Adobe introduces AI tools to enhance marketing and customer experiences

In a significant announcement at Adobe Summit on March 18, 2025, Adobe unveiled its strategy and product offerings for agentic AI, introducing the Adobe Experience Platform (AEP) Agent Orchestrator. This innovative platform enables businesses to build, manage, and orchestrate AI agents from Adobe and third-party ecosystems, marking a significant leap forward in marketing technology.

As Prativa Mohapatra, Vice President and Managing Director at Adobe India, observed, “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.”

The AEP Agent Orchestrator is built on Adobe Experience Platform, which currently activates over one trillion experiences annually. This platform allows companies to connect real-time data across their entire organization, delivering exceptional customer experiences. Adobe's latest AI innovations aim to reshape how businesses interact with customers and transform the daily work of marketers.

Adobe introduced a suite of ten purpose-built AI agents, designed to augment the capabilities of marketing and creative teams. These agents, built on the Adobe Experience Platform Agent Orchestrator, will enhance category-leading applications.

Among the notable AI agents introduced are the Audience Agent, which analyzes cross-channel engagement data to create and optimize high-value audience segments, and the Content Production Agent, which helps marketers and creatives achieve scale by generating and assembling content based on briefs while adhering to brand guidelines.

The Data Insights Agent simplifies the process of deriving insights from signals across an organization, enabling marketers to visualize, forecast, and remediate customer experience initiatives. 

Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, emphasized the importance of this development, stating, “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.”

Adobe also unveiled Brand Concierge, a new AI-powered solution built on AEP Agent Orchestrator. This application allows businesses to configure and manage AI agents that guide consumers from exploration to purchase decisions using immersive and conversational experiences. 

The potential impact of these AI-driven solutions is evident in recent data from Adobe Analytics. In February 2025, there was a 1,200% increase in traffic to U.S. retail sites from generative AI sources (AI-powered chat services), and a 1,700% increase to travel sites, as consumers sought purchase guidance, inspiration, and available deals.

To ensure seamless execution of use cases across various AI agents, Adobe has established strategic partnerships with major companies including Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow, and Workday. These partnerships will enable interoperability among AI agents in different ecosystems.

“The growing digital economy is creating an environment where a higher volume of engaging and personalized content is required to drive customer loyalty,” said Sundeep Parsa, vice president, Adobe Experience Cloud. “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.”

Adobe has also expanded its agency and system integrator partnerships with Accenture, Deloitte Digital, EY, and IBM to drive customization across industries and use cases. This collaborative approach aims to extend the value of agentic AI across more workflows and address specific business needs.

Publicis Groupe and Adobe also announced an expansion of their global strategic partnership. Adobe Firefly's generative AI is going to be integrated across Publicis’ capabilities through CoreAI, its AI-powered intelligent system that unifies and activates the group’s proprietary data.

“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. Together, we are setting a new standard for how brands engage with their audiences, driving both creativity and measurable business outcomes,” said Arthur Sadoun, CEO, Publicis Groupe

Anil Chakravarthy, president, Digital Experience Business, Adobe, noted that, “Adobe and Publicis are building on a longstanding partnership focused on giving joint clients a competitive edge by delivering engaging and highly personalized customer experiences. Businesses are already unlocking incredible efficiency and productivity gains with Adobe Firefly, which will be extended further with Publicis’ expertise and capabilities such as CoreAI.”

As the marketing landscape continues to evolve rapidly, Adobe's latest innovations in AI and customer experience management could provide marketers with powerful tools to deliver personalized, immersive, and conversational experiences at scale. By leveraging AI agents and advanced analytics, businesses can now optimize their marketing efforts, streamline workflows, and create more meaningful connections with their customers in both B2C and B2B contexts.