Adobe Summit Singapore: What CX Enterprise means for how you plan and prioritise marketing in the AI era

The next phase of AI in marketing may be less about generating more content or automating individual tasks, and more about co-ordinating the systems, the data and the decisions behind the customer experience.

This was the central argument at Adobe Summit Singapore 2026, where Adobe positioned the rise of agentic AI as a structural shift in how brands are discovered, how content is produced, and how customer journeys are managed.

Opening the event, Fabio Tiviti, VP and MD of Asia at Adobe, described AI and the customer experience as something organisations actively choose to create rather than a change that simply happens to them.

“For over 40 years, Adobe has enabled people to tell their stories and create whatever they can with their imagination,” he said, adding the current shift represents “a true inflection point” as AI reshapes creativity and marketing.

The shift, then, is from AI as a productivity tool to AI as part of the infrastructure connecting brand, content, data and customer engagement.

Brand discovery moves beyond search

Jeremy Wood, head of solution GTM strategy, Asia Pacific and Japan at Adobe, identified three shifts reshaping marketing: changing brand discovery, the accelerating pace of agentic innovation, and the explosion of content and channels.

The first could force marketers to rethink how they approach visibility.

Consumers are increasingly using platforms such as ChatGPT, Gemini, Claude, and Perplexity for discovery, research, recommendations and comparisons. Brands therefore need to consider not only how they appear in traditional search results, but how they are represented when an AI system answers a question about them.

Wood cited Cloudflare data showing agentic traffic had surpassed human search traffic globally, while Bain & Company research found that 80% of consumers rely on AI-written results for at least 40% of their searches.

Adobe has expanded its brand visibility capabilities following its acquisition of Semrush, combining first-party data with more than 280 million real user prompts to help brands understand how they are represented across AI platforms.

The implication is a broader approach to optimisation, with brands needing to manage discoverability across both the traditional web and what Adobe calls the “agentic web”.

Content volume puts pressure on marketing operations

At the same time, marketers face a growing content burden as audiences, channels and customer journeys multiply.

Adobe said its very own marketing team delivers experiences across 50 channels, while customers expect content demand to increase by up to five times over the coming years.

That makes the traditional model of manually moving briefs, assets, approvals and campaign data between teams increasingly difficult to scale.

“Automation simply isn’t enough,” Wood said. “You need a system that combines the simplicity of conversational AI with the precision and the purpose-built tools that go with it.”

Adobe’s answer is CX Enterprise, an agentic system designed to connect brand visibility, content supply chains and customer engagement. Its CX Enterprise Coworker can co-ordinate multiple specialised agents around a broader marketing objective rather than simply completing an individual task.

A live demonstration of a beauty retail site showed the system identifying a spike in organic traffic, recommending changes to a landing page, generating new content, planning an acquisition campaign, and co-ordinating the audience, journey, and creative work.

The more significant point was how these activities were connected. Rather than requiring marketers to move between separate systems, the demonstration showed agents co-ordinating work within a single interface, with humans retaining control over governance, approvals, and brand rules.

AI is not necessarily replacing the human touch

Customer examples at the summit also highlighted a different role for AI: removing operational friction so employees can spend more time on customer relationships.

At Mandai Wildlife Group, AI is being used to simplify elements of the visitor journey while keeping the human experience at its centre.

“There are two moments in our business where a human always has to be there – delight and distress. The role of AI is to clear away the logistical noise, so our people have the energy left to be present for those moments, not just the ones in between,” said Yeow Loye Siew, chief information officer, Mandai Wildlife Group.

AIA offered a similar perspective, with AI supporting rather than replacing its customer-facing agents.

“At AIA, we’re a human-centred business. Our agents engage with customers face-to-face, and that isn’t changing,” said Plub Laothamatas, group customer and digital marketing at AIA.

“AI’s role is to turn the data an agent needs into something they can actually use in the room, helping them show up more prepared, more empathetic, and better equipped to have meaningful conversations with customers.”

The bigger challenge is building the foundation

Together, these examples point to a more mature phase of enterprise AI adoption. The challenge is increasingly not whether businesses can find an AI use case, but whether their data, processes and governance are ready for AI to operate across them.

Adobe repeatedly highlighted clean data, trust, governance and brand control as foundations for scaling agentic systems. Its GenStudio proposition similarly embeds brand intelligence into content workflows, allowing AI-generated assets to be checked against brand requirements.

That puts pressure on marketing leaders to rethink the operating model around AI, rather than simply adding another tool to the existing stack.

Wood ultimately framed Adobe’s approach around creativity, connectivity, and control.

“No matter how powerful AI becomes, the ideas, the stories, the experiences that resonate with people, those come from you,” he said. “And our commitment is to make sure that AI amplifies human ingenuity, but never replaces it.”

The message from Summit Singapore was therefore less about AI doing more of the work, and more about AI coordinating more of it. As agents increasingly influence discovery, content production and customer journeys, the brands best positioned to benefit may be those that can connect their data, technology and people without losing sight of where the human experience matters most.

This article was written in collaboration with Adobe.