On March 18, Adobe announced its agentic AI roadmap at Adobe Summit. Listening to the keynote presentations and watching the demos at Adobe Summit, I was impressed with Adobe’s vision’s potential, the scope of change it portends, and the degree to which Adobe featured B2B use cases and examples.

Behind the scenes, Adobe graciously engaged with me in several high-level executive meetings, starting with Scott Bajtos, global vice president of Adobe Customer Solutions, several members of his team, and other teams focused on helping customers succeed. From Adobe Experience League to user groups, advocacy programs, Adobe Champions, communities, value scorecards, and a glimpse at its upcoming customer portal, it’s clear that Adobe is serious about making investments that ensure that its B2B customers achieve their goals and get value from Adobe investments. This left me wondering: Why not specifically focus some of Adobe’s AI and agentic innovation on the postsale, as well?

A Definite, But Future, Opportunity Lies In The B2B Postsale

“Definitely” is the one-word answer to the question posed in the title of this post. The reality is that the postsale is just not the priority today, when there is more market opportunity to capture by focusing on consumer experiences that combine Adobe’s strengths in creativity and online experiences with the potential for more personalized, conversational, and digital experiences that the new AI/agentic offerings will enable.

Among the 10 AI agents that Adobe introduced, one specifically supports evaluating and advancing new B2B opportunities to build sales pipeline and engage key members of a buying group. While its purpose has a distinct presale orientation, it’s not difficult to see how this agent — and ones focused on audience, data insights, content production, and journey orchestration, coupled with a prompt-driven, natural language interface — could be used by creative customer-facing teams to create truly personalized experiences that accelerate a customer’s time to value and help them achieve a healthy ROI.

Focusing On The Postsale Helps You Thrive During Volatility — And AI Will Help

There is a lesson here for postsale marketers, success managers, account teams, and anyone involved in helping customers succeed: As you experiment with and make bets on AI, don’t leave your customers’ experience out of the equation. The degree of change and upheaval happening today could rival what markets and businesses went through in 2020 but this time with many more sources of volatility. Volatility in 2025 includes massive global outages, cyber threats, new tariffs, trade wars, divided and impatient customers — and, of course, economic concerns.

To survive in these times, Forrester believes that customer obsession is required and that it’s time to (re-)prioritize postsale investment by doubling down on customer insights, communication, and empathy (subscription required). Prioritizing customers puts postsale teams squarely in the spotlight. And when facing limited-surplus investment, it gets hot under that spotlight unless these teams not only operate more efficiently but also demonstrate a positive connection between their actions and the resulting retention and growth in customer revenue.

Start Your B2B Postsale Agentic Journey With Objectives, Not Technology

AI innovation, agents, and agentic operations all have lots of potential to assess, guide, and activate postsale experiences while enabling the teams who guide customers through their journeys. These teams need the right technology foundations, skills, and expertise to close AI literacy gaps, along with the control systems required to ensure maximum benefit with minimum risk. Insights and personalized experiences that would have seemed impossible five years ago are now made feasible and efficient with agentic and generative AI. As Adobe’s Summit and business announcements show, focusing on the postsale is the biggest hurdle, not the technology. For more help, set up a guidance session with me to find out how you can: