Adobe just announced the launch of AI tools to enhance marketing and customer experiences, unveiling its strategy for agentic AI with the Adobe Experience Platform (AEP) Agent Orchestrator. This platform allows businesses to build, manage, and orchestrate AI agents from Adobe and third-party ecosystems.
Additionally, Adobe introduced a suite of ten purpose-built AI agents designed to enhance the capabilities of marketing and creative teams, including the Audience Agent, Content Production Agent, and Data Insights Agent, all built on the AEP Agent Orchestrator.
In an era where technology is rapidly evolving, the big question on everyone's mind is whether introducing AI aggressively across product offerings is a pivot or simply another step in the evolution of marketing and creative functions. Prativa Mohapatra, Vice President and Managing Director at Adobe India, addresses this question and more in an exclusive conversation with exchange4media at the Adobe Global Summit 2025 in Las Vegas. She delves into the role of AI in marketing and creative strategies, as well as its growing impact on businesses, particularly in India.