Adobe, known for design software such as Photoshop and Illustrator, has transformed into an AI-based marketing solution corporation. At the Adobe Summit 2025 held at the Venetian Convention Center in Las Vegas on the 18th (local time), Adobe's custom marketing innovation technology utilizing generative AI and agent AI was unveiled. Agent AI refers to AI that automatically performs and manages specific tasks.
◇ “One-stop from advertising production to performance analysis as CXO”
On this day, Adobe emphasized the concept of "CXO (Customer Experience Orchestration)," which significantly shortens the production time for brand advertising campaigns through AI automation technology, providing real-time personalized marketing.
Anil Chakravarthy, president of Adobe's Digital Experience institutional sector, noted in his keynote speech, "Corporations need to provide increasingly personalized experiences to customers," announcing the onset of the "CXO era," where creativity, marketing, and AI converge.
CXO is a marketing method that automatically provides optimal content according to the characteristics of each customer using AI. The core principle is to go beyond simple data analysis to detect customer behavior in real-time and deliver personalized advertisements and messages based on that.
At the summit, the automation of advertisement production drew attention. Lara Balazs, Adobe's Chief Marketing Officer (CMO), said, "Using AI can complete advertising planning and design work that typically takes more than a month within a day."
Adobe demonstrated real-time advertisement production utilizing generative AI. Previously, the process from advertisement planning to final production took several months. Designers and marketers collaborated to set concepts, create drafts, and undergo multiple revisions and reviews, which was time-consuming. Additionally, the manual conversion of advertisement sizes and formats for various channels, such as TV, online, and social media, also contributed to the lengthy process.
However, by utilizing Adobe's "Firefly" generative AI, users can instantly generate high-quality advertisement images that align with brand guidelines just by entering a text prompt.
Additionally, Adobe has integrated marketing processes from planning, production, distribution, to performance analysis through "Adobe GenStudio." Previously, when marketers planned advertisements, designers created images, and performance marketing personnel had to optimize for each channel. Now, AI within GenStudio automatically optimizes designs, analyzes performance, and can immediately adjust advertisement materials.
Adobe also introduced "Adobe Content Analytics," which can maximize advertisement effectiveness. This feature precisely analyzes the performance of advertisements, images, and banners, allowing real-time identification of what elements increase consumer conversion rates. For instance, if a specific product advertisement with a red background records a higher click-through rate, AI automatically analyzes this to optimize the advertisement materials.
◇ “Marketing optimization with customized AI solutions for corporations”
On this day, Adobe also unveiled a new AI agent that automates digital marketing altogether. The "Agent Orchestrator" of Adobe Experience Platform is a solution that helps corporations automatically provide personalized services to customers using AI. It collaborates with IBM, Amazon Web Services (AWS), Microsoft (MS), SAP, and others to support AI-based tasks such as customer engagement, employee management, collaboration, productivity enhancement, and data analysis.
Chakravarthy explained, "Corporations use various AI tools for marketing automation, but integrating them was not easy. By utilizing the Agent Orchestrator, individual marketing AI systems can be easily consolidated for operation."
Adobe also presented "Adobe Brand Concierge," which allows AI to guide consumers interactively from product exploration to purchase. For example, when customers search for specific products online, AI automatically provides personalized recommendations through the brand concierge and connects them to the purchase. A version for B2B (business-to-business) corporations is also available, enabling corporations to segment potential customers and automatically generate tailored content, as well as link follow-up marketing.
Adobe explained that global corporations are achieving results by implementing real AI-based marketing. According to Adobe, major corporations such as Coca-Cola, General Motors (GM), Delta Air Lines, and Sony have advanced their digital marketing using the Adobe Experience Cloud. Previously, marketing personnel had to analyze customer data directly to establish advertising strategies, but now AI automatically generates and distributes optimized advertisements for each customer through real-time analysis.
Narayen CEO stated, "In the AI era, it is most important to refine customer experience personalization," adding that "Adobe is building a comprehensive solution that optimizes brand experiences using design, marketing, and AI."