Laura Hyde |
Adobe has extended its partnership with Microsoft with new agentic AI tools for marketing in Microsoft 365 Copilot, including the newly launched Adobe Marketing Agent, which was unveiled at Adobe Summit, a free online event that ran from 17 to 19 March 2025.
Currently available in private preview, the capabilities of Adobe Marketing Agent can help marketers to access data from Adobe Experience Platform, generate insights from Adobe Customer Journey Analytics, personalise campaigns and optimise workflows by connecting to Adobe Workfront, all without leaving Microsoft applications such as Teams, PowerPoint and Word.
Adobe Marketing Agent will also enable marketing teams to plan, create and manage, as well as activate and measure, marketing campaigns and personalised customer experiences.
“Businesses are under pressure to retain a competitive edge by increasing the efficiency and productivity of their organisations,” said Amit Ahuja, senior vice president of digital experience business at Adobe. “Adobe Marketing Agent and Adobe Express Agent will be an unlock for businesses, enabling marketers to access Adobe capabilities within the natural flow of work to create impactful content and drive personalisation initiatives.”
Adobe is also continuing to develop its Adobe Express Agent, which is designed to help users to easily create assets directly within Microsoft 365 Copilot and associated applications. Adobe Express Agent is also designed to enable marketing teams to generate high-quality images through the conversational interface for documents, presentations, whitepapers, social media posts and more.
At Adobe Summit, Adobe also showcased its Adobe Experience Platform Agent Orchestrator, which enables businesses to manage and orchestrate AI agents from Adobe, as well as across third parties. It offers purpose-built Adobe agents designed to integrate with technology from partners, including Microsoft, to “enhance” customer experience workflows.
“We are thrilled that Adobe has developed an agent for Microsoft 365 Copilot to assist marketers in creating impactful campaigns and enhancing customer experiences,” said Charles Lamanna, corporate vice president, business and industry copilot at Microsoft. “This collaboration underscores our belief at Microsoft that human ingenuity will be richly augmented by Copilot and agents, tailored to meet the unique needs of every role. We look forward to our joint customers experiencing the benefits of the Adobe Marketing Agent.”
Additionally, Adobe announced an expansion of its collaboration with LinkedIn Ads, enabling marketing teams to create campaign assets for business-to-business marketing in GenStudio for Performance Marketing. Asset creation for display ads is also now available for advertisements served through Microsoft Advertising.