At Adobe Summit 2025, Adobe and Microsoft came together to showcase their technology partnership for customers looking to mature their marketing tech stack. Enterprise-level marketing transformations and advanced technology solutions for AI readiness are the core specialties of Adobe and Microsoft as partners — and Adobe Summit was the perfect forum for marketers and technologists to learn more about how to use their Adobe and Microsoft investments to amplify the benefits of both.

Companies everywhere are looking for ways to keep up in the face of market pressure. Marketers, technologists and revenue specialists now share the responsibility of increasing efficiency and productivity for their teams while building a sustainable data strategy to implement new agentic AI capabilities. This means disparate working groups are building strategies and collaborating in more ways than ever to create personalised content at scale and activate customer journeys that build loyalty across every touchpoint. The first agentic application to support this work within Adobe’s broader ecosystem is the Adobe Marketing Agent for Microsoft 365 Copilot — building upon the Adobe partnership with Microsoft and surfacing Adobe’s agentic capabilities within their framework.

In Microsoft CEO Satya Nadella’s LinkedIn post announcing Adobe’s new Microsoft 365 Copilot agents, he highlighted how this new integration helps supercharge people’s creativity and productivity by providing access to intelligent agents that can customise marketer’s workflows, streamline tasks and automate entire processes.

How Adobe and Microsoft agentic capabilities help Coca-Cola get to market faster.

The Adobe and Microsoft Partnership at Summit 2025 kicked off with the mainstage keynote announcement — the announcement begins at 57:52 — that marketers can access Adobe Marketing Agent within Microsoft 365 Copilot. This will enable marketing practitioners to interact with content, journeys, data and insights from Adobe apps using natural language prompts with Copilot directly in the Microsoft 365 apps they are already using — like Word, PowerPoint and Teams.

Then, the Strategy Keynote “Elevate and Empower Teams with Agentic AI for Exceptional Experiences” presented by Amit Ahuja, SVP of Experience Cloud Platform and products at Adobe, highlighted how Adobe is committed to interoperability within partner ecosystems. The demo of Adobe Marketing Agent for Microsoft 365 Copilot — demo begins at 58:43 — helps marketers be more effective, faster and more productive in their workflows.

Using fictitious datasets and workflows from The Coca-Cola Company, the demo illustrates how Microsoft’s powerful AI features in Teams are used by the Adobe Marketing Agent to draught a creative brief for a new campaign based on a group meeting in Teams. From directly within the creative brief Word document, the marketer can ask the Adobe Marketing Agent about top audiences needed to reach their goals and the Agent responds with three segments based on past campaigns with similar goals. Plus, the marketer can see the estimated audience size with information pulled from Adobe Experience Platform. The Adobe Marketing Agent also proactively recommends content that fits the campaign objectives and can be added directly into the brief. When the brief is complete, the Marketing Agent recommends the next steps in the workflow. Further, the Adobe Marketing Agent is constantly looking for ways to improve the marketer’s campaign.

In this instance, the marketer will receive a notification based on the content insights from Adobe Customer Journey Analytics that shows an opportunity to improve engagement by swapping the content on one of their landing pages. The Adobe Marketing Agent knows Coca-Cola's brand standards, so its suggestions are brand compliant. Finally, the marketer can check on campaign performance by asking the Adobe Marketing Agent within Microsoft 365 Copilot chat and receive a visual graph to answer. The marketer no longer needs to ask analysts for reports and can create a PowerPoint from directly within the Microsoft 365 Copilot chat to share the visual results of the campaign.

To learn more about the Adobe Marketing Agent and Microsoft 365 Copilot integration, check out this Adobe Summit strategy keynote — the demo begins at 58:43.

Microsoft wins 2025 Adobe Digital Experience Generative AI/Agents Technology Partner of the Year award.

Adobe’s Digital Experience Partner Awards honour partners who are leading the way using cutting-edge technology to drive meaningful impact for our joint customers. In the Generative AI/Agents category, Microsoft stood out as bringing world-class marketing and generative AI technology from Adobe into the Microsoft 365 Copilot ecosystem. Microsoft’s win showcases the collaboration that integrates sophisticated agentic capabilities into familiar tools and showcases the depth and breadth of the Adobe and Microsoft partnership that is transforming the future of marketing.

Microsoft Fabric, Federated Audience Composition and the data required for agentic AI.

As an essential framework for effectively deploying agentic AI tools, the Microsoft and Adobe partnership also shared how Microsoft Fabric — the powerful data integration and analytics platform — can revolutionise marketing strategies by enabling seamless audience composition across diverse data sources. In the session “Turning Insights into Gold with Federated Audience Composition,” attendees discovered how Federated Audience Composition unifies fragmented data, creating a holistic view of customer behaviour and preferences. Speakers delved into practical scenarios that showcased how to use Microsoft Fabric and Adobe Real-Time CDP to enhance personalisation, drive targeted campaigns and ultimately boost customer engagement and loyalty.

Adobe and Microsoft continued the conversation about supercharging their marketing teams in industries of every kind with Adobe and Microsoft 365 Copilot in a theatre session. With Adobe Marketing Agent and Microsoft 365 Copilot, marketers can spend less time on busy work and more time driving impactful marketing initiatives by automating tasks, providing real-time insights and personalising campaigns without having to leave the Microsoft Office 365 tools they already work in daily.

Another session, “A Day in the life: Using GenAI to Transform the Marketing Function,” brought these initiatives to life by illustrating how agentic AI is driving transformation by increasing ROI, enabling non-technical employees to make informed marketing decisions and optimising budget allocation in real time. Following the session, attendees experienced AI-powered creativity at the Microsoft booth where they designed personalised water bottles using generative AI in Adobe Express.

Industry leaders bring agentic capabilities to life.

In addition to the Adobe and Microsoft partnership information sessions, several exciting events created a space for attendees to join the conversation with Adobe and Microsoft. Industry leaders from both companies — as well as solution integration partners — shared how marketing teams can boost productivity, streamline workflows, make faster decisions with real-time insights and stay current on project plans and health using Adobe Marketing Agent and Microsoft 365 Copilot. While networking with colleagues, customers shared how they harness personalisation with Adobe on the Microsoft Cloud and how procurement teams find ease and speed transacting through Azure Marketplace. At the “Empowering Women in Tech Luncheon” hosted by Adobe, Capgemini and Microsoft, a captivating panel discussion featuring accomplished women brought personal stories and words of wisdom to attendees, including the importance of emerging technologies like agentic AI and its impact on different industries.

Accenture hosted a roundtable about making personalisation possible. IBM, another solution integration expert for the Adobe and Microsoft Partnership, facilitated a roundtable discussion about important use cases for Adobe GenStudio for Performance Marketing. GenStudio for Performance Marketing is designed to generate, activate and optimise on-brand content for omnichannel campaigns by bringing Adobe Creative Cloud and Adobe Experience Cloud together in one application that can be served through Microsoft Advertising Platform.

More from 2025 Adobe Summit.

Summit speakers and sessions made it clear — content and data, powered by integrated tools, deliver transformed customer experiences. With AI as a copilot for shaping the future of marketing and with the expertise of Adobe and Microsoft to unlock the power of personalisation, the marketer’s potential is limitless. Watch Adobe Summit 2025 sessions on-demand, check out demos and learn from industry leaders, executives and more. Welcome to Marketing in the Era of AI.

Learn more and sign up for Adobe Marketing Agent and Microsoft 365 Copilot updates here.

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