At Adobe Summit Las Vegas 2025, held March 18–20 at The Venetian Resort, digital leaders, marketers, and technologists came together to explore the next era of personalized, data-driven experiences. Among the standout sessions, Thursday’s keynote on Agentic AI marked a defining moment in the evolution of customer experience strategy.
Throughout the session, Adobe introduced its vision for agentic AI—a new framework for deploying intelligent agents that act on data, customer behavior, and enterprise content in real time. From productivity gains to enhanced personalization, this innovation promises to transform how brands engage with their audiences.
Why Agentic AI Is the Next Big Leap
Artificial intelligence has already impacted marketing automation. However, agentic AI takes it several steps further. It introduces purpose-built agents capable of executing tasks, learning context, and interacting across systems.
Agentic AI Defined
Agentic AI refers to autonomous, collaborative AI agents designed to operate within enterprise ecosystems. These agents manage tasks like content creation, data interpretation, workflow optimization, and digital personalization with minimal human input.
Adobe’s Approach to Agentic Functionality
With Adobe Experience Platform (AEP) as the backbone, Adobe presented Agent Orchestrator—a new product enabling marketers to build, manage, and deploy intelligent agents across marketing, sales, and service operations.
Key capabilities include:
- Orchestration across ecosystems, including Adobe and third-party platforms.
- Deep semantic understanding of customer data and business context.
- Multi-agent collaboration to streamline marketing execution.
Adobe Experience Platform as the Engine
Adobe’s agentic innovation runs on AEP, a foundation trusted by the world’s leading brands. AEP unifies first-party data, content assets, decisioning logic, and AI models, enabling real-time engagement.
The Scale of AEP
Currently, AEP activates over one trillion experiences annually. Its real-time CDP integrates enterprise data, aligning it with Experience Data Model (XDM) schemas. This provides consistency and accuracy in customer engagement strategies.
What’s New in AEP
Adobe unveiled the Agent Orchestrator, along with a suite of 10 AI Agents. These out-of-the-box tools are designed to supercharge marketing and creative teams.
Meet the Ten AI Agents Introduced
Each agent is built with a specific role, aligned with tasks marketers perform daily.
- Content Production Agent – Automates generation of brand-compliant content at scale.
- Audience Agent – Builds, segments, and activates high-value audiences using engagement data.
- Journey Agent – Manages and optimizes cross-channel customer journeys.
- Experimentation Agent – Runs channel experiments and optimizes strategies in real time.
- Product Advisor Agent – Personalizes shopping recommendations based on preferences and behavior.
- Data Insights Agent – Transforms signals into actionable marketing intelligence.
- Site Optimization Agent – Automatically enhances web performance and usability.
- Workflow Optimization Agent – Accelerates collaboration by identifying inefficiencies and streamlining approvals.
- Data Engineering Agent – Handles data integration, security, and transformation across systems.
- Account Qualification Agent – Drives B2B growth by identifying and prioritizing new opportunities.
Each agent can operate independently or in tandem, offering dynamic and adaptable AI decision-making for enterprise teams.
Brand Concierge: AI Meets Human-Centered Design
One of the most anticipated announcements was Brand Concierge, an AI-powered brand experience application.
Unlike traditional chatbots, Brand Concierge delivers multimodal, immersive interactions that incorporate voice, image, and text. It uses first-party data, brand guidelines, and customer insights to provide hyper-personalized, real-time conversations.
Built for B2B and B2C Experiences
Brand Concierge adapts to different business models. In B2B, it supports sales enablement and account-based marketing. In B2C, it assists customers with product discovery, comparison, and purchase decisions—all within a brand-controlled environment.
Key capabilities:
- Tailored engagement based on customer history.
- AI agents trained on brand-specific content.
- Seamless collaboration with sales or support teams.
Agentic AI in Action: Real Use Cases
Adobe shared powerful examples of how agentic AI is already transforming marketing workflows.
Accelerated Content Production
The Content Production Agent takes a creative brief and generates multiple asset variations—each aligned with brand standards. This helps marketing teams scale creative output without sacrificing quality.
Enhanced Experimentation
With the Experimentation Agent, marketers can simulate campaign ideas, analyze potential outcomes, and activate high-performing content—all within Adobe Experience Cloud.
Smarter Data-Driven Decisions
The Data Insights Agent identifies customer behavior trends, suggests actions, and provides forecasts. These insights inform journey mapping, segmentation, and campaign strategy.
Why This Matters for Marketers and Technologists
Agentic AI marks a fundamental shift. No longer are AI tools reactive. With Adobe’s agent architecture, they’re proactive collaborators, capable of anticipating needs and driving meaningful actions.
Efficiency and Scale
By offloading repetitive tasks to AI agents, creative and marketing teams gain time for ideation and innovation.
Deeper Personalization
Agents work with data in real time, allowing businesses to tailor messaging at the individual level. This improves ROI across customer touchpoints.
Enterprise-Level Governance
Adobe’s agentic AI is built with compliance, governance, and transparency in mind. All agents follow organizational rules and ensure regulatory standards are upheld.
Strategic Ecosystem Partnerships Expand Possibilities
Adobe emphasized that agentic AI cannot exist in isolation. That’s why it unveiled strategic partnerships with Microsoft, AWS, IBM, SAP, Genesys, and others.
Together, these integrations support:
- Unified data pipelines across platforms.
- Multi-agent interoperability.
- Enhanced enterprise scalability.
Additionally, Adobe is working with Accenture, Deloitte Digital, EY, and IBM to drive industry-specific implementations across sectors like healthcare, retail, finance, and travel.
Data-Backed Trends from Adobe Analytics
New insights released during the session demonstrated real-world demand for AI-driven experiences:
- 1,200% increase in traffic from AI-powered chat to U.S. retail sites (February 2025).
- 1,700% increase in AI-powered traffic to travel sites.
These numbers highlight consumer appetite for conversational, intelligent digital experiences.
The Bigger Picture: Agentic AI Transforms Business Operations
Agentic AI isn’t just about marketing. It touches every layer of enterprise infrastructure.
- Customer service teams can automate support with sentiment-aware AI.
- Sales departments can optimize funnel progression with intelligent qualification.
- IT departments can leverage AI for data security, compliance, and system efficiency.
Adobe’s approach ensures that these capabilities work together in harmony—powered by the same real-time data layer.
Conclusion: Adobe Summit Las Vegas 2025 Set the Standard for AI-Driven Experience
Thursday’s session on agentic AI at Adobe Summit Las Vegas 2025 made it clear: the future of digital experience will be intelligent, connected, and deeply personal.
Adobe’s innovations—especially Agent Orchestrator, AI Agents, and Brand Concierge—are reshaping how companies build, deliver, and optimize customer journeys. By unifying creative and technical workflows, Adobe empowers organizations to create experiences that are not only memorable but scalable.
As businesses seek to adapt to a fast-changing digital landscape, agentic AI will be the competitive edge they need to stay ahead.
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