Adobe Summit 2025: All the key announcements for the future

Mass personalization, intelligent journey orchestration, and content automation : at Adobe Summit 2025 in Las Vegas, Adobe unveiled a new generation of AI-powered solutions.

At the heart of these announcements: customer experience orchestration (CXO), the natural evolution of CXM, powered by technologies like Adobe Experience Platform, Firefly, GenStudio, and the new agent orchestrator.

In this article, DATASOLUTION — Adobe Commerce partner — decodes the key innovations to remember for B2C and B2B brands looking to boost digital performance.

CXO: a better way to manage customer experience

With CXO (customer experience orchestration), Adobe takes customer experience management a step further. While CXM focused on data centralization and analysis, CXO goes beyond: it orchestrates real-time personalized experiences, leveraging the combined power of generative AI, intelligent agents, and unified data.

Adobe Experience Platform: the technological foundation of CXO

The engine behind CXO is Adobe Experience Platform (AEP). This platform brings together:

• unified first-party customer data
• language models capable of contextual reasoning
• seamless orchestration of AI agents across the Adobe and third-party ecosystem

It enables the deployment of highly personalized, context-aware experiences in just a few clicks, tailored to profiles, intent, and key user journey moments.

The three pillars of CXO

1. Dynamic personalization
   Thanks to real-time behavioral analysis, messages, content, and channels automatically adapt to each user.
2. Integrated omnichannel experience
   Journeys are seamless and consistent across all touchpoints (website, app, email, customer service). The customer experiences a coherent journey from start to finish.
3. Intelligent automation
   AI agents handle repetitive tasks (segmentation, recommendations, campaign activation), freeing up teams for high-value actions.

What are the concrete benefits for brands?

CXO allows companies to:

• accelerate customer value creation by making each interaction more relevant and engaging
• reduce operational costs through automation and efficient workflows
• align marketing and creative teams by integrating Adobe tools into a unified, data and AI-driven vision

To learn more about CXO, Adobe has released a video on the topic.

AEP Agent Orchestrator : toward intelligent interaction management

© Adobe

As mentioned earlier, Adobe is reinforcing its CXO vision with a strategic tool: Adobe Experience Platform Agent Orchestrator.

This technology layer enables companies to create, deploy, and coordinate specialized AI agents that can autonomously interact with customers and assist internal teams.

These agents are designed to integrate seamlessly into workflows—across Adobe applications as well as third-party ecosystems. The result: smooth, intelligent, and large-scale orchestration.

What is the purpose of an AI agent orchestrator?

• Centralized AI agent management
  Through a single interface, businesses can oversee and coordinate multiple AI agents, ensuring efficient collaboration between them.
• Advanced personalization
  AI agents powered by the orchestrator analyze real-time customer data to deliver engaging, tailored experiences.
• Extensibility
  Developers can customize and expand prebuilt agents to meet their organization’s specific needs.

Concrete use cases

With Agent Orchestrator, companies can activate AI agents to:

• optimize an e-commerce site in real time (experimentation, A/B testing, audience targeting)
• automate low-value tasks such as image resizing, database cleanup, or product sheet enrichment
• enhance the conversational experience with agents like Brand Concierge, guiding users through their shopping journey from discovery to checkout
• support B2B teams in managing complex accounts by tracking leads, personalizing content based on customer history, and identifying decision-makers via Adobe Journey Optimizer B2B Edition

GenStudio: AI-powered content production

© Adobe

In response to growing demand for personalized content, Adobe introduces Adobe GenStudio, an integrated solution that streamlines the entire content process, from planning to performance measurement. This platform leverages generative AI to accelerate content creation while ensuring quality and brand compliance.

Key features of Adobe GenStudio

• Workflow planning and management: Centralized campaign planning and content orchestration with interactive visual tools like calendars and timelines
• AI-assisted creation and production: Generative AI speeds up content creation from design to production, while maintaining brand consistency
• Digital asset management (DAM): Access, remix, and edit brand-approved content to generate and activate variations using advanced visual editing tools
• Activation and distribution: Quickly adapt high-performing content across audience segments, channels, and markets with AI-assisted creation
• Reporting and insights: Gain deep performance understanding, including asset-level insights, to refine customer experience.

Benefits for businesses

With Adobe GenStudio, businesses can:

• Accelerate content production: Significantly reduce the time to create and deploy personalized content at scale
• Improve collaboration: Enable seamless coordination between creative and marketing teams for better project and resource management
• Ensure compliance and consistency: Use AI-powered brand verification tools to guarantee adherence to brand guidelines

Adobe Firefly: a creative engine powered by generative AI

A suite of tools to create faster, without sacrificing quality

Adobe Firefly brings generative AI to the core of visual creation. Already integrated into Creative Cloud, Firefly is now expanding into new enterprise use cases through powerful APIs and workflows tailored to brand needs.

Designed for commercial use, Firefly ensures copyright-safe content thanks to models trained exclusively on royalty-free or licensed assets, making it enterprise-ready—even in regulated industries.

Firefly Services: APIs to automate visual creation

At Summit 2025, Adobe unveiled several new Firefly Services APIs aimed at streamlining large-scale visual asset production. These services embed AI directly into content production pipelines, no complex tools required.

Key APIs include:

• Translate & lip sync API: Automatically translates video dialogue with synced lip movements, ideal for international e-commerce, product tutorials, or multilingual HR training
• Reframe API: Smart cropping and framing adaptation for all screen formats, social media, or display placements
• Substance 3D API: Generates 3D visuals from existing assets, with automated variant creation for different channels (products, e-retail, social, etc.)

Firefly Creative Production: a no-code interface to scale visual creation

In addition to the APIs, Adobe launched Firefly Creative Production—a no-code interface that empowers non-technical teams (marketing, comms, trade, retail) to create, resize, and adapt product visuals on the fly.

With a simple user experience and powerful automation, brands can:

• Generate brand-compliant visuals without relying on traditional design workflows
• Rapidly adapt campaigns to different channels or markets
• Minimize back-and-forth between marketing teams and design studios

A direct impact on marketing performance

By integrating Firefly into their workflows, companies can:

• Reduce time-to-market for campaigns
• Ensure visual consistency across brand assets
• Free up creative teams for higher-value tasks
• Boost testing and iteration on visual formats

A technology backed by strong integrations

Adobe Firefly now integrates with major marketing, e-commerce, and advertising platforms, including:

• LinkedIn Ads: for highly personalized B2B visuals
• Google Campaign Manager 360, Microsoft Advertising
• Third-party solutions like IntelligenceBank, Saifr, and Stensul—ideal for regulated sectors such as healthcare and finance

Adobe announces new strategic partnerships

At Summit 2025, Adobe made one thing clear: the future of AI lies in interoperability. To meet the growing complexity of customer journeys, brands need intelligent agents that can collaborate across ecosystems.

To this end, Adobe has expanded its partnerships to embed its AI agents into third-party environments, ensuring seamless workflows.

Key technology partners include:

• Microsoft: native integration of AI agents into Microsoft Dynamics, Teams, and Azure for improved enterprise collaboration
• Amazon Web Services (AWS): extended cloud and generative AI capabilities, especially for model scalability
• IBM, SAP, Workday, ServiceNow: integration of agents into core business systems (HR, ERP, ITSM) to support cross-functional experiences
• Genesys (customer service), Acxiom (data), RainFocus (event management): specialized integrations for industry-specific use cases

These partnerships ensure Adobe’s AI agents natively interoperate with the most widely used enterprise environments, particularly in sectors like finance, healthcare, retail, and B2B.

Adobe has also deepened its collaborations with global integrators such as Accenture, Deloitte Digital, EY, and IBM. These partners play a vital role in:

• Deploying tailored use cases
• Developing industry-specific AI agents
• Ensuring seamless integration with existing systems

They enable companies to fully leverage Adobe’s AI platform without starting from scratch—offering modular, ready-to-use solutions.

Adobe and AI for B2B

Adobe is extending its AI innovations to the B2B space, where customer journeys are often long, involve multiple stakeholders, and demand high levels of personalization. Two standout solutions lead the way: Brand Concierge and Journey Optimizer B2B Edition.

Brand Concierge: an AI agent for account management

Built on AEP Agent Orchestrator, Brand Concierge is a conversational agent that:

• Supports clients throughout the purchase journey
• Personalizes content based on account type and industry context
• Automates follow-ups, proposals, and reminders

It streamlines B2B account management without adding pressure on sales teams.

Journey Optimizer B2B Edition: managing complex interactions

This dedicated version of Journey Optimizer includes:

• Identification of key decision-makers within each account
• Personalized journeys based on role and stage in the buying cycle
• Seamless orchestration of marketing and sales actions

© Adobe

Measurable efficiency gains

These solutions empower B2B companies to:

• Intelligently automate campaigns and follow-ups
• Shorten sales cycles
• Align marketing and sales through unified data

With AI at the core, Adobe makes B2B personalization scalable and efficient.

In summary: Adobe is shaping the future of customer experience with AI

The 2025 edition of Adobe Summit confirms a major trend: artificial intelligence is no longer an add-on—it’s a strategic driver of customer experience transformation. From multi-agent orchestration and automated content production to large-scale B2B personalization, Adobe now offers a unified, powerful, and interoperable ecosystem.

For businesses, this opens up new possibilities: gaining agility, scaling without losing the human touch, and personalizing at scale—without added complexity.

DATASOLUTION, your Adobe partner to harness the power of AI

As an Adobe Commerce partner since 2018 and e-commerce expert for over 20 years, Datasolution supports clients in adopting Adobe’s most advanced technologies:

• Strategic consulting
• Adobe Experience Platform deployment
• AI agent integration
• Content automation
• E-commerce performance

Have an idea or project in mind?

Get in touch with Nicolas Desjardins, our Adobe Commerce Project Manager.