:

json

/path/to/dam/myfolder/.content.xml

XML

<jcr:root
    xmlns:sling="http://sling.apache.org/jcr/sling/1.0"
    jcr:primaryType="sling:Folder"
    cq:tags="custom:campaign/my-campaign"
    smarttag:enable="true"
    smarttag:language="en"
    smarttag:model="default"
/>

3. Using Smart Tagging in AEM Assets

Smart Tagging can be triggered in two ways:

1. Via Assets UI
   • Navigate to Assets > Files
   • Select an asset → Click on “More Actions” > “Smart Tags”
   • Adobe Sensei will auto-generate relevant tags for the asset
2. Via REST API
   Use AEM’s Asset HTTP API to retrieve smart tags programmatically. Below is an example API call,

Bash

GET /api/assets/my-folder/my-image.jpg

Response JSON

{
  "name": "my-image.jpg",
  "smartTags": [
    {"tag": "nature", "confidence": 0.98},
    {"tag": "hiking", "confidence": 0.92},
    {"tag": "family", "confidence": 0.88}
  ],
  "metadata": {
    "resolution": "1920x1080",
    "language": "en",
    "colorSpace": "RGB",
    "theme": "outdoor",
    "sentiment": "positive"
  }
}

4. Smart Tagging Features to Observe in AEM UI

• Asset Upload Panel showing real-time tag preview
• Smart Tags Tab in asset properties (Metadata view)
• Metadata Preview with technical and AI-derived fields
• Search Results using tag filters like: nature, campaign:spring2025, etc.

Less Time Tagging, More Time Creating

Smart Tagging and Metadata Enrichment in AEM Assets aren’t just AI features; they’re a productivity revolution. They automate tagging and enriching digital assets, freeing up marketers, creatives, and developers to focus on innovation instead of tedious file management. This is crucial as demands for content and personalization continue to grow.

In the face of economic uncertainty, shifting buyer expectations, and rapid technological change, manufacturing marketers must evolve to stay competitive. LinkedIn’s 2025 B2B Manufacturing Buyer Research highlights five key trends that define this transformation. By leveraging AI-powered Adobe tools, marketers can meet these challenges head-on and build future-ready brands.

Trend 1: Future-Proofing Through Innovation

What’s happening:

Buyers are increasingly focused on operational efficiency and long-term digital transformation. 87% of respondents say their organizations are prioritizing efficiency, and many struggle to keep up with the pace of technological change.

What marketers should do:

Position their brand as a strategic innovation partner. Showcase how their solutions solve today’s challenges while preparing buyers for future disruptions.

How Adobe can help:

• Adobe Experience Platform enables real-time customer profiling and segmentation, helping marketers tailor messaging to evolving buyer needs.
• Adobe Sensei powers predictive analytics to uncover inefficiencies and forecast trends.
• Adobe Workfront streamlines collaboration and campaign execution, ensuring agility in response to market shifts.

Trend 2: Building Trust Through Expertise

What’s happening:

55% of buyers struggle to differentiate vendors. Trust, credibility, and consistent messaging are now essential for winning business.

What marketers should do:

Lead with transparency and expertise. Use testimonials, data-driven results, and thought leadership to build trust and stay top-of-mind.

How Adobe can help:

• Adobe Real-Time CDP delivers personalized experiences across channels, reinforcing brand consistency.
• Adobe Journey Optimizer ensures relevant, timely messaging that builds credibility.
• Adobe Experience Manager allows marketers to manage and deliver trusted content like case studies and performance data at scale.

Trend 3: Complex Buying Demands a Message for Every Stakeholder

What’s happening:

Manufacturing buying groups are growing in size and diversity, often involving executives, operations, procurement, and finance. Each stakeholder has unique priorities, and manufacturing marketers must tailor messaging accordingly.

What marketers should do:

Develop stakeholder-specific messaging. Use targeted content to address the goals of executives, operations, procurement, and finance.

How Adobe can help:

• Adobe Target enables A/B testing and personalization for different personas.
• Adobe Analytics helps identify stakeholder behavior and preferences.
• Adobe Workfront supports campaign orchestration across teams, ensuring alignment and timely delivery of tailored content.

Trend 4: Creative Impact, Market Presence, and Transparency Get Buyers Talking

What’s happening:

Buyers are seeking solution-oriented vendors who deliver ROI and not just low-cost providers. With 60% of buyers focused on ROI over cost and only 29% feeling confident in their awareness of new vendors, there’s a clear opportunity for marketers to stand out through impactful storytelling and brand presence.

What marketers should do:

Craft compelling brand stories through rich visuals and multimedia, maintain transparency with consistent, personalized messaging, and build a strong market presence through omnichannel campaigns.

How Adobe can help:

• Adobe Creative Cloud empowers marketers to design visually compelling, brand-consistent assets, from event collateral to digital ads, that capture attention and communicate value.
• Adobe Experience Manager enables marketers to deliver personalized, omnichannel content experiences that reinforce brand credibility and transparency.
• Adobe Marketo Engage supports lead nurturing with tailored messaging and automated campaigns that highlight ROI and long-term value.
• Adobe Analytics provides deep insights into content performance, helping marketers refine messaging and creative strategies based on buyer engagement.
• Adobe Real-Time CDP ensures marketers can deliver relevant, personalized content across channels by unifying customer data and activating it in real time.

Trend 5: Social Media Sparks Action and Drives Results

What’s happening:

Social media is a powerful driver of buyer engagement and decision-making. Over 40% of manufacturing buyers say vendor content on social platforms has influenced their purchasing decisions.

What marketers should do:

Lead conversations on relevant platforms. Use social media to share thought leadership, spark engagement, and drive measurable action.

How Adobe can help:

• Adobe GenStudio for Performance Marketing enables marketers to plan, create, and activate high-performing campaigns across social and digital channels. It streamlines content workflows and ensures brand consistency while optimizing for performance.
• Adobe Analytics tracks social media performance and buyer behavior, helping marketers understand what content drives engagement and refine strategies accordingly.

Marketing as a Catalyst for Transformation

The future of manufacturing marketing lies in connecting innovation with trust, personalization with scale, and creativity with performance. These five trends provide a roadmap for marketers who are ready to lead, rather than just react.

By leveraging AI-powered platforms like Adobe Experience Cloud, marketing leaders can deliver unified and personalized experiences that resonate across every stage of the buyer’s lifecycle.

Are you ready to lead the transformation? Let’s manufacture the future together.

For years, AI in customer service has been synonymous with efficiency. Businesses leaned on AI agents to reduce costs, deflect calls, and automate routine tasks. These agents were designed to streamline operations, not necessarily delight customers. But a new chapter is quickly unfolding.

We’re now entering the era of agentic AI with a new generation of intelligent systems that don’t just respond to commands but act with purpose, context, and autonomy. As highlighted in a recent CNBC interview with AI entrepreneur Adam Bialecki, brands are beginning to deploy AI not just as a support tool, but as a personal concierge that can guide, recommend, and even sell.

What Is Agentic AI?

Unlike traditional AI agents that operate within narrow parameters, agentic AI systems are designed to reason, plan, and take initiative. They can understand goals, make decisions, and adapt their behavior based on real-time data and customer context. This shift moves AI from being reactive to being proactive and from answering questions to anticipating needs.

Agentic AI is not just about smarter bots. It’s about creating autonomous digital experiences that feel personal, intuitive, and deeply aligned with a brand’s identity.

Adobe’s Vision: Brand Concierge and the Agentic Framework

Adobe is helping transform customer experience with its Brand Concierge, a new application built on the Adobe Experience Platform’s Agent Orchestrator. This tool allows brands to deploy AI agents that act as intelligent, conversational guides, helping customers explore, decide, and purchase with confidence.

At the heart of Brand Concierge is Adobe’s agentic AI framework, which combines reasoning engines, conversational interfaces, and real-time data orchestration. These agents don’t just follow scripts; they understand customer journeys, adapt to preferences, and reflect the brand’s tone and values.

Adobe Research is also advancing the foundational science behind agentic AI. Their work includes:

• Planning and Reasoning: Enabling agents to solve complex problems, backtrack, and replan when needed.
• Conversational Data Science: Letting users interact with data through natural dialogue, simplifying tasks like A/B testing and audience segmentation.
• Attribution and Safety: Ensuring agents provide accurate, trustworthy responses with clear sourcing.

This approach empowers marketers to deliver one-to-one experiences at scale, turning every interaction into an opportunity for engagement and revenue.

From Cost Center to Growth Engine

The implications are profound. Where AI was once a tool for cost reduction, agentic AI is becoming a growth driver. These systems can:

• Recommend products based on real-time behavior
• Personalize content and offers dynamically
• Guide customers through complex decisions
• Build loyalty through consistent, branded interactions

In short, agentic AI is transforming AI agents from passive responders into active brand ambassadors.

Agentic AI is the Future

As customer expectations rise, brands that embrace agentic AI will be better positioned to deliver the kind of experiences that build trust, loyalty, and long-term value. The future of customer experience isn’t just automated, it’s intelligent, intentional, and deeply human.