Adobe Introduces Smart AI Agents for Marketing

Adobe is introducing a suite of AI-powered marketing agents designed to simplify campaign creation, improve sales efficiency and make data insights more accessible. These tools have the potential to reshape roles in marketing and data analysis as automation takes on more complex tasks.

Currently, Adobe is highlighting these AI capabilities at its Australian summit. The company is presenting 10 new digital agents created for marketing professionals. These tools cover a wide range of functions including content creation, campaign optimisation, data visualisation and customer journey analysis. Adobe now joins other major tech companies such as Google, Microsoft and Amazon in the race to embed AI more deeply within enterprise marketing systems.

Although not yet fully deployed in Australia, the agents are already setting high expectations. One tool can instantly access and interpret marketing data, handle responsibilities that once required full-time analysts and generate clear visual dashboards. Another agent designs complete video campaigns using brand assets, Adobe's stock footage and targeting data in multiple languages.

These AI tools are powered by the Adobe Agent Orchestrator platform and integrate smoothly with external services like Microsoft Copilot. The agents adapt using a company's own data and branding standards, allowing for highly personalised content. One feature, Brand Concierge, is designed to enhance customer communication. Other features include tools for automating workflows and simulating marketing strategies.

Looking ahead, Adobe's focus on AI-driven marketing could significantly transform daily operations in creative and data-focused roles. While there are concerns about automation reducing the need for some jobs, especially in data science, Adobe believes the technology will allow professionals to shift their focus toward strategic work rather than routine tasks.

Source: The Australian, Adobe Newsroom, Tap CXM