AI is transforming the way customers research, evaluate, and buy. It can help create content, campaigns, and experiments in seconds, but can just as easily overwhelm your buyers (and your teams) with noise if it isn’t connected to the right data or safeguards. For marketing operations teams, the challenge isn’t whether to use AI — it is how to effectively harness AI-powered innovation to generate controlled, measurable, and executable outcomes.

Adobe Marketo Engage is built for this new reality. It continues to evolve from a powerful marketing automation platform into an AI- and agent-enhanced solution to help your teams easily design journeys that adapt in real time, create content that converts, and keep sales and marketing teams in sync.

Over the past year, we’ve released a host of innovations to bring you more intelligence, scale, and control. Keep reading to learn about what we’ve delivered recently and what’s on the horizon.

Scale engagement with AI-powered channels and content.

Buyers today expect real-time, two-way engagements. Marketo Engage brings together on-demand channels and generative AI to help you scale programs more efficiently.

• Interactive Webinars in Marketo Engage allows you to create, host, and repurpose high-value digital events. Registrants can access and browse recordings, along with AI-generated summaries, chapters, and FAQs. All engagement and attendance data flow back into programs and scoring models in Marketo Engage. You can gain even more insights into attendee data with the Engagement Dashboard, which consolidates registration, attendance, and interaction data into a single view.

  To learn more, check out our Interactive Webinars blog.

• Dynamic Chat has evolved into an AI-powered conversational chatbot for your website and landing pages. You can easily train it on your sales, marketing, and product knowledge to answer nuanced requests. You can further tailor conversations for each account using firmographic data via Demand base and provide sales and support with a dedicated workspace to manage live chats with full context via Live Agent Inbox.

  To learn more, check out our Dynamic Chat blog.

From idea to email in minutes: Adobe GenStudio + new Email Designer.

Great campaign results are built on strong creative assets, and your marketing teams need a quick, reliable way to produce them. Powered by Adobe GenAI, GenStudio offers a powerful and efficient workspace to create on-brand email and web variations, localize content, and review A/B test creatives. You can also easily import content from GenStudio directly into Marketo Engage to use it in your programs and smart campaigns.

The new Email Designer in Marketo Engage transforms how you build, personalize, and scale email campaigns. With an intuitive drag-and-drop editor, reusable content blocks, and permission-based content locking, it simplifies and accelerates email production. AI Assistant Content Accelerator brings generative AI into the workflow, allowing you to create and iterate email copy, subject lines, and images with ease. Furthermore, integrations with Adobe Experience Manager Assets and Adobe Express ensure brand consistency across assets while simplifying the creation and editing of visually compelling content for emails and landing pages.

Since the launch of the new Email Designer, we’ve added many new features, including a classic template importer, conditional content, A/B testing, reusable brand themes, and an image-to-HTML converter. Check out the latest release notes for more details.

A stronger data and performance foundation.

Accurate data is at the heart of every great customer journey — and it is even more critical in the era of AI. That’s why we continue to invest in strengthening the data foundation in Marketo Engage, so that you can trust signals and get more transparency into what’s happening.

The new Salesforce CRM Sync provides a faster, more reliable connection between Marketo Engage and Salesforce, delivering increased throughput and higher success rates. At the same time, the CRM Sync dashboard provides admins with real-time visibility into sync performance, ensuring data flows smoothly between marketing and sales teams.

For organizations that need near-real-time data in their own lake or warehouse, Data Streams expose key events via Adobe I/O Events and let you stream real-time activities from Marketo Engage to any system. Data Streams send event data directly to your systems as they happen, so you don't have to wait for scheduled syncs or manually query for changes. On the inbound side, the data ingestion API provides a high-volume, low-latency service to efficiently bring large amounts of person and related data into Marketo Engage.

Smarter journeys and in-product guidance powered by AI.

Marketing operations teams are under pressure to create journeys that adapt in real time across email, web, and sales channels. Adobe is reimagining how you build journeys with AI agents in Marketo Engage. Soon, you’ll be able to collaborate with our AI-powered Journey Agent directly within the journey builder to map the entire marketing lifecycle, from audience creation to omnichannel activation and sales qualification. The Journey Agent continuously optimizes journeys based on goals, channel mix, and past successes to recommend high-performing strategies. With Journey Agent, teams will be able to save time while improving campaign precision and effectiveness, allowing them to focus on high-level strategy and innovation.

We are also making it easier for new Marketo Engage users to ramp up with AI Assistant for product knowledge. It gives users instant guidance right inside Marketo Engage. So, instead of digging through docs or pinging a Marketo Engage expert, users can ask AI Assistant a question in plain language and receive clear, step-by-step instructions aligned with Adobe best practices.

We continue to implement AI in Marketo Engage, from scoring and routing to content and channel engagement, ensuring every stage of your customer journey benefits from enhanced and more connected intelligence.

Where we’re headed next.

Marketo Engage continues to evolve from a powerful marketing automation platform into an AI- and agent-enhanced solution for B2B teams. From intelligent journey design and AI-powered content creation to real-time data and enriched engagement channels, it is built to help B2B teams deliver more personalized, high-impact customer experiences today and in future.

Learn more about Adobe Marketo Engage for B2B marketing.

Harman Bola is a senior product marketing manager at Adobe, where he leads go-to-market strategy, positioning, and sales enablement for Adobe Marketo Engage. He has over a decade of experience in product marketing across B2B SaaS, spanning product launches, competitive intelligence, and customer research.

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