Adobe has introduced a suite of product enhancements aimed at enabling businesses to orchestrate customer experiences using a combination of creativity, marketing, and artificial intelligence.
The new product offerings are focused on what Adobe refers to as Customer Experience Orchestration (CXO), an evolution of Customer Experience Management that applies generative and agentic AI to deliver personalised interactions across multiple touchpoints and channels at scale.
The company's latest technology developments are now available within Adobe Experience Platform. These include the Agent Orchestrator, which allows organisations to build, manage, and coordinate AI agents developed both by Adobe and third parties. Among the first available agents are the Data Insights Agent and Product Support Agent, designed to streamline the distribution of actionable information and assist with navigating Adobe products respectively.
Personalisation at scale
Anil Chakravarthy, President of the Digital Experience Business at Adobe, highlighted the focus on combining creative and technological capabilities to enhance marketing outcomes. In his words:
"Delivering one-to-one personalization at scale demands a powerful fusion of creativity, marketing and AI. We are pioneering innovations through Adobe's AI platform that enable teams to craft the most compelling and relevant customer experiences, helping businesses drive impact and seize this enormous opportunity."
Adobe's approach integrates creative tools for campaign content creation with marketing tools and AI-driven automation, supporting real-time distribution of marketing assets. The rise of agentic AI, which features purpose-driven agents that can automate content production, is noted by Adobe as a way for marketers to focus more on creative strategy while automating routine tasks.
Platform enhancements
The upgrades to Adobe's platform include the expansion of GenStudio for Performance Marketing, described as a generative AI-first application. GenStudio enables rapid generation of on-brand content, including paid social advertisements, banners, emails, and display ads. In particular, enhancements allow for the production of short-form video ads utilising the Adobe Firefly Video Model, as well as integration with platforms such as Amazon Ads, Google Campaign Manager 360, LinkedIn, and Meta.
Adobe also introduced Firefly Services, a suite of generative AI APIs, to expedite asset creation tasks such as resizing, colour grading, and the generation of 3D imagery and digital avatars. The company has added a no-code interface (Firefly Creative Production) to make these capabilities accessible, while upgrades in Firefly Custom Models and Adobe Express are aimed at ensuring the consistency and branding of marketing materials as asset production scales.
Optimising content for generative AI browsers
Recognising the shift in consumer behaviour towards generative AI-powered browsers and chat services, Adobe launched the Adobe LLM Optimizer. This tool analyses web traffic originating from generative AI sources, offering organisations insights and recommendations for improving their digital content's visibility in such environments to address changing search and discovery habits.
Customer engagement and industry adoption
Businesses deploying the new Adobe AI capabilities include The Coca-Cola Company, Dentsu, The Estée Lauder Companies, Lumen Technologies, Monks, Newell Brands, Prudential Financial, Publicis Groupe, Stagwell, and Tapestry. These organisations are leveraging AI to produce branded and tailored marketing content at scale while aiming to meet business metrics in engagement and conversion.
Adobe's enhancements are complemented by published research from the firm, indicating that 71% of marketers expect demand for content to increase fivefold or more by 2027. This context positions the suite of tools as a response to a growing requirement among marketing professionals for scalable content production and delivery.
Adobe states that CXO represents a commitment to helping companies bring together their creative and marketing functions via artificial intelligence, allowing both areas to play a role in delivering customer experiences that are personalised, relevant, and responsive to shifts in digital engagement.
