April 17, 2025
Adobe Summit 2025 was packed with innovation. Adobe’s flagship event showcased, groundbreaking advancements in customer management orchestration, defined by Adobe as the evolution of Customer Experience Management.
Fulfilling the promise of personalization at scale, by combining the creation and development of seamless and connected customer experiences across all touchpoints and channels, with advancements in generative and agentic AI.
So, what does that mean for the heart of the Adobe platform, Adobe Experience Manager (AEM), when it comes to content management?
Key discussions were centered around speed, efficiency, and AI-driven content optimization, demonstrating how organizations can leverage Adobe technology to enhance performance and streamline workflows.
AI-driven content optimization: faster, smarter and more engaging
Adobe’s latest innovations in AEM, announced at Adobe Summit 2025, focus on AI-assisted content creation and optimization. With features like Experience Hub and Site Optimizer, organizations can now automate and enhance their digital presence effortlessly:
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Experience Hub offers a new UI that helps content creators start, organize and optimize their workflows using AI-powered insights.
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Site Optimizer continuously monitors websites for low Core Web Vitals, bounce rates, structured data issues and more, providing actionable insights to enhance user experience and conversions.
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Brand Score evaluates and scores content, suggesting improvements based on predefined guidelines, ensuring brand consistency across all digital assets.
Experience Hub
A new home UI is being introduced for Adobe Experience Manager called Experience Hub. It’s a great starting point for finding what you need or creating new content with AI assistance. Users can customize it by moving panels and reordering them based on what matters most.
With the next-gen Adobe Experience Manager software, web content creators are provided with powerful tools to help them build pages quickly. An author can start by entering their intent directly into AEM or by uploading a campaign document.
Once a page is created, it’s possible to give suggestions to AEM based on what needs to be tweaked. AEM will return a few suggestions, and users can choose the one they like best. To help make that decision, AEM provides a brand score for each variation.
Brand services can rate content with a score from 1 to 100, explain why that score was given and provide suggestions for improving the content. This functionality is shared across all Adobe Experience Cloud solutions. The guidelines for scoring can be configured in GenStudio for Performance Marketing.
Site Optimizer
One of the 10 AI agents introduced by Adobe at Summit was the Site Optimization agent. This agent in Adobe Experience Manager can suggest, and even generate, content variations to drive higher conversions. Some of the things Site Optimizer might flag include:
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Low Core Web Vitals
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High bounce rates
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Code vulnerabilities
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Structured data issues
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Broken backlinks
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Metadata issues
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Sitemap issues
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Accessibility issues
Site Optimizer continuously monitors your site to detect opportunities for optimization. Keep in mind, it only makes suggestions. You’re still in full control of whether to make these changes, and most of the time, no technical expertise is required.
Assets
AEM Assets was among the first AEM features to get AI/LLM enhancements with Smart Tags a few years back. These tools have since been improved to take AEM Assets to the next level:
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Enhanced auto tagging: Smart Tags now intelligently identify important attributes in an image, like the net weight on a milk carton.
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Native Figma integration: No need to export design images and upload them to AEM Assets, just drag them over with the new AEM plugin.
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Duplicate asset discovery: Avoid the issue of authors uploading the same asset to different folders. Now you can easily find and organize duplicates.
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Brand score: Just like with AEM content, assets now get a brand score with suggested updates.
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Asset lineage viewer: Visually track the history of an asset in Assets/Dynamic Media.
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Intent-based semantic search with suggested filters: AI-powered prompts are now available for asset search.
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Real-time asset metadata translation: Instantly translate metadata based on your preferred language.
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Embeddable Dynamic Media templates: Combine assets into templates that can be embedded in your pages; add interactive functionality like CTA buttons.
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Dynamic Media video auto captions
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Content Hub improvements:
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Custom branding
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Permission enhancements
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Content Advisor
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Search based on content brief
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Integration with AJO
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AEM Forms
Another significantly enhanced module is AEM Forms. If you’re not familiar, AEM Forms allows customers to easily create complex, dynamic web-based forms for their websites. Some benefits include adaptive layouts, simplified authoring, automated workflows and personalization. Enhancements announced at Summit include:
Forms Experience Builder
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Auto-generate a form component on an AEM page using Universal Editor just by entering a prompt, like “Create a form with a personal information panel.” Or upload a picture of the form you want, even a hand-scribbled wireframe.
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Prompt it to convert the form to a wizard format.
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Create rules with a simple prompt command.
Experience Generation Using Experience Hub
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Experience Hub fully supports generating new pages that include any form you specify in the prompt.
Personalized User Journeys
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AEP Connector for profile updates
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AJO integration
Personalized Customer Communications
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Interactive Communication Editor
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Integrated into AEM Cloud Service
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Intuitive drag-and-drop interface
Launch a Campaign
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Engaging experiences
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Easy-to-fill forms
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Orchestrated and personalized
Maximize Conversion Rate
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Site Optimizer suggestions
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Forms optimization
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Auto-detect and auto-suggest opportunities
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Use Site Optimizer to identify and fix forms with low conversion
Performance at the core: Always 100 with Adobe Edge Delivery Services
Performance is central to Adobe’s vision. With Edge Delivery Services achieving an “Always 100” score on Google Lighthouse, optimal web performance is now a reality. These services ensure performance by:
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Optimizing edge delivery to reduce latency and speed up load times
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Offering prebuilt CI/CD pipelines for easier development and deployment
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Eliminating back-end dependencies so front-end teams can move faster
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Enabling real-time monitoring of Core Web Vitals for ongoing improvements
The Role of change management in successful implementation
While AI and performance improvements offer big advantages, the key to unlocking its full potential lies in effective change management. In our experience, organizations need to:
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Align stakeholders: Ensure leadership, content teams and IT are on board.
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Train teams effectively: Equip users to leverage tools like Experience Hub and Site Optimizer.
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Adapt workflows: AI introduces new ways of working, so teams must be ready to integrate automation while staying creative.
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Monitor and iterate: Continuous support and optimization are key to sustaining gains.
Future of customer experience orchestration: AI & human expertise
Adobe Experience Manager – the content heart of the Adobe platform – is an. It’s an intelligent, AI-powered platform that boosts speed and efficiency. Adobe is setting the standard for the next era of experiences and their orchestration. Now you can see why
Adobe Summit 2025 was arguably one of the most memorable. But technology alone isn’t enough. The right implementation partner and a structured change management plan help organizations make the most of these advancements.
Why Valtech?
At Valtech, we help brands unlock the value of Adobe technology. We focus on speed, efficiency and maximizing the adoption of AI-powered experiences. Whether it’s speeding up websites, automating content workflows or simplifying implementation, we help businesses realize the full potential of their Adobe investment, while keeping performance front and center.
Ready to future-proof your digital experience? Let’s talk.
