• by Laurie Sullivan , November 12, 2025

Adobe further developed its agentic commerce strategy by giving brands and enterprises a multimodal, conversational experience for their digital properties.

Powered by AI agents and integrated into the Adobe Experience Cloud platform, “Adobe Brand Concierge” enables brands to give consumers dynamic chat experiences across their websites and mobile applications.

This concierge service is an updated, advanced version of onsite search that once simply managed data. “Consumers have a preference for conversational guidance and personalize discovery based on a specific task,” Loni Stark, vice president of strategy and product for Adobe Experience Cloud, told MediaPost.

This advanced answer engine, announced Wednesday, uses agentic AI to support consumers or business buyers on a company's website or mobile applications, rather than asking them to search on external engines with uncertain results.

"Brand Concierge" interprets intent, sentiment, and context in its interactions, and its responses reflect the brand’s voice, values and standards.

The experience adapts across a range of contexts, whether someone is searching for inspiration, comparing options, or ready to act. It also has built-in guardrails to maintain tone, compliance, and trust.

For the consumer, the concierge is a conversational interface. The concierge engine -- which is based on a company's own data as well as large language models such as OpenAI -- can understand and answer more complex questions.

For example, a consumer shopping at a bicycle retailer might ask “what type of mountain bike would also perform well on city street?” A typical search engine may have challenges answering that question and comparing results.

And while marketers would like to use this type of personalized engine for their websites and mobile apps, many have told Stark they would like a version of the service for use in WhatsApp and other text-based services. 

When asked why the concierge service is not referred to as a chatbot, Stark says it is because the experience is personalized. Brand Concierge offers expertise in products or services, and can test and verify the information based on its own data. 

Cecily Liu, principal product manager of GenAI Experience at Adobe, provided a demonstration of Brand Concierge using Adobe’s own website. The example focused on someone looking for product recommendations to retouch photos.

“A user might have questions on retouching a photo and want to know the app that is best,” Liu said. A simple question about the product could also trigger a more in-depth conversation on personal preferences of why one product might be better than another.

Brands can customize the answers and integrate guidelines on how to make a product recommendation.

The platform also can provide information from which the answer is derived, and then click on a link to get more in-depth data from the source, such as Google AI Mode.

Brand Concierge also can show a site visitor how to use a particular feature by extracting information from the brand’s content.

Adobe views the concierge as the next step in website performance and a way to meet the rising expectations of consumers and business buyers.

Scaling personalization and account-based marketing have been a complex challenge for years. Adobe expects that to change.

Adobe clients range from cruise and hotel brands to financial services companies.