Modernizing customer experience for AI discovery and generative visibility with Adobe EDS

As customer discovery shifts from traditional navigation and search results to AI-mediated answers, many enterprises are facing a new reality: it is no longer enough for a website to simply exist. Content must be fast, structured, machine-readable and easy to reuse across channels and emerging AI surfaces. When it is not, brands risk losing visibility, authority and trust at the very moments customers are making decisions.

Publicis Sapient helps organizations modernize customer experience for this new environment by combining Adobe Experience Manager, Experience Delivery Services and agentic automation. The goal is bigger than migration. It is to transform legacy digital estates into high-performance, AI-ready experience platforms that improve discoverability, strengthen generative visibility and make content operations more resilient.

Many legacy websites were built for a world of page-centric publishing, slower release cycles and human-only browsing behaviors. That model is under pressure. Today, organizations must support experiences that perform across websites, mobile, apps and emerging AI-driven surfaces. They also need content that can be interpreted accurately by systems that summarize, recommend and answer on behalf of users.

This creates a new set of business challenges. Slow, monolithic platforms struggle to meet modern speed expectations. Fragmented content models make it difficult to maintain consistency across channels. Manual publishing workflows slow teams down and increase operational risk. And when content is not structured for machine readability, brands become harder to discover in generative environments.

Modernization, then, is not just a technical refresh. It is a strategic move to create experiences that load faster, scale globally, support omnichannel consistency and remain visible in AI ecosystems.

Publicis Sapient modernizes the full experience layer, from architecture and content to operational workflows and AI-driven visibility. Built on Adobe Experience Manager and cloud-native Experience Delivery Services, this approach helps organizations move away from slow, fragmented estates and toward modular, scalable platforms designed for speed and discoverability.

A key part of that shift is making the estate understandable before transformation begins. With Experience Builder capabilities powered by Sapient Bodhi, teams can automatically scan legacy websites to generate a complete inventory of pages, components and assets. That creates a clear picture of what exists today and reduces the manual effort typically required to prepare for migration and rationalization.

From there, approved designs and existing experiences can be transformed into modular delivery assets. Publicis Sapient helps convert designs into Edge Delivery Services blocks, editable content documents and deployment-ready code, while also supporting the generation of production-ready Adobe Experience Manager components and front-end code where needed. This modular foundation is critical because it creates more reusable, consistent and machine-readable content structures that perform better across channels and AI-enabled touchpoints.

Generative visibility depends on more than publishing more content. It depends on publishing content in ways machines can interpret, trust and reuse. Publicis Sapient helps organizations structure content for machine readability through metadata, schema and API-driven approaches that support generative search environments.

That matters because AI systems increasingly deliver answers without sending users directly to a website. In that environment, brands need content architectures that make key information clear, accurate and easy to understand programmatically. Structured, modular content improves the chances that brand information remains visible and usable wherever AI-driven discovery occurs.

Experience Delivery Services strengthens that model by enabling fast, cloud-native delivery. Combined with structured content and modular blocks, it helps organizations create digital experiences that are easier to crawl, easier to reuse and better suited to the performance expectations of both users and AI ranking systems.

Speed is no longer a secondary concern. It affects customer experience, operational agility and digital visibility. Publicis Sapient helps organizations use Adobe Experience Manager and Experience Delivery Services to improve Lighthouse scores, Core Web Vitals and overall site performance.

For enterprises running aging or customized AEM estates, modernization often also requires work beneath the experience layer. Publicis Sapient applies agentic automation to cloud readiness assessments, dependency mapping, migration planning and code refactoring for Adobe Experience Manager Cloud Service compatibility. Teams can analyze legacy code, apply cloud-compatible updates, review generated pull requests and validate modernized applications after deployment.

This reduces friction across the modernization journey while helping organizations move toward faster release cycles, stronger resilience and a more scalable experience foundation. The result is not only a better-performing website, but a platform that is more capable of supporting personalization, omnichannel growth and AI-ready delivery.

Modern customer experience depends on content operations that can move at the pace of the business. Publicis Sapient helps organizations redesign workflows so content creation, review, editing and staging become more connected and efficient.

Generated content can be reviewed and updated in familiar editing environments such as Google Docs before being reflected instantly on staging sites. Content workflows can be connected to broader AI-enabled operating models in which agents help determine what content to create, how to adapt it, who needs to review it and where it should go next. This reduces reliance on manual handoffs while preserving governance, brand consistency and enterprise control.

The benefit is a more resilient content supply chain. Teams can create faster, personalize at scale, automate approvals and deliver across channels through a more connected flow. Instead of content becoming the bottleneck, it becomes an enabler of speed, consistency and growth.

Publicis Sapient brings deep Adobe expertise together with proprietary AI platforms that help enterprises modernize with greater speed and confidence. With more than 15 years delivering personalized experiences, more than 1,000 certified Adobe specialists globally and seven Adobe Digital Experience Partner of the Year recognitions, Publicis Sapient combines platform knowledge with the cross-functional capabilities needed to drive measurable outcomes.

The approach typically starts with discovery and assessment to identify gaps, dependencies and opportunities. From there, Publicis Sapient defines a strategic roadmap tailored to the organization’s goals and technical environment, then deploys automation agents and Adobe technologies with minimal disruption. Enablement and ongoing optimization help make sure the operating model continues to evolve as customer expectations and AI ecosystems change.

Enterprises do not need modernization for its own sake. They need a digital foundation that supports growth in a world where discovery is faster, more distributed and increasingly mediated by AI.

By combining Adobe Experience Manager, Experience Delivery Services and agentic automation, Publicis Sapient helps organizations turn legacy websites into modular, high-performance, machine-readable experiences. That means stronger discoverability in AI-driven environments, improved Lighthouse and Core Web Vitals performance, more consistent omnichannel delivery and content operations that are built to scale.

The opportunity is clear: modernize the experience layer now so your brand can be found, understood and trusted wherever customers — and AI systems — are looking.

Relevant Links

• EDS Experience Builder
• EDS Experience Builder
• AEM modernization for global, multi-brand enterprises
• Customer experience modernization for regulated industries
• From content bottlenecks to modern experience operations
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• Modernización de la experiencia del cliente con Adobe en México: velocidad, gobernanza y crecimiento en la era de la IA (LATAM)
• FAQ (FAQ)
• 12 Things Buyers Should Know About Publicis Sapient’s Adobe Solutions (LIST)