Adobe has unleashed powerful new AI agents to autonomously build campaigns, create personalised content, promising to change the way you view ads forever.
Its offerings will create targeted marketing strategies based on your company data, and use those strategies to devise and build personalised ad campaigns, including videos with your company branding.
The software giant is promoting 10 new AI-enhanced “agents” to its marketing platform customers at its Australian summit this week.
Workday, Oracle, Salesforce, Amazon, Google, Microsoft, OpenAI, Nvidea and SAP are others offering AI agent solutions.
AI agents are generative AI equipped components that can follow instructions and complete a set of tasks without needing continual human guidance.
In the world of the near future, AI agents used by event organising companies, hotels and transport services might collaborate to organise a conference, including accommodation and transport schedules.
Adobe’s agents cover a large range of marketing tasks, such as data insights and analysis, audience analysis, content production, data management, building sales pipelines, hypothesising and simulating ideas, customer journey optimisation, and workflow optimisation.
The agents were announced in March but the rollout is yet to begin in earnest in Australia.
Head of Product Marketing (APAC) Adobe Jeremy Wood said Adobe was collaborating locally with Marriott to demonstrate how its agents worked.
Mr Wood said with traditional data insights, marketers tried to figure out the performance of their respective marketing activity.
“A lot of the time pulling that data is quite a complex process. We have marketers saying I have to queue that up with the data analyst team, the data analyst team might come back to me within days, might come back with me in weeks.
“Now with agents, that agent can automatically go pull that data, bring it back and visualize it for anybody.”
An agent might also make recommendations about optimisation or nominate campaign strategies that work better. “This really makes it (analytics) accessible to many, many more users.”
Mr Wood said you might ask Adobe’s production agent to create content and imagery for an audience of a certain age group that likes ocean activities and being by the sea.
The agent would use both your branded content and film clips from Adobe Stock to build targeted marketing videos in more than 30 languages.
“We have a great case study with Coca-Cola, who’s done all of this exactly.”
He said customers were free to train their agents on their data.
An AI powered design system co-developed by The Coca-Cola Company and Adobe lets designers train AI models to achieve accurate content creation and quality.
Adobe’s agents are built using a platform called Adobe Agent Orchestrator and can work with third-party ecosystems. Adobe and Microsoft have jointly worked to enable Adobe Marketing to collaborate with Microsoft Copilot. Customers can build and train their agents, and agents might combine skills to complete certain tasks.
Adobe had also developed a consumer facing tool called Brand Concierge, to enhance a company’s communication with its own customers.
There is the elephant in the room; the fear of massive job losses from AI, and specifically agents. For data analytics, that could be the jobs of data scientists.
Like many in this field, Mr Wood is optimistic that AI agents will free up time for higher level strategic thinking.
“We’re seeing … on the enterprise marketing side … that this will free up some very valuable and skilled time. Those employees (will) be able to focus on much higher impact and much more strategically valuable exercises.”
Originally published by The Australian, 7 July 2025