Huang’s presence alongside Adobe CEO Shantanu Narayen on Monday, April 20 comes at a pivotal moment: Adobe is pivoting from “digital experience” and “customer experience management” to “customer experience orchestration” \u2014 the main theme anchoring its news this week, including the unveiling of Adobe CX Enterprise Coworker<\/a>. <\/p>\n It’s an agentic world. And it’s here to stay.<\/p>\n “I think my entire vocabulary of Photoshop is probably 7% of its capabilities,” Huang told the packed audience at the Venetian. “Now I have an agentic system<\/a> that I can put in front of it, and an agentic system that Adobe could create for me that allows it to understand my intentions and fully realize the capabilities of Photoshop, fully represent, fully utilize Premier.”<\/p>\n “And so,” Huang continued, “the user interface of the future, all the front end of SaaS, is now agentic. It’s intelligent. Allows us to interact through directly to the tool. … I think it’s just a higher level utilization of tools, and in a lot of ways. For what I would say for 99.9% of the creators of the world, this is going to elevate your art, no question.”<\/p>\n For digital customer experience leaders parsing what any of this means for their organizations, the Huang-Narayen exchange could be seen as a sustained argument for why agentic AI is a platform shift, on the order of the internet and cloud before it.<\/p>\n Table of ContentsReality for Agentic AI in Digital Experience on Ground Floor<\/p>\n Here’s the thing, though: With all that power and innovation on stage at Adobe Summit, the lunch before may have been more telling. Some of those folks on the ground floor here in the gambling mecca want to know what this all means for creating digital customer experiences.<\/p>\n And where to place their bets, exactly.<\/p>\n Madison Collier, marketing operations manager at Boston-based\u00a0Crunchtime<\/a>, asked what agentic even means when discussing the themes of Adobe Summit.<\/p>\n Not in a “I never heard of it” way, but what does it mean for my marketing team and my customers?<\/p>\n “I keep seeing that word everywhere,” she said, “but I want to know what it means.”<\/p>\n Talk about a paradox. What is the real value of AI on building and orchestrating digital customer experiences, and how do companies like Adobe enable the magic to happen?<\/p>\n Because, it seems, most of us still have questions, challenges and wonder about AI impact with things like answer engine optimization (AEO)<\/a>. No question, traffic to LLMs is growing<\/a>, and rapidly.<\/p>\n But how do enterprises get a piece of that puzzle and actually see real brand value?<\/p>\n “Being that SEO is sort of dying out now because of the Gen AI stuff, it’s like what do we do?” asked David Wallace, senior web and brand designer for AdvancedMD<\/a>. “It’s a whole new world.”<\/p>\n And Wallace wonders: Do I take 20 years of SEO experience and throw it away? They have advice from AEO consultancies, but that didn’t move the needle beyond the basic advice of “do FAQs,” “get in Reddit” and “get in Wikipedia.”<\/p>\n Related Article: Jensen Huang: Mastering Life and Leadership on the Razor’s Edge<\/a><\/p>\n The Shift From Knowing to Doing <\/p>\n Back to that powerhouse CEO duo on stage here at Adobe Summit. Huang drew a sharp line between generative AI \u2014 systems that understand and produce information \u2014 and the agentic era now underway, in which AI performs work. For CX leaders who have been watching the AI hype cycle with appropriate skepticism, it was a useful framing.<\/p>\n “We went through a very significant transition from generative AI, which is able to understand what we say and produce information back to us, to now agentic AI \u2014 it can now perform work. It’s collaborating with me and collaborating with all of our engineers and supporting us in all these different ways. And so finally, for the very first time, AI is producing work. That’s another way of saying AI is finally valuable.”<\/p>\n – Jensen Huang, CEO<\/p>\n Nvidia<\/p>\n That distinction carries real weight for marketing and CX teams that have spent the past two years experimenting with AI copilots and content generation tools. The move from AI-as-assistant to AI-as-coworker \u2014 the exact language Adobe is now baking into its product naming \u2014 represents a different operational bet. It is about redesigning who \u2014 or what \u2014 executes the workflow.<\/p>\n “People love AIs that know it all, but in the final analysis, what you pay for is work done,” Huang said.<\/p>\n Related Article: AI Agents Are Leaving the Chat Window \u2014 and CX Leaders Are on the Hook<\/a><\/p>\n What Adobe’s Partnership With Nvidia Actually Means <\/p>\n Narayen and Huang were not simply sharing a stage for optics. The two companies announced deeper integration work at Summit, including Adobe’s partnership with Nvidia to embed the NVIDIA OpenShell<\/a> secure runtime and NVIDIA Nemotron open models into the CX Enterprise Coworker platform \u2014 a combination Adobe is positioning toward regulated industries requiring governed, brand-safe agentic workflows.<\/p>\n From Huang’s vantage point, Adobe is becoming something more than a software vendor. He described it plainly: Adobe is becoming “the marketing manufacturing system” \u2014 converting creative assets through operations, through customer experience<\/a> engagements \u2014 all running on AI supercomputers and infrastructure. For CX leaders, that framing positions Adobe not as a suite of marketing tools but as a factory floor for the agentic enterprise.<\/p>\n Narayen reinforced the point from the enterprise side, arguing that the brands positioned to win are those running their own proprietary, customized AI models \u2014 trained on their own data, shaped by their own content. <\/p>\n “The enterprises that will win,” he said, “are the ones running their own proprietary, customized enterprise models with their own data and their own content, which enables them to turn their brand knowledge into results at scale.”<\/p>\n