Adobe announced a suite of artificial intelligence (AI)-driven product innovations at its annual Adobe Summit, aiming to reshape customer experience management (CXM) with what it calls Customer Experience Orchestration (CXO). The company introduced new AI tools, expanded its generative AI capabilities, and highlighted key partnerships, positioning itself to help businesses deliver more personalized, data-driven customer experiences at scale.
AI-Powered Orchestration at the Core
Central to the announcements is the Adobe Experience Platform Agent Orchestrator, a tool designed to help businesses manage and coordinate AI agents across Adobe’s ecosystem and third-party platforms. By unifying customer data, content, and workflows, the system enables automated yet adaptive customer interactions. Adobe claims this approach will allow marketers to scale personalized experiences while streamlining operations.
In addition, Adobe introduced Brand Concierge, a conversational AI application that guides consumers through purchasing decisions with immersive experiences. For enterprise B2B teams, Adobe is launching AI-powered orchestration for account management, enabling teams to deliver more tailored interactions and automate follow-up tasks.
Generative AI and Content Supply Chain Enhancements
Building on its generative AI platform, Adobe is integrating its commercially safe Firefly models into more workflows, aiming to reduce production bottlenecks. The company also unveiled new features for Adobe GenStudio, an end-to-end content management tool. The expanded platform offers a unified interface, allowing marketing teams to plan, create, and optimize content without switching between different applications.
To support marketers with high-volume content production, Adobe introduced Firefly Services APIs, enabling automated translation, resizing, and video adjustments. The new Content Analytics solution, available this month, allows businesses to measure creative performance in real time, helping teams fine-tune content for better engagement and conversions.
Strategic Partnerships to Enhance AI Interoperability
Adobe announced partnerships with major technology providers—including Amazon Web Services, IBM, Microsoft, and SAP—to enhance AI interoperability. The company also revealed expanded collaborations with consulting firms such as Accenture and Deloitte Digital, aiming to accelerate AI adoption across industries.
Implications for Marketers
For marketing professionals, Adobe’s CXO innovations highlight the growing influence of AI in customer engagement strategies. The ability to automate and personalize experiences at scale could help brands increase efficiency and relevance. However, with greater reliance on AI comes the challenge of maintaining data privacy and ensuring accuracy in AI-driven interactions.
Adobe’s focus on generative AI also reflects broader industry trends. As marketing departments face mounting pressure to produce more content faster, tools like GenStudio and Firefly Services promise to reduce friction in content workflows. The partnerships with tech giants suggest that cross-platform AI integrations could become a standard in marketing ecosystems.
Looking Ahead
Adobe’s move to unify customer experience management with AI-driven orchestration positions it to compete with other major players in the customer data and marketing automation space. Whether businesses can effectively implement and scale these capabilities will determine how transformative Adobe’s latest innovations prove to be.
The Adobe Summit continues through March 20, featuring presentations from industry leaders, including Coca-Cola CEO James Quincy and JPMorgan Chase CEO Jamie Dimon.