Adobe Brand Concierge: Empowering organizations with AI-driven engagement that drives conversion.

Max Iguer

11-12-2025

Consumers no longer begin their journeys on a brand’s website. They start with AI search tools that provide quick, conversational, and personalized answers. Business buyers are following the same path, using AI tools to research solutions and compare options before they visit brand-owned channels. And now, by the time they arrive on your channels after an AI referral, they expect interactions that are just as fast, relevant, and personalized as what they’ve already experienced with AI tools.

Adobe is uniquely prepared to help brands meet this change. For decades, we’ve shaped how people create and deliver digital experiences. With a foundation of first-party data, proven tools for understanding customers, and expertise in personalization at scale, Adobe has been helping businesses anticipate intent and guide customer journeys long before AI changed the discovery process. Today, we’ve built on that experience to deliver a new way forward.

What Adobe Brand Concierge does for the customer experience.

Adobe Brand Concierge is an AI-first application that can be added across your digital touchpoints to provide personalized, conversational experiences to every customer. These experiences are designed to be responsive to people’s preferences in order to build trust and guide them on their path to purchase.

With Brand Concierge, digital properties are no longer static destinations. Someone exploring travel options might receive curated recommendations that include images, availability, and offers drawn from approved content. Someone comparing complex services might be guided through plan details, connected to relevant case studies, and offered the option to continue the conversation with a live specialist or to schedule a meeting with a sales representative. What begins as discovery quickly becomes engagement, moving people closer to a confident decision.

Brand Concierge gives businesses back ownership of the critical discovery and consideration phase.

By uniting data, content, and agentic AI in a single experience, Brand Concierge gives businesses back ownership of the critical discovery and consideration phase. It ensures that when customers arrive with expectations shaped by the latest AI search tools, your brand is ready to meet them with clarity, confidence, and purpose.

How Brand Concierge works.

Brand Concierge interprets intent, sentiment, and context in every interaction. It responds in ways that consistently reflect your brand’s voice, values, and standards. The experience adapts across every touchpoint, whether someone is searching for inspiration, comparing options, or ready to take action. At each stage, Brand Concierge safeguards your brand’s integrity with built-in guardrails that ensure tone, compliance, and trust are maintained.

Let’s take a deeper look at how these conversations come to life.

Personalized, contextual conversations.

Every interaction within Brand Concierge is powered by AI that matches customer intent with brand-approved content — creating answers that inspire trust, action, and loyalty. It delivers a rich multimodal experience by combining text with deep visual content, including imagery and video, so every conversation feels engaging and authentic. This depth of content sets Brand Concierge apart from generic AI solutions, driving higher engagement, increased confidence, and lasting loyalty. Instead of leaving visitors to navigate menus or scan static pages, the experience feels like a conversation with the brand itself.

BRAND CONCIERGE IN ACTION

The power of this approach comes to life in practice. A shopper looking for seasonal clothing can ask, “What’s trending for fall?” and immediately see curated recommendations that include visuals, product details, and availability based on their size. What begins as discovery evolves into a guided experience that builds trust and moves the shopper closer to a decision.

For a business buyer evaluating a complex product or service, the journey is equally transformed. Someone researching software for their company might ask, “How does the advanced plan compare with the standard option?” Brand Concierge responds with a clear comparison, examples of how organizations use each plan, and additional context, such as case studies. If interest deepens, the system adapts in real time, offering to connect the buyer with a specialist or to schedule a meeting. This ability to anticipate evolving needs keeps the journey seamless and builds momentum toward conversion.

By surfacing your approved brand content and assets in natural, conversational ways, Brand Concierge ensures that discovery is no longer a disconnected search. It becomes an adaptive experience that understands intent, responds with clarity, and guides customers forward with confidence.

For customers who use Adobe Experience Manager, Brand Concierge can integrate natively to dynamically surface approved content and assets, further enhancing the accuracy and relevance of every response.

Journeys are shaped by customer intent.

Brand Concierge orchestrates experiences that are driven by customer intent. It transforms digital touchpoints into conversations that adapt in real time, helping customers progress naturally rather than forcing them down a static path. This is possible because every interaction generates and, soon, will enrich a customer profile, capturing preferences, behaviors, and needs. As these profiles grow with each conversation, it leverages this data to deliver hyper-personalized journeys at scale, ensuring every experience reflects what the brand knows about an individual or account and evolves with each interaction.

BRAND CONCIERGE IN ACTION

Next, consider a traveler exploring vacation options. For a new customer, the first question may be broad, such as “Where should I go this winter?” Brand Concierge begins by asking contextual questions and capturing preferences in real time, then tailors recommendations as the conversation unfolds. As the traveler continues learning about their options, the system layers in brand-approved images, pricing, and availability — creating a guided experience that feels responsive and personal.

Over time, the system will become even more attuned, allowing the brand to meet identified visitors with more context and relevance than before. For example, Brand Concierge will immediately be able to shape travel recommendations for a returning customer around their interests — such as family activities, cultural experiences, or luxury escapes.

In a B2B context, for a Director of Information Technology at a manufacturing company evaluating a SaaS solution, the priority is to determine whether the offering fits their operational needs and supports their buying criteria. As the buyer interacts, Brand Concierge collects signals such as industry, role, and goals. It crafts tailored responses based on relevant content types such as customer stories, whitepapers, webinars, and use cases, and shares links to the source documentation so the buyer can quickly verify criteria alignment and go deeper.

If the buyer has a complex question during discovery, Brand Concierge can offer the option to connect with a live representative. Once the buyer has consumed enough content and shows signs of readiness, it prompts the next step by offering to book a meeting with a sales representative. This transition is timely and seamless, helping the buyer confidently move from exploration to engagement.

By orchestrating experiences in this way, Brand Concierge ensures that every journey is dynamic, personal, and connected. Customers aren’t left to assemble information on their own. They are guided forward with clarity and confidence, experiencing a flow that feels as if it was designed just for them.

Built-in trust.

Trust defines every customer relationship and protecting that trust has never been more important. Customers expect accurate answers, consistent tone, and respect for their privacy in every interaction. They also notice when campaigns feel outdated or when an experience is off-brand. With Brand Concierge, your team adapts conversations in real time to customer needs.

Brand attributes and first-party data act as guardrails that shape every exchange. These safeguards ensure that responses remain accurate, trustworthy, and compliant with brand standards, even as the system adjusts dynamically to new questions or contexts. Customers see reliable answers, and marketing leaders gain the confidence that every interaction strengthens brand equity and loyalty.

Brand Concierge also empowers marketing teams with direct control over the customer experience. Instead of relying on developer teams, sprint cycles, and release schedules, marketers can refine tone, adjust flows, and update product information directly in a low-code environment. This agility means a holiday promotion or product update can be reflected instantly across all touchpoints, while the system enforces brand rules everywhere at scale.

Security and observability are built in. Brand Concierge provides robust analytics and monitoring tools so teams can track engagement, hear directly from customers in their own words, and understand why they visit and what they’re looking for. These insights help refine digital experiences, identify evolving customer needs and content gaps, and ensure every conversation remains compliant. Privacy is protected through strict data governance, access controls, and audit trails, ensuring sensitive information is handled responsibly. Real-time guardrails, fallback logic, and embedded safeguards prevent off-brand or noncompliant responses, while observability features allow marketing and compliance teams to monitor and optimize every interaction.

By combining speed with governance, Brand Concierge allows marketing teams to deliver trusted, up-to-date experiences at scale. Brands gain the agility to innovate at the pace of customer expectations, without compromising safety or integrity.

Redefine customer engagement with Brand Concierge.

Brand Concierge is more than an AI-powered engagement solution — it’s a strategic advantage for brands ready to meet rising customer expectations. For years, scaling personalization and account-based marketing was a complex challenge. It helps teams overcome this by enriching customer profiles with every conversation and transforming static digital touchpoints into dynamic, personalized experiences for individuals and buying groups. This means every experience is relevant, timely, and aligned with your brand’s standards — no matter how large or diverse your audience becomes.

In a world where customer expectations are constantly evolving, Brand Concierge gives you the agility, insight, and control to innovate and connect so you can deliver experiences that make an impact every time.

Explore Brand Concierge and how it can help you turn everyday conversations into powerful customer journeys.

Max Iguer is a Principal Product Marketing Manager at Adobe, where he leads go-to-market strategy for Brand Concierge, Adobe’s latest agentic AI offering. He spent more than four years at AWS, working on Amazon Bedrock and later leading go-to-market for agentic AI. With over 15 years in product marketing, Max has focused on data and AI-led solutions that drive real business impact.Originally from France, Max has built a global career across Europe, Latin America, and the United States. He is passionate about technologies that improve everyday lives, and his love of travel continues to inspire him to explore new cultures and perspectives.