Adobe Summit: Why Context Is the Missing Ingredient in Enterprise AI

How do you move beyond AI experimentation and start building systems that can genuinely reason, act, and create value across an enterprise?

Recorded at Adobe Summit in Las Vegas, this episode features Daniel Sheinberg, who leads cross-portfolio product initiatives for Adobe's Customer Experience Orchestration business.

Daniel is at the center of Adobe's AI and agentic strategy, helping shape how some of the world's largest organizations think about the next generation of customer experiences.

During our conversation, Daniel cuts through the hype surrounding agentic AI and explains what actually separates an AI assistant from an AI agent.

We explore how advances in reasoning, memory, context awareness, and tool usage are enabling systems that can move beyond generating content to actively helping organizations achieve business goals. Daniel shares practical examples of how enterprises are using these capabilities to personalize customer journeys at a level that would have been impossible with traditional workflows.

We also discuss the rise of AI-powered brand concierges, including how are using agentic experiences to create more meaningful customer interactions.

Daniel explains why context is becoming one of the most valuable assets in enterprise AI, how businesses can prepare their data and systems for agentic workflows, and why governance, trust, and brand intelligence will play such an important role in successful deployments.

If you're trying to understand where AI is heading next, what customer experience orchestration really means, and how businesses can safely deploy agentic AI at scale, this conversation offers a valuable look at both the opportunities and the challenges ahead.