Human creativity isn’t going anywhere — and we’ve always understood this fundamental truth at Adobe. That’s why we believe the real opportunity for enterprise AI is not to replace talent, but to scale your best talent. Despite the noise around AI taking over, the Adobe 2025 AI and Digital Trends report revealed that 69% of senior executives plan to invest more in talent.

For decades, we’ve built the technology that the world’s leading brands use to tell their stories, express their identities, and design experiences that stand out. With the announcement of our Adobe Experience Platform Agents at Adobe Summit 2025, our human-centered AI approach is expanding to unlock more potential for creativity and strategic marketing. By integrating generative models and new agent capabilities into everyday creative and marketing tools, we're enabling teams to enhance their expertise and skills while providing more opportunities to create customer experiences with greater creativity, strategy, and innovation.

How teams engage with each other is evolving.

Creative and marketing teams are being asked to do more — both as individual teams and close partners. And with new AI advances, teams are seeking ways to gain new efficiencies and enhance customer intelligence.

Adobe Agents are purpose-built for how creative, marketing, and technology teams collaborate. Powered by Adobe Experience Platform, these agents draw from customer data and content to ensure every action they take is smart, relevant, and expertly aligned with business goals.

They do more than just handle tasks. Thanks to Adobe Experience Platform Agent Orchestrator, they can coordinate across systems and workflows to help teams deliver outstanding experiences faster than ever. Best of all, these agents are flexible, letting you tailor their capabilities to meet the unique needs of your team or industry.

Human-AI collaboration is the future.

We understand that when it comes to orchestrating customer experiences, collaborating with other business units is only one aspect of the work. We envision a future where human-AI collaboration supports unprecedented potential and empowers individual practitioners to push boundaries as they execute their work better and faster.

With Experience Platform Agents, this vision becomes a reality, as teams are equipped with trusted AI partners that collaborate seamlessly, offer proactive intelligence, and act with precision across dynamic workflows. The following five foundational pillars are redefining how creative and marketing teams create, strategize, and innovate allowing them to transform customer experiences with new, bold ideas.

1. Trusted partnership.

Experience Platform Agents act as trusted teammates by working alongside marketing and creative teams to surface insights and suggestions while acting within designated Adobe workflows. For example, the Data Insights Agent transforms complex data into rich visualizations via natural language queries that practitioners can explore, refine, and adjust in real time, keeping humans in control while accelerating impact.

2. Proactive, always-on intelligence.

Imagine agents that never rest, continuously monitoring data, audience, and campaign metrics to proactively surface alerts and insights before problems escalate. Far from replacing marketers, these agents ensure their work remains efficient and impactful. For example, the Audience Agent will be able to identify duplicate, overlapping, or stagnant segments and deliver notifications directly to marketers, who can then act swiftly and effectively.

3. Action-oriented execution.

Experience Platform Agents go beyond suggestions — they take action while always keeping practitioners in control. Under the user’s oversight, the Site Optimization Agent can detect issues such as engagement drop-offs or SEO inefficiencies and implement fixes seamlessly within the site management experience.

4. Goal-driven precision.

Every agent is specifically skilled and focused on executing goal-driven workflows with unmatched precision. Take the Adobe Content Production Agent — currently under development — that will interpret marketing briefs to generate audience- and channel-relevant content, build comprehensive understandings of your brand for consistency, and provide real-time feedback so pieces stay sharp and on-brand.

5. Multi-agent collaboration.

The power of Experience Platform Agents multiplies when they work together. Leveraging upcoming updates in Experience Platform Agent Orchestrator, agents will coordinate across workflows, share context, and align with user goals. For instance, the Adobe Data Insights Agent identifies bottlenecks in the journey canvas and will be able to partner with the Journey Agent, once available, to recommend adjustments and simulate potential optimizations — mirroring the dynamics of high-performing, collaborative, human teams.

AI teams can trust.

Responsible AI isn’t a feature of Adobe’s AI solutions. It’s the foundation.

Adobe takes a practical approach to put the right guardrails and safeguards in place so that teams can confidently work with all types of AI. When it comes to agentic AI, data safety, precision, and transparency are at the core of everything we do. We believe that when working with agentic AI, all business data should be safeguarded with strict security and privacy controls, AI should deliver precise answers, and the technology should be explainable and trustworthy. As each Experience Platform Agent becomes available, these will remain the foundation for their development.

Creativity + Marketing + AI.

Experience Platform Agents are built for a new era of work where AI is powering creativity and marketing execution to help teams move faster, work smarter, and stay in control. Agentic AI will never replace human expertise. It’s here to help experts create more capacity so they can focus on creative solutions that will drive greater business impact than ever before.

The future of AI is human led. Adobe Agents make that possible — and we’re just getting started.

Learn how Adobe Experience Platform Agents are shaping a future where human ingenuity and AI innovation converge.

Anoop Sahgal is a product marketing executive with experience leading go-to-market strategy, messaging, and sales enablement and currently serves as Head of Product Marketing for AI across Adobe Experience Cloud, and is responsible for the enterprise AI narrative across Adobe’s Experience Cloud portfolio.

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