Adobe Unveils 10 AI Agents to Revolutionize Marketing and Customer Experience

Adobe reveals 10 purpose-built AI agents - here's what they can do for your business

These agents run in the Adobe Experience Platform and can automate content creation or even data analysis for your brand. Beyond the Creative Cloud applications it's best known for, Adobe offers a range of powerful enterprise solutions, including the Adobe Experience Platform (AEP) that helps businesses across industries deliver personalized customer experiences, such as tailored shopping journeys. Now, those experiences are being elevated with the addition of AI agents. On Tuesday, Adobe kicked off its annual Adobe Summit conference, and, unsurprisingly, given recent trends, agentic AI was the star of the show. One of the biggest highlights was the launch of Agent Orchestrator within AEP, which allows users to build, manage, and deploy AI agents from Adobe and third parties. Also: Zoom's AI goes agentic - here's what it can do for you now Over one trillion experiences are activated through the AEP per year, according to Adobe. Agent Orchestrator can leverage a deep understanding of enterprise data, content, and customer journeys to deliver those experiences. A suite of Experience Platform Agents, including 10, out-of-the-box, purpose-built agents, can be used directly in Adobe's enterprise applications. According to the press release, the full list includes the following agents: Account qualification agent, Audience agent, Content production agent, Data insights agent, Data engineering agent, Experimentation agent, Journey agent, Product advisor agent, Site optimization agent, and Workflow optimization agent. The agents use AI to carry out specific tasks. For example, the Content production agent creates content based on a brief to help marketers and creatives ramp up their output while still adhering to pre-defined brand guidelines. Similarly, the Site optimization agent can identify, detect, and fix issues on a brand website to drive customer engagement. Adobe's analytics show a 1,200% increase in traffic to US retail sites from generative AI sources from July 2024 to February 2025. Agentic AI will build on that growing relationship between consumers and brands even further, according to Adobe. Also: Qualtrics bets its new 'empathetic' AI agents can fix customer service The company also unveiled Adobe Brand Concierge, a new application built on the AEP Agent Orchestrator. The company said this application goes beyond the traditional AI chatbot experience to create "richer" customer experiences by drawing on customer data and brand attributes. The agent is meant to guide customers from exploring to confidently purchasing. The Brand Concierge Agent will work with other agents to create personalized experiences and meet team-specific challenges. For example, Adobe said its Brand Concierge can provide customers with more than general product information on a brand website. Instead, the application can personalize its responses based on the account relationship and even take further actions, such as booking a follow-up meeting. The company made several other announcements at Adobe Summit. You can follow along with the coverage at ZDNET, as we will be reporting from the ground, or you can read more on the Adobe Newsroom website.

Adobe's latest projects are packed with AI agents - here's a sneak peek

Every year during Adobe Summit, the company gives the public a sneak peek into its latest experimental innovations, with 40% of them historically making it to actual rollout. In the past, some of Adobe's most popular features were first revealed as part of Sneaks, including Generative Fill, then dubbed Project Fast Fill. Also: Adobe reveals 10 purpose-built AI agents -- here's what they can do for your business The Sneaks are proposed by Adobe employees and build on Adobe's existing offerings to optimize creatives' workflows. Unsurprisingly, this year, most of the Sneaks finalists involved AI agents that can help marketers and brands alike. To get a glimpse into Adobe's future, keep reading below. This experiment would help teams better understand their customers through an AI agent that can combine external insights, such as economic data and global weather, with first-party behavioral data within the Adobe Customer Journey Analytics in the Adobe Experience Platform, according to the post. Also: AI tools are increasingly driving traffic to retail sites, Adobe Analytics finds Using the AI agent, users can learn more about customer experiences by conversationally asking questions that leverage more information about both datasets. These insights can ultimately inform the building of future experiences to cater more to the audience's wants and needs, ultimately improving campaign performance. Slide decks are a great medium for presenting information, but building them can be time-consuming. Senior leaders, in particular, often bear the burden of synthesizing robust data insights into presentations to share the findings with other teams. Project Slide Wow automates the entire process, converting data in Adobe Customer Journey Analytics into an engaging visual Microsoft PowerPoint presentation that includes visualizations and even speaker notes. Also: Forget Sora: Adobe launches 'commercially safe' AI video generator. How to try it The presenter can then ask a question and get an answer pulled straight from the dataset, even if it wasn't originally included in the slides. In the live demo at Sneaks, the presenter converted a dataset of favorite ice cream flavors into a visually engaging and well-organized PowerPoint presentation with different sections, charts, speaker notes, and even a concluding slide with questions. It kept a theme and natural order that drove the point. Content management systems play a central role in many businesses' core operations. Yet even when these systems are outdated or no longer the best fit, companies often struggle to make a change due to the high costs and potential disruption to their workflow. As the name implies, Project Site Leap makes the transition easier using an AI agent that can take existing brand pages, import the content into Adobe Experience Manager (AEM), and align it with new design mocks, according to Adobe. Also: Adobe Acrobat's AI Assistant can now decipher complex contracts for you In the demo, the presenter switched an open-source blog into AEM by asking Project Site Leap to "Onboard the site to AEM," and was able to import all of the content into AEM within seconds. Then, the second step was to reproduce the design of the blog into AEM, and again, it was able to do it within a second. Lastly, the presenter asked the AI agent to freshen up the images and the typography, and again it was able to do so. If you want to change the design entirely but keep the content, you can also upload a mock-up and have the agent transform the old content into the new style. This experiment is the ultimate tool for marketers, helping them through their kickoff campaigns by aiding the brainstorming, creation, and deployment of a campaign through the use of various AI agents. With Project Get Savvy, marketers would be able to interact with agents in real time to create content and visuals, find the best ways to reach audiences, and even create personas that resemble the target audience and get their feedback. Taking a step away from agentic capabilities, the next couple of experiments focus on using generative AI to deliver value to marketers and their audiences. Project Frame Sense helps marketers create tailored experiences in the travel and hospitality sector, where creating tailored experiences is specifically worthwhile. Also: Adobe Photoshop adds Live Co-editing for more productive team work The experiments connect customer insights from the Adobe Experience Platform with video content so that customers can receive a highly personalized video tailored to their preferences. The videos even use AI-powered digital avatars. As seen in the image below, in the demo, the presenter took an AI avatar of Sneaks host Eric Matisoff, Principal Evangelist of Analytics & Data Science at Adobe, to create a personalized video for co-host Ken Jeong that took into account Ken's interests, such as what food he wanted to eat on the trip. Project Panorama helps brands make sense of user interactions on mobile applications. This task is typically challenging because of all the different elements found in apps, such as screens, offers, and messages. Instead, Project Panorama would offer a map that brands can use to visualize the user's journey. Also: Adobe's new AI feature lets you edit stock images on the fly -- no Photoshop needed The map would update in real time, track performance metrics and user behavior, and outline each page and screen of the experience, according to Adobe. Ultimately, marketers could use those insights to deploy new offers and send messages from the Project Panorama interface without additional code, making optimization to increase user engagement easier. This project focuses on making the collaboration between marketers and creatives more seamless. Using generative AI, it combines data insights and brand imagery to create rough interpretations of new product concepts. These interpretations are then sent to Adobe's Project Concept so both teams can brainstorm and collaborate. Get the morning's top stories in your inbox each day with our Tech Today newsletter.

Adobe rolls out AI agents for online marketing tools

SAN FRANCISCO, March 18 (Reuters) - Adobe on Tuesday said it is rolling out artificial intelligence "agents" that brands can use to help consumers navigate their websites. Adobe is known for consumer apps such as Photoshop but also sells a suite of business-to-business software tools used in online marketing, which made up a quarter of Adobe's $21.5 billion in sales in its most recent fiscal year. The new tools use AI technology to help brands target marketing messages to different users based on their online activity. For example, content can be tailored to a young person's profile if they reached a website through a TikTok ad versus an older person's profile if they clicked on a result from a search query. Amit Ahuja, senior vice president of Adobe's experience cloud unit, said users increasingly expect to interact with websites through chatbots as they do with apps such as ChatGPT. Adobe's tools ensure that a business can offer that capability with a better awareness of the user. For example, if a person lands on a travel booking site after clicking an ad on Instagram and asks about booking a trip, the site's chatbot can check both inventory as well as what kind of destination was shown in the ad, providing a better idea of what to suggest to the user. Ahuja said AI functions help websites co-ordinate both functions, which were previously managed in completely different ways "with different guardrails". Adobe is also releasing other new tools for digital marketers. One tool, for example, allows marketing professionals to tell AI agents their goals for making website changes to increase digital sales. The agent in response can recommend ways to get it done and then make the changes. Ahuja said Adobe's aim is to speed up "what would have taken months in the past, where I'm waiting for a coding team or somebody to go fix it." Reporting by Stephen Nellis in San Francisco; Editing by Sam Holmes Our Standards: The Thomson Reuters Trust Principles., opens new tab Suggested Topics:Disrupted

Adobe's new AI agents can make personal websites for your customers

With enterprise customers turning their attention from exploring AI-powered creation tools to agents, Adobe is throwing its hat in the agentic ring and adding more personalization features to everyday customer experience tasks. Adobe announced the launch of 10 agents and an orchestration tool on its Adobe Experience platform. These tools target specific needs such as customer channel engagement, content production, data management and site optimization. The company also debuted Brand Concierge, a way for organizations to personalize their websites for customers based on their previous interactions with the brand. Loni Stark, vice president of strategy and product for Adobe, told VentureBeat in an interview that agents would change the customer experience for both the enterprise and their clients. "We see that agents can scale up the capacity of experience makers. It's not just because of the hype out there, but because when we have delivered our tools to the customers we work with, we see that as their trust in the AI capabilities we deliver increases, they start to think, oh, can I make them autonomous," Stark said. She added the idea is to let these agents work ambiently, meaning the agents and the orchestrator continue to work in the background to provide information or solve issues for enterprises proactively. Orchestration and agents for customer experience The new agents launching on AEP are: Stark highlighted the Site Optimization agent during a demo with VentureBeat. The agent would check for broken links or proactively examine a brand's website for traffic and bounce rates and suggest fixes. "Most companies don't have people that spend all of their days looking at broken links, for example, especially if they have tens of thousands of pages, or can't check on these daily," Stark said. "What's happening is that there's lost opportunity both if you think about the bounce rate. This agent is pre-trained, so out of the box, it already comes with skills like looking for broken backlinks." Stark said enterprises using the Experience Platform can fine-tune how much agents access their data through the orchestrator. Another new feature for the Adobe Experience Platform is Brand Concierge, which will help enterprises build websites that offer customized customer visits. Organizations can create a website for their company or product that greets customers by name and provides a query box asking them what information they want. Say a company has a website for a hotel chain. A customer can ask the chat function or click on premade prompts to ask about amenities specific to one location, Brand Concierge helps the company push the appropriate information to the front page of the site and also customize all other assets and experiences to that location. Stark said customers can still browse the site as usual, but Brand Concierge pushes customer engagement further by remembering how particular customers have interacted with the enterprise before. Brand Concierge is a separate offering from the agents that sits on top of the AEP, but Stark said, "It'll leverage agents such as the Product Advisor Agent, which is already built into the Concierge app." The company also understands its customers' past interactions and preferences. Stark said Adobe customers increasingly find their clients more comfortable using AI chatbots, making it easier to transition them to more personalized, prompt-based website experiences. "I think what we're seeing is that consumers are increasingly comfortable with an AI-powered conversational experience. New Adobe Analytics data shows a 1,200% surge in U.S. retail sites and a 1,700% surge in U.S. travel sites (July 2024 to Feb 2025) from generative AI sources. Companies can surface this on high-traffic properties (like their website) with an increasingly familiar form factor that is gaining traction," Stark said. The company launched the Adobe Experience Platform in 2019, but the real-time customer experience management solution saw a massive update last year, including an AI assistant for users.

Adobe launches 10 new AI agents to automate key marketing workflows

One of them will optimize your website for you completely hands-free Adobe has introduced 10 new purpose-built AI agents it says can enhance customer experiences and marketing workflows across its Adobe Experience Cloud and has already promised to add more soon. Unveiling the new offerings at its Adobe Summit 2025 event, the company boasted of the one trillion experiences per year its Adobe Experience Platform activates, which gives its latest AI tools a "deep, semantic understanding of enterprise data, content and customer journeys." Adobe's approach revolves around simplicity, and while many enterprises might want to personalize their agents, the pre-configured tools have data governance and regulatory compliance built-in off-the-shelf, which all helps companies get up to speed more quickly. To manage agentic AI, Adobe has launched a new Adobe Experience Platform Agent Orchestrator interface, which works with Adobe's own agents and third-party ecosystems. From launch, the 10 new agents include: account qualification, audience, content production, data insights, data engineering, experimentation, journey, product advisor, site optimization and workflow optimization agents. Adobe's content production agent is perhaps a standout, allowing marketers and creatives to automate parts of their workflows by generating and assembling content based on a brief. The system adheres to pre-defined brand guidelines to produce accurate results the first time around. The site optimization agent is also noteworthy for its always-on support for performant brand websites - it can automatically detect, recommend and then fix issues to boost customer engagement. "Adobe is uniquely positioned to help brands meet this moment, with deep expertise in unifying AI, data and content production workflows to execute the right digital experiences with precision, while uncovering unseen problems," said Digital Experience Business SVP Amit Ahuja. At the same time, Adobe launched its Brand Concierge, a new AI application that enables conversational experiences tailored to individual brand interactions by using a company's unique brand attributes and customer data. Citing a 1,200% increase in traffic to US retail sites from GenAI sources between July 2024 and February 2025, Adobe Brand Concierge can create a more tailored experience in B2C settings, for example booking follow-up meetings on behalf of customers, but it also has B2B applications such as connecting sales and marketing teams.

Adobe unleashes an army of AI agents on sales and marketing teams

Adobe unleashes an army of AI agents on sales and marketing teams Adobe Inc. is taking aim at its rival Salesforce Inc. in the customer experience department with the launch of a new tool for orchestrating artificial intelligence agents within its flagship Adobe Experience platform. It's joined by a suite of highly customized "Experience Platform Agents" that can perform various tasks relating to customer experience, such as optimizing websites, content production, refining target audiences and more. Adobe debuted the Adobe Experience Agent Orchestrator tool at Adobe Summit, its annual user conference that showcases the latest capabilities within its digital experience platform. Though the company is best known for its creative tools such as Photoshop, it also rivals Salesforce and others in the customer relationship management industry. The Adobe Experience Platform is a suite of tools designed to aid in customer experience management, acting as a centralized portal through which companies can store all of their customer data. It also provides tools that companies can use to leverage this data and create more personalized experiences for their customers, while providing a comprehensive view of their preferences and previous interactions. The Adobe Experience platform is home to a ton of customer information, and that makes it ideal fodder for AI agents, which are more advanced artificial intelligence systems that can perform tasks autonomously on behalf of users, with minimal supervision. Adobe says AI agents are quickly becoming essential to all marketing teams, because customer experiences are becoming more dynamic and personalized than ever before. Simply put, humans can't keep up, and they need AI agents to help automate much of the grunt work. In this regard, Adobe is following the lead of Salesforce, which dominates the customer relationship management software industry, and has already released dozens of its own AI agents, as well as its own orchestration platform. The Adobe Experience Platform Agent Orchestrator can be thought of as a portal for managing multiple AI agents that can tap into enormous volumes of information stored in the company's customer data platforms. By training AI agents on a customer service-oriented knowledge base, which also captures the interplay between an organization's data, content and workflows, it can dramatically enhance their reasoning capabilities. That makes them much more dynamic and capable than traditional AI-based assistants, the company said. AI agents unleashed Of course, there's little point in having an Agent Orchestrator without having any AI agents to orchestrate, which explains why Adobe also announced its first 10 out-of-the-box "Experience Agents," saying they're ready to be deployed in a matter of minutes. According to Adobe, these AI agents can perform various work-related tasks using a wide range of its tools, including the Adobe Real-Time CDP, Adobe Experience Manager, Adobe Journey Optimizer and Adobe Journey Analytics platforms. They include an account qualification agent that's designed to evaluate and advance new sales leads in business-to-business markets, and an audience agent (below) that can assist marketers by analyzing cross-channel segment data to identify and optimize high-value audience segments for marketing teams. In addition, there's a data insights agent that can analyze multiple customer signals from across the organization and surface valuable information and trends from them, and a data engineering agent that performs tedious tasks relating to cleansing, integrating and securing customer and sales information. The experimentation agent can help teams responsible for creating personalized marketing initiatives by hypothesizing and simulating new ideas and conducting impact analysis, while the journey agent assists by orchestrating cross-channel experiences. It almost goes without saying that there's a content production agent to help in generating marketing materials based on a customer brief, and there are yet more AI agents tasked with site optimization (below) and workflow optimization. Lastly, the product adviser agent helps with brand engagement by surfacing product recommendations to customers based on their preferences and previous purchases. What's significant about Adobe's latest AI play is that it shows the company is getting more focused on using the technology to drive business outcomes, Liz Miller of Constellation Research Inc. told SiliconANGLE. "In the past year its bigger AI announcements typically had much more of a B2C-focused, "Big Bang" appeal that was aimed at making headlines," the analyst said. "Now, Adobe is doubling-down on a new view of AI being applied to everything from account engagement to qualification, not just to understand the complexities of B2B buying networks, but also to personalize and contextualize each stage of the complex B2B discovery journey." As for the new agents, Miller said she's most excited about the new Sites Optimizer agent, which analyzes real-time traffic data to predict and diagnose issues and recommend fixes that can be implemented immediately. "This is a great example of where AI is being applied in a behind the scenes in a way that can drive massive results," Miler said. The Brand Concierge Saving the best for last, Adobe also unveiled a new Brand Concierge, which is said to be the first AI agent that can interact with consumers on behalf of brands across multiple channels. According to Adobe, it represents the evolution of transactional chatbots and web-based agents, delivering a richer experience that draws on each company's unique brand attributes to create a personalized, conversational experience for every customer. Using the Adobe Experience Agent Orchestrator, companies will be able to configure and manage their brand concierge to help guide customers through every step of their journey, starting with exploration and ending with their purchases. In other words, it's like having a personal digital sales assistant that's ready to help and advise consumers at every step. In addition to helping consumers, the Brand Concierge can also be invaluable to business-to-business sales teams, which often find themselves much harder pressed to close on deals. To help them, Brand Concierge will go beyond providing general product information and deliver original, tailored content for each customer based on their existing account relationships, while also handling tasks such as booking follow-up meetings. Adobe isn't stopping with its own AI agents either. It also announced a new AI Agent Partner Ecosystem where its customers can draw on the help of third-party agents while managing them within the Agent Orchestrator. Its launch partners include the likes of Acxiom Inc., Amazon Web Services Inc., IBM Corp., Microsoft Corp., RainFocus Software Inc., SAP SE and Workday Inc. They provide access to AI agents across customer service, enterprise resource planning, human resources, collaboration, productivity and data management.

Adobe Introduces AI-Powered Agent Orchestrator for Marketing and Customer Experience

The platform enables companies to develop and manage AI agents that interpret goals, create plans, and take actions autonomously or alongside human teams. Adobe announced the launch of Adobe Experience Platform Agent Orchestrator at the Adobe Summit 2025, introducing a new capability for businesses to integrate AI agents into customer experiences and marketing workflows. Agent Orchestrator provides the data foundation to manage and deploy AI agents that interact with customers and support daily operations across Adobe and third-party applications. Adobe Experience Platform (AEP) serves as the core for this AI-driven customer experience orchestration, processing over one trillion experiences annually. The new offering aligns with Adobe's vision for customer experience orchestration (CXO), enhancing customer engagement with AI-powered automation. The platform enables companies to develop and manage AI agents that interpret goals, create plans, and take actions autonomously or alongside human teams. Businesses can leverage purpose-built AI agents to optimise websites, refine target audiences, automate content production, and drive customer engagement. Adobe introduced ten AI agents designed to streamline key business functions. These include an Account Qualification Agent, Audience Agent, Content Production Agent, Data Insights Agent, Data Engineering Agent, Experimentation Agent, Journey Agent, Product Advisor Agent, Site Optimisation Agent, and Workflow Optimisation Agent. Alongside these AI agents, Adobe introduced Brand Concierge, a solution designed to deliver personalised conversational experiences. This AI-powered tool, built on AEP Agent Orchestrator, allows businesses to manage customer interactions through multimodal engagements, including text, voice, and images. It leverages first-party data to provide tailored recommendations and facilitate purchases. Adobe emphasised the growing role of AI in marketing, citing a 1,200% increase in traffic to US retail sites from generative AI sources between July 2024 and February 2025. Brand Concierge aims to support both B2C and B2B operations, enabling businesses to personalise interactions and optimise sales cycles. Adobe also announced partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, and Workday to enhance interoperability across AI ecosystems. Additional collaborations with Accenture, Deloitte Digital, EY, and IBM will drive industry-specific customisation. Further updates at Adobe Summit included:

Adobe Summit 2025 - the new Brand Concierge leads Adobe's charge into agentic AI

Adobe Summit opens today with the launch of Adobe's AI agent platform, along with ten new AI agents, and new applications that harness agents to help manage key marketing processes. This is on top of several more AI announcements and other product enhancements beyond AI. The poster child for this new agentic landscape is Brand Concierge, a customer-facing app that uses various agentic capabilities to orchestrate a personalized customer experience, interacting across text, voice or images and drawing on product, brand and customer data to guide both B2C and B2B customers through their journeys. It will draw on various agents to do its work, for example calling on an Account Qualification Agent in a B2B context to deliver tailored content based on the existing account relationship, and going on to handle tasks such as booking follow-up meetings. Under the covers, a new Adobe Experience Platform (AEP) Agent Orchestrator co-ordinates these agents and applications, consisting of a knowledge base of an organization's data, content and workflows grounded in AEP, a set of decisioning and language models that enable dynamic and adaptive reasoning, and connections to agents from Adobe and third parties, or others built on the platform by customers. Pre-built agents A set of ten pre-built Adobe agents automate common tasks across a range of different marketing activities. Amit Ahuja, SVP of Adobe Experience Cloud, Platform & Products, says that Adobe has carefully selected these agents to help automate processes where they can make the most business impact for customers. He explains: [We're saying,] this is how this stuff needs to work in a purpose-built way. We're very purposeful in using that purpose-built word, because it is not an agent for everything. It is not an agent to tell you the weather. That's not what Adobe is doing. What we're saying is, we understand the deep workflows. We understand the data. Here's the areas we want to start deploying these. The ten agents are: Platform evolution While these agents are all new, Ahuja emphasizes that all of these capabilities are grounded in the Adobe Experience Platform's deep, semantic understanding of enterprise data, content and customer journeys. He goes on: The way we look at agentic AI is, we still fundamentally understand that it is hard to get these end-to-end marketing processes complete. We still hear about the time it takes to market of different campaigns. How do we, in effect, help look at where those bottlenecks are and allow almost a force multiplier of, 'Here's capacity to help you do your job?' We see this as an evolution of what we've done on the platform... We understand the enterprise data, we understand the enterprise content, and we understand the workflows in which these practitioners are using to deploy that. And so we are bringing agents in the context of that to effectively amplify and allow them to do their jobs right. Other agent-powered applications unveiled today include a Sites Optimizer in Adobe Experience Manager, which uses the site optimization agent to help improve web traffic acquisition and engagement through automated issue diagnosis and solution recommendations; and an Experimentation Accelerator for Adobe Journey Optimizer, which uses the experimentation agent to help identify where to try out new strategies to improve outcomes. There are also significant updates to the GenStudio product line, to Firefly Services and to various other products across the Adobe portfolio. Madeline Bennett is on the ground at the event in Las Vegas and we'll have more from her and from the rest of the team as the event continues. My take Every major vendor has to have an AI agents story to tell, and Adobe hasn't disappointed. Rather than simply shipping a toolkit, it has focused on practical solutions. The Agent Orchestrator is well thought out and the emphasis on helping to cut through known business challenges that customers are experiencing is welcome. The decision to create a series of applications that knit together agents alongside of other capabilities is particularly interesting, and goes further than what we've seen from other vendors. Adobe could have launched dozens of single-function agents and left it to customers to stitch them together, but instead it has gone ahead and created multi-function agents that each provide a coherent set of capabilities, and then shown how they can work together in targeted applications.

Are Adobe's AI Agents the Final Step to Fully Automated Customer Service?

In an exclusive conversation with AIM, Klaasjan Tukker, director of product management at Adobe Experience Platform, highlighted how Adobe's AI-powered solutions are transforming digital experiences. A recent NVIDIA survey on AI adoption in financial services found that 60% of companies are now exploring generative AI and large language models (LLMs) to elevate customer engagement. With companies looking to integrate real-time, context-aware solutions, AI is shifting from reactive to proactive customer interaction. But AI in customer service is evolving beyond simple automation. The next step is agentic AI, semi-autonomous systems capable of perceiving, reasoning, and acting on complex problems without human intervention. At the ongoing Adobe Summit 2025, the company launched the Adobe Experience Platform Agent Orchestrator, introducing a new capability for businesses to integrate AI agents into customer experiences and marketing workflows. In an exclusive conversation with AIM, Klaasjan Tukker, director of product management at Adobe Experience Platform, highlighted how the company's AI-powered solutions are transforming digital experiences. "A decade ago, digital marketing was structured around individual channels. Teams worked in silos -- one managed website analytics, another focused on email campaigns, and a third handled audience targeting with third-party cookies. Customers had fragmented experiences because their interactions across channels weren't unified." Recognising this challenge, Adobe built the Adobe Experience Platform to unify customer data and enable real-time engagement. "Instead of relying on batch-driven, brand-initiated messaging, AEP allows businesses to interact dynamically -- delivering 'in-the-moment' experiences that are personalised and timely," he said. Let's consider a cricket match, for example. When should a brand notify a fan about new merchandise? The day before via email? Right after the match? Or the moment they scan their ticket at the stadium? According to Tukker, the last option is the most effective because real-time, context-aware engagement creates higher impact and conversions. The evolution of customer data platforms (CDPs) reflects this shift towards AI-driven personalisation. Tukker outlined three waves in the development of CDPs. The first wave focused on unifying data. Initially, enterprises struggled with disconnected customer information spread across multiple touchpoints. CDPs emerged to create a single, comprehensive customer profile by integrating data from various sources. The second wave was about democratising audience insights. Simply having centralised data wasn't enough; marketing and customer service teams needed real-time access to insights. This phase enabled teams to segment audiences efficiently without relying on IT departments, making data more accessible and actionable. The current wave is centred on intelligent activation. Today's AI-powered CDPs go beyond data collection and segmentation to enable real-time engagement. Adobe's platform listens to consumer signals at scale, determines the next best action instantly, and delivers personalised experiences at the right moments, ensuring brands engage with customers dynamically and effectively. "During the Super Bowl, millions of people stream the game at once. Brands can't wait hours to engage them. Adobe's AI ensures personalised customer interactions happen instantly, at scale," Tukker explained. While Adobe, Salesforce, and Microsoft dominate the customer experience (CX) space, Adobe stands out by blending data-driven insights with creative storytelling. "Salesforce and Microsoft focus heavily on data. Adobe goes a step further by combining data insights with compelling content to create emotionally resonant customer experiences," Tukker said. According to him, Adobe's strength lies in its ecosystem, which includes content creation at scale (Adobe Creative Cloud), customer understanding through AI-driven insights, and personalised engagement in real time. Moreover, Adobe Experience Cloud integrates seamlessly with Microsoft Azure and Amazon Web Services (AWS), giving enterprises flexibility in how they deploy their AI-powered customer service tools. At the summit, Adobe announced a collaboration with AWS to build new offerings that empower marketing and creative teams to deliver customer experiences with greater speed, precision, and scale. The partnership combines Adobe's expertise in customer experience orchestration with AWS's advanced cloud services. According to the Zendesk Customer Experience Trends Report 2024, over two-thirds of CX leaders believe AI can enhance human-like customer service interactions, fostering long-term loyalty. Some companies are already leading the charge. For example, NatWest Group and IBM developed Cora+, an AI-driven multichannel assistant that delivers personalised service using watsonx Assistant. [24]7.ai is embracing generative AI to redefine customer service training, equipping call centre agents with AI-powered learning methodologies. For Squadstack, AI helps streamline tasks like quality auditing, which was once done manually by agents who listened to calls and graded them -- a monotonous and error-prone task. Now, AI consistently audits thousands of interactions simultaneously without fatigue. Similarly, AI manages simpler conversations through chatbots, providing instant responses and reducing wait times.

Adobe Just Launched New AI-Powered Marketing Tools for Brands

Adobe on Tuesday said it is rolling out artificial intelligence "agents" that brands can use to help consumers navigate their websites. Adobe is known for consumer apps such as Photoshop but also sells a suite of business-to-business software tools used in online marketing, which made up a quarter of Adobe's $21.5 billion in sales in its most recent fiscal year. The new tools use AI technology to help brands target marketing messages to different users based on their online activity. For example, content can be tailored to a young person's profile if they reached a website through a TikTok ad versus an older person's profile if they clicked on a result from a search query.

These Agentic Adobe Tools Can Turn Complex Data Into Actionable Insights

The company did not disclose any release date for these features Adobe previewed several new enterprise-focused artificial intelligence (AI) tools last week at its Adobe Summit 2025 conference in Las Vegas. The showcases were part of the company's "Adobe Sneaks" programme, where it shares potential tools that can become part of its enterprise-focused Adobe Experience Platform. This year, the San Jose-based tech giant unveiled several data analysis-focused solutions that use AI agents to transform complex and raw information into actionable insights. Notably, since there is no confirmation on whether these tools will be made into products, there is currently no planned release date for them. In a blog post, the company shared several prototypes of tools that can help innovate how businesses and marketers analyse and present complex data for various operations. Calling these "forward-looking projects," Adobe said AI agents can assist with marketing workflows across campaign launches and content production and reduce the mundane workloads for professionals. One of the standout previews was Adobe's Project Slide Wow. The tool can transform data in Adobe Customer Journey Analytics into a digestible visual format. Essentially, professionals can add raw data and generate PowerPoint presentation-like slides that contain charts, graphs, and images to showcase the real impact of the dataset. Users can also ask the tool questions about the data and it can generate more slides with the requisite information. Another such showcase is Project Perfect Context. Adobe says the tool is aimed at contextualising the macroenvironment factors that can often impact a marketing campaign. The tool uses an AI agent that can conduct deep data analysis to scan for external insights such as economic data, cost of goods sold, major announcements and more, and then correlate it with the internal data. The company says the tool can help businesses avoid blind spots in their campaigns. For further understanding, users can also ask the agent to explain the combined datasets and generate new insights. Project Vision Cast comes with an AI agent that combines data analysis with brand imagery to create mockups for new products or campaigns. Using Adobe's Project Concept, and AI application, it can generate early data-based visualisations to help creative and marketing teams build engaging campaigns. Similarly, Project Site Leap uses an AI agent that analyses images and updates website content automatically with the Adobe Experience Manager (AEM) platform. It can also restyle pages to align with new website designs, saving businesses cost and effort. Apart from these, the company also previewed Project Get Savvy for content and visual generation, Project Frame Sense for video generation, and Project Panorama to create a visual map of a mobile app journey.

Adobe adds AI to experience platform, unveils 10 agents for ease of tasks

Adobe also unveiled Brand Concierge, the agentic app that will represent the evolution of transactional chatbots and web-based agents. The company also announced new Experience Cloud offerings for businesses promising a customer experience that are personalised across touchpoints. US-based tech company Adobe announced AI additions to its experience platform (AEP) as it unveiled 10 AI agents for handling tasks such optimizing websites, handling repetitive content production and scaling content and digital media production. It enables businesses to build, manage and orchestrate AI agents from Adobe and third-party ecosystems, the company said in a statement on the first day of the three-day Adobi Summit that began in Las Vegas on Tuesday. "Agentic AI is a major leap forward that will accelerate workplace transformation. Adobe's latest innovations will drive productivity gains for practitioners to free up time for creative ideation, while unlocking capacity for marketers to scale personalization through purpose-built AI agents," senior vice president of engineering, Adobe Experience Cloud, Anjul Bhambhri, said. The company also unveiled Brand Concierge, the agentic app that will represent the evolution of transactional chatbots and web-based agents. Each year, over one trillion experiences are being activated through AEP, enabling leading companies to connect real-time data across their entire organisation and deliver standout customer experiences. Adobe's latest AI innovations will reshape how businesses connect with customers and the daily work of marketers tasked with delivering customer experiences, the statement added. "Adobe has a long history of working closely with CMOs, CIOs and their organizations to drive impactful customer experiences that are anchored in reliable and real-time experience insights," Bhambhri added. The company also announced new Experience Cloud offerings for businesses promising a customer experience that are personalised across touchpoints. "Delivering a unified customer experience requires a much more agile and streamlined operation that solves real customer pain points, which can often be resource and time constrained," said Adobe's senior vice president for digital experience business Amit Ahuja. "Adobe is uniquely positioned to help brands meet this moment, with deep expertise in unifying AI, data and content production workflows to execute the right digital experiences with precision, while uncovering unseen problems," he add Partnering with AWS Adobe has announced a collaboration with Amazon Web Services (AWS) and expansion of its partnership with French advertising multinational Publicis Groupe. While Adobe and AWS would build new offerings targeting marketing and creative teams to deliver customer experiences with speed, precision and at scale, Publicis will have Adobe Firefly generative AI integrated across its capabilities through CoreAI, that unifies and activates the group's proprietary data, an Adobe statement said. "The growing digital economy is creating an environment where a higher volume of engaging and personalized content is required to drive customer loyalty," Adobe Experience Cloud vice president Sundeep Parsa said. "New integrations across Adobe and Amazon solutions will enable businesses to deliver impactful customer experiences that leverage deep data insights, while maintaining the highest standards of privacy and security." The expansion of Adobe's partnership with Publicis will enable businesses to scale the production of personalized content. Publicis Groupe CEO Arthur Sadoun, said, "With this latest step in our relationship with Adobe, we're able to push the boundaries of AI-driven creativity and deliver groundbreaking solutions for the marketing and advertising industry. The combination of CoreAI and Adobe Firefly takes us even further in our mission to shape the future of personalized, data-driven content at scale." Adobe Digital Experience Business president Anil Chakravarthy said his company and Publicis were building on a longstanding partnership focused on giving joint clients a competitive edge by delivering engaging and highly personalized customer experiences."

Adobe's New Predictive AI Agents: A Smarter Solution for Customer Engagement

Adobe has unveiled an advanced suite of predictive AI agents that are reshaping how businesses manage marketing, creativity, and customer experiences. These tools, seamlessly integrated into the Adobe Experience Platform, empower you to streamline workflows, enhance customer engagement, and make precise, data-driven decisions. By using natural language processing, predictive modeling, and real-time customer data analysis, these AI agents operate autonomously to help you meet your goals while managing constraints and delivering actionable insights. This innovation positions Adobe as a leader in allowing businesses to adapt to the evolving demands of modern consumers. Adobe's Predictive AI Agents Adobe's predictive AI agents are designed to address the increasing complexity of customer experience management. By automating repetitive tasks and simplifying decision-making, these tools allow you to focus on strategic initiatives and creative innovation. Several key features distinguish Adobe's AI agents from other solutions: These features collectively enable businesses to deliver personalized, efficient, and impactful customer experiences while reducing operational complexity. The AI Agent Orchestrator serves as the central hub for managing multiple AI agents across Adobe's applications. It provides a unified interface that allows you to coordinate tasks seamlessly. By automating time-consuming operations, this tool ensures you can focus on high-level strategies while the agents handle the details. This orchestration not only enhances efficiency but also ensures consistency across various workflows, making it a cornerstone of Adobe's AI ecosystem. Audience Agent The Audience Agent transforms audience segmentation by analyzing real-time customer data. Using predictive models, it identifies high-value customers and helps you create precise target audiences. Whether you're launching a new campaign or optimizing an existing one, this agent ensures your efforts are directed at the right audience, maximizing engagement and return on investment. Its ability to refine targeting strategies makes it an essential tool for marketers aiming to stay competitive. Journey Agent Integrated into Adobe Journey Optimizer, the Journey Agent enables you to design and manage personalized customer journeys. By analyzing customer behavior, loyalty status, and industry trends, it recommends tailored actions that align with individual preferences. Using natural language commands, you can ensure every interaction is meaningful and engaging. This agent enables you to create seamless experiences that foster long-term customer loyalty and satisfaction. Experimentation Agent The Experimentation Agent accelerates the process of testing marketing ideas and hypotheses. It predicts potential outcomes, summarizes experiment results, and provides actionable insights. This iterative approach allows you to refine campaigns based on real-world data, making sure your strategies are both effective and efficient. By reducing the time and effort required for experimentation, this agent helps you stay agile in a rapidly changing market. Brand Concierge The Brand Concierge combines generative AI with customer profiles and brand assets to deliver highly personalized shopping and engagement experiences. Acting as a virtual assistant, it recommends products and services based on past interactions and preferences. This tailored approach not only enhances customer satisfaction but also builds loyalty by creating a sense of connection between the customer and your brand. Data Insights Agent The Data Insights Agent monitors customer interactions in real time, providing valuable insights to optimize experiences across various touchpoints. By identifying trends and opportunities, it helps you stay ahead of customer needs and adapt your strategies accordingly. This agent ensures your decisions are informed by accurate, up-to-date information, making it a critical tool for businesses aiming to remain relevant and impactful. Overview of Adobes New Predictive AI Agents Find more information on predictive AI by browsing our extensive range of articles, guides and tutorials. Real-World Applications: How Businesses Are Benefiting Adobe's predictive AI agents are already delivering measurable results in real-world scenarios. For example, Marriott International uses these tools to enhance guest experiences by analyzing customer data to recommend personalized activities, incentivize extended stays, and streamline marketing efforts. This approach reduces reliance on generic advertising, fosters deeper customer engagement, and ultimately boosts satisfaction and loyalty. Similarly, retail businesses are using the Brand Concierge to create tailored shopping experiences, while financial institutions use the Data Insights Agent to predict customer needs and improve service delivery. These applications demonstrate how Adobe's AI agents are helping businesses across industries achieve their goals more effectively. Why Adobe's Predictive AI Agents Matter Adobe's predictive AI agents represent a significant advancement in customer experience management. By automating complex tasks, delivering personalized interactions, and allowing data-driven decision-making, these tools empower you to achieve better outcomes with less effort. Whether you're optimizing marketing campaigns, refining customer journeys, or uncovering insights from data, Adobe's innovations highlight the fantastic potential of AI in addressing modern business challenges. As industries continue to evolve, the ability to adapt quickly and deliver personalized experiences will be crucial. Adobe's predictive AI agents provide the tools you need to stay ahead, offering a powerful solution for businesses seeking to thrive in an increasingly competitive landscape.

Adobe & Microsoft Introduce AI Agents in Microsoft 365 Copilot for Marketers

Adobe announced the private preview of Adobe Marketing Agent, as well as continued agentic innovation within Microsoft 365 Copilot with Adobe Express Agent. Adobe announced the private preview of Adobe Marketing Agent, as well as continued agentic innovation within Microsoft 365 Copilot with Adobe Express Agent. This builds on a collaboration between Adobe and Microsoft to bring the power of generative AI into the flow of work -- extending now to AI agents. This includes activating the capabilities of Adobe Marketing Agent in applications such as Microsoft Teams, Microsoft PowerPoint and Microsoft Word through Microsoft 365 Copilot.

Adobe Summit 2025: Adobe AI Platform Unites Creativity and Marketing to Define the New Era of Customer Experience Orchestration

Adobe unveiled major innovations that define Customer Journey Orchestration in the era of AI, powered by the Adobe AI Platform, which unites AI agents and models across Adobe. Adobe introduced Adobe Experience Platform Agent Orchestrator, which helps businesses manage AI agents across Adobe and third-party ecosystems -- rooted in a deep, semantic understanding of enterprise data, content and customer journeys. Adobe is expanding its generative AI platform, integrating commercially safe AI models via Adobe Firefly across workflows and applications, with new capabilities in Adobe GenStudio to optimize the content supply chain. Strategic partnerships with major companies, including Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, Publicis Groupe, RainFocus, SAP, ServiceNow, and Workday, aim to enhance AI agent interoperability and drive unified customer experiences. At Adobe Summit - the flagship digital experience conference - Adobe (Nasdaq:ADBE) unveiled a suite of product innovations that drive Customer Experience Orchestration (CXO) in the era of Artificial Intelligence (AI). CXO is the evolution of Customer Experience Management, fulfilling the promise of personalization at scale by combining the creation and development of seamless and connected customer experiences across all touchpoints and channels, with advancements in generative and agentic AI. Adobe's innovations are powered by Adobe's AI Platform, which unites AI agents and models across Adobe. This includes AI agents from third-party ecosystems, commercially safe Firefly models and secure third-party models, and first-party data insights -- infused into Adobe applications. This comes to life in Adobe Experience Platform, which brings together customer experience data, CX language models and AI Agent orchestration. Adobe is unifying marketing and creativity through its AI platform to deliver personalized experiences at scale. Adobe enterprise applications bring together data, content and customer journey workflows with powerful capabilities from Adobe's AI platform, ensuring every interaction with a customer is unique and relevant. This includes Adobe Experience Platform (AEP) Agent Orchestrator, a new capability that provides the foundation for businesses to orchestrate purpose-built AI agents that engage directly with customers and support the daily work across Adobe applications and third-party ecosystems. Adobe is expanding its generative AI platform, integrating foundational models -- including commercially safe AI through Adobe Firefly -- across best-in-class applications to scale content production that powers CXO. New capabilities in Adobe GenStudio, Firefly Services and Custom Models optimize the content supply chain for businesses, removing bottlenecks across content management, content production and more. "Our innovations have shaped every era - from the web and mobile to cloud computing, social and AI - extending our product line to serve a growing universe of customers in India and drive growth. After predictive and generative AI innovations, at Adobe Summit 2025, we are taking a significant step forward with agentic AI. Our purpose-built and Enterprise Grade AI agents will help Indian businesses of all sizes to automate, adapt and execute to deliver seamless and personalized customer experiences at scale, and allow for increased focus on creative energy and brand differentiation," said Prativa Mohapatra, Vice President and Managing Director at Adobe India. "Adobe is uniquely positioned to guide companies to a dynamic era of Customer Experience Orchestration, where creativity and marketing come together with AI to deliver true one-to-one personalization at scale," said Anil Chakravarthy, president, Digital Experience Business at Adobe. "We are delivering numerous innovations built on Adobe's AI platform to boost the capacity of teams and help them drive the most impactful customer experiences, empowering businesses across industries to capture this massive opportunity." Adobe Experience Cloud, a cloud-based suite of analytics, targeting, journey orchestration and content management services, will power CXO in the era of AI. This includes Adobe Experience Platform (AEP), the marketing platform-of-choice to bring an organization's data together to enable personalization at scale, powering over one trillion experiences a year. AEP and the applications it powers -- Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics and Adobe Mix Modeler -- have seen revenue grow 50% year-over-year (YoY) in FY2024, with 30% YoY growth in new customers. With the rapid rise in AI-powered experiences, Adobe is delivering capabilities based on a deep understanding of CXO workflows and processes, with purpose-built solutions that are reliable and safe for commercial use. Leading brands rely on Experience Cloud to power digital business and deliver exceptional customer experiences, including The Coca-Cola Company, Coles, Delta Air Lines, Eli Lily & Company, General Motors, HDFC Bank, Henkel, The Home Depot, Major League Baseball, Marriott International, NVIDIA, PGA TOUR, Sony PlayStation, TSB Bank, Ulta Beauty, U.S. Bank, Qualcomm and many others. New agentic AI innovations and partnerships Adobe Experience Platform Agent Orchestrator: Businesses will be able to manage and orchestrate AI agents -- across Adobe and third parties -- through a single interface, anchored in a CXO-oriented knowledge base and decision science, along with language models that enable dynamic and adaptive reasoning. Adobe introduced purpose-built AI agents to enhance the daily work within Adobe applications, creating capacity for experience maker teams to deliver personalization at scale. Built on Adobe Experience Platform Agent Orchestrator, the AI agents can help optimize websites, handle repetitive content production tasks such as resizing, drive high volume data management tasks such as data cleansing, refine target audiences, visualize data for internal stakeholders and more. Expanding ecosystem partners: Adobe announced new and continued strategic partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow and Workday that enable AI agents to work together effectively. Additionally, expanded agency and system integrator partnerships with Accenture, Deloitte Digital, EY and IBM will drive customization across industries and use cases. As businesses embrace agentic AI to augment daily work and enhance CXO, interoperability amongst AI agents is crucial. Adobe Experience Platform Agent Orchestrator provides tools for teams to drive multi-agent collaboration and avoid disruptions in the flow of work. Adobe Brand Concierge: Businesses will be able to configure and manage AI agents that guide consumers from exploration to confident purchase decisions, using immersive and conversational experiences with Brand Concierge. This new application will drive a future where customer experiences are conversational and immersive, powered by Adobe Experience Platform Agent Orchestrator. AI agents for enterprise B2B: Brand Concierge will support enterprise business-to-business (B2B) teams with account orchestration, moving beyond delivering generic product information to providing tailored content based on the account relationship and handling follow-up tasks. Additionally, AI agents in Adobe Journey Optimizer (AJO) B2B Edition will help teams identify key decision makers and personalize every interaction. New offerings to power the content supply chain Adobe GenStudio Foundation: GenStudio is Adobe's end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. Now with GenStudio Foundation, marketers and creatives will have a unified interface to bring together data from Adobe's full suite of content supply chain solutions. This provides a single place for visibility into campaign plans, projects, assets and insights, without requiring navigation between different Adobe Experience Cloud and Adobe Creative Cloud applications. Adobe GenStudio for Performance Marketing: As the single, self-service application for marketers and creatives to create on-brand paid social ads, display ads, marketing emails and more with generative AI, GenStudio for Performance Marketing enables businesses to scale content production and meet the consumer demand for personalized experiences. Asset creation for display ads is now available for advertisements served through Microsoft Advertising Platform and Google Campaign Manager 360. Adobe also announced an expansion of its collaboration with LinkedIn Ads, for teams to quickly create campaign assets for B2B use cases. Additionally, Adobe's extensibility framework enables businesses to connect with third-party solution providers, including IntelligenceBank, Acxiom, Lithero, PwC, Saifr and Stensul -- extending functionality to regulated industries such as healthcare and financial services. Adobe Content Analytics: Generally available this month, Content Analytics will enable businesses to measure the performance of content (down to the attribute level) and make real-time adjustments to websites and applications that drive engagement and conversion goals. A hotel marketer, for instance, can optimize their web content based on which creative elements - mountains, green spaces or cityscapes - result in more bookings. These insights -- combined with audience segments in AEP -- enable businesses to deliver tailored and performant experiences. Adobe Firefly Services APIs: New APIs will support video and 3D workflows by handling high-volume, time-consuming tasks. Translate and Lip Sync API and Reframe API will drive use cases from translating spoken dialogue into different languages to resizing videos and combining visual elements (such as logos) into single images. The Substance 3D API enables teams to quickly create asset variations for existing product images -- for use across channels such as e-commerce and digital marketing. Firefly Creative Production: Powered by Firefly Services, Firefly Creative Production unlocks the power of Adobe APIs through a no-code, easy-to-use interface that can handle a variety of repetitive and time-consuming production tasks, such as intelligently cropping assets for different marketing channels, including social media and e-commerce. New offerings to drive unified customer experiences Adobe also announced new Adobe Experience Cloud AI-powered innovations that enable businesses to meet the promise of a unified customer experience, driving differentiated and personalized interactions across every touchpoint. This includes Adobe Journey Optimizer Experimentation Accelerator to scale experimentation across digital properties and pinpoint winning strategies, with AI agents that recommend new cross-channel experiments while summarizing actionable insights. Adobe Experience Manager Sites Optimizer enables teams to optimize their brand's website, with AI agents that identify opportunities to improve the overall experience. Additionally, new offerings for enterprise B2B teams -- across Adobe Journey Optimizer B2B Edition and Adobe Customer Journey Analytics -- will provide a complete solution that brings together data, content and journey orchestration capabilities, driving compelling and results-oriented customer journeys. Continued strategic partnerships with Amazon, Microsoft and Publicis Adobe announced new offerings with Amazon Web Services and Amazon Ads, providing integrated solutions for marketers and creatives to deliver impactful customer experiences. Adobe and Microsoft continue their collaboration to bring generative AI -- and now AI agents -- directly into the flow of work to drive organizational productivity and efficiency. Adobe also unveiled an expanded partnership with Publicis Groupe, where Adobe Firefly and Firefly Services will be integrated across Publicis' capabilities through CoreAI, its AI-powered intelligent system that unifies and activates the agency's proprietary data. Adobe Summit 2025 Summit 2025 is held in Las Vegas and streamed to millions of people globally online, powered by Adobe Experience Cloud. Luminary speakers and industry leaders presenting at Summit include The Coca-Cola Company Chairman and CEO James Quincy, JPMorganChase Chairman and CEO Jamie Dimon, Unilever Chief Growth and Marketing Officer Esi Eggleston Bracey, Eli Lilly & Company Group Vice President and Global Chief Customer Officer Jennifer Oleksiw and ServiceNow Chief Marketing Officer Colin Fleming. Actor, comedian and producer Ken Jeong will host Summit Sneaks, where Adobe unveils its latest research and development innovations. To watch the Adobe Summit keynotes online, as well as explore more than 300 sessions and hands-on labs across 13 tracks, network with peers or speak live with an Adobe expert, visit the Summit web experience. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Adobe Launches Adobe Experience Platform Agent Orchestrator for Businesses to Activate AI Agents in Customer Experiences and Marketing Workflows

Adobe unveiled the Adobe Experience Platform Agent Orchestrator, which enables businesses to build, manage, and orchestrate AI agents from Adobe and third-party ecosystems. A suite of ten purpose-built AI agents, built on Adobe Experience Platform Agent Orchestrator, will augment the capabilities of marketing and creative teams to drive personalization at scale. Adobe introduced Brand Concierge, a new application for brands to configure and manage AI agents, delivering personalized, immersive and conversational experiences for consumers. Strategic partnerships with major companies, including Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow and Workday, aim to ensure seamless execution of use cases across various AI agents Yesterday, at Adobe Summit - the flagship digital experience conference - Adobe (Nasdaq: ADBE) unveiled its strategy and product offerings for agentic AI. Innovating on the world's most widely adopted marketing and customer experience platform, Adobe Experience Platform (AEP), Adobe has built-in agentic functionality that makes it easy for marketers to use purpose-built AI agents for optimizing websites, handling repetitive content production tasks such as resizing, refining target audiences, creating and optimizing channel experiments and scaling content and digital media production. Adobe also unveiled Brand Concierge, the first brand-centric agentic app that will represent the evolution of transactional chatbots and web-based agents to richer, brand-centered agent experiences that draw on a company's unique brand attributes and customer data -- creating a brand concierge experience personalized for every customer. Each year, over one trillion experiences are being activated through AEP, enabling leading companies to connect real-time data across their entire organization and deliver standout customer experiences. AEP is the ideal experience platform to drive the next wave of AI agents. Adobe's latest AI innovations will reshape how businesses connect with customers and the daily work of marketers tasked with delivering and orchestrating impactful customer experiences. These offerings are powered by Adobe's AI Platform, which unites AI agents and models across Adobe. This includes AI agents from third-party ecosystems, commercially safe Firefly models and secure third-party models, and first-party data insights - infused into Adobe applications. This comes to life in AEP, which brings together customer experience data, CX language models and AI Agent orchestration. Adobe is unifying marketing and creativity through its AI platform to deliver personalized experiences at scale. "Adobe has a long history of working closely with CMOs, CIOs and their organizations to drive impactful customer experiences that are anchored in reliable and real-time experience insights," said Anjul Bhambhri, senior vice president of engineering, Adobe Experience Cloud. "Agentic AI is a major leap forward that will accelerate workplace transformation. Adobe's latest innovations will drive productivity gains for practitioners to free up time for creative ideation, while unlocking capacity for marketers to scale personalization through purpose-built AI agents." AEP Agent Orchestrator is rooted in a deep, semantic understanding of enterprise data, content and customer journeys through Adobe Experience Cloud -- relied upon by leading brands to power digital business and deliver exceptional customer experiences. This enables agentic AI solutions that are purpose-built for businesses to deliver targeted and immersive experiences, with data governance and regulatory compliance built in. New innovations announced by Adobe today include: Adobe Experience Platform Agent Orchestrator and purpose-built AI agents Adobe Experience Platform Agent Orchestrator enables businesses to build, manage and orchestrate AI agents from Adobe and third-party ecosystems. With AEP as the foundation, agents are built with a deep understanding of customer data and content to enhance decision-making, as well as support for multiagent collaboration, and decision science and language models that enable dynamic and adaptive reasoning. Brands can also shorten time to value, as AEP data is brought together under Experience Data Model schemas, which derive meaning from unrelated data and enables impactful customer experiences. Today, billions of audience profiles are managed and activated through AEP. Adobe unveiled a suite of Experience Platform Agents to be leveraged directly within Adobe enterprise applications. Built on Adobe Experience Platform Agent Orchestrator, these out-of-the-box AI agents increase the capacity of teams by enhancing category-leading applications, such as Adobe Real-Time Customer Data Platform (CDP), Adobe Experience Manager, Adobe Journey Optimizer and Adobe Customer Journey Analytics. Adobe Experience Platform Agents will augment the capabilities of marketing and creative teams to drive personalization at scale. Adobe introduced ten AI Agents today including: Account Qualification Agent supports enterprise business-to-business (B2B) objectives by evaluating and advancing new opportunities to build sales pipeline and engage key members of a buying group. Audience Agent analyzes cross-channel engagement data to create and optimize goal-based, high-value audience segments, which can then be activated for widescale personalization campaigns. Content Production Agent helps marketers and creatives achieve scale by generating and assembling content based on a brief, while adhering to predefined brand guidelines. Data Insights Agent simplifies and expands the process of deriving insights from signals across an organization, enabling experience makers to visualize, forecast and remediate customer experience initiatives. Data Engineering Agent supports high-volume data management tasks, such as data integration, cleansing and security, a complex operation as businesses continue to connect disparate data across their organizations. Experimentation Agent enables teams responsible for personalization initiatives to hypothesize new ideas, simulate them, conduct impact analysis and seamlessly connect to applications where they can be turned into active experiments. Journey Agent enables teams to efficiently orchestrate cross-channel experiences by driving tasks across customer journey ideation, analysis and optimization. Product Advisor Agent supports brand engagement and funnel advancement through product discovery and consideration experiences that are tailored to individual preferences and past purchases. Site Optimization Agent enables always-on support to drive performant brand websites by automatically detecting, raising and fixing issues to boost customer engagement. Workflow Optimization Agent enables productivity gains and supports cross-team collaboration by monitoring the health of ongoing projects, streamlining approvals and accelerating workflows. Adobe brand concierge for B2C and B2B businesses A new generation of consumers is seeing value in having conversational experiences with their favorite brands. New insights from Adobe Analytics show a 1,200% increase in traffic to U.S. retail sites from generative AI sources (AI-powered chat services) in February 2025 -- and a 1,700% increase to travel sites -- as consumers looked for purchase guidance, inspiration and available deals. Agentic AI ushers in a new era for how businesses and consumers interact, with AI agents that will be able to handle more complex tasks and make highly tailored recommendations. This can include everything from personalized trip planning in travel and hospitality to helping shoppers find the perfect product or service in retail. With Adobe Brand Concierge -- a new AI-powered solution built on AEP Agent Orchestrator -- businesses will be able to configure and manage AI agents that guide consumers from exploration to confident purchase decisions, using immersive and conversational experiences. This offering will be multimodal, supporting interactions across text, voice or images while delivering AI-driven, sensory-rich recommendations and comparisons. Leveraging comprehensive AEP insights, Adobe Experience Manager brand experiences and third-party sources, agents such as the Product Advisor Agent will be able to personalize experiences based on user context and brand preferences -- anchored in trusted first-party data and brand content for reliability and compliance. As customers interact across a businesses' digital properties, insights on sentiment, behavior and pain points will be captured in AEP, to inform and shape the overall customer experience. Adobe Brand Concierge will be built to support use cases across both business-to-consumer (B2C) and business-to-business (B2B) teams. B2B teams have unique challenges, and Brand Concierge will address this with Experience Platform agents, such as the Account Qualification Agent, that will operate in sync with sales and marketing teams. For instance, on a brand website, the Brand Concierge will go beyond providing general product information to delivering tailored content based on the existing account relationship, while handling tasks such as booking follow-up meetings. These capabilities will optimize the sales cycle by generating more leads and boosting conversion through more precise personalization AI agent partner ecosystem As teams embrace agentic AI to augment their daily work and drive better results, interoperability amongst AI agents in different ecosystems is critical. Across the applications that marketers lean on to deliver great customer experiences, AI agents must work together effectively and not disrupt the flow of work. Adobe Experience Platform Agent Orchestrator equips businesses with tools to drive multi-agent collaboration, extending the value of agentic AI across more workflows, with customization capabilities that address specific needs. This includes new and continued strategic partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow and Workday that enable seamless execution of use cases across agents for customer service, enterprise resource planning, human resources, collaboration and productivity, and data management. Adobe also announced expanded agency and system integrator partnerships with Accenture, Deloitte Digital, EY and IBM to drive customization across industries and use cases. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Adobe and Microsoft Empower Marketers with AI Agents in Microsoft 365 Copilot

At Adobe Summit- the flagship digital experience conference -- Adobe (Nasdaq:ADBE) announced the private preview of Adobe Marketing Agent, as well as continued agentic innovation within Microsoft 365 Copilot with Adobe Express Agent. This builds on a collaboration between Adobe and Microsoft to bring the power of generative AI into the flow of work -- extending now to AI agents. This includes activating the capabilities of Adobe Marketing Agent in applications such as Microsoft Teams, Microsoft PowerPoint and Microsoft Word through Microsoft 365 Copilot. "Businesses are under pressure to retain a competitive edge by increasing the efficiency and productivity of their organizations," said Amit Ahuja, senior vice president, Digital Experience Business, Adobe. "Adobe Marketing Agent and Adobe Express Agent will be an unlock for businesses, enabling marketers to access Adobe capabilities within the natural flow of work to create impactful content and drive personalization initiatives." "We are thrilled that Adobe has developed an agent for Microsoft 365 Copilot to assist marketers in creating impactful campaigns and enhancing customer experiences. This collaboration underscores our belief at Microsoft that human ingenuity will be richly augmented by Copilot and agents, tailored to meet the unique needs of every role," said Charles Lamanna, Corporate Vice President, Business and Industry Copilot at Microsoft. "We look forward to our joint customers experiencing the benefits of the Adobe Marketing Agent." Adobe Express Agent for Microsoft 365 Copilot Adobe is developing the Adobe Express Agent, which will allow users to easily create compelling assets directly within Microsoft 365 Copilot, PowerPoint and Word. The Adobe Express Agent will empower teams to generate stunning images through a conversational interface, without leaving the host applications. This will enable effortless creation of high-quality images for documents, presentations, whitepapers, social media posts and more -- for marketers and other teams across an organization. Adobe Marketing Agent for Microsoft 365 Copilot With the private preview of Adobe Marketing Agent for Microsoft 365 Copilot, businesses can: Refine audiences for targeting: Marketers can leverage the conversational interface of Microsoft 365 Copilot to access data and insights from Adobe Experience Platform, quickly unlocking operational insights and completing more complex analysis tasks -- supporting the creation of audiences used for widescale personalization campaigns. Adobe Marketing Agent simplifies the audience analysis process by quickly surfacing insights in Microsoft 365 apps through Copilot. Discover actionable insights: Marketers can prompt Adobe Marketing Agent to instantly uncover and pull meaningful insights from Adobe Customer Journey Analytics directly within Copilot. This democratizes access to a broader set of marketers and other practitioners within the organization. Adobe Marketing Agent will also enable the quick creation of campaign performance reports in Microsoft apps, such as PowerPoint and Word, driving smarter marketing decisions. Drive cross-team collaboration: Marketers can connect to Adobe Workfront, helping them reimagine work management processes. Adobe Marketing Agent helps marketers boost operational efficiency by effortlessly summarizing projects, tasks and issues, locating essential details and project information from content in Microsoft 365 applications, such as PowerPoint, Word, or Teams, and proactively monitoring the health of team projects. With Adobe Experience Platform Agent Orchestrator -- Adobe's offering for businesses to manage and orchestrate AI agents from Adobe, as well as across third parties -- purpose-built Adobe agents will be integrated with technology from partners including Microsoft to enhance customer experience workflows and deliver better outcomes. Powering the content supply chain Adobe Marketing Agent for Microsoft 365 Copilot will also enable brands to optimize their content supply chain, the end-to-end process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. Through connected workflows and business processes, marketers and creatives can work seamlessly across Adobe and Microsoft solutions, without having to navigate between different applications. Additionally, in GenStudio for Performance Marketing -- a single, self-service application for creating paid social ads, display ads, banners, marketing emails and more, anchored to on-brand templates defined by creatives -- Adobe today announced an expansion of its collaboration with LinkedIn Ads, for teams to quickly create campaign assets for B2B use cases. Asset creation for display ads is also now available for advertisements served through Microsoft Advertising. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.

Adobe introduces AI tools for enhanced website navigation and marketing By Investing.com

Investing.com -- Adobe (NASDAQ:ADBE), known for popular consumer applications like Photoshop, has announced the rollout of artificial intelligence (AI) "agents". These AI tools will assist brands in guiding consumers on their websites, a move that further expands Adobe's portfolio of business-to-business software tools. These new tools utilize AI technology to help brands tailor their marketing messages to different users, based on their online activity. For instance, if a young person lands on a website through a TikTok ad, the content they see can be customized to their profile, differing from the content an older person might see if they arrived at the site via a search query. Amit Ahuja, the senior vice president of Adobe's experience cloud unit, pointed out that users are increasingly expecting to interact with websites through chatbots, similar to their interactions with apps like ChatGPT. Adobe's AI tools aim to meet this expectation by providing businesses with better awareness of their users. For example, if a user lands on a travel booking site after clicking an Instagram ad and inquires about booking a trip, the site's chatbot can check both inventory and the type of destination shown in the ad. This provides the chatbot with a better understanding of what to suggest to the user. Ahuja highlighted the ability of AI to help websites coordinate these functions, which were previously managed in different ways "with different guardrails". In addition to these AI tools, Adobe is also launching other new tools for digital marketers. One such tool allows marketing professionals to communicate their goals for website changes to increase digital sales to AI agents. The AI agents can then suggest ways to achieve those goals and implement the changes. The objective of these innovations, according to Ahuja, is to accelerate processes that previously would have taken months, eliminating the need for a coding team or other personnel to make the adjustments.

Adobe unveils AI-driven marketing tools for Microsoft 365 By Investing.com

LAS VEGAS - Adobe Systems Incorporated (NASDAQ:ADBE), a prominent software industry player with a market capitalization of $170 billion and impressive gross profit margins of 89%, announced the private preview of its new Adobe Marketing Agent and the continued development of Adobe Express Agent for Microsoft 365 Copilot, marking an advancement in their collaboration with Microsoft to integrate generative AI into workplace applications. According to InvestingPro analysis, Adobe's stock currently trades near its 52-week low, potentially presenting an opportunity for investors interested in AI-focused tech companies. The Adobe Marketing Agent, which is currently in private preview, is designed to refine audience targeting, discover actionable insights, and drive cross-team collaboration by leveraging the conversational interface of Microsoft 365 Copilot. It utilizes the data and insights from Adobe Experience Platform to facilitate the creation of personalized marketing campaigns and enables marketers to pull insights from Adobe Customer Journey Analytics directly within Microsoft apps like PowerPoint and Word. Additionally, it connects to Adobe Workfront to streamline work management processes. With annual revenue of $22.04 billion and strong cash flows, Adobe continues to demonstrate its capacity for innovative development. Adobe Express Agent aims to empower users to create compelling assets within Microsoft 365 Copilot, PowerPoint, and Word. It will allow for the generation of high-quality images for various documents and social media posts through a conversational interface, without the need to switch between applications. This collaboration is expected to optimize brands' content supply chains by connecting workflows and business processes across Adobe and Microsoft solutions, thus enhancing the end-to-end process of planning, creating, managing, activating, and measuring content for marketing campaigns and personalized customer experiences. Adobe also announced an expansion of its collaboration with LinkedIn Ads and the availability of asset creation for display ads through Microsoft Advertising in its GenStudio for Performance Marketing. The announcement was made today at Adobe Summit, the company's flagship digital experience conference, and is part of Adobe's ongoing efforts to bring the power of generative AI to the flow of work, extending now to AI agents. Adobe's initiative with Microsoft underscores a shared belief in augmenting human ingenuity with AI agents tailored to specific roles, aiming to provide significant benefits to joint customers. The information in this article is based on a press release statement from Adobe. In other recent news, Adobe has announced a strategic collaboration with Amazon Web Services (AWS) to enhance customer experiences through integrated AI and cloud services. This partnership aims to improve marketing performance by combining Adobe's Customer Experience Orchestration capabilities with AWS's advanced cloud infrastructure. In addition, Adobe has expanded its Adobe Firefly Services, introducing new capabilities for video and 3D content production to meet the growing demand for personalized digital content. The updated services now include APIs for instant translation and intelligent reframing, enhancing productivity for creative teams. Furthermore, Adobe has unveiled significant enhancements to its Adobe GenStudio, a content supply chain solution, to streamline workflows for marketing teams. These updates include new AI-driven tools and integrations with platforms like Google and LinkedIn, which aim to facilitate content creation and activation across various channels. Adobe's ongoing efforts also include the rollout of AI "agents" to assist brands in guiding consumers on their websites, allowing for more tailored marketing messages based on user activity. In a separate development, Adobe has expanded its partnership with Publicis Groupe to integrate Adobe Firefly into Publicis's CoreAI system, enhancing personalized content production and digital engagement strategies. These recent developments underscore Adobe's commitment to leveraging AI and partnerships to advance digital marketing and personalized content creation.

Adobe unveils AI-powered brand concierge, agent orchestrator | Advertising | Campaign India

Releases ten AI agents purpose-built on AEP Agent Orchestrator, to help marketing and creative teams to drive personalisation at scale. Adobe unveiled Agent Orchestrator solution for its marketing and customer experience platform, Adobe Experience Platform (AEP) at the recently held at Adobe Summit, its flagship digital experience conference. The platform's new built-in agentic functionality aims to make it easy for marketers to use purpose-built AI agents for a range of tasks. These include optimising websites, handling repetitive content production tasks such as resizing, refining target audiences, creating and optimising channel experiments, and scaling content and digital media production. At the conference, Adobe also launched Brand Concierge, an evolved version of transactional chatbots and web-based agents to a brand-centric agentic app that aims to offer a personalised brand concierge experience to every customer. Built on AEP Agent Orchestrator, Adobe Brand Concierge allows businesses to manage AI agents that guide consumers from exploration to purchase, using immersive and conversational experiences. Supporting text, voice, and image interactions, it will deliver AI-driven recommendations. For instance, on a brand website, the 'brand concierge' will go beyond providing general product information to delivering tailored content based on the existing account relationship, while handling tasks such as booking follow-up meetings. These capabilities will optimise the sales cycle by generating more leads and boosting conversion through personalisation. Each year, AEP helps activate over one trillion experiences, enabling companies to connect real-time data and enhance customer experience. Adobe's AI innovations aim to reshape how businesses connect with customers and how marketers deliver impactful customer experiences. The new offerings are powered by Adobe's AI platform that unites AI agents and models across Adobe. This includes third-party AI agents, safe Firefly models, secure third-party models, and first-party data insights, integrated into Adobe's applications. AEP unifies customer experience data, CX language models and AI agent orchestration. Adobe is unifying marketing and creativity through its AI platform to deliver personalised experiences at scale. Anjul Bhambhri, senior vice president of engineering, Adobe Experience Cloud, said, "Agentic AI is a leap forward that will accelerate workplace transformation. Adobe's latest innovations will drive productivity gains for practitioners to free up time for creative ideation, while unlocking capacity for marketers to scale personalisation through purpose-built AI agents." AEP Agent Orchestrator is developed based on a deep, semantic understanding of enterprise data, content and customer journeys through Adobe Experience Cloud. This enables agentic AI solutions built for businesses to deliver targeted and immersive experiences. The solutions include data governance and regulatory compliance as built-in features. Adobe Experience Platform (AEP) Agent Orchestrator aims to help businesses to build, manage, and orchestrate AI agents from Adobe and third-party ecosystems. Based on AEP, these agents have a deep understanding of customer data and content to help improve decision-making, and support multiagent collaboration. As AEP data is brought under experience data model schemas, which derive meaning from unrelated data and enables impactful customer experiences, brands can shorten time to value. AEP helps managed and activate billions of audience profiles presently. Adobe also launched 10 experience platform agents that will help marketing and creative teams to drive personalisation at scale. Built on AEP Agent Orchestrator, these agents promise to increase team capacities by enhancing category-leading applications, such as Adobe Real-Time Customer Data Platform (CDP), Adobe Experience Manager, Adobe Journey Optimiser and Adobe Customer Journey Analytics. Account qualification agent supports enterprise business-to-business (B2B) objectives by evaluating and advancing new opportunities to build sales pipeline and engage key members of a buying group. Audience agent analyses cross-channel engagement data to create and optimise goal-based, high-value audience segments, which can then be activated for wide-scale personalisation campaigns. Content production agent helps marketers and creatives achieve scale by generating and assembling content based on a brief, while adhering to predefined brand guidelines. Some of the other agents cover areas such as data insights, data engineering, experimentation, journey, product advisor, site optimisation, and workflow optimisation. A new generation of consumers is seeing value in having conversational experiences with their favourite brands. New insights from Adobe Analytics show a 1,200% increase in traffic to US retail sites from generative AI sources (AI-powered chat services) in February 2025 -- and a 1,700% increase to travel sites -- as consumers looked for purchase guidance, inspiration, and available deals. AI agents will be able to handle complex tasks and make tailored recommendations including personalised trip planning or helping shoppers find the perfect product or service. Meanwhile, Adobe has tied up with Amazon Web Services (AWS) to provide new solutions for marketing and creative teams. Under this partnership Adobe Experience Platform (AEP) will connect link to AWS's generative AI, Amazon Connect, and Amazon Ads to allow organisations personalise their client interactions and improve omnichannel experiences. The deal will also help Adobe's clients to leverage AWS's secure infrastructure while using Adobe's solutions. Adobe's Real-Time Customer Data Platform (CDP) aims to help businesses activate first-party data for personalised marketing, without depending on third-party data. The collaboration with Amazon Marketing Cloud will help improve ad targeting and performance. Under this tie-up, Adobe Creative Cloud applications will also integrate with Amazon Ads to organise creative workflows. AEP-powered applications will also be available on AWS Marketplace.