At Adobe Summit 2025, Adobe introduced major innovations in AI-powered customer experience orchestration. The company unveiled the Adobe AI Platform, which integrates AI agents and models across Adobe and third-party ecosystems to enhance personalization and automation. Key announcements included the Adobe Experience Platform Agent Orchestrator, enabling businesses to manage AI agents for customer engagement and workflow automation.

Adobe expanded its generative AI capabilities through Adobe Firefly, integrating commercially safe AI models across creative and marketing workflows. New features in Adobe GenStudio aim to optimize the content supply chain, streamlining content creation and management. The company also highlighted strategic partnerships with major firms such as Microsoft, Amazon Web Services, IBM, and Publicis Groupe to improve AI interoperability.

New offerings include Adobe Brand Concierge, an AI-driven solution for personalized customer engagement, and Adobe Content Analytics, which measures content performance in real-time. Adobe also introduced AI-powered tools for optimizing websites, automating repetitive tasks, and enhancing B2B marketing through targeted customer interactions.

Adobe's innovations position it at the forefront of AI-driven customer experience orchestration, helping brands like Coca-Cola, Delta Air Lines, and Marriott International deliver personalized digital experiences at scale.