In Adobe’s 2025 AI and Digital Trends report, one message rings loud and clear: the convergence of marketing and IT is essential to digital success. As AI becomes increasingly embedded in customer experience strategies, marketing and IT leaders must collaborate closely to unlock its full potential.
The Rise of Agentic AI
One of the most transformative ideas in the report is the rise of agentic AI, autonomous systems that collaborate across platforms to deliver hyper-personalized, real-time experiences. For marketing and IT leaders, this represents a major shift. These aren’t just tools, but strategic partners capable of transforming how content is created, optimized, and delivered at scale.
This shift is already being realized in the field, as industry leaders begin to harness the power of Agentic AI to streamline operations and enhance customer outcomes. For example, Perficient’s Adobe services delivery team is leveraging the technology to make AEM as a Cloud Service migrations faster.
“The emergence of Agentic AI is revolutionizing our service delivery, delivering significant time and effort savings for our customers. Take the move to AEM Cloud, for instance. We’re leveraging agents to handle tasks like code remediation and complex mapping for advanced content migrations into AEM,” says Robert Sumner, principal in Perficient’s Adobe practice.
As organizations explore these capabilities, the collaboration between marketing and IT becomes even more critical. IT leaders must ensure the infrastructure is in place to support real-time data flow and AI orchestration, while marketers must rethink workflows to fully leverage AI’s creative and analytical potential.
Nearly two-thirds (65%) of senior executives identify leveraging AI and predictive analytics as primary contributors to growth in 2025. (Adobe 2025 Digital Trends report)
Seamless, Personalized Experiences
The report also highlights a growing emphasis on predictive analytics. Businesses are moving beyond reactive strategies to proactively anticipate customer needs. This shift is enabling more meaningful, real-time interactions across the customer journey.
For marketing leaders, this means moving beyond historical performance metrics to real-time, forward-looking insights. For IT, it means ensuring the data infrastructure is robust, integrated, and accessible across teams. However, many organizations still struggle with siloed systems and fragmented data, which hinder their ability to deliver seamless experiences.
Ross Monaghan, principal in Perficient’s Adobe practice, underscores this point by highlighting how leading organizations are turning data into action through AI-powered strategies.
“We don’t have a shortage of data. The challenge lies in consuming it, unifying it, and activating it in real time to deliver personalized, one-to-one experiences that meet the demands of consumers. Organizations that are winning are already leveraging predictive bidding, dynamic budget allocation, and channel mix modelling to optimize media buying. They’re also developing AI-driven audience clusters based on behavior, intent, or psychographics to improve targeting precision. By training models on past customer behavior, they can predict which leads are most likely to convert. The possibilities are endless if you embrace the power of what AI can bring to the table. AI isn’t here to replace us, it’s here to eliminate the thousands of hours spent on manual tasks, chasing insights that may or may not exist in fragmented data,” says Monaghan.
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Breaking Down Silos to Boost Adoption
The customer journey is increasingly owned by a mix of marketers, technologists, and CX specialists. And while this diversity brings valuable perspectives, it can also lead to friction and inefficiencies. Marketing needs IT to deliver scalable, secure, and flexible platforms. IT needs marketing to define the customer vision and drive innovation. The report suggests that aligning these teams around shared goals and metrics is essential for success and the ability to deliver seamless, personalized experiences.
Monaghan says, “Organizations must continue to view everything through the lens of the customer. That means breaking down internal silos, politics, and bureaucracy. Customers don’t care who owns the data or whether it sits with IT or marketing. What matters is that we come together to identify key audiences, mapping core personas and journeys, and developing dynamic use cases that guide each user through a personalized experience. We then can analyze the effectiveness of content, offers, and sentiment to drive customer lifetime value at scale.”
Ensuring Responsible AI Deployment
The report also addresses the ethical dimensions of AI. Issues like data privacy, algorithmic bias, and transparency are top of mind for both marketing and IT leaders. Building trust with customers requires more than compliance. It demands intentional governance. IT leaders must implement frameworks for responsible AI use, while marketers must ensure that personalization efforts respect user boundaries and values.
The Time to Act is Now
Adobe’s 2025 report is both a roadmap and a call to action for marketing and IT leaders. The future belongs to organizations that can harness AI not just as a tool, but as a strategic enabler, bridging creativity and technology to deliver exceptional customer experiences.
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