Adobe Report: The AI strategy shift is here — and your brand can’t afford to wait.
ADOBE 2026 AI AND DIGITAL TRENDS REPORT: The AI strategy shift is here — and your brand can’t afford to wait. Generative and agentic AI are transforming the customer journey faster than organizations can adapt. This year’s AI and Digital Trends report highlights the promise and pressure of this shift, the critical gaps holding brands back, and what it takes to deliver experiences that move as fast as the technology shaping them.
AI & RISK
The AI strategy shift is here — and your brand can’t afford to wait.
The ongoing rush of developments in artificial intelligence (AI) is reshaping how brands and customers interact across every step of the journey from product discovery to purchase.
As people increasingly experiment with AI-powered tools and services in their everyday lives, organizations are racing to understand how generative and agentic AI can meaningfully improve experiences and strengthen business performance. And in a market this fluid, organizations are grappling with questions about where to invest, how quickly to scale, and what now defines a competitive customer experience (CX).
Our global survey of 3,000 executives and practitioners in CX roles, conducted for the Adobe 2026 AI and Digital Trends report and research program, reveals early wins from generative AI and ambitious plans for agentic AI. But it also shows that many organizations lack the foundations needed to turn these ambitions into reality, as data remains fragmented, alignment between executives and day-to-day practitioners is uneven, and enterprise-wide deployment is still rare.
We also surveyed 4,000 customers across major global markets, and their responses point to cautious optimism about AI. But in several areas — especially agentic AI — organizational assumptions do not always align with customer comfort or readiness.
These gaps reflect the reality that AI capabilities are evolving faster than organizations can keep up, and customer expectations are shifting just as quickly. In fact, the window for brands to make an impression is already narrow. Half of customers say promotional emails, ads, and social media posts have only two to five seconds to capture their interest. Bridging these divides is essential for organizations to deliver the breakthrough customer experiences they envision for the next few years, which they believe will be defined by:
Highly personalized and anticipatory of customer needs in real-time (80%).
Seamless across digital and physical touch-points (72%).
AI-powered while still feeling human and brand-aligned (60%).
Stronger data foundations, deeper cross-functional alignment, and better understanding of customers can help organizations translate their early AI wins into sustained progress toward improved customer experiences.
Download the entire Adobe 2026 AI and Digital Trends Report
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