Adobe has announced the rollout of AI-powered “agents” designed to help brands improve website customer interactions.
While widely known for consumer software like Photoshop, Adobe also provides business-to-business tools, which contributed a quarter of its $21.5 billion revenue in the last fiscal year.
These new AI-driven tools will assist brands in delivering personalized marketing messages based on users’ online behavior. For example, a website can tailor content differently for a young visitor from a TikTok ad versus an older user arriving via a search engine result.
Amit Ahuja, senior vice president of Adobe’s Experience Cloud unit, highlighted that modern users expect chatbot-like interactions on websites, similar to AI assistants like ChatGPT. Adobe’s AI ensures these chatbots provide brighter responses by considering user preferences. For instance, if a traveler visits a booking site after clicking an Instagram ad, the AI can analyze both available inventory and the destination featured in the ad, offering more relevant recommendations.
Adobe also introduces AI-powered marketing tools that let businesses optimize websites without relying on coding teams. Marketers can define their goals—such as increasing online sales—and the AI will suggest and implement the necessary changes, reducing a process that once took months to just a few steps.
