At the Adobe Summit 2025 in Las Vegas (March 18–20), Adobe unveiled revolutionary updates to its AI platform, promising to redefine customer experience. According to Adobe News, the new Adobe AI Platform merges creativity and marketing, launching the era of Customer Experience Orchestration (CXO), where personalization reaches unprecedented levels.
Let’s break down how it works and what it means for businesses.
The star of the summit was the Adobe Experience Platform Agent Orchestrator — a tool that manages AI agents that automate and personalize customer journeys in real time. Imagine this: after a team meeting about a new campaign, a marketer can ask an AI agent in Microsoft 365 to generate a creative brief, suggest a target audience, propose content, and even launch a workflow in Adobe Workfront, based on the meeting transcript. This isn’t just automation — it’s 1:1 personalization at scale, the holy grail for brands. “Our customers want to create emotional connections and delight consumers,” said Adobe CEO Shantanu Narayen at the opening keynote.
Another innovation is GenStudio Foundation, a unified interface that integrates data from Adobe Experience Cloud and Creative Cloud. It allows marketers and designers to manage campaigns, projects, and analytics in one place. With Content Analytics, companies can measure the effectiveness of content down to individual attributes and optimize in real time. For example, a hotel brand can see whether mountain or city landscapes drive more bookings — and instantly adjust the website accordingly.
Adobe also expanded partnerships with AWS, Microsoft, and Publicis Groupe, integrating Firefly AI for secure content generation. New AI agents like Brand Concierge guide customers toward purchases through immersive and conversational experiences. “We are entering an era where creativity, marketing, and AI converge for true personalization,” said Anil Chakravarthy, President of Adobe Digital Experience Business.
The summit showed that AI can be the bridge between ideas and execution — and we’re here to see how it transforms marketing.
