Adobe unveils AI brand attribute-based agent

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Adobe has unveiled its strategy and product offerings for agentic artificial intelligence (AI) at the Adobe Summit on Tuesday (18 March). This includes agent orchestrator, a new capability in Adobe experience platform that provides the data foundation for businesses to orchestrate purpose-built AI agents to engage directly with customers, and to support the daily work across Adobe applications and third-party ecosystems.

Adobe experience platform, used by companies to connect real-time data across their entire organisation, with insights that power impactful customer experiences, aims to be the anchor for the next wave of AI agents.

In a statement, Adobe noted that the agent orchestra helps companies mobilise AI agents using data, content, and workflows, supported by decision science and language models. These AI agents are designed to optimise websites, refine target audiences, and drive experimentation efforts.

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Adobe introduced concepts of several AI agents, including:

Account qualification agent: Aids in boosting B2B sales opportunities.
Audience agent: Leverages engagement data for tailored campaigns.
Content production agent: Enhances content production processes while adhering to brand guidelines.
Product advisor agent: Provides personalised product suggestions.
Site optimisation agent: Seeks to enhance website performance with automated issue detection.

Further elements focus on data insights, data engineering, experimentation, journey, and workflow optimisation.

Adobe also unveiled its brand concierge application, which according to Adobe, advances beyond traditional chatbots to offer enriched, brand-attribute-based agent experiences, personalised via customer data. It is designed to help consumers in their purchasing decisions through various interaction mediums, including text, voice, or image.

To strengthen interoperability, Adobe declared partnerships with numerous key companies such as Acxiom, Amazon Web Services, IBM, and Microsoft. These partnerships aim to facilitate seamless use-case executions in sectors such as customer service, enterprise resource planning, and data management.

Additional updates from Adobe's summit include developments in the Adobe journey optimiser experimentation accelerator and enhancements to Adobe GenStudio for performance marketing, featuring expanded collaboration opportunities with LinkedIn ads.

Adobe's initiatives underscore the company’s commitment to employing AI for increased personalisation and customer engagement, aligning with its broader goals for advancing digital marketing and creativity.

Adobe isn't the only company in recent times to be integrating AI in its platforms to support daily work. In February, OOH advertising technology developer Broadsign unveiled a preview of an AI-powered creative categorisation and approval feature coming to its platform later this year.

The Broadsign AI assistant is a tool designed to reduce the time media owners spend on repetitive tasks such as reviewing, categorising, and approving incoming ad creative from programmatic bids sent via demand-side platforms (DSP).

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