2025 is the year of Agentic AI, all the tech majors have been telling us. Now, it’s the turn of Adobe to unveil its go-to-market agentic AI strategy and product offerings.
At the Adobe Summit in Las Vegas, during its flagship digital experience conference, the San Jose based tech company unveiled a suite of 10 purpose-built AI agents to be leveraged directly within its enterprise applications. These agents would help businesses handle a host of tasks ranging from content production to site optimisation to product discovery more efficiently, said Adobe.
Additionally, within the Adobe Experience Platform, it now has a new capability – the Agent Orchestrator – through which businesses can orchestrate or manage the AI agents, both Adobe’s own as well as third party agents. As Sundeep Parsa , VP, Adobe Experience Cloud , explained the company had a category called Consumer Experience Management. Now they have “injected that with intelligence driven through orchestration with agentic capability. So the category will now be renamed as Customer Experience Orchestration.”
The ten agents that Adobe unveiled can interpret goals, plan and take action thus increasing productivity manifold.
Among some of the agents Adobe showcased were the content production agent (which can generate and assemble content based on a brief), data insights agent (which decipher signals and derive insights ), data engineering agent (which support high volume data management tasks) , product advisor agent (which promote brand engagement through product discovery and individualised experiences) , and the site optimisation agent (which automatically detects and fixes issues on brand websites to drive customer engagement) .
Brand Concierge
In a significant announcement for the marketing community, Adobe also introduced Brand Concierge, a brand centric agent that goes far beyond transactional chatbots and can offer a personalized experience for customers. Customers are always looking for purchase recommendations and news on deals. Businesses will be able to use the Brand Concierge to manage AI agents to guide consumers from exploration to purchase.
Parsa also said that in the new Agentic AI world, interoperability of AI agents between different ecosystems and workflows will be critical. He also stressed that for seamless execution of use cases strategic partnerships with the likes of Microsoft, AWS, IBM, Workday would aid customers. Adobe also announced agency and system integrator partnerships with Accenture, Deloitte Digital, EY and IBM.
In 2023, Adobe had launched Firefly, with a suite of generative AI powered features. Now the company is stepping up with agentic AI.
