Adobe Brings AI Agents to Adobe Experience Cloud for Businesses to Deliver on the Promise of a Unified Customer Experience

Rhea-AI Summary

Adobe has unveiled new AI-powered capabilities in Adobe Experience Cloud to enhance customer experience delivery. The announcement includes a new AI-first module in Adobe Journey Optimizer for identifying high-impact opportunities and optimizing omnichannel performance, alongside a new Adobe Experience Manager offering for automated web performance optimization.

Key innovations include the Journey Optimizer Experimentation Accelerator, which analyzes trends and produces testing recommendations, and Sites Optimizer, which has already shown impressive results with companies like The Hershey Company achieving a 15% increase in organic visibility and PGA TOUR experiencing 3x faster resolution of UX issues.

For B2B teams, Adobe introduced AI agents for account orchestration, AI-powered content creation capabilities, and new actionable customer journey insights. These tools leverage Adobe's AI Platform, which combines AI agents, Firefly models, and first-party data insights to deliver personalized experiences at scale.

Positive

• Introduction of AI-powered tools showing immediate business impact (15% visibility increase, 3x faster issue resolution)
• Integration of AI agents across multiple products enhancing operational efficiency
• New B2B capabilities streamlining sales and marketing processes
• Enhanced personalization capabilities potentially driving higher customer engagement and conversion rates

Negative

• None.

Insights

Financial Analyst

Adobe's latest AI enhancements to Experience Cloud represent a strategic expansion of their enterprise software capabilities in a highly competitive market. These innovations directly address the challenge many organizations face in creating unified customer experiences across touchpoints - a problem that has significant revenue implications for businesses.

The integration of AI agents across Adobe's Experience Cloud stack shows the company executing on its broader strategy of embedding AI throughout its product portfolio, potentially creating new revenue opportunities and strengthening customer retention. Most notably, Adobe is leveraging its AI Platform to orchestrate diverse capabilities including third-party AI ecosystems, Firefly models, and customer data insights - creating a moat through integration that competitors may struggle to match.

Early customer results are particularly encouraging: Hershey Company reporting a 15% increase in organic visibility, PGA TOUR seeing 3x faster resolution of UX issues, and Wilson Company achieving a 24% higher conversion rate. These metrics demonstrate tangible business value that Adobe can leverage in sales conversations.

For investors, this announcement reinforces Adobe's competitive positioning in the enterprise software space. By focusing on the mission-critical area of customer experience management and applying AI to reduce friction in marketing workflows, Adobe is addressing high-value pain points that enterprises are willing to pay premium prices to solve. This approach supports Adobe's ability to maintain pricing power and expand customer relationships across its cloud offerings.

Tech Industry Expert

Adobe's AI agent implementation represents a significant technical advancement in how enterprises can leverage artificial intelligence for marketing operations. What stands out technically is Adobe's approach to AI orchestration - they've created an architecture that doesn't just implement isolated AI capabilities but coordinates multiple AI agents working together across the customer journey.

The Adobe Experience Platform Agent Orchestrator is particularly noteworthy as it provides a framework for managing both Adobe's proprietary AI agents and third-party AI solutions. This indicates Adobe is building an extensible AI ecosystem rather than a walled garden, potentially increasing the platform's long-term value by allowing enterprises to incorporate specialized AI capabilities from multiple vendors.

From a product perspective, Adobe is intelligently focusing AI on high-friction areas of marketing operations. The Experimentation Accelerator addresses the resource-intensive process of testing and optimization, while Sites Optimizer automates the technical aspects of web performance that often create bottlenecks between marketing and IT teams. Both solutions reduce the technical expertise required to execute complex marketing programs.

Looking at competitive positioning, Adobe's focus on native integration between content creation (through Firefly and Express) and marketing orchestration (through Journey Optimizer) provides a differentiated offering compared to point solutions. By embedding AI directly into the workflows marketers already use, Adobe is reducing adoption barriers and increasing the likelihood of meaningful ROI from these capabilities, reinforcing their market position in the enterprise digital experience space.

• Adobe announced new capabilities in Adobe Experience Cloud that will leverage AI agents to deliver highly personalized and seamless customer experiences across every touchpoint.
• A new AI-first module in Adobe Journey Optimizer will enable businesses to identify high-impact opportunities and optimize omnichannel performance, and a new Adobe Experience Manager offering will drive web performance through automated issue diagnosis and recommendations.
• Adobe introduced innovations for enterprise B2B teams, including AI agents for account orchestration, AI-powered content creation and actionable customer journey insights.

LAS VEGAS--(BUSINESS WIRE)-- Today, at Adobe Summit – the flagship digital experience conference – Adobe (Nasdaq:ADBE) announced new Adobe Experience Cloud offerings for businesses to deliver customer experiences that are differentiated and highly personalized across every touchpoint. Providing a seamless, unified customer experience is key to driving and building brand loyalty in a competitive environment, but businesses are challenged with disjointed workflows across data, content and customer journeys.

Adobe Journey Optimizer

Adobe unveiled powerful capabilities that deliver actionable and comprehensive data insights through purpose-built AI agents that power a unified customer experience, with tools to orchestrate engaging experiences across different channels. These innovations are powered by Adobe’s AI Platform, which unites AI agents and models across Adobe. This includes AI agents from third-party ecosystems, commercially safe Firefly models and secure third-party models, and first-party data insights – infused into Adobe applications. This comes to life in Adobe Experience Platform, which brings together customer experience data, CX language models and AI Agent orchestration. Adobe is unifying marketing and creativity through its AI platform to deliver personalized experiences at scale.

"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, Digital Experience Business, 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."

Adobe Experience Cloud, a cloud-based suite of analytics, targeting, journey orchestration and content management services, enables brands to move from passive management of customer engagement to active orchestration of AI-powered experiences. Leading brands, including The Coca-Cola Company, Coles, Delta Airlines, Eli Lilly & Company, General Motors, HDFC Bank, Henkel, The Home Depot, Major League Baseball, Marriott International, NVIDIA, PGA TOUR, Sony PlayStation, TSB Bank, Ulta Beauty, U.S. Bank, Qualcomm and others, rely on Adobe Experience Cloud to power their digital business, driving workflows across the planning, compiling and delivery of impactful and personalized customer interactions.

New Adobe Journey Optimizer Experimentation Accelerator

Built on Adobe Experience Platform (AEP)—the content, data and journeys platform that powers Adobe Experience Cloud and provides a single view of customers across every channel—Adobe Journey Optimizer (AJO) Experimentation Accelerator is a new AI-first module in AJO that helps growth and experimentation teams identify and act on high-impact opportunities—pinpointing winning strategies that improve omnichannel performance and results.

The new Experimentation Agent will automatically analyze trends, learnings and best practices from previous and active experiments, producing actionable insights and testing recommendations based on the highest ranked probability of impact. The AI agent is built on Adobe Experience Platform Agent Orchestrator, which helps businesses manage and orchestrate AI agents from Adobe and third parties.

Teams can then apply recommended experiments within active customer journeys and campaigns in AJO and test activities in Adobe Target. Powered by unified, real-time data in AEP, AJO Experimentation Accelerator enhances the ability to learn and optimize, providing cross-functional teams a single, self-service view of active and historical experiment learnings across key business metrics, performance impact and growth drivers. It democratizes insights to help scale experimentation programs across an organization.

Adobe Experience Manager Sites Optimizer

Part of Adobe Experience Manager (AEM), the leading content management system powering experiences across channels, Sites Optimizer is a new application that enables teams to improve web traffic acquisition and engagement through automated issue diagnosis and solution recommendations – which marketers can implement directly from the application. Now generally available, businesses have been working with the new solution to deliver impactful experiences that drive business goals focused on engagement and conversion, including The Hershey Company (15% increase in organic visibility), PGA TOUR (3 times faster resolution of UX and page performance issues) and Wilson Company (24% higher conversion rate for best-performing optimized variation via A/B testing).

AEM Sites Optimizer is an all-in-one solution that streamlines the entire process of optimizing websites. Through real-time traffic performance monitoring, the new Site Optimization Agent can anticipate, detect and recommend high-impact opportunities. Also built on Adobe Experience Platform Agent Orchestrator, the Site Optimization agent can auto-suggest and generate different brand-compliant content variations – previewed in different landing page options – to drive higher conversion. If a particular web experience is driving lower engagement, or if traffic is being impacted due to an SEO issue such as broken backlinks, the AI agent can identify the issues and propose adjustments. Marketers can then instantly implement suggestions in one click, without needing technical resources.

Additionally, with its integration on Google Merchant Center, users of AEM Sites Optimizer can easily sync product data between their site and product feeds on Google and access performance data and insights from Google to optimize their strategies. This offers brands a more holistic view across their commerce inventory – and the ability to make real-time adjustments that provide the ability to increase online engagement and reach by listing their products on Google.

New capabilities for enterprise B2B Teams

Adobe also announced innovations that transform the orchestration of go-to-market strategies for enterprise business-to-business (B2B) teams. With a unique set of challenges, B2B teams spend a great deal of time identifying and engaging key decision makers with personalized experiences – but disjointed data, technology and teams create inefficiencies and delays. Powered by unified data in Adobe Experience Platform, Adobe Journey Optimizer and Customer Journey Analytics enhancements will provide the solution for B2B teams to bring together data, content and journey orchestration capabilities—and create compelling, results-oriented customer journeys. New offerings include:

• AI agents for B2B account orchestration: Adobe introduced AI agents in AJO B2B Edition, helping businesses nurture and close deals faster by optimizing workflows throughout the entire customer lifecycle. Leveraging first-party sales and marketing data, AI agents can create buying groups, assign roles and surface missing members for high-value lead generation. From there, AI agents can recommend omnichannel journeys for known and missing buying group members, tailored by account and product interest for smarter targeting. AI agents can also streamline collaboration among sales and marketing teams, boosting deal velocity by summarizing buying group engagement, preparing customer meeting briefs, automating tasks such as email follow-ups and flagging alerts including engagement spikes. The Account Qualification Agent, for instance, supports teams by evaluating and advancing new opportunities to build sales pipeline and engage key decision makers.

• AI-powered content creation: B2B marketers can take advantage of AI-powered content creation for channels including email, web and paid media, with dynamic personalization capabilities at the individual, account and buying group levels. Native integrations with Adobe Firefly generative AI (including text-to-image capabilities) allow teams to quickly produce high-quality, commercially safe marketing creative. Additionally, Adobe Express is now embedded within AJO B2B Edition and Marketo Engage – the leading AI-powered marketing automation platform – providing teams with access to professionally designed templates and the ability to quickly create, polish or edit marketing content.

• Actionable customer journey insights: Coming soon, Adobe Customer Journey Analytics B2B Edition is a new application that will provide cross-functional revenue teams shared insights that foster greater collaboration and alignment in reaching revenue goals. AI-powered insights enable marketers to assess the impact of campaigns against key business metrics, which can include sales pipeline progression, upsell opportunities and customer account health. Teams can access real-time journey insights to further personalize experiences across channels, audiences and content to boost engagement, conversions and accelerate pipeline deals.

• Reimagined lead & contact journeys: For individual journeys stemming from inbound interest or lead management strategies, B2B marketers can accelerate nurture initiatives with a new visual journey designer and orchestration engine in Marketo Engage. With this new offering, teams can create intelligent campaigns that leverage an AI agent to guide them in creating and optimizing for lead conversion. Marketo Engage customers benefit from the power of Adobe Experience Platform for data insights, AI agents and other capabilities that are made accessible through the Marketo Engage application.

About Adobe

Adobe is changing the world through personalized digital experiences. For more information, visit www.adobe.com.

Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of applicable securities laws, including those related to Adobe’s new, enhanced or future product capabilities, innovations and offerings and the expected benefits to Adobe. Each of the forward-looking statements Adobe makes in this press release involves risks, uncertainties and assumptions based on information available to Adobe as of the date of this press release. Such risks and uncertainties, many of which relate to matters beyond our control, could cause actual results to differ materially from these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to: failure to innovate effectively and meet customer needs; issues relating to development and use of AI; failure to realize the anticipated benefits of investments or acquisitions; failure to compete effectively; damage to our reputation or brands; service interruptions or failures in information technology systems by us or third parties; security incidents; failure to effectively develop, manage and maintain critical third-party business relationships; risks associated with being a multinational corporation and adverse macroeconomic conditions; failure to recruit and retain key personnel; complex sales cycles; changes in, and compliance with, global laws and regulations, including those related to information security and privacy; failure to protect our intellectual property; litigation, regulatory inquiries and intellectual property infringement claims; changes in tax regulations; complex government procurement processes; risks related to fluctuations in or the timing of revenue recognition from our subscription offerings; fluctuations in foreign currency exchange rates; impairment charges; our existing and future debt obligations; catastrophic events; and fluctuations in our stock price. Further information on these and other factors are discussed in the section titled “Risk Factors” in Adobe’s most recently filed Annual Report on Form 10-K and Adobe's most recently filed Quarterly Reports on Form 10-Q. The risks described in this press release and in Adobe’s filings with the U.S. Securities and Exchange Commission should be carefully reviewed. Adobe undertakes no obligation, and does not intend, to update the forward-looking statements, except as required by law.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250318232921/en/

Public relations contact

Kevin Fu

Adobe

kfu@adobe.com

Source: Adobe

FAQ

What are the key features of Adobe's new AI-powered Experience Cloud offerings?

The new offerings include AI-first Journey Optimizer Experimentation Accelerator for omnichannel optimization, Sites Optimizer for web performance, and B2B-focused AI agents for account orchestration and content creation.

How has Adobe Experience Manager Sites Optimizer improved performance for companies?

Sites Optimizer has helped Hershey achieve 15% increase in organic visibility, PGA TOUR resolve UX issues 3x faster, and Wilson Company achieve 24% higher conversion rates.

What B2B-specific capabilities has Adobe (ADBE) introduced in this release?

Adobe introduced AI agents for B2B account orchestration, AI-powered content creation tools, actionable customer journey insights, and reimagined lead management in Marketo Engage.

How does Adobe's new AI Platform integrate with Experience Cloud?

The AI Platform unifies AI agents, Firefly models, third-party models, and first-party data insights within Adobe applications to deliver personalized experiences at scale.