The report explores how artificial intelligence (AI) is revolutionising commerce by enabling hyper-personalised, real-time customer experiences across digital and physical channels. It argues that AI-powered personalisation is no longer a luxury but a necessity, as consumers increasingly expect brands to understand and anticipate their needs.
At the heart of this transformation is the concept of “shoppable moments”—opportunities to convert interest into purchases across any touchpoint, from social media to in-store interactions. AI enables brands to move beyond static, cohort-based personalisation to dynamic, one-to-one experiences. This includes tailoring product recommendations, content, and even pricing based on real-time behavioural data.
The report highlights the growing importance of visual commerce, driven by platforms like Instagram and TikTok. AI tools such as Adobe Firefly allow brands to generate customised visual content at scale, reducing production costs and accelerating time to market. Augmented and virtual reality further enhance the shopping experience by enabling “try-before-you-buy” scenarios.
Social commerce is another key trend, with AI playing a central role in turning social engagement into sales. Adobe’s ecosystem supports this by integrating real-time data from social platforms into personalised product suggestions and chatbot interactions. Authenticity and creativity remain crucial, as consumers favour relatable brands that deliver consistent, personalised experiences.
A strong data foundation is essential for effective AI personalisation. The report stresses the importance of unified, real-time customer data and ethical data practices. Adobe’s Real-Time Customer Data Platform enables brands to create high-value audience segments while respecting privacy and consent. Ethical AI use, transparency, and user control are positioned as vital to building consumer trust.
Scaling personalisation across channels and geographies is a major challenge. Adobe Commerce addresses this by unifying data and enabling predictive recommendations, dynamic content, and real-time adaptation to trends. AI also supports content creation by automating repetitive tasks and enabling instant experimentation with copy and imagery variations.
The content supply chain is being transformed by AI, which streamlines asset creation, tagging, and optimisation. Adobe’s GenAI capabilities allow for rapid testing and deployment of content variations, integrated with digital asset management systems. This results in faster, more responsive campaigns tailored to specific audiences.
AI-driven merchandising is another area of innovation. Retailers can now dynamically adjust product displays, pricing, and promotions based on user behaviour, inventory levels, and market trends. Adobe’s tools help brands scale these efforts across millions of SKUs and multiple storefronts.
Modern storefronts are evolving with composable commerce and edge delivery services, enabling faster, more flexible digital experiences. Adobe’s infrastructure supports progressive migration and API-first development, allowing brands to innovate without overhauling entire systems.
The report concludes that AI is a strategic enabler, not just a tool. Brands that integrate AI with ethical practices, creative storytelling, and robust data strategies will gain a competitive edge. Adobe encourages businesses to audit their data, adopt responsible AI, experiment with generative tools, and embrace composable services to thrive in the future of commerce.
