Adobe Launches Suite Of AI Agents, Agentic Partnerships 09/11/2025

Adobe announced a suite of AI agents and agentic partnerships that will enable companies to deliver on the promise of personalized advertising and marketing campaigns supported by agentic partnerships with Cognizant, Google Cloud, Havas, Medallia, and Omnicom, PwC, and VML.

For years, Adobe has helped businesses create engaging experiences by turning digital data into actionable insights. Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, said the company now leverages agentic AI to build specialized agents and embed them into data, content and experience creation workflows for clients.

AI agents are the next advertising phase for brands that could make browser cookies completely obsolete and support campaigns with less personal data, because they are able to analyze context, timing and sentiment that consumers are more willing to share.

The agents, announced Wednesday, are powered by the Adobe Experience Platform (AEP), which anchors the offering launched in 2019. It interprets user intent and triggers the appropriate agents based on business goals to deliver contextual and automated actions. It includes a reasoning engine where adaptive reasoning can determine the agents to participate based on natural-language prompts and business context. A "human-in-the-loop" capability supports continued changes in the workflows.

More than 70% of AEP customers use Adobe’s AI Assistant, the conversational interface that enables teams to interact with agents across Adobe and third parties. Brands including The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, Wilson Company and others have been working with Adobe’s agentic AI offerings to improve capabilities within their organizations.

The AI agents for customer experience include Audience, Journey Optimizer, Experimentation, Data Insights, Site Optimization, and Product Support are some of the specialized tools recently made generally available by Adobe.

During the past two days, many companies have made announcements related to AI, from agents and voice models to partnerships and integrations.

Key updates include AI-powered systems for email security and software development, an AI cloud deal involving Oracle and OpenAI that sent stocks rising, and new AI tools for drug discovery.

The automotive industry also had its own announcements, with Qualcomm advancing its connected car efforts with Google, BMW, and Mercedes-Benz.

Many of the deals around advertising focused on the infrastructure and semiconductor chips it takes to run the platforms.

“AI is kicking our butts and teaching us that we know nothing about infrastructure,” Yee Jiun Song, vice president of engineering at Meta Platforms, said Tuesday at the AI Infra Summit, according to one report.

A new licensing standard announced yesterday for web publishers set the terms of how AI system developers use their work. Reddit, Yahoo, Medium, Quora, and People all announced support for Really Simple Licensing (RSL), an open content licensing standard that enables publishers to outline how bots should pay to use content on their sites to AI train large language models.

The RSL Standard builds on the robots.txt protocol, which has known to support the internet and allow publishers to provide instructions to web crawlers about what parts of their site they can and can’t access. But instead of just saying yes or no to specific bots, websites can add licensing and royalty terms to robots.txt files.