At this week’s Adobe Summit in Las Vegas, the company unveiled its next major AI push: 10 new AI agents and an “agent orchestrator” system. This marks Adobe’s entry into what they call the third phase of AI evolution – agentic AI – following descriptive and generative phases. Unlike Salesforce, which offers the Agentforce 2dx platform for building agents, Adobe’s approach seems more pre-packaged: 10 specific agents aimed at solving real marketing problems. These include audience targeting, data analysis, and site optimisation tools.
Adobe is positioning itself as the central “orchestrator” of marketing AI, announcing partnerships with Microsoft, AWS, and agency groups like Publicis and WPP. The agents aim to deliver on Adobe’s vision of “personalisation at scale” – helping brands create highly targeted content efficiently. This push will naturally raise questions about the future of marketing roles. While Adobe frames these tools as “copilots” that free humans for strategic thinking, the reality of automated marketing workflows suggests potential disruption for various roles and business models.
Takeaways: With the likes of Adobe and Zoom making big announcements, there’s no question that agentic AI is the buzz concept for enterprise software in 2025. These tools will likely reshape marketing teams while offering new ways to construct highly adaptable and reactive communication flows. The test in the short term will be whether the execution can align with the hype, and we see a real shift into digital labour driven productivity.