[Music] [Anil Chakravarthy] Thank you, James and Shantanu. It was outstanding. Wasn't it really terrific insights for all of us from an industry powerhouse on leadership, brands and bringing creativity and marketing and AI together to serve the bigger purpose? As James and Shantanu discussed, the opportunities for AI in marketing are significant.
Generative AI and agentic technology have the potential to transform creativity and marketing. At Adobe, we have accelerated our innovation engine to help you gain the maximum value from these technologies.
Shantanu talked about the Adobe AI platform. Our focus is squarely on the agentic offerings that are purpose-built for Customer Experience Orchestration, and our approach removes bottlenecks and dramatically increases your capacity, enabling your teams to focus on their unique strengths. The kind of strengths that James talked about, creativity, marketing strategy, business insights and customer delight.
So today, I'm excited to announce the Adobe Experience Platform Agent Orchestrator. The Agent Orchestrator provides the foundation to enable you to unlock the full potential of agentic capabilities and deliver true 1-on-1 personalized experiences at scale.
By building the Agent Orchestrator natively on AEP, we are delivering the trust, the transparency, security, and the guardrails you need to incorporate GenAI with complete confidence across your customer experiences.
Now, we believe that agents need to be open and extensible. So we are providing orchestration across both third-party and your agents that you have built, as well as our own purpose-built agents.
And we are committed to interoperability to ensure that our agents are easily accessible in other orchestration environments. So, let me walk you through a couple of the critical elements of the AEP Agent Orchestrator.
First, purpose-built agents. Today, I'm excited to announce a set of ten new purpose-built agents, with others coming soon, and together they will supercharge your team's capacity to deliver personalized experiences at scale by an order of magnitude.
Each customer experience agent addresses a specific area where marketing and CX teams are overburdened, and where your current processes can become bottlenecks.
The agents help you deliver specific business outcomes and free your teams to focus on the work that matters most. So, let's take a closer look at a couple of these agents.
The Site Optimization Agent serves as a powerful ally for product owners, marketing managers who are responsible for the overall performance and business impact of their web experiences.
The agent keeps the web experiences operating at peak performance by finding opportunities to optimize the site, and then executing on those optimizations across your web experience, including page speed, traffic acquisition, engagement, and conversion.
The Site Optimization Agent is able to identify optimization opportunities, including current site implementation, your content, and your code repositories, traffic and engagement and page speed performance, and then suggests prescriptive code and content enhancements to automatically capitalize on those optimization opportunities. And importantly, it can assist marketers in deploying these recommendations through an automated workflow. So every AEM customer, we believe, should really check out the Site Optimization Agent. It can have a significant impact on the performance of your web properties.
Let me take a look at the second one, the Audience Agent.
It's a perfect partner to marketers and MarTech ops teams, streamlining the complexity of audience management and optimization, finding the right audience, we all know is hard. The Audience Agent assists practitioners who manage hundreds or even thousands of audiences by curating and segmenting target audiences, defining personas for campaigns, and optimizing audience targeting.
So, with capabilities like detecting audience anomalies, identifying overlapping or duplicate segments, and analyzing engagement behaviors and conversion signals, the Audience Agent aligns the best target audience to your business goals.
And it simplifies audience creation and refinement by estimating audience sizes, identifying growth opportunities, and leveraging expansion and lookalike models. So by automating these critical tasks, the Audience Agent enables audience specialists, campaign managers, marketing operations teams to focus on more strategic aspects like growing and retaining your key audiences, ultimately driving more effective and impactful marketing initiatives. Again, runs on AEP, and every Real-Time CDP and Adobe Customer Journey Optimizer should really check out the Audience Agent. So I gave you a flavor of these two agents. Still there are ten new agents.
The second critical element of the AEP Agent Orchestrator is multi-agent collaboration.
The Agent Orchestrator uses adaptive decision-making to coordinate across multiple agents, again, agents in our family of agents, as well as ones that you have in your ecosystem, to accomplish key goals while balancing computational efficiency, execution time, and resource utilization.
The third key aspect is the Reasoning Engine, which uses inference models, processes context specific data, constructs predictive models, and builds orchestration plans to understand the consumer's intent and make decisions to continuously optimize towards the goal.
And finally, the Customer Experience Models.
These are proprietary, fine-tuned, small language models, within the Agent Orchestrator, that are grounded in your CX data and use cases, while maintaining your privacy and your data governance, and they are essential to maintaining precision and high-quality in chain of thought reasoning.
So, that is what makes it possible for them to understand intent, avoid hallucinations, and clearly explain their reasoning if required.
So, based on the Agent Orchestrator, today I am pleased to announce a brand-new agentic app, the Adobe Brand Concierge.
[Applause] [Anil Chakravarthy] Built on the Agent Orchestrator, Brand Concierge will help you configure and manage AI agents that guide your consumers and your customers from exploration to purchase to loyalty.
It enables real-time, immersive and personalized experiences. It's multimodal, supporting interactions across text, voice, images and video.
And because it's powered by content from AEM and insights from AEP, the Brand Concierge helps you personalize every engagement based on the customer's preferences and previous interactions. It's all anchored in first-party data to ensure reliability and brand compliance.
So as you embrace agentic AI to supercharge the daily work of your teams and drive business growth, the interoperability between the AI agents in different ecosystems will become critical. We are working with leading software companies, cloud platforms, SIs, agencies to deliver the interoperability you need for Customer Experience Orchestration.
And with these partners, we will support agent use cases across the customer lifecycle, including marketing, customer service, ERP, HR, collaboration and productivity and data management. So let me highlight a couple of them.
With Microsoft, we're developing the Adobe Marketing Agent for Microsoft 365 Copilot.
This will enable marketing practitioners to interact with content, journeys, data and insights from Adobe apps using natural language prompts via the Copilot directly in the Microsoft 365 apps that they're using, Word, PowerPoint, and Teams.
So I encourage you to check out the video that Satya Nadella just posted on LinkedIn today about how he's excited about the Adobe Marketing Agent working with Microsoft Copilot.
With SAP, we're working to combine Adobe's Experience Orchestration and GenAI technology with SAPs business suite.
This will help you uncover new insights and create experiences through agentic interactions. For example, a marketing practitioner who's analyzing campaign ROI could be prompted by the Adobe Data Insights Agent to incorporate cost data from SAP and get a better view into the ROI.
And with ServiceNow, Adobe and ServiceNow are working to bring together Agentic AI for connected service and marketing. By integrating Adobe's expertise in customer experience with the Now Assist framework, you will be able to automate agentic workflows and deliver personalized experiences at scale.
Our collaboration with ServiceNow has the potential to help you drive significant productivity gains and unlock new insights. We'll actually have ServiceNow's Chief Marketing Officer Colin Fleming with us in tomorrow's keynote, talking about the great work that he and his team are doing.
So that's the overview of our comprehensive portfolio to support you with best-in-class apps, a real-time cloud scale platform, and now Agent Orchestration, purpose-built agents designed specifically to support the high-value cases you need to deliver compelling customer experiences, all built on a strong agentic ecosystem.
These are the ingredients that you need to deliver on that promise of bringing creativity and marketing and AI together for personalization at scale.
