The Gist
- Adobe unveils new agentic AI tool. The big debut today is Adobe’s new Agent Orchestrator, which allows brands to build, manage and orchestrate AI agents.
- Out-of-the-box capabilities. Adobe has 10 pre-built AI agents that brands can use to advance leads in the sales pipeline, break down data silos, provide always-on website support and more.
- Filling the content gap. With content needs expected to at least double this year, Adobe has added several new enterprise capabilities and integrations to its Adobe Express platform.
LAS VEGAS — I’m here in Las Vegas at the Venetian Hotel for the 2025 Adobe Summit. Even off the casino floor, the place is buzzing with energy.
This is not just a time for those in the digital experience industry to network. We’re all here to learn everything we can about today’s top trends, must-have knowledge and, of course, AI
The day starts with the morning Keynote, where Adobe makes some of its biggest announcements of the year.
Customer Experience Management Is Dead
Customer experience management (CXM) is out, according to Adobe. Taking its place is AI-enabled customer experience orchestration (CXO).
Experiences are changing, becoming more dynamic. As such, planning and delivering these experiences is changing too, with increasing orchestration required. “To achieve this true one-to-one personalization at scale requires a perfect blend of creativity, marketing and AI,” Anil Chakravarthy, president of digital experience business at Adobe, said at the event.
One way to do this? AI agents. These autonomous bots can work independently and alongside humans, integrating organizational goals, creating plans and taking action on their own.
This year, Adobe’s big announcement focuses on solutions that will help brands find success in this new customer experience landscape.
Adobe Bets Big on Agent Orchestrator
The big debut this year at Adobe Summit? Agent Orchestrator, a new feature anchored within the Adobe Experience Platform. Agent Orchestrator will let businesses build, manage and orchestrate AI agents that can engage directly with customers and support employees in their daily workflows.
Each year, according to Adobe, more than one trillion experiences are activated via Adobe Experience Manager. Agent Orchestrator will kick AEM’s capabilities up a notch, using AI built with businesses in mind. The tool offers deep, semantic understanding of enterprise data, content and customer journeys.
This new tool is built atop a CXO-oriented knowledge base, allowing it to capture the interaction between data, content and workflows and design targeted and immersive experiences. The AI agents are also constructed on decision science and language models that display adaptive reasoning, meaning they can think logically, reflect, explain and justify concepts and operations.
Not only is Adobe’s agentic AI targeted specifically toward the enterprise, it also offers some built-in features businesses need — like data governance and regulatory compliance.
Multiple Agents, Multiple Platforms
You’re not limited to the use of one AI agent at a time. According to Chakravarthy, organizations can coordinate across multiple agents — not just those in Adobe’s platforms, but also ones already in use within your workflows.
“The interoperability between the AI agents in different ecosystems will become critical,” noted Chakravarthy, adding that they’re working with a multitude of partners to make this interoperability possible. Adobe announced new and continued partnerships with Accenture, Acxion, Amazon Web Services, Deloitte Digital, EY, Genesys, IBM, Microsoft, RainFocus, SAP and Workday.
Related Article: Will Agentic AI Mean the End of SaaS?
Orchestrator Offers 10 Out-of-the-Box Agents
Many brands understand the need to integrate AI into their operations — but a lot don’t know where to start. With Agent Orchestrator, you don’t have to build custom AI agents right out of the gate.
The tool has 10 purpose-built agents users can take advantage of out of the box, with “others coming soon,” said Chakravarthy. These agents can optimize websites, refine target audiences, generate content, help break down data siloes, drive personalization at scale and much more.
The 10 out-of-the-box agents include:
- Account Qualification Agent: Evaluates and advances new opportunities within the sales pipeline and engages those in buying groups responsible for major purchasing decisions.
- Audience Agent: Looks at cross-channel engagement data to create and optimize high-value audience segments — which can then be used for wide-scale personalization efforts.
- Content Production Agent: Generates content based on provided briefs, while also maintaining pre-defined brand guidelines.
- Data Insights Agent: Simplifies and expands on the process of deriving insights from signals across the organization, allowing marketers to visualize, forecast and remediate customer experiences.
- Data Engineering Agent: Helps with high-volume data management tasks, including data integration, data cleansing and security, all with the aim of breaking down siloes.
- Experimentation Agent: Allows teams tasked with personalization initiatives to come up with, simulate and analyze the impact of new ideas — without the risk of putting them out into the world and waiting to see what happens.
- Journey Agent: Drives tasks across the customer journey — including ideation, analysis and optimization — to aid in orchestrating omnichannel experiences.
- Product Advisor Agent: Helps brand engagement via product discovery and consideration experiences tailored to individual user preferences and past purchase data.
- Site Optimization Agent: Acts as always-on support for websites that can detect, recommend and fix issues, leading to improved customer engagement.
- Workflow Optimization Agent: Monitors the health of ongoing products, streamlines approvals and accelerates workflows in an effort to enable productivity gains and support cross-team collaboration.
These 10 AI agents are available within Adobe’s enterprise applications, including Adobe Real-Time CDP, Adobe Experience Manager, Adobe Journey Optimizer and Adobe Customer Journey Analytics.
Amplifying the Brand-Consumer Conversation With Brand Concierge
Today’s consumers want to have meaningful conversations with the brands they love. And they’re using generative AI to facilitate that.
According to Adobe Insights, US retail sites saw a 1,300% surge in traffic from generative AI sources between Nov. 1 and Dec. 31 in 2024, compared to the year prior. And this trend has continued into 2025, with traffic from genAI sources increasing by 1,200% in February of this year compared to July 2024.
With customers increasingly wanting to interact with brands in new and personalized ways, businesses need more than chatbots limited to pre-set FAQs. Adobe plans to fill this need with its new Brand Concierge, an AI agent built on AEP Agent Orchestrator that can handle complex tasks, generate product comparisons and offer tailored customer recommendations — “all anchored in first party-data to ensure reliability and compliance,“ noted Chakravarthy.
The concept behind Brand Concierge is a tool that can assist customers from exploration all the way to purchase decisions. As customers interact with the site, the tool captures insights on sentiment, behavior and pain points to further tailor the overall experience.
Brand Concierge can pull upon a company’s unique brand attributes, customer data and third-party sources, meaning it can create experiences that are different for each person landing on the site. It’s also multimodal, able to support interactions across text, voice and images.
While this new tool can handle B2C use cases, it’s also built with B2B teams in mind. It has the ability to connect with other AI agents — such as Account Qualification Agent — to handle unique needs and sync with sales and marketing teams.
Brand Concierge can deliver personalized content based on an existing account relationship, meaning it can offer up information that that B2B customer values most. It can also book-follow up meetings. By taking over certain tasks, Brand Concierge can help organizations generate more leads and boost conversion through ultra-precise personalization.
Related Article: Inside the Privacy-First Approach to the Personalized Customer Experience
New Enterprise Capabilities & Integrations for Adobe Express
It should come as no surprise that brands are creating — and people are consuming — more content than ever before. Yet, said Lara Balazs, CMO at Adobe, “We struggle to keep pace with the quality and volume of content that’s required to build today’s channels.”
A new survey from Adobe found that 89% of enterprises believe content demand will at least double this year — and half of enterprises believe demand will increase three-fold.
And beyond volume, consumers also expect content to be tailored specifically to them. “Personalization at scale is a mandate,” Balazs said. “Marketers know this. If they don’t get on board, they’re going to be left behind.”
This fast growing need means companies turning to outside tools where brands have no governance or compliance controls, leading to potential legal, ethical and reputational risks. To help organizations meet this content demand and mitigate risks, Adobe has announced new enterprise features and integrations for its Adobe Express platform.
The new capabilities, which will be available this summer, include:
- Adobe Workfront Integration: Offers unified review and approval workflows between creative and marketing teams to drive content and productivity at scale. Interoperability with other Creative Cloud apps — including Photoshop, Illustrator, InDesign and Lightroom — will also be available. Beyond the workplace, customers can use this integration to access and edit assets.
- Native Reviews & Approvals: Allows teams to establish review and approval workflows without leaving Adobe Express.
- Customized Home: Gives employees access to the latest branded templates and assets to aid on-brand content creation.
- One-Click Brand Set-Up: Automatically extracts and organizes brand logo, colors and fonts based on uploaded assets and branded files. Customers can also add branded assets and templates to share directly with teams.
Many global organizations, claims Adobe, including Sentsu, PGA Tour and Rakuten, already use Adobe Express to create enterprise content easily and at scale.
Sakura Martin, global head of brand and design at Dentsu, said the tool fills a “critical gap” for the company’s distributed marketing teams, allowing them to activate content and assets 70% faster while freeing up 20% more time for creative teams to focus on strategic work.
If marketers adopt AI technology, explained Balazs, they will see cost savings, and they will sacle further than they ever thought possible.
More Announcements at Adobe Summit
Agent Orchestrator is the big headline of the day. But Adobe had a few other announcements to unveil at this morning’s keynote, including:
Adobe Journey Optimizer Experimentation Accelerator
Built on the Adobe Experience Platform, this tool can help teams identify and act on high-impact opportunities, pinpointing strategies that will improve the omnichannel experience — something many brands still struggle with.
Partnered with Adobe’s Experimentation Agent, the Journey Optimizer Experimentation Accelerator can automatically detect trends, learnings and best practices from previous and active experiments.
Adobe Experience Manager Sites Optimizer
Part of AEM, Sites Optimizer is a new solution that automates issue diagnosis and solution recommendations with the goal of improving web traffic acquisition and engagement.
Paired with Adobe’s Site Optimization Agent, the tool can anticipate, detect and recommend high-impact opportunities in real time. Plus, marketers can implement recommendations right within the platform.
Adobe GenStudio Foundation
GenStudio Foundation offers marketers and creatives a single source for data across all of Adobe’s suite of supply chain solutions. It provides visibility into campaign plans, projects, assets and insights without the need for users to navigate between platforms and pages.
GenStudio for Performance Marketing Update
GenStudio for Performance Marketing is a self-service tool that allows marketers and creatives to scale the production of on-brand paid social ads, display ads, marketing emails and more with generative AI.
Now, says Adobe, asset creation for display ads is available for ads served through Microsoft Advertising Platform and Google Campaign Manager 360. Adobe also expanded on its collaboration with LinkedIn Ads, allowing teams to create campaign assets for B2B use cases.
Adobe’s extensibility framework will allow marketers to connect with various third-party solutions as well, extending functionality in related industries like healthcare and finance. Integratable third-party tools include those from Acxiom, IntelligenceBank, Lithero, PwC, Saifr and Stensul.
Related Article: AI in Marketing in 2025: Smart Automation and Brave Brand Building
Still More to Come at Adobe Summit
It’s only day one of Adobe Summit, and the day is not over yet. The event includes hundreds of sessions from experts in the digital experience space, with leading brands like The Coca-Cola Company, Verizon, Pfizer, Morgan Stanley and many more in attendance.
What advice do these leaders have for capitalizing on agentic AI? How can brands prioritize DX initiatives that improve both the customer experience and employee experience? And are there any other AI tools brands need to keep an eye on? We’ll find out.
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