Adobe unveiled a suite of artificial intelligence-powered product innovations at its annual Adobe Summit, the company’s flagship digital experience conference, aiming to reshape customer experience orchestration (CXO) in the AI era.
CXO, an evolution of customer experience management, focuses on delivering personalized, seamless customer experiences across all touchpoints. Adobe’s latest advancements leverage generative and agentic AI, integrating them into its enterprise applications to unify marketing and creativity at scale.
Anil Chakravarthy, president of Adobe’s Digital Experience Business, emphasized the company’s unique position to guide businesses in this new era. “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,” Chakravarthy said. “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.”
AI Platform and Experience Platform
At the core of Adobe’s innovations is its AI Platform, which combines AI agents and models from various sources, including third-party ecosystems, commercially safe Firefly models, and first-party data insights. These are integrated into Adobe applications, particularly the Adobe Experience Platform (AEP), which serves as a central hub for customer experience data, CX language models, and AI agent orchestration.
AEP, a cloud-based suite of analytics, targeting, journey orchestration, and content management services, powers CXO. The platform has seen significant growth, with revenue increasing 50% year-over-year in fiscal year 2024 and a 30% year-over-year growth in new customers, according to Adobe. AEP powers over one trillion experiences annually, solidifying its position as a leading marketing platform for data-driven personalization.
Agent Orchestration and Brand Concierge
A key innovation is the Adobe Experience Platform Agent Orchestrator, which allows businesses to manage and orchestrate AI agents across Adobe and third-party systems through a single interface. This capability is designed to enhance daily workflows within Adobe applications, freeing up teams to focus on strategic tasks.
Adobe introduced purpose-built AI agents for various functions, including website optimization, content production, data management, audience refinement, and data visualization. These agents are built on a CXO-oriented knowledge base and decision science, using language models for dynamic and adaptive reasoning.
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The company also unveiled Adobe Brand Concierge, an application that enables businesses to create and manage AI agents that guide consumers through immersive and conversational experiences. This tool aims to transform customer interactions, moving towards a future where experiences are more personalized and engaging.
For business-to-business (B2B) enterprises, Brand Concierge will support account orchestration, providing tailored content based on account relationships. AI agents in Adobe Journey Optimizer (AJO) B2B Edition will help identify key decision-makers and personalize interactions, enhancing B2B customer journeys.
Content Supply Chain Innovations
Adobe is also focusing on streamlining the content supply chain with Adobe GenStudio, an end-to-end solution for planning, creating, managing, activating, and measuring content. The new GenStudio Foundation provides a unified interface for marketers and creatives to access data from across Adobe’s content supply chain solutions.
Adobe GenStudio for Performance Marketing enables the creation of on-brand paid social ads, display ads, and marketing emails using generative AI. The tool now supports asset creation for advertisements served through Microsoft Advertising Platform and Google Campaign Manager 360, and Adobe has expanded its collaboration with LinkedIn Ads for B2B use cases.
Adobe Content Analytics, available this month, allows businesses to measure content performance and make real-time adjustments to websites and applications. This tool provides insights into which creative elements drive engagement and conversions, enabling data-driven optimization.
Adobe Firefly Services APIs will support video and 3D workflows by automating tasks such as translating spoken dialogue, resizing videos, and creating asset variations. The Substance 3D API allows for rapid creation of asset variations for e-commerce and digital marketing.
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Firefly Creative Production, powered by Firefly Services, offers a no-code interface for handling repetitive production tasks, such as cropping assets for different marketing channels.
Unified Customer Experiences and Partnerships
Adobe is also introducing AI-powered innovations to unify customer experiences across touchpoints. Adobe Journey Optimizer Experimentation Accelerator helps scale experimentation and identify winning strategies, with AI agents recommending new cross-channel experiments.
Adobe Experience Manager Sites Optimizer enables website optimization through AI agents that identify improvement opportunities. New offerings for B2B teams in Adobe Journey Optimizer B2B Edition and Adobe Customer Journey Analytics provide a complete solution for data, content, and journey orchestration.
Adobe announced expanded partnerships with Amazon Web Services and Amazon Ads, integrating solutions for marketers and creatives. The collaboration with Microsoft continues to bring generative AI and AI agents into workflows, enhancing productivity. Adobe also expanded its partnership with Publicis Groupe, integrating Adobe Firefly and Firefly Services into Publicis’ CoreAI platform.
Leading brands such as 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, and Qualcomm rely on Adobe Experience Cloud to power their digital businesses and deliver exceptional customer experiences.
Adobe’s focus on AI-driven CXO underscores the company’s commitment to empowering businesses with the tools needed to deliver personalized and impactful customer experiences in the rapidly evolving digital landscape.
