Adobe Summit 2026 is right around the corner, and as always, we've been doing the homework so you don't have to.
This year's agenda is packed. And with so many sessions competing for your attention, knowing where to focus can make all the difference. AI, loyalty, B2B strategy, next-gen search... the themes shaping the industry right now are all over the programme, and the challenge isn't finding relevant content, it's narrowing it down.
So we asked our experts to share the sessions they're most excited about. Here's what's on their radar ahead of Summit:
Sune Christensen
Sune is one of our AJO and AEP specialists, always keeping an eye on where customer experience is heading next.
Session:
Beyond Earn & Burn: The Future of Loyalty Orchestration [CP21]
Reason:
This is the one I'm most excited about. Customer expectations around hyper-personalization have never been higher, and loyalty is harder to earn than ever, but also more important. What really draws me to this session is how it tackles the practical side of that: how AJO and AEP are actually helping businesses stay ahead. If you're thinking about where loyalty strategy is heading, don't miss this one.
Balram Khunti
Balram is our Senior Consultant and expert in Adobe Advertising Cloud. Always keeping a close eye on what actually moves the needle, the intersection of data, AI, and performance measurement.
Session:
Measuring What Matters: Connecting Content to Conversion [L123]
Reason:
This one stood out to me straight away. Understanding the full customer journey is becoming more critical across the industry. It's just not about clicks anymore, but about how different touchpoints contribute to real business outcomes. That's exactly what this session digs into.
Session:
Clicks to Visibility: How General Motors Builds Brand Presence in AI Search [S331]
Reason:
AI is changing how people search and discover brands, and I think it's really important to understand how companies are adapting to that shift. Seeing a company like General Motors tackle it head-on makes this one a must for me
Chiara Coletta
Chiara recently joined the Accrease team and is diving headfirst into the Adobe ecosystem, bringing a fresh perspective and plenty of curiosity.
Session:
How Adobe AI Drives Speed to Insight [S109]
Reason:
I'm new to CJA, and want to attend all the sessions on it's usage and tricks. But, this is the session I'm most excited about. I genuinely believe that mastering AI skills is going to be essential going forward and this session feels like exactly the right place to start
Samuel Rajkumar
Marketo specialist, unlike any other. Experienced in building digital strategies using technologies like CDP and combining them with Marketing Automation.
Sessions:
Adobe on Adobe: The Future of B2B Marketing [S231]
Reason:
B2B marketing is evolving so fast right now, and this is the session I'm most curious about. I really want to understand how Adobe is framing where it's all heading. It feels like a session that will shape how I think about the next couple of years
Sessions:
Agentic Web: Design, Automate, Convert with Webflow and Marketo [OS759]
Reason:
Improving lead quality and attribution directly from the website is something almost every company I work with is wrestling with. This session goes right to the heart of that, which is why it's high on my list.
Sessions:
Why CDW Chose Adobe Marketo Engage as the Foundation of Its AI Vision [OS215]
Reason:
I always love a real-world example at scale, and this one looks like a great one. Seeing how CDW is using Marketo as the backbone for AI-driven marketing shows exactly where marketing operations is heading, more connected, more AI-driven, and focused on revenue impact. That's the direction everything is moving, and I can't wait to see how they've done it
Kasper Andersen
Former Manager at Adobe for Proof of Concepts in EMEA & JAPAC. He has been working with Adobe Analytics since it was known as SiteCatalyst; however, his favourite solution is still and always will be Adobe Target.
I'll be honest - I evaluated every session on the agenda the same way I evaluate a new sneaker drop: what am I walking away with? So here are my must-attend sessions for Summit '26, and yes, the swag was a deciding factor.
Session:
2026 Adobe Analytics Rockstars — Top Tips and Tricks [S101]
Reason:
Look, I would have gone to this one anyway. But the fact that they're handing out a legendary tee and a collectible pin just confirms what I already knew: this is the most important session at Summit. The Analytics community puts on a show every year, and this year is no different. If you only go to one session, make it this one - and get there early.
Session:
Insights Beyond the Stars: Galactic Customer Journey Analytics Tips & Tricks [S103]
Reason:
A 70s space-inspired tee? That's not swag, that's a lifestyle. This session had me at the aesthetic alone, but honestly, a session bold enough to commit to that kind of theme is probably bold enough to deliver something worth hearing. Plus, the pin rounds out the fit nicely.
Session:
The Unified Intelligence Engine: A Single Insights Platform for the NFL [S110]
Reason:
Adobe and NFL. Foam football. Collectable pin. I don't know what else you need me to say. This is the crossover nobody asked for, but everybody needed, and I will be at the front of that swag queue.
Summit week will be here before you know it. We'll be watching closely, and once the dust settles, we'll be back with a full roundup of the biggest takeaways and what they mean for your business. Stay tuned.
