Tools for online marketing powered by AI are available from Adobe

Adobe has announced the rollout of new artificial intelligence-driven “agents” designed to enhance user experiences on brand websites. Known for its creative software like Photoshop, Adobe is also a major player in the business-to-business sector, offering digital marketing tools that contributed to a quarter of its $21.5 billion revenue in the last fiscal year. Now, the company is expanding its AI capabilities to revolutionize how brands engage with consumers online by personalizing interactions and improving marketing efficiency.

These AI-powered agents leverage advanced algorithms to tailor website experiences based on user behavior and browsing history. Brands will be able to customize content dynamically, ensuring that visitors see marketing messages that are most relevant to their interests. For instance, if a younger user reaches a website through a TikTok advertisement, the content presented to them can be adjusted accordingly. Similarly, an older user arriving from a search engine result may receive a different set of recommendations aligned with their preferences.

Amit Ahuja, Senior Vice President of Adobe’s Experience Cloud division, emphasized that consumers are becoming more accustomed to interacting with websites through AI-driven chatbots, similar to how they engage with platforms like ChatGPT. Adobe’s new AI tools are designed to enable businesses to provide seamless, intelligent interactions that are aware of user intent.

An example of this functionality is seen in travel booking platforms. If a visitor clicks on an Instagram ad featuring a tropical vacation and then asks a chatbot about trip bookings, the AI agent will consider both available inventory and the type of destination showcased in the advertisement. This allows the system to offer suggestions that align with the user’s initial interest rather than providing generic responses. Ahuja highlighted that this integration of AI helps unify processes that were previously handled separately, often leading to inefficiencies.

Beyond improving website engagement, Adobe is introducing additional AI-powered tools for digital marketers. One of these innovations enables marketing teams to communicate specific objectives to AI agents regarding website modifications aimed at increasing online sales. Instead of waiting for a development team to implement changes, the AI agent can analyze the request, suggest optimized solutions, and even execute them autonomously.

Ahuja noted that Adobe’s goal with these AI enhancements is to drastically reduce the time needed to make impactful website adjustments. Tasks that once required months of back-and-forth between marketers and developers can now be completed in a fraction of the time, accelerating the digital transformation of businesses while enhancing the overall user experience.