Adobe unveils experimental AI journeys at Las Vegas summit

Adobe (NASDAQ:ADBE) announced a slate of innovations to its Adobe Experience Cloud designed to enhance customer experience through the power of artificial intelligence at the Adobe Summit in Las Vegas on Tuesday.

The Adobe Experience Platform and Adobe Journey Optimizer are designed to allow companies to engage the "right" customers with "generative AI-powered experiences."

“By unifying disparate data through Adobe Experience Platform and delivering a comprehensive view of customers, brands can deliver true one-to-one personalization or engage specific buying groups within target accounts," said Amit Ahuja, senior vice president, Digital Experience Business at Adobe.

Microsoft partnership

Adobe and Microsoft (MSFT) also announced a partnership to combine Adobe Experience Cloud with Microsoft Copilot and Microsoft 365 to assist in handling marketing data and managing workflows.

"Marketers spend a great deal of their day working across Adobe and Microsoft applications, and the partnership provides a unique offering for marketing teams, streamlining daily tasks across planning, collaboration and campaign execution," Ahuja said.

Adobe GenStudio embraces AI

Adobe highlighted its GenStudio, "a generative AI-first offering for marketers to quickly plan, create, manage, activate and measure on-brand content," at the summit as well.

“The world’s leading brands and agencies are partnering with Adobe to accelerate their content supply chain as they deliver on a mandate to drive greater efficiency in their organizations,” said Eric Hall, chief marketing officer, Adobe Experience Cloud.

Pfizer's (PFE) chief digital and technology officer, Lidia Fonseca, confirmed this sentiment.

"Digital and AI innovation is powering our ability to provide ever more relevant content about our life-saving medicines and vaccines to patients and physicians when and how they need it," Fonseca said.

Firefly sparks imaginations

Analysts appear upbeat on the ever-growing role of generative AI in Adobe applications.

"Adobe's AI roadmap is on track, with popular AI tools and plans for expanded offerings, but investors need to be patient when it comes to monetization," said Seeking Alpha contributor and analyst Vinay Utham.

Firefly, Adobe's AI tool, is very popular among users and allows customers to "create their own custom models using their own proprietary datasets, which puts it in the same category as Saleforce's (CRM) Einstein Copilot and Oracle’s (ORCL) AI services," Utham said.

Adobe detailed several new applications and uses for Firefly during the summit.