The company's B2B software may help brands better personalize their sites for different customer demographics.

Adobe is rolling out agentic AI tools—essentially AI assistants—for marketers, which could help brands such as Marriott make new products including personalized “concierge a

In this regard, Adobe is following the lead of Salesforce, which dominates the customer relationship management software industry, and has already released dozens of its own AI agents, as well as its own orchestration platform.

Adobe has unveiled its strategy and product offerings for agentic artificial intelligence (AI) at the Adobe Summit on Tuesday (18 March).

Adobe launched Experience Platform Agent Orchestrator and announced new enterprise capabilities for Adobe Express at its annual Adobe Summit conference in Las Vegas on Tuesday. The new offerings aim to help businesses orchestrate AI agents for customer experiences and streamline content creation processes amid growing demands for personalized engagement.

Adobe Summit opens with the vendor unveiling its AI agent strategy. A new Brand Concierge application takes center stage, while its Agent Orchestrator platform co-ordinates it all behind the scenes.

Adobe on Tuesday said it is rolling out artificial intelligence "agents" that brands can use to help consumers navigate their websites.

"Adobe Marketing Agent and Adobe Express Agent will be an unlock for businesses, enabling marketers to access Adobe capabilities within the natural flow of work to create impactful content and drive personalization initiatives.