Adobe has announced a series of AI-driven product updates at its annual Adobe Summit 2025, showcasing tools that bring creativity and marketing together to deliver personalised customer experiences at scale. These updates are part of a broader shift towards Customer Experience Orchestration (CXO), a new approach that goes beyond traditional customer experience management by integrating artificial intelligence across all aspects of the customer journey.
The foundation of this approach is Adobe’s AI Platform, which brings together AI models and agents from Adobe and third parties, using insights from enterprise data and customer interactions. Adobe Experience Platform (AEP) now plays a central role, acting as a hub for customer data, content workflows and intelligent automation.
A major new feature is the Adobe Experience Platform Agent Orchestrator. This tool allows businesses to manage AI agents across Adobe applications and third-party ecosystems through a single interface. These AI agents can handle a wide range of tasks including website optimisation, content resizing, data cleansing, audience targeting and data visualisation, freeing up teams to focus on more strategic efforts.
Anil Chakravarthy, President of Adobe’s Digital Experience Business, said, “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. We are delivering numerous innovations built on Adobe’s AI platform to boost the capacity of teams and help them drive the most impactful customer experiences, empowering businesses across industries to capture this massive opportunity.”
Adobe Firefly, the company’s generative AI platform, has also been expanded to improve content creation. Through Firefly Services and Custom Models, teams can now scale content production more efficiently. Adobe GenStudio Foundation brings together data, assets, campaign plans and performance insights in one place, while GenStudio for Performance Marketing helps teams quickly create branded ads, emails and social content using generative AI. Integrations with Microsoft Advertising, Google Campaign Manager 360 and LinkedIn Ads are included to support broader campaign execution.
Partnerships and new tools to support enterprise needs
To support growing business needs, Adobe has strengthened its partnerships with leading tech and consultancy firms. Collaborations with Acxiom, Amazon Web Services, IBM, Microsoft, SAP, ServiceNow and Workday aim to ensure AI agents can work together effectively. Expanded partnerships with agencies like Accenture, Deloitte Digital, EY and IBM will enable tailored implementations across industries.
A new product, Adobe Brand Concierge, offers customers a more conversational and immersive way to explore and make purchase decisions. Built on the Agent Orchestrator, it is designed to personalise both B2C and B2B journeys. For B2B use cases, it can help manage accounts by tailoring content and follow-ups, while Adobe Journey Optimizer (AJO) B2B Edition uses AI agents to identify key decision-makers and personalise outreach.
Adobe also introduced Content Analytics, a tool that tracks how specific content elements impact engagement and conversions. For example, hotel marketers can analyse whether images of mountains or cityscapes drive more bookings. Combined with Adobe Experience Platform’s audience data, this enables more accurate and effective content strategies.
New APIs from Firefly Services will support video and 3D content workflows. These include tools for translating and syncing voiceovers, resizing videos and combining assets into final visuals. The Substance 3D API helps generate variations of product images for use in e-commerce or marketing. Firefly Creative Production, a no-code interface built on Firefly Services, offers easy handling of repetitive production tasks such as cropping assets for social media or retail platforms.
Further enhancements include the Journey Optimizer Experimentation Accelerator, which allows businesses to run AI-recommended experiments and receive insights across digital platforms. Adobe Experience Manager Sites Optimizer also uses AI to suggest ways to improve user experience on websites.
Adobe reaffirmed its partnerships with Amazon, Microsoft and Publicis Groupe. These collaborations aim to bring AI into the flow of work and boost productivity. Publicis will integrate Adobe Firefly into its CoreAI platform to strengthen its data-led services.
Adobe Summit 2025, held in Las Vegas and streamed globally, features keynotes from leaders such as James Quincy (The Coca-Cola Company), Jamie Dimon (JPMorganChase) and Esi Eggleston Bracey (Unilever). Comedian Ken Jeong will host the Summit Sneaks segment, which showcases Adobe’s latest R&D projects.
