Adobe has been recognized as a Leader in the IDC MarketScape: Worldwide AI-Enabled Marketing Platforms for Enterprise Companies 2025 Vendor Assessment, which evaluates enterprise marketing platforms for their AI-powered personalization and automation capabilities. The report notes that “Adobe provides capabilities for AI-enabled writing, images, videos, campaign automation, and agents to deliver scalable, personalized marketing solutions that enhance marketing efficiency by automating repetitive tasks and optimizing campaigns based on data-driven insights.”

By bringing together AI, creativity and marketing to power the future of Customer Experience Orchestration (CXO), Adobe is fulfilling the promise of personalization at scale. Adobe solutions combine the creation, development and activation of seamless customer experiences across all touchpoints and channels, with advancements in generative and agentic AI. We believe the IDC MarketScape evaluation highlights the value of choosing an enterprise partner that combines AI with data, content and journey workflows to ensure every customer interaction is relevant to the individual and aligned to the brand’s objectives.

According to the report, “Most large enterprises will adopt GenAI and agentic AI as they become available from their existing marketing platforms. Ideally, this will come in the form of native generative AI capabilities and AI agents designed for specific roles, processes, and use cases rather than a DIY development platform that requires intensive support from IT or service providers.”

AI-powered customer experience orchestration.

Adobe Experience Cloud enables marketers to deploy generative AI and AI agents that are seamlessly integrated into existing workflows, purpose-built for teams to orchestrate complex customer journeys and drive business goals. Adobe’s core marketing automation solutions spotlighted in the IDC MarketScape report include Adobe Journey Optimizer, where real-time customer data anchors AI-powered personalization across every channel, along with Adobe Marketo Engage and Adobe Journey Optimizer B2B Edition, which use AI to power the delivery of account-based experiences and enabling enterprises to target buying groups with greater precision.

As AI agents reshape CXO, Adobe recently unveiled Adobe Experience Platform Agent Orchestrator, a new agentic framework that provides the foundation for enterprises to orchestrate purpose-built AI agents that engage directly with customers — while also supporting their experience makers as they work across Adobe applications and third-party ecosystems. A suite of Experience Platform Agents can be leveraged directly within applications such as Adobe Real-Time Customer Data Platform (CDP), Adobe Experience Manager, Adobe Journey Optimizer and Adobe Customer Journey Analytics — augmenting the capabilities of marketing and creative teams to drive personalization at scale.

Optimizing the enterprise content supply chain.

Impactful and personalized customer experiences are anchored in compelling content, but many teams struggle to meet rising customer demands across channels such as social media, mobile and digital advertising. With Adobe GenStudio, enterprises have an end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences. And through applications such as Adobe GenStudio for Performance Marketing, teams can easily leverage advanced AI models—including commercially safe AI via Adobe Firefly — to generate on-brand copy, video and images for marketing campaigns. Additionally, content insights ensure that campaigns can be continuously optimized based on deep performance insights.

In this dynamic era of CXO, Adobe is uniquely positioned to help enterprises bring together creativity, marketing and AI, unlocking the massive opportunity in delivering true one-to-one personalization at scale. Click here to learn more about Adobe’s AI-powered marketing solutions.

Read why Adobe was named a Leader in the IDC MarketScape: Worldwide AI-Enabled Marketing Platforms for Enterprise Companies 2025 Vendor Assessment here.

Adobe was also recognized as a leader in the IDC MarketScape: Worldwide AI-Enabled Marketing Platforms for Midsize Companies 2025 Vendor Assessment.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/generative-ai