By Edward Lim
At Adobe Summit last week, Adobe introduced a suite of AI-driven innovations aimed at transforming the landscape of customer experience orchestration.
The company has integrated AI agents and models across its platforms to deliver seamless, personalised experiences at scale.
It announced a slew of offerings designed to unite creativity and marketing, leveraging the power of AI to enhance customer journeys.
The Adobe Experience Platform Agent Orchestrator is a key component that lets businesses manage AI agents across different ecosystems through a single interface. It builds on a deep understanding of enterprise data, content and customer journeys to ensure that every interaction is unique and relevant.
“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 personalisation at scale,” said Anil
Chakravarthy (top), President of Digital Experience Business at Adobe.
Adobe is expanding its generative AI platform, integrating commercially safe AI models via Adobe Firefly across various workflows and applications. New capabilities in Adobe GenStudio optimise the content supply chain, removing bottlenecks in content management and production. Businesses can scale content production efficiently, meeting the growing demand for personalised experiences.
The company has also established strategic partnerships with major companies such as Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, Publicis Groupe, SAP, ServiceNow, and Workday to enhance AI agent interoperability and drive unified customer experiences. These collaborations will empower businesses to deliver impactful, tailored interactions across every touchpoint.
The Adobe Experience Cloud, a cloud-based suite of analytics, targeting, journey orchestration and content management services, will power these AI-driven customer experiences.
The Coca-Cola Company, Delta Air Lines and NVIDIA are among the leading brands leveraging Adobe’s solutions to transform customer engagement.
Adobe Summit 2025 attracted 12,000 participants at The Venetian Expo and Convention Center in Las Vegas and thousands more globally online.
Entelechy Asia 