At Adobe Summit 2025 in Las Vegas, Adobe unveiled groundbreaking innovations set to define the future of Customer Experience Orchestration (CXO). Powered by the Adobe AI Platform, these advancements connect AI agents, generative models, and enterprise data to deliver personalized, dynamic customer experiences at scale.
One of the major highlights was the introduction of the Adobe Experience Platform Agent Orchestrator. This tool enables businesses to manage and orchestrate AI agents across Adobe and third-party ecosystems, all based on a deep understanding of data, content, and customer journeys.
Adobe is also expanding its generative AI capabilities with Adobe Firefly, integrating safe, commercial models across workflows. Through enhancements in Adobe GenStudio, the company aims to optimize the content supply chain by simplifying content creation, management, and activation.
The Summit also highlighted Adobe’s growing strategic partnerships with industry leaders like Amazon Web Services, Microsoft, SAP, IBM, ServiceNow, and Workday. These collaborations are designed to enhance AI agent interoperability and drive seamless customer experiences.
Anil Chakravarthy, president of Adobe’s Digital Experience Business, stated, “Adobe is uniquely positioned to guide companies to a dynamic era of Customer Experience Orchestration, where creativity and marketing come together with AI to deliver true one-to-one personalization at scale.”
Adobe Experience Cloud remains the core of these innovations, powering over one trillion customer experiences annually. The platform has seen significant growth, with Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, and Adobe Customer Journey Analytics experiencing impressive year-over-year revenue increases.
Among new features unveiled were:
- Agent Orchestrator: Allowing teams to manage AI agents that support content production, audience refinement, data management, and website optimization.
- Brand Concierge: A conversational AI interface designed to assist consumers in making confident purchase decisions through immersive experiences.
- AI Agents for B2B: Supporting enterprise teams by delivering tailored content and follow-ups based on account relationships.
Adobe also introduced several enhancements to its content supply chain solutions:
- GenStudio Foundation: A unified interface offering visibility into campaign plans, projects, assets, and performance insights.
- GenStudio for Performance Marketing: Enabling teams to generate on-brand paid ads and marketing emails with generative AI.
- Adobe Content Analytics: Providing real-time insights into content performance for continuous optimization.
- Firefly Services APIs and Creative Production Tools: Designed to streamline repetitive tasks in video, 3D, and visual asset production.
In the pursuit of unified customer experiences, Adobe also announced tools like Journey Optimizer Experimentation Accelerator and Experience Manager Sites Optimizer, both powered by AI agents that provide actionable insights and recommendations.
Adobe Summit 2025 featured keynote presentations from prominent leaders such as James Quincy of The Coca-Cola Company, Jamie Dimon of JPMorgan Chase, and Esi Eggleston Bracey of Unilever. Hosted by actor and producer Ken Jeong, the Summit also included sneak peeks into Adobe’s latest research and development.
For a full replay of keynotes, access to over 300 sessions, and more details, visit the Adobe Summit online platform.
Text source: Adobe
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