The 2025 Adobe Summit, held at the Venetian Hotel in Las Vegas, marked a pivotal shift in Adobe’s strategy. This year’s focal point was the unveiling of new AI agents designed to elevate customer experiences through advanced technology. The summit emphasized Adobe’s evolution from traditional Customer Experience Management (CXM) to a new concept called Customer Experience Orchestration (CXO).
Transition to CXO
A New Era
Anil Chakravarthy, president of Adobe’s digital experience business, outlined the company’s transition from CXM to CXO. This shift is a strategic move to meet the evolving complexities of customer interactions and experiences in a dynamic market. Traditional Customer Experience Management models have proven to be insufficient in adequately addressing the rapid changes and demands in customer behavior and expectations. CXO, therefore, represents a modernized approach, leveraging AI to facilitate real-time decision-making, and providing an adaptive and personalized experience to each customer.
AI to the Forefront
By harnessing the power of artificial intelligence, Adobe aims to achieve one-to-one personalization at scale. This concerted effort combines creativity, marketing acumen, and AI to create more tailored customer experiences. AI agents are equipped not only to understand and anticipate customer needs but also to engage them through the most effective channels. This seamless integration helps businesses move from a generalized customer management approach to a nuanced orchestration model that considers individual preferences and behaviors, ultimately driving better customer satisfaction and loyalty.
Spotlight on Agent Orchestrator
Introduction of a Game-Changer
A major highlight of the summit was the introduction of the Agent Orchestrator. This innovative tool is embedded within the Adobe Experience Platform, enabling businesses to develop, manage, and coordinate AI agents for both customer engagement and employee support. Agent Orchestrator stands out due to its ability to provide a deep semantic understanding of enterprise data, content, and customer journeys. By utilizing advanced language models and adaptive reasoning capabilities, the orchestrator can autonomously integrate organizational goals, creating and executing plans that are aligned with enterprise-specific needs, including stringent data governance and regulatory compliance.
Enhanced Capabilities
Agent Orchestrator is designed to significantly amplify the capabilities already offered by Adobe Experience Manager (AEM). With over a trillion experiences activated annually through AEM, this tool’s advanced semantic understanding and integration capabilities promise to deliver even greater efficiency. It strategically leverages decision science within a CXO-oriented knowledge base, enabling businesses to optimize operations, manage interactions more effectively, and drive productivity. The orchestration of AI agents across various ecosystems further empowers enterprises to achieve their goals, ensuring consistent and personalized customer experiences at an unprecedented scale.
Collaboration and Interoperability
Multiple AI Agents
Businesses are empowered to coordinate multiple AI agents across Adobe’s platforms. This flexibility allows integration with existing workflows, optimizing a variety of operations. The seamless interoperability of these agents not only enhances enterprise collaboration but also ensures that various business functions are maintained efficiently through AI-driven automation. The ability to work across multiple agents also provides a holistic approach to handling customer data, interactions, and content production, thereby ensuring each aspect is optimized in conjunction with the other functions.
Strategic Partnerships
Adobe is fostering interoperability through collaborations with industry giants such as Amazon Web Services, Microsoft, IBM, and SAP. These partnerships ensure that AI agents perform seamlessly across different ecosystems. The strategic collaboration extends across various industries, addressing a broad spectrum of business needs from cloud infrastructure, data management, to enhanced customer engagement strategies. For example, integrating AI agents with Amazon Web Services amplifies cloud capabilities, while partnerships with SAP and IBM can streamline enterprise resource planning and decision-making processes, ensuring that AI-driven insights are operationally effective and beneficial across diverse industries.
Ready-to-Deploy AI Agents
Top 10 AI Agents
Adobe introduced ten pre-built AI agents designed to optimize business processes instantly. These agents cover various functions, from sales and marketing to data management and content production. Each agent is tailored to meet specific business needs and enhance productivity and efficiency. The Account Qualification Agent, for instance, identifies and advances new opportunities within the sales pipeline, while the Audience Agent creates and optimizes high-value audience segments for personalized marketing efforts. Other agents such as the Data Insights Agent and the Data Engineering Agent focus on extracting meaningful insights from vast organizational signals and managing high-volume data tasks, respectively.
Business Integration
The agents are integrated within Adobe’s suite of enterprise applications, including Adobe Real-Time CDP and Adobe Experience Manager, aimed at optimizing workflows and driving productivity. These AI-driven integrations enable businesses to develop robust strategies, enhance customer interactions, and streamline operations. The Workflow Optimization Agent, for instance, monitors ongoing projects and accelerates workflows to ensure timely completion and productivity gains. Furthermore, the seamless integration with tools like Adobe Journey Optimizer and Adobe Customer Journey Analytics ensures that each customer touchpoint is optimized, fostering engagement and loyalty through personalized experiences.
Brand Concierge and Adobe Express
Advanced Customer Interactions
Brand Concierge, an extension of the Agent Orchestrator, is focused on enhancing consumer interactions. Using first-party data, this tool promises reliable and compliant customer engagements, capable of managing complex tasks such as product comparisons. Brand Concierge supports text, voice, and image interactions, facilitating comprehensive conversations that provide customers with tailored recommendations and solutions. This capability is particularly beneficial in understanding consumer sentiment, behaviors, and pain points, allowing brands to fine-tune their approaches and provide more meaningful engagements. The synchronization with sales and marketing teams also ensures that follow-ups are personalized, further elevating the customer experience.
Content Demand and Adobe Express
With a surge in content demand predicted, Adobe Express has introduced new enterprise features. Integrations like Adobe Workfront promise unified workflows, facilitating efficient content creation for organizations worldwide. Lara Balazs, CMO at Adobe, highlighted that the demand for personalized content is expected to at least double this year. To address this, Adobe Express offers native reviews and approvals, customized home access to branded templates and assets, and one-click brand setup. These features enable global organizations like Dentsu, PGA Tour, and Rakuten to efficiently create high-quality content at scale, ensuring that their branding and messaging remain consistent and impactful across various platforms.
New Announcements and Tools
Omnichannel Optimization
Adobe unveiled several new tools to optimize omnichannel experiences. This includes the Adobe Journey Optimizer Experimentation Accelerator, which identifies strategies to improve customer interactions. The Experimentation Accelerator leverages AI to detect trends and analyze new personalization ideas, ensuring that businesses can continually refine their customer engagement approaches. By simulating and assessing different strategies, the tool helps marketers pinpoint the most effective tactics for enhancing omnichannel experiences, thereby driving greater engagement and loyalty.
Web and Campaign Enhancements
Adding to their innovations, Adobe introduced tools like Adobe Experience Manager Sites Optimizer and Adobe GenStudio Foundation. These solutions promise to enhance web traffic, engagement, and campaign management. Adobe Experience Manager Sites Optimizer automates the diagnosis of website issues and provides actionable recommendations to improve performance and user engagement. By addressing technical glitches and optimizing site functionality, businesses can ensure that their web presence remains robust and efficient. The Adobe GenStudio Foundation, on the other hand, provides a unified data source across Adobe’s supply chain solutions, enabling seamless campaign management and performance marketing. This integration streamlines asset creation for display ads, in collaboration with platforms like Microsoft Advertising and LinkedIn Ads, ensuring that marketing campaigns are both effective and scalable.
Conclusion
In 2025, Adobe broke new ground at their annual summit held at the Venetian Hotel in Las Vegas. This event was marked by groundbreaking changes in Adobe’s strategic direction. The focus of this year’s summit was the introduction of innovative AI agents aimed at transforming customer experiences with state-of-the-art technology.
Keynotes and sessions throughout the summit highlighted a significant shift in Adobe’s approach, transitioning from traditional Customer Experience Management (CXM) to a profoundly new concept termed Customer Experience Orchestration (CXO).
This new CXO model seeks to go beyond merely managing customer experiences. Instead, it aims to orchestrate and finely tune them to heighten customer satisfaction and engagement. Adobe’s vision emphasizes a more dynamic and interactive engagement with customers, leveraging AI to predict and respond to needs in real-time.
The summit’s agenda was packed with demos and discussions showcasing how these AI agents would be integrated into Adobe’s suite of tools. This promises a future where businesses can deliver personalized and unparalleled experiences to their customers. The ultimate goal is to empower businesses to create seamless, engaging, and efficient customer journeys.
Through these advancements, Adobe plans to set a new standard in the industry. This summit made it clear that the future of customer experience will be both intelligent and highly personalized, steering Adobe down a path where technology and human interaction harmoniously intersect.
