Adobe's transformation over the years has resulted in a comprehensive suite of products covering creative, campaigns, advertising, publishing, e-commerce, and analytics, establishing itself as a business growth platform. The shift to a subscription model in 2013 marked a significant milestone in Adobe's success. During the Adobe Summit held from March 17 to 20, 2025, and through various early briefings for industry analysts, it became evident that Adobe has matured into a robust solution for marketing efficiency spanning all aspects from creation to production and analysis. It’s not that the Adobe brand is new, but their portfolio has been expanding and becoming an all-encompassing platform for customer-facing innovation. A conversation with a former colleague who now serves as a CMO underscored the high regard customers have for Adobe Experience Cloud, and they are leaders in the data that SoftwareReviews collects on customer satisfaction.
Here are the highlights from Adobe's latest announcements. Organizations should keep these on their radar to enhance their creative and marketing campaigns and to craft personalized customer experiences that truly stand out.
- Unified product experience: Adobe brings these products together, making them convenient for enterprise creative and marketing teams: Adobe Experience Cloud [Adobe Analytics (a leader in the SoftwareReviews Web Analytics Data Quadrant), Customer Journey Analytics, Adobe Experience Manager, Adobe Campaign, Target, Adobe Advertising, Adobe Audience Manager (Data Management Platform DMP), Adobe Journey Optimizer, Adobe Marketo Engage, Adobe Real-Time Customer Data Platform (CDP), Adobe Mix Modeler, Adobe Workfront, and Adobe Commerce]. Adobe is making it easier for customers with multiple products to have them all work together seamlessly.
- AI where it’s needed:
- Multiple AI Agents: Adobe introduced ten new AI agents across its portfolio, which are incorporated into its tools across content creation, customer data management, and journey optimization. These agents perform tasks such as generating personalized content, segmenting audiences, and optimizing workflows.
- Adobe Experience Platform Agent Orchestrator: The Agent Orchestrator, built on Adobe Experience Platform, manages and orchestrates all the AI agents – across Adobe and third parties – through a single interface, with a foundational CXO-oriented knowledge base and decision science, along with language models that enable dynamic and adaptive reasoning.
- Craft new creatives using AI: In almost every aspect of the Adobe Ecosystem, generative AI is embedded for creating images, videos, and text, enabling rapid content generation for multichannel campaigns. It allows existing customers to accelerate content production, such as creating ads or social media assets, in minutes while maintaining brand consistency and saving time and costs. Finally, this capability can be customized to the customer’s brand guidelines and includes a workflow for overview and approval.
- Experience personalization: The Adobe Brand Concierge uses the visitor's history and past preferences to tailor their experience. These tools assess the best way to communicate with each person, ensuring every message or interaction feels personal, aligns with the brand (such as using the correct tone or logo), and helps customers make a purchase. Adobe Brand Concierge has made this leap forward using AI to create these personalized experiences. It uses agentic AI to help businesses personalize their customer connections and increase engagement. With this feature, Adobe could directly compete with companies in the enterprise search sector striving to create personalized experiences using AI.
- Multichannel advertising: Using Adobe GenStudio for Performance Marketing, marketers can create on-brand creative assets and send them directly to ad platforms like Microsoft Advertising, Meta Ads, Google Campaign Manager 360, and LinkedIn Ads, among others. With this capability, marketers can also create ads for CTV and streaming services. That is exciting.
- Text rendering: Anyone who has created an image using Gen AI has likely noticed that the text rendering is mediocre at best. It often produces characters outside of the alphabet and creates nonsense amid an otherwise precise image. Adobe’s new text rendering capabilities within Adobe Firefly are a level above what we have seen up until now, creating beautiful images with accurate text.
- Multilingual translation: The Translate and Lip Sync API, powered by Adobe Firefly Services now offers multilingual audio translations in video at the click of a button, which our multilingual analysts found to be accurate, quick, and beautifully represented.
Multiple AI agents: Adobe introduced ten new AI agents across its portfolio, including tools for content creation (e.g. Firefly), customer data management, and journey optimization. These agents perform tasks such as generating personalized content, segmenting audiences, and optimizing workflows.
Agent Orchestrator: The Agent Orchestrator coordinates all the AI agents including agentic AI, automating repetitive tasks, and enhancing customer engagement and content delivery by coordinating the agents.
What should customers expect the impact of the new Adobe announcements to be?
- Better conversion: Adobe customers should expect to see improved conversion rates from the highly visual and personalized content that can be created at every stage of the customer journey.
- Time savings and increased efficiency: Accessible workflows with embedded AI should reduce time and back-and-forth between various teams to launch campaigns faster.
- Brand safety: Designed to keep AI-generated content on brand, it is very comforting for customers that Adobe Agents will ensure the brand guidelines are followed.
Limitations of Adobe:
While Adobe has made significant strides in creating a unified experience and enhancing its AI capabilities, the platform remains best suited for enterprise-level implementations due to its complex and interconnected ecosystem.
Adobe Experience Cloud performs exceptionally with properly configured implementation supported by clean data and solid integrations. However, many organizations, especially smaller ones, may face lengthy and challenging deployments. In contrast, smaller or specialized tools designed to solve a single problem often offer faster time-to-value. Overall, despite its complexity, Adobe remains one of the most comprehensive and robust enterprise marketing solutions we’ve evaluated this year.
Conclusion:
The Adobe team has worked diligently to integrate several tools in a relatively short period, and the scale and scope of the AI in such a short time are commendable. Adobe will have to work hard to ensure that the adoption of these AI-driven innovations is high, as not every customer’s process may move as quickly.
In briefings, the Adobe team assured analysts that there are sufficient guardrails for governance and that customer content will not be used to train any models outside of the customer's environment. How Adobe models are trained should be regularly reviewed as AI advances and the models are continually updated.
Adobe Experience Cloud, while designed for enterprises, is still a fit for high-growth companies. We have seen high-growth companies use Adobe at a mid-size level, enabling them to grow with a solid foundation for content, creativity, and campaigns.
If you are in the market for a platform that unifies your marketing and creative efforts, allowing you to launch campaigns and optimize quickly, the Adobe Experience Cloud should be on your consideration list.
References:
- “Adobe Brings AI Agents to Adobe Experience Cloud for Businesses to Deliver on the Promise of a Unified Customer Experience.” Adobe, 18 March 2025. Accessed 19 March 2025.
- “Adobe Launches Adobe Experience Platform Agent Orchestrator for Businesses to Activate AI Agents in Customer Experiences and Marketing Workflows.” Adobe, 18 March 2025. Accessed 19 Mar. 2025.
- “Top Digital Asset Management Software Awards 2024.” SoftwareReviews. Accessed 19 Mar. 2025.
- “Adobe Summit 2025: Adobe AI Platform Unites Creativity and Marketing to Define the New Era of Customer Experience Orchestration.” Adobe, March 2025. Accessed 19 Mar. 2025.
- To get the most up-to-date and detailed information on specific pricing and packaging, you can explore product pricing and packages for Adobe Experience Cloud.
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