The success story of AEM as a DAM and for WCM is driven by its extensibility model for the enterprise. This extensibility model is evolving, bringing changes and retrofits for AEM as a Cloud Service and introducing new cloud-first concepts. These changes introduce new paradigms, new opportunities for innovation, and new limitations. Three market forces are bringing the need for this next evolution of innovation. Requests for more out of the box AEM capabilities without requiring extensibility. The complexity of running in process extensibility in a cloud first model. The technical skills of the next generation of innovators moving from in process extensibility to external http based communication between microservices. In AEM, we are directly addressing these forces by building new cloud first capabilities, offering restful http endpoints designed for the single page applications of the future, and providing the value of in-process extensibility for delivery of experiences in less than an eye blink.