Adobe 2026 AI and Digital Trends.
Adobe's 16th annual study surveyed 3,000 executives and practitioners and 4,000 consumers. Generative AI is already paying off in content and personalisation, but data and measurement gaps are holding back plans for agentic AI.
By Adobe (research by Oxford Economics) · Feb 19, 2026
Members report. Reports will be part of our members tier. Free to read for now.
Adobe's 16th annual study surveyed 3,000 executives and practitioners and 4,000 consumers. Generative AI is already paying off in content and personalisation, but data and measurement gaps are holding back plans for agentic AI.
Key findings
- 76% say generative AI has sped up and increased content production, and 70% say it lets non-creative teams produce content.
- 78% expect agentic AI to handle customer support interactions directly within 18 months, but only 16% have deployed it organisation-wide.
- Only 43% say their data quality and accessibility are good enough for AI, and 75% name data integration and quality as the top barrier to agentic AI.
- 43% of consumers would use a brand's AI agent or concierge, and about one in four already use AI platforms as a main source for information or purchase decisions.
Why it matters
The gap between what brands and consumers expect from AI agents should temper overly ambitious agentic CX plans.
About this report
Published by Adobe (research by Oxford Economics), 2026-02-19. Free to download. Get the full report from Adobe (research by Oxford Economics)