Ion exchange itself is an adsorption reaction too. The question
is probably about the difference between ion exchange and specific
sorption.
In ion exchange, an ion sorbs to the surface by removing an
other ion of the same valence or multiple ions of lower valence. In
this way, ion exchange never changes the surface charge.
Specific sorption describes the inner sphere complexing of an
ion to the surface without the need for other ions to be removed.
In this way, specific sorption is able to alter the surface
charge.