Adobe launched Adobe Express’s new enterprise capabilities at its annual Adobe Summit conference in Las Vegas on Tuesday. The new product is designed to help businesses streamline content creation processes for customer experience and simplify content creation processes as they grow in demand for personalized participation.
Announcement Mark Adobe’s transition from customer experience management (CXM) to AI-enabled customer experience orchestration (CXO), reflecting how marketing, creativity and AI are integrated to enhance the capabilities of an enterprise. That’s because an Adobe survey found that 89% of businesses expect content demand to double at least this year, and half expect to triple or more, posing challenges for resource-limited marketing teams.
Powering practical AI agents
The new Adobe Experience Platform Agent Orchestrator provides enterprises with a data foundation to build, manage, and orchestrate dedicated AI agents that can interact directly with customers and support the work of Adobe applications and third-party ecosystems.
“Over one trillion experiences are activated each year through Adobe Experience Platform, and the Adobe Experience Platform Agent Enterterator is rooted in a deep, semantic understanding of enterprise data, content and customer journeys,” the company announced.
Adobe has launched 10 dedicated AI agents, including:
- Account Qualification Agents for Evaluating B2B Sales Opportunities
- Audience Agents Analyze cross-channel engagement data to create an optimized audience
- Content production agent that generates and assembles content based on brand guidelines
- Data Insights Agent, used to derive insights from an organization
- Data engineering agent for a large number of data management tasks
- Experimental agents for assuming and simulating new personalized ideas
- Planning a journey agent for cross-channel experience
- Product Consultant Agents that Support Brand Engagement through Personalized Product Discovery
- Website optimization agent for automatically detecting and fixing website problems
- Workflow optimization agent for monitoring project health and simplifying approval
The company also launched Adobe Brand Concierge, described as a “brand-centric agent”, representing the evolution from transaction chatbots to affluent agent experiences. Built on AEP proxy orchestration, the new app allows businesses to configure AI proxy to guide consumers to purchase decisions using personalized conversational experiences across text, voice or images from exploration.
Adobe reported that between July 2024 and February 2025, traffic on U.S. retail sites increased by 1,200%, indicating an increasing consumer interest in AI-guided purchasing assistance.
The proxy orchestration ecosystem includes partnerships with Acxiom, Amazon Web Services, SAP, Genesys, IBM, Microsoft, Microsoft, Rainpocus, SAP and Workday, as well as proxy relationships with Accenture, Deloitte Digital, EY, EY, and IBM.
Adobe’s dedicated AI agent (Adobe)
Adobe Express gets enterprise-level enhancements
Adobe also announced new enterprise capabilities to Adobe Express this summer to address what the company calls “content mess”, in which distributed marketing, social, sales, HR and other teams turn to unauthorized applications due to limited resources.
“Whether it’s a regional marketer responsible for localization and launching full events, or a sales representative who needs to customize the deck for next-day meetings, Adobe Express can help corporate professionals create high-quality content and bring peace of mind to brands and technology housekeepers,” said Govind Balakrishnan, Adobe Express.
New features include:
- Adobe work scope integration for unified audit and approval workflows
- Local Comment and Approval Process in Adobe Express
- Customized homepage ensures easy access to brand templates
- One-click branding setting that automatically extracts and organizes brand logos, colors and fonts
Sakura Martin, Global Head of Brand & Design at Dentsu, which uses Adobe Express across approximately 120 markets, stated: “Adobe Express is filling a critical gap for our distributed marketing teams, enabling them to leverage branded templates from our creative studio to localize. This allows them to activate social content, newsletters, posters, and digital marketing assets 70% faster than before while freeing up 20% more time for our creative team to focus on strategic work.”
Adobe Express is now integrated into Adobe Genstudio for performance marketing, Firefly Creative Production, Adobe Journey Optimizer, Marketo Engagement and Adobe Acrobat. The platform’s add-on market has tripled over the past year, with more than 225 tools, a new platform partnership including Miro, Raksul, a Career and Box, joining existing partners such as Slack, Google, Google, Chatgpt, Hubspot, WebSpot, WebFlow and Wix.
Other enhancements in Adobe portfolio
Adobe announced several other product enhancements at the summit, including:
- Journey Optimizer Experimental Accelerator to help teams identify high impact opportunities and determine winning strategies
- Experience Manager Website Optimizer to improve network traffic acquisition by automated problem diagnosis
- Genstudio Foundation provides a unified interface for Adobe’s content supply chain solutions
- Updated to Genstudio’s performance marketing, including asset creation for ads provided through Microsoft advertising platform and Google Apaind Manager 360, and expanded its B2B use case collaboration with LinkedIn advertising
The new Adobe Express Enterprise features will be available this summer, while other announced products and features can often be part of the Adobe experience platform.
