Adobe Inc., which has steadily been building its artificial intelligence (AI) portfolio the past few years, made arguably its boldest splash yet this week: A suite of AI agents to perform tasks across an entire marketing ecosystem.
At the company’s AI summit in Las Vegas this week, the company rolled out 10 new AI agents across a suite of products underpinned by an agent orchestrator. The agents included Audience Agent for campaign marketing, Data Insights Agent to connect data sources and Site Optimization Agent for website performance tuning.
All are run by Agent Orchestrator, which is “rooted in a deep, semantic understanding of enterprise data, content and customer journeys,” Adobe said in a news release.
The agents, which are being beta-tested with clients, will be made available to customers over the next several months.
Adobe, which revolutionized desktop publishing in the 1980s, envisions its AI agents working independently and alongside people to optimize websites, handle repetitive content production tasks and refine target audiences.
Additionally, Adobe introduced Brand Concierge, which deploys agent orchestration tech for customer service apps, and Agent Partner Ecosystem, featuring partnerships with the likes of Amazon Web Services, Microsoft Corp., IBM Corp., Workday Inc., and Acxiom.
Declaring a “golden age of design,” Adobe CEO Shantanu Narayen said AI has been rapidly “expanding the creative aperture” for marketers and designers the last few years.
This week’s agentic AI push offers the latest evolution of Adobe’s AI ambitions. Two years ago, the Silicon Valley company announced Firefly, a family of generative AI models. This year, there were further developments of Firefly, including the launch of generative video.
“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 personalization at scale,” Anil Chakravarthy, president of Digital Experience Business at Adobe, said in a statement. “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.”
The scope and specialization of Adobe’s AI push into marketing highlighted another AI news-packed week, led by NVIDIA Corp.’s GTC conference in San Jose, Calif., featuring GPU, CPU, robotic, and agentic AI products, as well as a significant refresh of programming language and development platform Java from Oracle Corp. a few miles north in Redwood Shores, up Highway 101. On Thursday, Oracle also announced AI agents for enterprises.
