Join us to hear more about all of these announcements and get your questions answered during our biweekly “ask me anything” sessions in Adobe Target’s Experience League Community, launching 6 May

As we demonstrated at Adobe Summit 2025, we’re at an inflection point in the ability to quickly deliver personalisation at scale. In the past, personalisation teams were slowed down by manual methods for unifying datasets, optimising customer engagement and revenue, generating content variations and understanding how to execute a highly performant strategy.

Several years ago, Adobe solved for the issue of synchronising data from all sources with the announcement of the foundational Adobe Experience Platform. And this year, there’s been another major leap forward with the announcement of Adobe Experience Platform Agent Orchestrator. This is a foundational agentic framework with purpose-built, customisable agents using AI to automate manual tasks across Adobe’s portfolio of products, along with surfacing valuable insights and optimising strategies faster than ever before.

A redesigned Adobe Target interface.

We know how much effort it takes to identify, develop, build and execute tests and personalisation activities that resonate and deliver value. And Adobe Target had major announcements at Summit too, delivering leaps forward in governance, activity creation, content generation, insight development and outcome projection with generative experiments.

For starters, we’ve redesigned a completely new user interface built on a highly performant React Spectrum framework that remains intuitive for current practitioners but incorporates a platform-native design for more fluid interoperability with applications such as Adobe Journey Optimizer, Customer Journey Analytics and Real-Time CDP. We improved all libraries, workflows and functions across the product — from improved governance in the activity library, auto-completion of profile scripts, more efficient audience creation with bulk actions, faster recommendations activity creation and a new Visual Experience Composer with an AI Assistant for content generation with AI-assisted text and image generation rolling out to customers soon. Learn more about the power of generative AI for content generation in Adobe Target in Prudential’s Summit session.

We’ve launched a beta for the Journey Optimizer Experimentation Accelerator, an add-on module integrated with Adobe Target. It delivers in-line workflows and reduces guesswork by using Adobe’s new AI experimentation agent to generate insights and suggest new test ideas. This tool analyses all activity data from Adobe Target and applies generative AI models to recommend optimisations and identify the next best activities in Target with the highest projected lift. Joining the beta is simple and requires no changes to your current set-up. Learn more in the Adobe.com Summit session, where Experimentation Accelerator drove more test variations, higher win rates and revenue growth.

In the new beta for AI Assistant for product knowledge, we’ve used generative AI for enhanced guidance, best practices and even use case suggestions within our new Target interface. It responds to user queries on each subject, citing specific text, examples and links from our documentation and Experience League.

We also introduced enhanced speed and governance to the activity creation process with a new auto-created test integration with Adobe Workfront Fusion. The Home Depot used this integration to deliver a 4x reduction in time to activation for their activities.

Additionally, we shared an additional new option within Target with our beta for Content Deliver network (CDN) Experimentation — enabling near-latency-free deployment of Target. This beta allows using edge workers like Akamai for areas of digital experiences, such as feature flag experiments, where performance is sensitive.

And there’s more to share on the roadmap to enhance our experimentation and personalisation practitioners’ need for speed and performance.

The time is now for rapid personalisation at scale.

It's an exciting year for taking your programme strategy and execution to the next level in speed, intelligence and accuracy with all we’ve introduced in Adobe Target. We look forward to exploring how these new generative AI features and integrations accelerate the momentum in your programme!

Drew Burns is group product marketing manager for Adobe Target — the industry-leading experience optimisation platform. He has been an evangelist and a practitioner in the personalisation and testing space for 15 years. He works with progressive enterprise companies across industries on building and maturing their optimisation and personalisation efforts, strategies and programs leveraging manual and AI and machine learning capabilities.

At Adobe, he works with the leading enterprise companies in retail/ecommerce, travel and hospitality, financial, media and publishing and B2B/ high tech to improve and grow their optimisation and personalisation efforts, strategies and programmes.

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