Adobe Summit 2025, the world’s leading annual event for digital marketing and eCommerce, was held this year from March 18–20 at The Venetian Resort in Las Vegas. The event focused heavily on groundbreaking innovations within Adobe Commerce, including platform optimisation tools, enhanced cloud services, and AI-powered content creation. In this blog, we recap the key announcements from the summit related specifically to Adobe Commerce, helping you stay informed about the changes and advancements shaping the platform’s future.
Highlights from the Opening Keynote
The Adobe Summit 2025 kicked off with a dynamic opening keynote, setting the stage for what promises to be a pivotal year in digital marketing and customer experience. Adobe CEO Shantanu Narayen set the tone by emphasising how AI is transforming customer experience management at scale. Adobe introduced new AI-driven solutions such as Brand Concierge and Experience Platform Agent Orchestrator, reinforcing their vision of a future where automation and intelligence drive seamless, hyper-personalised customer interactions.
Other notable discussions at the event include AI-powered personalisation, leadership insights, and the global economic outlook. Jamie Dimon, CEO of JPMorgan Chase, shared leadership lessons emphasising directness, operational excellence, empathy, and grit while offering a cautious view of the global economy. Key announcements included the use of AI-powered agents in Adobe's platform to automate audience creation, journey optimisation, and experimentation, exemplified by Marriott's AI-driven customer journey. The event underscored that AI is transforming customer experiences and is becoming the backbone of how brands create and deliver value at scale, stressing the importance of combining AI insights with human creativity for a competitive advantage.
Adobe Commerce innovations
At the summit, two major innovations were unveiled—Adobe Commerce as a Cloud Service and Adobe Commerce Optimizer—both set to launch in June 2025, coupled with AI-powered advancements. These solutions represent Adobe's commitment to scalability, performance, and adaptability, offering merchants new ways to thrive in an increasingly competitive eCommerce landscape.
Adobe Commerce as a Cloud Service
A game-changer to the future of Adobe Commerce users was unveiled: Adobe Commerce as a Cloud Service (ACCS), a fully SaaS-based (Software-as-a-Service) eCommerce platform. Built on a cloud-native architecture, it offers elastic auto-scaling, ensuring optimal performance even during peak traffic periods. The platform provides a self-service approach for managing commerce applications, allowing businesses to quickly deploy and manage their eCommerce environments.
Key features
- Adobe’s Commerce Storefront: Enables the creation of visually appealing and engaging experiences using simple document-based authoring or a visual editor.
- Merchandising services: Encompasses live search, AI-utilised product recommendations, flexible catalogues for large and complex products, and diverse payment methods.
- Product Visuals: Simplifies asset management through integration with Adobe Experience Manager's robust Digital Asset Management (DAM) system or the native mini-DAM for basic asset management.
- Comprehensive API coverage: Supports GraphQL and REST APIs for seamless integration with third-party systems, enabling businesses to extend their eCommerce capabilities.
- Headless architecture: Allows developers to use various front-end frameworks like React and Angular, offering flexibility and performance.
Find out more: Adobe Experience League.
Why choose Adobe Commerce as a Cloud Service?
Adobe Commerce as a Cloud Service combines the scalability of cloud hosting with the flexibility of customisable software. With its robust infrastructure and managed services, businesses can focus on growth without worrying about technical complexities. Here is what you can expect from Adobe Commerce as a Cloud Service:
- Faster time-to-market: Prebuilt tools and streamlined workflows enable businesses to launch quickly and adapt to market demands efficiently.
- Optimised customer experience: Combines real-time data insights with AI-driven tools to deliver personalised shopping experiences that boost loyalty and conversion rates.
- Improved security and performance: Features PCI compliance, automated patching, Fastly CDN for DDoS protection, and New Relic monitoring for secure operations.
- Fully managed services: Offers fully managed services, including hosting on Amazon Web Services (AWS) or Microsoft Azure, automated patching, and advanced monitoring tools for application performance management.
However, unlike traditional versions, ACCS does not support PHP-based modules for extending backend or frontend functionality. Instead, all customisations must be implemented using the Adobe Developer App Builder, a modern, serverless platform designed for building scalable and secure applications. This ensures a streamlined and future-proof approach to extensibility while maintaining platform stability and performance.
It’s also important to note that the existing on-premises and PaaS versions of Adobe Commerce will remain available, continuing to provide businesses with flexibility to choose the deployment model that best suits their operational needs.
Adobe Developer App Builder for Adobe Commerce
Adobe Developer App Builder is a serverless extensibility platform designed for integrating and creating custom experiences that extend Adobe Commerce. It utilises out-of-process extensibility, which avoids compatibility issues associated with traditional in-process methods. App Builder allows developers to customise secure and scalable apps that extend Commerce-native functionality and integrate with third-party solutions, without modifying the core codebase.
Key benefits of App Builder
- Fast custom app design: Utilise Adobe’s React Spectrum components for UI design, ensuring a look and feel that matches Adobe's products.
- Seamless integration with Adobe solutions: Build custom apps that interact with core Adobe services and automate processes with event-based integrations.
- Access to a suite of services: Leverage authentication services, end-user access controls, custom event publishing/consumption, data storage, and CI/CD pipelines.
- Easier upgrades: Custom features reside outside the Commerce codebase, preventing compatibility issues during upgrades.
- Out-of-process extensibility: Facilitates easier upgrades and resource efficiency by keeping custom features separate from the core Commerce codebase, mitigating compatibility issues.
App Builder provides a comprehensive development environment, allowing developers to build and deploy secure, scalable web applications to extend Commerce-native functionality and integrate with third-party solutions.
Adobe Commerce Optimizer
Another standout announcement was the introduction of the Adobe Commerce Optimizer. This tool is designed to help businesses maximise their platform’s performance by providing actionable insights and automated recommendations for improving operational efficiency.
Key benefits
- High compatibility with diverse platforms: Optimises customers’ existing platforms, including Shopify, Big Commerce, and even Magento, enabling them to unlock the tool’s potential without the need to migrate to a new platform.
- Lightning-fast storefront: Boosts traffic and conversion rates with a storefront built for optimal performance, adhering to Google's Core Web Vitals and maximising Lighthouse scores for improved organic search rankings.
- Scalable, composable catalogue: Unlocks unlimited growth potential with a catalogue that can support millions of products across hundreds of sites, featuring a composable catalogue data model (CCDM) for increased efficiency and governance.
- Elevated merchandising experience: Leverages generative AI capabilities, such as Adobe Firefly, to simplify merchandising workflows, personalise product experiences, and deliver tailored content.
- Metric-driven improvements: Provides clear visibility into storefront data, performance, and potential improvement opportunities through an analytics dashboard, enabling data-driven decision-making.
Adobe Commerce Optimizer empowers businesses to enhance their existing eCommerce engine with Adobe's advanced technology, driving increased efficiency, scalability, and customer engagement.
Learn more about Adobe Commerce Optimizer.
AI-powered content creation
Generative AI took centre stage at the summit with new capabilities aimed at transforming content creation for Adobe Commerce users. Leveraging Adobe’s Firefly generative AI technology, businesses can now produce high-quality content at scale with minimal effort. From personalised product descriptions to visually engaging marketing assets, AI-powered tools enable marketers and content creators to deliver tailored experiences that resonate with customers. These advancements not only reduce production time but also enhance customer engagement by providing dynamic and relevant content across all touchpoints.
Key features
- Generative AI-Powered tools: Empower content authors and marketers to create web content in minutes using a visual storefront editor and AI tools integrated with Microsoft Word or Google Docs. Create personalised product assets in seconds using streamlined merchandising workflows and generative AI services.
- Faster development time: Quickly launch sites using prebuilt storefront components with integrated commerce functionality, including product listing pages, product detail pages, cart, and checkout.
- Ongoing optimisation: Continually optimise your storefront with user-friendly native A/B testing tools to ensure peak performance and customer engagement.
By integrating AI into the content creation process, Adobe Commerce enables businesses to deliver personalised, highly responsive storefront experiences that drive sales and enhance customer loyalty.
What these changes mean for Adobe Commerce users
The updates announced at Adobe Summit 2025 underscore Adobe’s commitment to empowering businesses with cutting-edge tools that drive growth and efficiency. Whether through optimised operations provided by the Commerce Optimizer, scalable solutions via cloud services, or enhanced customer experiences powered by AI-driven content creation, these innovations are set to elevate eCommerce strategies to new heights.
Stay tuned for further updates as these innovations are implemented across the Adobe Commerce ecosystem. For users looking to stay ahead in the competitive eCommerce space, these advancements offer exciting opportunities to optimise operations and deliver exceptional customer experiences.
Unlock the full potential of Adobe Commerce with On Tap’s comprehensive solutions
If you are looking to migrate your store to Adobe Commerce as a Cloud Service but are worried about the incompatibility of your existing customised modules, or are unable to integrate Adobe Commerce Optimizer to your existing eCommerce platform, we’ve got you covered. With 19 years of experience and a team of 400 dedicated professionals, we offer an extensive range of services tailored to your unique business needs.
Partner with On Tap to elevate your eCommerce strategy and create exceptional customer experiences. Contact us today to learn how we can transform your Adobe Commerce platform!
