Adobe introduces AI-driven agents, expanded Microsoft integration, and new Firefly Services at Summit 2025, revolutionizing customer experience management and content creation.

Adobe introduced 10 AI-based agents inside its Adobe Experience Platform (AEP) for improving customer experience management and personalization. These AI agents- Data Insights, Audience Optimization, Content Production, Workflow Optimization, and various others improve marketing and creative work and significantly cut down tasks like audience creation from days to hours.

The company introduced Adobe Brand Concierge, an AI solution that facilitates the control of AI agents for personalized customer engagement. These multimodal AI agents leverage Adobe's Real-Time Customer Data Platform and work with Microsoft, Amazon Web Services (AWS), IBM, SAP, and other enterprise applications for customer engagement.

Adobe is enhancing features of generative artificial intelligence through Firefly Services and Custom Models. It is creating such applications for content production for video, 3D, and marketing assets. Further, Adobe GenStudio provides a unified content supply chain solution, while new APIs like Lip Sync and Reframe enable real-time video customization.

Furthermore, Adobe's association with AWS and Amazon Ads gives its customers more visibility into the entire journey, increases data security, and also measures ad performance. Besides, the company is also working with Publicis Groupe on how to put Firefly's generative AI into action for content generation for customized marketing experiences.

Through these innovations, Adobe is bound to transform AI-driven customer experiences, enhancing operational efficiency and scalability for qualified users while retaining brand integrity and compliance.