Adobe laid out its customer experience vision that includes multiple purpose-built AI agents, automated experiences that can adapt on the fly and scaling personalization.
That vision, unveiled at Adobe Summit, is aimed at creating a stack that includes agentic AI, automation and a platform that addresses creative marketing, the content supply chain and a unified customer experience.
Among the key Adobe Summit announcements:
- Adobe launched the Adobe Experience Platform Agent Orchestrator, which includes prebuilt agents, Adobe Brand Concierge for B2B and B2C and a partner ecosystem.
- The company also launched a series of GenStudio updates for the content supply chain. Adobe outlined GenStudio for Performance Marketing, GenStudio Foundation, Firefly Services, Firefly Creative Production and Express for Business. These tools do everything from activating content, curating and surfacing content options, streamlining reviews and using Firefly services without code.
- Adobe launched new apps including Adobe Journey Optimizer, Experimentation Accelerator, AEM Sites Optimizer, Commerce Optimizer and additions to the company's B2B portfolio. These optimization tools are integrated with Adobe's customer data platform and include integration with content and campaign workflows and analytics.
- B2B applications including B2B Agents and enhancements for Adobe Journey Optimizer and Customer Journey Analytics. The idea is to bring B2B data, content and journey orchestration together to cover each step of go-to-market operations.
Here's a look at how Adobe will deploy agents and orchestration throughout its platform.
Across the platform, there are 10 prebuilt agents. Adobe is going for the use cases--site optimization, content production, workflow orchestration, data engineering and insights and journeys--that deliver the returns for its customer base. The Experience Platform Agent Orchestrator includes multi-agent collaboration, a reasoning engine and CX language models.
Bottom line: Adobe's move to weave agentic AI throughout its platform and target markets can create what the company calls One Adobe. Dan Durn, EVP and CFO, explained the big picture on Adobe's first quarter earnings call.
Adobe reports strong Q1, adds Firefly subscriptions
"Adobe’s business has grown over the last decade by delivering world-class products grouped within three clouds: Creative Cloud, Document Cloud and Experience Cloud. In parallel, we have continued to expand cross-cloud offerings to better serve different Customer Groups. Examples include Acrobat which is reflected in Creative Cloud and Document Cloud; GenStudio which includes Creative Cloud, Express, Firefly Services and Experience Cloud; Enterprises who want to engage with One Adobe and combine Creative seats with marketing automation; and increasingly Acrobat and Express.
We believe Adobe’s success will be driven by innovation in service of both Business Professionals and Consumers and Creative and Marketing Professionals. Reporting insights and the financial performance across these customer groups will provide a clear view of Adobe’s execution against our strategy."
