Adobe has introduced a range of AI-powered capabilities for Adobe Experience Cloud, aimed at helping businesses deliver seamless and personalised customer experiences across every digital touchpoint. The announcement was made on 18 March at Adobe Summit, the company’s flagship digital experience conference held in Las Vegas.
These new features are powered by Adobe’s AI Platform, which connects AI agents, first-party data, and language models within Adobe Experience Platform. This unified approach enables organisations to streamline data, content, and customer journeys to improve engagement and scale personalisation efforts.
“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, senior vice president of Adobe’s Digital Experience Business. “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.”
Companies such as Coca-Cola, Marriott International, Delta Airlines, NVIDIA, Sony PlayStation, and The Home Depot already rely on Adobe Experience Cloud to power their digital marketing operations. The platform supports key functions like journey orchestration, analytics, and content management.
Experimentation and site optimisation made easier
One of the major announcements is the launch of the Adobe Journey Optimizer (AJO) Experimentation Accelerator. This AI-first module allows marketing and growth teams to identify high-impact opportunities using real-time data, improving performance across multiple channels.
The Experimentation Agent, built on Adobe Experience Platform Agent Orchestrator, analyses past and ongoing tests to offer actionable insights. It provides recommendations for experiments with the highest potential impact, allowing teams to apply them directly within AJO and Adobe Target. These insights help teams learn faster and optimise campaigns more effectively, with a central view of performance metrics and business drivers.
Alongside this, Adobe introduced the Sites Optimizer within Adobe Experience Manager (AEM). This new application enables teams to improve web performance through automated issue detection and suggested fixes that can be implemented instantly. The Site Optimization Agent can detect engagement issues, broken backlinks, and low-performing experiences, then recommend brand-compliant content variations to boost results.
Several companies are already using the tool with success. The Hershey Company reported a 15% boost in organic visibility, PGA TOUR resolved user experience issues three times faster, and Wilson Company saw a 24% increase in conversion rates through optimised A/B testing. Integration with Google Merchant Center also allows businesses to sync product data, track performance, and adjust listings in real time for better online visibility.
B2B marketers gain smarter tools for lead generation and collaboration
Adobe has also rolled out updates designed for enterprise B2B marketing teams. These include AI agents for account orchestration in Adobe Journey Optimizer B2B Edition, which use sales and marketing data to identify buying groups, assign roles, and recommend personalised omnichannel journeys. These tools can also automate meeting briefs, summarise engagement, and send alerts on activity spikes to help teams move deals along faster.
The Account Qualification Agent helps prioritise promising leads and build a strong sales pipeline. Meanwhile, new content creation tools powered by Adobe Firefly and Adobe Express enable B2B marketers to create personalised emails, web pages, and paid media assets more quickly. These tools are now embedded directly in Journey Optimizer and Marketo Engage.
Adobe also previewed the upcoming Customer Journey Analytics B2B Edition, which will give sales and marketing teams shared insights into campaign effectiveness. It will track business metrics such as pipeline growth, upsell opportunities, and account health, helping teams align better on revenue goals.
For nurturing individual leads, Marketo Engage now features a new visual journey builder. This tool allows marketers to create smart campaigns that guide leads to conversion using AI insights, with seamless access to Adobe Experience Platform’s data and automation capabilities.
These AI-driven enhancements reflect Adobe’s continued commitment to making customer experience management more efficient, responsive, and aligned with business goals.
