A study by Adobe found companies actively are pursuing a core transformation with enterprise commerce, through which they aim to refine their abilities to deliver scalable, AI-powered and personalized shopping experiences.
In doing so, organizations that are adopting enterprise commerce are employing artificial intelligence to enhance personalization, content and workflows while modernizing their platforms to support scalability and integration.
According to Adobe, leaders are focused on activating real-time data, delivering consistent omnichannel experiences and building more flexible, future-ready architectures. In discussions with 100 specialists in the area, Adobe determined organizations are under growing pressure to drive more revenue through digital channels while maintaining agility across geographies, product lines and customer segments. As such, scaling modern commerce requires not just ambition but also smarter architecture, integrated data and the right applications of AI.
Digital commerce companies today are navigating the complexities of personalization, platform growth and unified customer experiences at scale, Adobe maintained, with 80% of enterprise commerce organizations actively implementing or exploring AI and generative AI capabilities, and patterns emerging in adoption maturity and strategic focus.
AI is fundamental to the evolution of enterprise commerce operations, and Adobe divided the organizations on that track into three groupings based on adoption of artificial intelligence:
- Early-Stage AI Adoption with Interest in Generative AI. At 55% of the total, early-stage organizations are exploring AI capabilities with strong interest in generative applications.
- Active AI Adoption with Generative AI. At 25%, active companies have implemented generative AI tools.
- Limited or No AI Adoption. At 20%, lagging organizations are operating with minimal current AI usage but have the potential for future adoption.
Adobe found that among the ways enterprise commerce companies are responding to the influence of artificial intelligence in the markets is platform migration, which is occurring or planned in 45% of cases as they look to scale. At the same time, 52% of organizations are in the early stages of a personalization rollout. B2B and B2C requirements are driving platform architecture, with 62% of companies managing both B2B and B2C commerce. Then, 83% of organizations are prioritizing storefront performance and content optimization. For 89%, omnichannel integration guides platform development as organizations require digital and unified commerce capabilities.
Adobe stated enterprise commerce is evolving quickly, but most organizations are still navigating foundational challenges. Despite the hoopla, AI remains in early adoption, platforms are being rebuilt and personalization at scale remains more of a goal than a reality. Yet, Adobe emphasized, the direction is clear: brands that modernize their architecture, connect their data and act on customer insight are pulling ahead.
