I had the chance to attend Adobe Summit 2025 in Las Vegas alongside several of my team members. As always, it was an action-packed four days filled with innovation, strategy, and, of course, plenty of networking.
If you work in digital experience, AI, or analytics, this year’s Summit had some major announcements that will shape how we build, optimize, and analyze customer journeys in the years ahead.
Whether you were at the event or following along from a distance, I’ve got you covered. Below, I’ll break down the four biggest takeaways, from networking insights to new best practices, analytics enhancements, and some of Adobe’s latest innovations across AI, content management, and automation.
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One of the best parts of Adobe Summit is the opportunity to meet other professionals navigating the same challenges. From catching up with clients to meeting new faces, this year’s event reinforced how valuable these conversations can be.
A major topic on everyone’s mind? How to make AI actually work at scale. While AI has been a hot topic for years, the focus has shifted from flashy generative AI demos to more practical, scalable automation — and Adobe’s newest innovations reflect that.
Another big discussion point was how to transition smoothly to Customer Journey Analytics (CJA) without losing momentum. That brings us to the second major takeaway…
For organizations making the move to Adobe Customer Journey Analytics (CJA), there was a clear recommendation: use two parallel workstreams to balance speed and long-term success.
To demonstrate value quickly, use the Adobe Analytics (AA) connector. This tool allows you to:
However, there’s a catch — the AA connector keeps your organization tied to legacy Adobe Analytics structures (think eVars, props, and event numbers). While this is fine for proving value, it’s not the most efficient long-term solution.
By choosing this approach, be mindful that you’ll eventually need to restructure your data model to take full advantage of CJA’s flexibility and cross-channel capabilities.
For a stronger and more sustainable CJA implementation, this workstream involves:
Organizations that only take this approach will experience longer setup time upfront. Intentionally leveraging both approaches allows for quick, incremental value to be demonstrated while the full implementation is built out.
Bonus Best Practice: Use Adobe Workspace as a central hub for FAQs, bug tracking, enhancements, and dashboards. Workspace makes it much easier to organize and share information across teams.
If you’re in the analytics space, this year’s Summit had some major feature announcements that could make a big impact on your workflow.
Finally, Adobe has introduced a B2B-specific version of CJA! This brings three new data containers:
This makes it significantly easier for B2B organizations to analyze their sales cycles, engagement trends, and customer relationships at multiple levels — from individual users to global accounts.
Ever wondered which creative elements drive engagement? Adobe’s new Content Analytics tool uses AI-driven metadata tagging to analyze:
All of this metadata is tracked at the event level, meaning it can be tied directly to conversion rates, customer segments, and behavioral trends.
Data views have long been a powerful feature in CJA, allowing organizations to filter and modify datasets within a connection. But until now, if you copied a data view, it became completely independent, which made it hard to maintain consistency.
Now, Adobe is introducing shared metrics & definitions, which means:
This update streamlines data management, reduces redundancy, and gives teams more flexibility while maintaining accuracy.
A new Product Usage Analytics dashboard helps teams track:
Beyond analytics, Adobe rolled out some powerful new AI and automation features across its suite of tools:
Adobe is taking AI automation to the next level with Agent Orchestrator, which allows multiple AI agents to:
Adobe is making it easier for marketing teams to collaborate with enhancements to:
Big news for organizations using Amazon Web Services (AWS):
The key themes from Adobe Summit 2025? AI, automation, and analytics are evolving fast. The focus has shifted from generative AI hype to practical, scalable solutions that improve efficiency and customer insights.
For those already using CJA or considering a migration, this year’s updates make it clear:
As an Adobe partner, Concord helps businesses create, deliver, and optimize content and applications that seamlessly integrate into their digital ecosystem. With deep Adobe expertise, we build audience-centric, technology-driven solutions that maximize customer engagement and business impact.
If you attended Summit, what were your biggest takeaways? And if you missed it, I hope this recap gives you a solid look at what’s ahead. Let’s connect, whether you want to discuss these updates or explore how we can help your business thrive.
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