By Edward Lim
In the 1980s and 1990s, Adobe was renowned for creative software such as Freehand, Pagemaker, Photoshop, and Illustrator.
The company has since undergone a massive transformation. More than just creative tools, it is today a provider of a digital experience platform that leverages AI and data analytics to deliver personalised experiences at scale.
The transition began in the early 2000s with the acquisition of Omniture in 2009 marking a significant step in this direction, as it brought robust analytics capabilities to Adobe’s portfolio. This was followed by the acquisition of Neolane in 2013, which enhanced Adobe’s marketing automation capabilities.
In 2017, Adobe launched Adobe Experience Cloud which offered a suite of analytics, targeting, journey orchestration, and content management services. The platform has been instrumental in helping businesses deliver personalised customer experiences across various touchpoints.
Adobe’s recent focus on AI and personalisation has been a game-changer in a fast-changing world.
At Adobe Summit 2025 in Las Vegas, Adobe unveiled the Adobe AI Platform which integrates AI agents and models across Adobe and third-party ecosystems to deliver seamless customer experiences.
“Delivering a unified customer experience requires a much more agile and streamlined operation that solves real customer pain points, which can often be resource and time constrained,” said Amit Ahuja (top), Senior Vice President of Digital Experience Business at Adobe.
“Adobe is uniquely positioned to help brands meet this moment, with deep expertise in unifying AI, data and content production workflows to execute the right digital experiences with precision, while uncovering unseen problems,” he added.
As Adobe continues to innovate, AI is integral in its produce development. The integration of generative AI through Adobe Firefly and new capabilities in Adobe GenStudio are set to optimise content supply chains, enabling businesses to scale personalised experiences efficiently.
Adobe’s transformation from a creative tool provider to a digital experience platform leader is a testament to its adaptability and vision.
Entelechy Asia 