Adobe Introduces AI Agents for Online Marketing

Adobe has launched artificial intelligence agents to help brands enhance user interactions on their websites.

Credit: ADOBE

The company, known for Photoshop and business-to-business marketing tools, generated USD 21.5 billion in its last fiscal year, with a quarter of that revenue coming from its online marketing software.

The new AI tools personalise marketing messages based on users' online activity. For instance, content can be tailored differently for a young user arriving via a TikTok ad compared to an older user coming from a search query.

Amit Ahuja, senior vice president of Adobe's experience cloud unit, said users increasingly expect chatbot interactions similar to those in apps like ChatGPT. Adobe's AI ensures businesses can provide this experience with greater user awareness.

For example, if a user visits a travel booking site after clicking an Instagram ad and asks about trip options, the chatbot can check both available inventory and the type of destination shown in the ad. This allows for more relevant recommendations.

Ahuja said AI helps websites coordinate these functions, which were previously managed separately with different restrictions.

Adobe is also introducing additional tools for digital marketers. One feature allows marketing professionals to set goals for website changes aimed at increasing digital sales. The AI agent can then suggest improvements and implement them.

Ahuja said the goal is to accelerate processes that previously took months, eliminating the need to wait for coding teams to make adjustments.

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• Adobe has launched AI agents to enhance website interactions.

• The tools personalise marketing messages based on user activity.

• AI chatbots can provide tailored recommendations on websites.

Source: REUTERS