Adobe is pivoting from its initial generative AI focus on image creation tools to an agent-based strategy, launching 10 specialized AI agents and a new orchestration platform designed to personalize customer experiences. The company’s shift comes as enterprise clients move beyond exploring creative AI tools toward embracing autonomous agents that can transform how businesses engage with customers. Adobe’s dual approach of introducing both agent technology and enhanced personalization features aims to help organizations scale their digital experience delivery while maintaining brand consistency.
The big picture: Adobe has unveiled 10 specialized agents on its Experience Platform alongside a new orchestration tool designed to transform enterprise customer engagement.
- The agents target specific business functions including sales pipeline qualification, content production, data analysis, and website optimization.
- Adobe also introduced Brand Concierge, a feature enabling organizations to create personalized website experiences that greet customers by name and provide customized information.
Why this matters: Agents represent Adobe’s strategic pivot as enterprise customers evolve from exploring generative AI creation tools toward autonomous systems that can scale customer interactions.
- Adobe Analytics data reveals a 1,200% surge in AI-driven traffic to U.S. retail sites and a 1,700% increase for travel sites between July 2024 and February 2025.
- The company is leveraging its early success with Firefly image generation and Photoshop‘s generative fill features to expand its AI capabilities into experience management.
What they’re saying: Loni Stark, Adobe’s vice president of strategy and product, sees agents as transformative for both businesses and their customers.
- “We see that agents can scale up the capacity of experience makers. It’s not just because of the hype out there, but because when we have delivered our tools to the customers we work with, we see that as their trust in the AI capabilities we deliver increases, they start to think, oh, can I make them autonomous,” Stark told VentureBeat.
Key details: The new agent ecosystem on Adobe Experience Platform covers the entire customer journey with specialized functions.
- The lineup includes agents for account qualification, audience analysis, content production, data engineering, experimentation, site optimization, and workflow management.
- The Brand Concierge feature focuses on delivering hyper-personalized website experiences based on customers’ previous interactions with a brand.
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