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Adobe Summit 2025: Adobe AI Platform Unites Creativity and Marketing to Define the New Era of Customer Experience Orchestration

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Adobe (ADBE) unveiled major innovations at Adobe Summit 2025, introducing new AI-powered solutions for Customer Experience Orchestration (CXO). The company launched Adobe Experience Platform Agent Orchestrator, enabling businesses to manage AI agents across Adobe and third-party ecosystems.

Key announcements include the expansion of Adobe's generative AI platform with commercially safe Firefly models, new capabilities in Adobe GenStudio, and strategic partnerships with major companies including AWS, Microsoft, and SAP. Adobe Experience Cloud has shown strong performance with 50% year-over-year revenue growth in FY2024 and 30% growth in new customers.

Notable innovations include Adobe Brand Concierge for conversational customer experiences, GenStudio Foundation for unified content management, and new Firefly Services APIs supporting video and 3D workflows. The company also introduced AI-powered tools for B2B enterprise teams and enhanced partnerships with Amazon, Microsoft, and Publicis Groupe.

Adobe (ADBE) ha svelato importanti innovazioni all'Adobe Summit 2025, introducendo nuove soluzioni alimentate dall'IA per l'Orchestrazione dell'Esperienza del Cliente (CXO). L'azienda ha lanciato Adobe Experience Platform Agent Orchestrator, che consente alle imprese di gestire agenti IA attraverso gli ecosistemi Adobe e di terze parti.

Tra gli annunci chiave c'è l'espansione della piattaforma di IA generativa di Adobe con modelli Firefly commercialmente sicuri, nuove funzionalità in Adobe GenStudio e partnership strategiche con grandi aziende tra cui AWS, Microsoft e SAP. Adobe Experience Cloud ha mostrato forti performance con un crescita del fatturato del 50% anno su anno nel FY2024 e un 30% di crescita nei nuovi clienti.

Le innovazioni degne di nota includono Adobe Brand Concierge per esperienze conversazionali con i clienti, GenStudio Foundation per la gestione dei contenuti unificata e nuove Firefly Services APIs che supportano flussi di lavoro video e 3D. L'azienda ha anche introdotto strumenti alimentati dall'IA per team aziendali B2B e ha potenziato le partnership con Amazon, Microsoft e Publicis Groupe.

Adobe (ADBE) presentó importantes innovaciones en el Adobe Summit 2025, introduciendo nuevas soluciones impulsadas por IA para la Orquestación de la Experiencia del Cliente (CXO). La compañía lanzó Adobe Experience Platform Agent Orchestrator, que permite a las empresas gestionar agentes de IA en los ecosistemas de Adobe y de terceros.

Los anuncios clave incluyen la expansión de la plataforma de IA generativa de Adobe con modelos Firefly comercialmente seguros, nuevas capacidades en Adobe GenStudio y asociaciones estratégicas con grandes empresas, incluyendo AWS, Microsoft y SAP. Adobe Experience Cloud ha mostrado un sólido desempeño con un crecimiento de ingresos del 50% año tras año en el FY2024 y un 30% de crecimiento en nuevos clientes.

Las innovaciones notables incluyen Adobe Brand Concierge para experiencias conversacionales con los clientes, GenStudio Foundation para la gestión unificada de contenidos y nuevas Firefly Services APIs que apoyan flujos de trabajo de video y 3D. La compañía también introdujo herramientas impulsadas por IA para equipos empresariales B2B y mejoró las asociaciones con Amazon, Microsoft y Publicis Groupe.

어도비 (ADBE)는 2025 어도비 서밋에서 고객 경험 오케스트레이션(CXO)을 위한 새로운 AI 기반 솔루션을 소개하며 주요 혁신을 발표했습니다. 이 회사는 어도비 익스피리언스 플랫폼 에이전트 오케스트레이터를 출시하여 기업들이 어도비와 제3자 생태계 전반에 걸쳐 AI 에이전트를 관리할 수 있도록 합니다.

주요 발표 사항으로는 상업적으로 안전한 파이어플라이 모델을 포함한 어도비의 생성 AI 플랫폼 확장, 어도비 GenStudio의 새로운 기능, AWS, Microsoft 및 SAP와 같은 주요 기업들과의 전략적 파트너십이 있습니다. 어도비 익스피리언스 클라우드는 FY2024에서 전년 대비 50%의 수익 성장30%의 신규 고객 증가를 기록하며 강력한 성과를 보였습니다.

주목할만한 혁신으로는 대화형 고객 경험을 위한 어도비 브랜드 컨시어지, 통합 콘텐츠 관리를 위한 GenStudio 재단, 비디오 및 3D 작업 흐름을 지원하는 새로운 파이어플라이 서비스 API가 있습니다. 이 회사는 또한 B2B 기업 팀을 위한 AI 기반 도구를 도입하고 아마존, 마이크로소프트 및 퍼블리시스 그룹과의 파트너십을 강화했습니다.

Adobe (ADBE) a dévoilé d'importantes innovations lors du sommet Adobe 2025, introduisant de nouvelles solutions basées sur l'IA pour l'Orchestration de l'Expérience Client (CXO). L'entreprise a lancé Adobe Experience Platform Agent Orchestrator, permettant aux entreprises de gérer des agents IA dans les écosystèmes Adobe et tiers.

Parmi les annonces clés, on trouve l'expansion de la plateforme d'IA générative d'Adobe avec des modèles Firefly commercialement sûrs, de nouvelles fonctionnalités dans Adobe GenStudio et des partenariats stratégiques avec de grandes entreprises telles qu'AWS, Microsoft et SAP. Adobe Experience Cloud a montré de solides performances avec une croissance du chiffre d'affaires de 50 % d'une année sur l'autre pour l'exercice 2024 et une croissance de 30 % des nouveaux clients.

Les innovations notables incluent Adobe Brand Concierge pour des expériences clients conversationnelles, GenStudio Foundation pour la gestion de contenu unifiée et de nouvelles Firefly Services APIs soutenant les flux de travail vidéo et 3D. L'entreprise a également introduit des outils basés sur l'IA pour les équipes entreprises B2B et a renforcé ses partenariats avec Amazon, Microsoft et Publicis Groupe.

Adobe (ADBE) hat beim Adobe Summit 2025 bedeutende Innovationen vorgestellt und neue KI-gestützte Lösungen für die Orchestrierung der Kundenerfahrung (CXO) eingeführt. Das Unternehmen hat den Adobe Experience Platform Agent Orchestrator gestartet, der es Unternehmen ermöglicht, KI-Agenten in den Adobe- und Drittanbieter-Ökosystemen zu verwalten.

Zu den wichtigen Ankündigungen gehört die Erweiterung der generativen KI-Plattform von Adobe mit kommerziell sicheren Firefly-Modellen, neuen Funktionen in Adobe GenStudio und strategischen Partnerschaften mit großen Unternehmen wie AWS, Microsoft und SAP. Die Adobe Experience Cloud hat eine starke Leistung gezeigt mit einem Umsatzwachstum von 50 % im Vergleich zum Vorjahr im Geschäftsjahr 2024 und einem 30 % Wachstum bei neuen Kunden.

Bemerkenswerte Innovationen sind Adobe Brand Concierge für konversationelle Kundenerlebnisse, GenStudio Foundation für einheitliches Content Management und neue Firefly Services APIs, die Video- und 3D-Workflows unterstützen. Das Unternehmen hat auch KI-gestützte Werkzeuge für B2B-Unternehmen eingeführt und die Partnerschaften mit Amazon, Microsoft und Publicis Groupe verstärkt.

Positive
  • 50% year-over-year revenue growth in Adobe Experience Platform (AEP) for FY2024
  • 30% growth in new customers for AEP in FY2024
  • Strategic partnerships with major tech companies expanding market reach
  • Launch of new revenue-generating products (Brand Concierge, GenStudio Foundation)
  • Expansion of commercial AI capabilities through Firefly Services APIs
Negative
  • None.

Insights

Adobe's comprehensive AI platform announcement represents a significant strategic expansion of its enterprise software capabilities. The introduction of Experience Platform Agent Orchestrator creates a unified system for managing AI agents across Adobe and third-party ecosystems—positioning Adobe at the center of the enterprise AI stack.

The 50% year-over-year revenue growth for Adobe Experience Platform and related applications, coupled with 30% growth in new customers for FY2024, provides concrete evidence that Adobe's enterprise platform strategy is gaining substantial market traction. These growth metrics validate Adobe's investment direction in AI-powered customer experience solutions.

Most compelling is Adobe's move to create an interconnected ecosystem through partnerships with tech giants including AWS, Microsoft, SAP, and ServiceNow. These alliances significantly extend Adobe's reach into enterprise workflows and create potential for increased customer lock-in through deeper integration.

The expansion of generative AI capabilities through Adobe Firefly positions the company with a commercially safe AI offering—addressing a critical enterprise concern about AI deployment. This differentiation could drive enterprise adoption where legal and compliance issues have previously created barriers.

From a competitive standpoint, Adobe is leveraging its unique strength at the intersection of creativity and marketing to deliver value that would be difficult for pure-play marketing platform competitors to replicate. The comprehensive nature of this product launch signals Adobe's intent to own the expanding customer experience orchestration category.

Adobe's new AI platform represents a meaningful architectural advance in how enterprises will implement AI. The Experience Platform Agent Orchestrator tackles a critical emerging problem—how to coordinate multiple specialized AI agents across workflows and applications.

The introduction of purpose-built AI agents for specific marketing tasks addresses practical implementation challenges that have AI adoption. By focusing on high-volume tasks like content resizing, data cleansing, and audience targeting, Adobe is applying AI where it delivers immediate efficiency gains.

The expanded Adobe Firefly Services APIs for video and 3D workflows reflect Adobe's understanding of evolving content needs. The Translate and Lip Sync API, Reframe API, and Substance 3D API address significant production bottlenecks that currently require specialized skills and substantial time investment.

GenStudio Foundation's unified interface for visibility into campaign plans, projects, assets and insights solves a fundamental workflow problem—the fragmentation of marketing tools. By bringing together data from Adobe's Creative Cloud and Experience Cloud, this offering could significantly reduce context-switching costs for marketing teams.

Adobe Content Analytics becoming generally available this month provides attribute-level performance measurement for creative content, enabling data-driven optimization of which creative elements drive conversions. This closes the loop between content creation and business outcomes—addressing a persistent gap in the content production process.

These innovations collectively transform Adobe from a collection of creative and marketing tools into an integrated AI-powered platform that can orchestrate personalized customer experiences at scale.

  • Adobe unveiled major innovations that define Customer Journey Orchestration in the era of AI, powered by the Adobe AI Platform which unites AI agents and models across Adobe.
  • Adobe introduced Adobe Experience Platform Agent Orchestrator, which helps businesses manage AI agents across Adobe and third-party ecosystems—rooted in a deep, semantic understanding of enterprise data, content and customer journeys.
  • Adobe is expanding its generative AI platform, integrating commercially safe AI models via Adobe Firefly across workflows and applications, with new capabilities in Adobe GenStudio to optimize the content supply chain.
  • Strategic partnerships with major companies including Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, Publicis Groupe, RainFocus, SAP, ServiceNow, and Workday aim to enhance AI agent interoperability and drive unified customer experiences.

LAS VEGAS--(BUSINESS WIRE)-- Today, at Adobe Summit – the flagship digital experience conference – Adobe (Nasdaq:ADBE) unveiled a suite of product innovations that drive Customer Experience Orchestration (CXO) in the era of Artificial Intelligence (AI). CXO is the evolution of Customer Experience Management, fulfilling the promise of personalization at scale by combining the creation and development of seamless and connected customer experiences across all touchpoints and channels, with advancements in generative and agentic AI.

Adobe’s 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.

Adobe enterprise applications bring together data, content and customer journey workflows with powerful capabilities from Adobe’s AI platform, ensuring every interaction with a customer is unique and relevant. This includes Adobe Experience Platform (AEP) Agent Orchestrator, a new capability that provides the foundation for businesses to orchestrate purpose-built AI agents that engage directly with customers and support the daily work across Adobe applications and third-party ecosystems. Adobe is expanding its generative AI platform, integrating foundational models—including commercially safe AI through Adobe Firefly—across best-in-class applications to scale content production that powers CXO. New capabilities in Adobe GenStudio, Firefly Services and Custom Models optimize the content supply chain for businesses, removing bottlenecks across content management, content production and more.

“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,” said Anil Chakravarthy, president, Digital Experience Business at Adobe. “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 Experience Cloud, a cloud-based suite of analytics, targeting, journey orchestration and content management services, will power CXO in the era of AI. This includes Adobe Experience Platform (AEP), the marketing platform-of-choice to bring an organization’s data together to enable personalization at scale, powering over one trillion experiences a year. AEP and the applications it powers—Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer, Adobe Customer Journey Analytics and Adobe Mix Modeler—have seen revenue grow 50% year-over-year (YoY) in FY2024, with 30% YoY growth in new customers. With the rapid rise in AI-powered experiences, Adobe is delivering capabilities based on a deep understanding of CXO workflows and processes, with purpose-built solutions that are reliable and safe for commercial use.

Leading brands rely on Experience Cloud to power digital business and deliver exceptional customer experiences, including The Coca-Cola Company, Coles, Delta Air Lines, Eli Lily & 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 many others.

New agentic AI innovations and partnerships

  • Adobe Experience Platform Agent Orchestrator: Businesses will be able to manage and orchestrate AI agents—across Adobe and third parties—through a single interface, anchored in a CXO-oriented knowledge base and decision science, along with language models that enable dynamic and adaptive reasoning. Adobe introduced purpose-built AI agents to enhance the daily work within Adobe applications, creating capacity for experience maker teams to deliver personalization at scale. Built on Adobe Experience Platform Agent Orchestrator, the AI agents can help optimize websites, handle repetitive content production tasks such as resizing, drive high volume data management tasks such as data cleansing, refine target audiences, visualize data for internal stakeholders and more.
  • Expanding ecosystem partners: Adobe announced new and continued strategic partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow and Workday—enabling AI agents to work together effectively. Additionally, expanded agency and system integrator partnerships with Accenture, Deloitte Digital, EY and IBM will drive customization across industries and use cases. As businesses embrace agentic AI to augment daily work and enhance CXO, interoperability amongst AI agents is crucial. Adobe Experience Platform Agent Orchestrator provides tools for teams to drive multi-agent collaboration and avoid disruptions in the flow of work.
  • Adobe Brand Concierge: Businesses will be able to configure and manage AI agents that guide consumers from exploration to confident purchase decisions, using immersive and conversational experiences with Brand Concierge. This new application will drive a future where customer experiences are conversational and immersive, powered by Adobe Experience Platform Agent Orchestrator.
  • AI agents for enterprise B2B: Brand Concierge will support enterprise business-to-business (B2B) teams with account orchestration, moving beyond delivering generic product information to providing tailored content based on the account relationship and handling follow-up tasks. Additionally, AI agents in Adobe Journey Optimizer (AJO) B2B Edition will help teams identify key decision makers and personalize every interaction.

New offerings to power the content supply chain

  • Adobe GenStudio Foundation: GenStudio is Adobe’s end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. Now with GenStudio Foundation, marketers and creatives will have a unified interface to bring together data from Adobe’s full suite of content supply chain solutions. This provides a single place for visibility into campaign plans, projects, assets and insights, without requiring navigation between different Adobe Experience Cloud and Adobe Creative Cloud applications.
  • Adobe GenStudio for Performance Marketing: As the single, self-service application for marketers and creatives to create on-brand paid social ads, display ads, marketing emails and more with generative AI, GenStudio for Performance Marketing enables businesses to scale content production and meet the consumer demand for personalized experiences. Asset creation for display ads is now available for advertisements served through Microsoft Advertising Platform and Google Campaign Manager 360. Adobe also announced an expansion of its collaboration with LinkedIn Ads, for teams to quickly create campaign assets for B2B use cases. Additionally, Adobe’s extensibility framework enables businesses to connect with third-party solution providers, including IntelligenceBank, Acxiom, Lithero, PwC, Saifr and Stensul—extending functionality to regulated industries such as healthcare and financial services.
  • Adobe Content Analytics: Generally available this month, Content Analytics will enable businesses to measure the performance of content (down to the attribute level) and make real-time adjustments to websites and applications that drive engagement and conversion goals. A hotel marketer for instance, can optimize their web content based on which creative elements – mountains, green spaces or cityscapes – result in more bookings. These insights – combined with audience segments in AEP – enable businesses to deliver tailored and performant experiences.
  • Adobe Firefly Services APIs: New APIs will support video and 3D workflows by handling high-volume, time-consuming tasks. Translate and Lip Sync API and Reframe API will drive use cases from translating spoken dialogue into different languages, to resizing videos and combining visual elements (such as logos) into single images. The Substance 3D API enables teams to quickly create asset variations for existing product images – for use across channels such as e-commerce and digital marketing.
  • Firefly Creative Production: Powered by Firefly Services, Firefly Creative Production unlocks the power of Adobe APIs through a no-code, easy-to-use interface that can handle a variety of repetitive and time-consuming production tasks, such as intelligently cropping assets for different marketing channels including social media and e-commerce.

New offerings to drive unified customer experiences

Adobe also announced new Adobe Experience Cloud AI-powered innovations that enable businesses to meet the promise of a unified customer experience, driving differentiated and personalized interactions across every touchpoint. This includes Adobe Journey Optimizer Experimentation Accelerator to scale experimentation across digital properties and pinpoint winning strategies, with AI agents that recommend new cross-channel experiments while summarizing actionable insights.

Adobe Experience Manager Sites Optimizer enables teams to optimize their brand’s website, with AI agents that identify opportunities to improve the overall experience. Additionally, new offerings for enterprise B2B teams—across Adobe Journey Optimizer B2B Edition and Adobe Customer Journey Analytics—will provide a complete solution that brings together data, content and journey orchestration capabilities, driving compelling and results-oriented customer journeys.

Continued strategic partnerships with Amazon, Microsoft and Publicis

Adobe announced new offerings with Amazon Web Services and Amazon Ads, providing integrated solutions for marketers and creatives to deliver impactful customer experiences. Adobe and Microsoft continue their collaboration to bring generative AI—and now AI agents—directly in the flow of work to drive organizational productivity and efficiency. Adobe also unveiled an expanded partnership with Publicis Groupe, where Adobe Firefly and Firefly Services will be integrated across Publicis’ capabilities through CoreAI, its AI-powered intelligent system that unifies and activates the agency’s proprietary data.

Adobe Summit 2025

Summit 2025 is held in Las Vegas and streamed to millions of people globally online, powered by Adobe Experience Cloud. Luminary speakers and industry leaders presenting at Summit include The Coca-Cola Company Chairman and CEO James Quincy, JPMorganChase Chairman and CEO Jamie Dimon, Unilever Chief Growth and Marketing Officer Esi Eggleston Bracey, Eli Lilly & Company Group Vice President and Global Chief Customer Officer Jennifer Oleksiw and ServiceNow Chief Marketing Officer Colin Fleming. Actor, comedian and producer Ken Jeong will host Summit Sneaks, where Adobe unveils its latest research and development innovations.

To watch the Adobe Summit keynotes online, as well as explore more than 300 sessions and hands-on labs across 13 tracks, network with peers or speak live with an Adobe expert, visit the Summit web experience.

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 we make in this press release involves risks, uncertainties and assumptions based on information available to us 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.

Public relations contact

Kevin Fu

Adobe

kfu@adobe.com

Source: Adobe

FAQ

What is Adobe's new AI Platform Agent Orchestrator announced at Summit 2025?

Adobe Experience Platform Agent Orchestrator is a new capability that allows businesses to manage and orchestrate AI agents across Adobe and third-party ecosystems, powered by CXO-oriented knowledge base and decision science.

How much revenue growth did Adobe Experience Platform (AEP) achieve in FY2024?

Adobe Experience Platform and its applications achieved 50% year-over-year revenue growth in FY2024, with 30% growth in new customers.

What new content creation capabilities did ADBE introduce with GenStudio Foundation?

GenStudio Foundation provides a unified interface for managing campaign plans, projects, assets, and insights across Adobe Experience Cloud and Creative Cloud applications in one place.

What are the key features of Adobe's new Brand Concierge system?

Brand Concierge enables businesses to configure AI agents that guide consumers through purchase decisions using immersive and conversational experiences.

What new partnerships did ADBE announce at Summit 2025?

Adobe announced partnerships with Acxiom, AWS, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow, and Workday, along with expanded agency partnerships with Accenture, Deloitte Digital, EY, and IBM.
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