Leveraging the power of AI to deliver hyper-personalized customer experience at scale, enabling enterprises to better connect with their customers.
At Adobe Summit 2025 in Las Vegas, about 12,000 marketers, creatives and business leaders from around the globe witnessed how AI is driving innovation across industries.
The opening keynote, led by Adobe CEO Shantanu Narayen and President of Digital Experience Anil Chakravarthy, highlighted the company’s vision for blending creativity and data-driven insights with cutting-edge AI technology.
“Our mission to change the world through personalized digital experiences is more critical than ever before,” said Narayen.
The Coca-Cola experience
The keynote also featured a fireside chat between Narayen and Coca-Cola CEO James Quincey, who shared how the soft drinks giant is leveraging AI to create more engaging consumer experiences while maintaining its iconic brand identity.
When it comes to personalization, Quincey said: “The consumer really wants to be the at center of their own story and narrative. And that’s part of what all this personalized creativity is about — engaging them in their own narrative. Digitalization has done that.”
He also acknowledged Coca-Cola’s recent backlash due to its AI-powered Christmas commercial, which did not feature any real-life actors. Quincey acknowledged that, while ads using genAI are less expensive and quicker to produce, the technology has difficulties replicating real humans and is not yet at the stage where it can be used to make all ads because people want to see people in them.
New AI-powered solutions
Several new product announcements were made during the keynote, one of which is the Adobe Experience Platform Agent Orchestrator, designed to manage AI agents across both Adobe’s ecosystem and third-party platforms.
The tool leverages semantic understanding of enterprise data to deliver tailored customer experiences in real time. It is a significant step forward in automating complex workflows while maintaining a human-centric approach to personalization.
By building on the AEP foundation, agents are developed with a profound understanding of customer data and content, enhancing decision-making capabilities. The framework also supports multiagent collaboration and integrates decision science and language models, facilitating dynamic and adaptive reasoning.
Brands can accelerate their time to value by consolidating AEP data under Experience Data Model schemas. These schemas derive meaningful insights from disparate data sources, enabling the creation of impactful customer experiences. Currently, AEP manages and activates billions of audience profiles, underscoring its significant role in customer data management.
Also unveiled was Adobe Brand Concierge, which supports a wide range of use cases for both business-to-consumer (B2C) and business-to-business (B2B) teams. Recognizing the distinct challenges faced by B2B teams, Brand Concierge utilizes Experience Platform agents, such as the Account Qualification Agent, to work in tandem with sales and marketing teams.
On brand websites, it will not only provide general product information but also deliver personalized content based on existing account relationships. Brand Concierge will manage tasks such as scheduling follow-up meetings. These capabilities are expected to streamline the sales cycle by generating more leads and increasing conversions through enhanced personalization.
