Customer Experience Orchestration

The practice of coordinating all customer touchpoints — ads, email, web, service, AI agent interfaces — as a unified, coherent system managed jointly by AI automation and human strategy, rather than as a set of independently optimized channels. Positioned as a central vision by Adobe at Adobe Summit 2026.

As agentic-ai proliferates and customer journeys become more complex, CX orchestration shifts the marketer’s role from channel operator to experience conductor — ensuring consistent, context-aware delivery regardless of which path brought the customer to the brand. The concept also encompasses the governance questions raised by brand-as-os: how does brand logic translate into machine-readable behavior at scale?