Adobe Summit 2025: Key Announcements And What They Mean For Marketers

Tap’s Takeaways From Adobe Summit 2025

“AI steals the spotlight at tech conference” is hardly a unique headline. But Adobe Summit 2025 reminded us why artificial intelligence remains the centrepiece of innovation in customer experience. Specifically, it’s the way creative, marketing, and data joined forces to orchestrate seamless customer experiences that really stood out.

The Big Picture: Creative + Marketing + AI Working Together

Agentic AI Layer

The headline announcement at Summit 2025 was Adobe’s “Agent Orchestrator”. This new layer within the Experience Platform integrates AI agents across workflows. These agents automate repetitive processes, personalise content, and optimise campaigns.

We’ll go into more detail about Adobe’s agentic AI layer below.

Integration Across Silos

Adobe is positioning its product suite as a unified platform enabled by robust AI capabilities. It’s unifying Creative Cloud (think Photoshop, Adobe Express, Firefly) with Experience Cloud (AEM, Campaign, Marketo, Journey Optimizer) to deliver one cohesive platform.

The goal is clear. Adobe wants to break down silos between content creation and customer experience delivery, empowering brands to create personalised experiences with efficiency and scale.

Customer Experience Orchestration

Springboarding off this integration across siloes, Adobe debuted a new mantra at Summit: “Customer Experience Orchestration”. It’s not just about creating tools and analytics, or automating single tasks. It’s about orchestrating every step, from content creation to activation and analysis, to blend cohesive customer journeys.

Adobe is moving toward a system where every interaction is personalised and seamless.

Agent Orchestrator: AI-Powered Task Automation

AI agents are popping up everywhere. Mostly in customer-facing use cases, where an agent—essentially a beefed-up chatbot that coordinates AI tools—gives customers a self-service option.

So, it wasn’t a surprise to see Adobe joining the likes of Salesforce and Bloomreach in announcing AI agents. But Adobe’s approach breaks stride with the competition in a couple of important ways:

1. Designed for independence and interaction: “Orchestration” really means “coordination”, i.e. the orchestrator combines multiple single-function AI tools into a single interface.
2. Simplifies how each agent taps into data: Two agents might compare insights, reducing database calls and data processing times.

The orchestrator also supports third-party tools like Microsoft Copilot for enhanced functionality in multi-vendor enterprise tech stacks. It looks like the goal is for Adobe tech users to eventually be able to:

• Develop custom AI agents tailored to specific business needs.
• Manage all agents through a single, user-friendly interface.
• Execute complex tasks and workflows with high confidence in AI-generated outputs.
• Do less grunt work.

Though still under development with no fixed timeline for release, Agent Orchestrator is central to Adobe’s vision of automation and real-time optimisation.

Out-of-the-Box Agent Capabilities

We met 10 specialised agents at Adobe Summit 2025. They’re out-of-the-box agents designed to tackle specific tasks. Here are some examples:

• Audience Agent: Helps marketers segment audiences based on campaign requirements using natural language prompts.
• Site Optimisation Agent: Crawls websites to identify broken links, conversion bottlenecks, PHP improvements and other CX opportunities.
• Content Production Agent: Generates and assembles content based on briefs.
• Data Insights Agent: Simplifies the process of deriving actionable insights from organisational data.
• Workflow Optimisation Agent: Monitors project health and streamlines approvals.

These pre-built agents aim to directly address common pain points experienced by marketing and CX teams—especially time management. The key differentiator is that Adobe’s AI agents aren’t just rule-making machines. They’re designed to interact and act independently, working on repetitive tasks in the background while marketers focus on strategy.

Open Ecosystem Approach

As we mentioned, Adobe’s design embraces open ecosystems, meaning it’s possible to integrate third-party platforms and agents with Adobe’s orchestrator.
While this might seem out of step with the unified platform approach, it’s a clear recognition of the multi-vendor reality of large enterprises. Kudos to Adobe for leaning in rather than locking down.

AI Agents Collaborating Across the Content Supply Chain

Orchestration doesn’t end with isolated tasks, or even with entire campaigns. Adobe’s vision sees AI agents working together seamlessly across the content lifecycle, with an emphasis on content creation and optimisation.

From generating assets to optimising their use across channels in real time, Adobe sees generative AI tech (particularly Firefly and Express) fundamentally changing how marketing teams approach content creation and manage the content supply chain.

GenStudio Streamlining the Content Supply Chain

Adobe’s vision for a fully optimised content supply chain relies on platforms it’s calling “GenStudios”. Essentially, these integrated platforms consolidate content creation tools—Creative Cloud, Firefly, AEM, Frame.io, Workfront—into a single application for streamlined workflows.

Teams can create assets, manage approvals, store content in a DAM (digital asset management), and deliver it across channels, all in one place.

The GenStudio model is built on the same agentic AI framework. Adobe debuted a couple of GenStudio examples at Summit 2025, with more in the pipeline.

• GenStudio for Content Analytics: By analysing granular performance metrics, like which creative elements (e.g. a specific colour palette or image) work best, GenStudio provides actionable insights to improve content relevance and continuously refine experiences.
• GenStudio for Performance Marketing: Designed for marketers, this module focuses on optimising campaign content at scale. It taps into the brand’s content library to generate on-brand material rapidly. Whether it’s social ads, emails, or display banners, the system is built to streamline content production at scale.

And in case you’re wondering? Yes, the two GenStudios work together. You’ll eventually be able to automate the cycle of creating, serving and analysing customer experiences.
In fact, this is a core element of the comprehensive “Unified Customer Experience” offering for B2C brands.

Use Cases for B2C Brands

What does all this mean in the real world? It’s a bit of a leap from where most brands are today to where Adobe wants them to be. Don’t worry—it’s only a matter of time.
But if we’re talking about near-term realities or intermediate steps, there were three that stood out to us:

1. Workflow and planning: Aligning work to strategy, streamlining workflows and approvals, and ultimately shortening time-to-market. Native integrations between tools like Workfront, Frame.io and AEM Assets will mean less repetition and more collaboration.
2. Asset management: Personalisation is a universal goal, but agility in content turnaround time remains a challenge. Integrating analytics, asset management, and generative AI will enable brands to identify, repurpose, and serve relevant content faster, adapting to audience characteristics.
3. Reporting and insights: By combining GenStudio offerings, CMOs and leaders will get better access to performance and ROI insights with fewer reporting delays. It’ll help enterprise brands (B2C and B2B alike) understand what’s actually working.

Underpinning all this is new capabilities in customer-centric experiences. Reading between the lines of Adobe’s Summit announcements, we start to see that everything they’re doing is designed to enable customer centricity and experience management, helping brands mature beyond batch-and-blast campaigns.

Unifying the B2C Customer Experience

Unified Customer Experience is a rebrand of “Personalised Insights and Engagement” which B2C brands will be familiar with. The new name reflects the broader move away from single-touchpoint optimisation towards delivering cohesive omnichannel experiences.

It also demonstrates that the industry as a whole is focusing on value. This might be more of a rhetorical point. Still, it’s important when we talk about a brand’s reasons for investing in tech or digital transformation.

The solution stack includes AEP, AJO, Campaign, Workfront, AEM Sites, CDP tools, and Content Analytics. Functionally, these tools help consumer brands unify data, orchestrate planning, and deliver personalised experiences at scale. From a value perspective, they create a cohesive solution for customer acquisition that drives and—crucially—clarifies ROI from marketing activities.

Transforming B2B Go-To-Market Strategies

The B2B customer experience was certainly not forgotten at Adobe Summit 2025. Following a similar ‘unification’ vibe, Adobe has done a lot to translate B2C tools into a B2B model.

• B2B Version of Adobe Journey Optimiser: Designed specifically for the B2B data model and supporting a new concept of “buying groups”.
• Buying Group Targeting: Enables marketers to target different stakeholders within enterprise organisations based on their roles in the purchasing process.
• B2B Customer Journey Analytics: Adapted for B2B customer journeys and account-based analysis.
• B2B Version of Real-time CDP: Optimised for B2B data models and use cases.

This expansion represents Adobe’s strategic push to compete more effectively in the B2B marketing technology space, moving beyond Marketo as its headline B2B offering.

Brand Concierge

Another big release built on the agentic AI framework is a new Brand Concierge. This is essentially a way to interact with AI agents using natural language queries.
There are really two Brand Concierges: one for users and another for customers.

Brand Concierge for Marketers and CX Creators

A unified, ChatGPT-style interface helps internal teams coordinate their AI agents. This makes it easier for marketers to keep track of operations, ask natural-language questions about campaign performance, and get suggestions all from one central dashboard.

Brand Concierge for Customers

Imagine a travel website where customers can simply type in, “Looking for a holiday for two adults with mountain hikes and good food,” and immediately get tailored offers. This customer-facing capability drives personalised experiences without the need for complicated setups.

Again, this is still in development, and we saw limited demos at Summit. However, the message is that Brand Concierge represents Adobe’s vision for AI-assisted interactions that maintain brand voice while delivering personalised experiences.

Adobe’s Vision for the Future of Customer Experience

Adobe Summit 2025 revealed a clear strategic direction focused on unifying content creation, experience delivery, and intelligent automation through AI.

Introducing Agent Orchestrator, Brand Concierge, GenStudio, and enhanced B2B capabilities demonstrates Adobe’s commitment to evolving from a provider of point solutions to an integrated platform for customer experience orchestration.

The biggest winners might be organisations that already leverage Adobe technologies. To be clear, the old guard isn’t going away. Adobe has no plans to scale back on platforms like Campaign, Marketo, Journey Optimiser, or Analytics.

Rather, the developments debuted at Adobe Summit 2025 point to where things are going. Cohesive customer experiences, managed by marketers from a strategic perspective, enabled by AI and automation, and supported by an integrated data ecosystem.

What Should You Be Doing Today?

It’ll be a while before some of these new capabilities move from announcement to availability. But when that boat pushes out, you’ll want to be onboard and not waving from the shore.
If you want to understand how these innovations align with your CXM strategies, and prepare for potential implementation or migration paths, we’re here to help.