The session, led by Amit Ahuja (SVP, Adobe Experience Cloud), focused on demystifying Agentic AI, illustrating its real-world impact, and deep-diving into Adobe’s platform innovations.
Highlights included a detailed case study with Coca-Cola’s Rapha Abreu and Shekhar Gowda on scaling brand storytelling using AI, demonstrations of Adobe’s new Agent Orchestrator and Agentic reasoning approach, and new agent-driven solutions like Brand Concierge and Adobe Marketing Agent for Microsoft 365 Copilot.
Key decisions and advice emphasized maintaining a human-led approach to AI-powered creativity and ensuring brand compliance at scale.
The session closed with an invitation to further explore AI advancements at Adobe Summit and hands-on areas like the Agentic zone and Coca-Cola experience.
Action Items
(none stated in transcript; see Open Questions for engagement opportunities)
Unpacking Agentic AI and Adobe’s Approach
Amit Ahuja set the stage by addressing industry buzz and skepticism about practical AI deployment, emphasizing Adobe’s multi-year journey from predictive AI, through GenAI, to the current Agentic phase.
Agentic AI is positioned as the next evolution, defined by interactive, reasoning, and autonomous agents capable of supporting complex tasks and personalized experiences.
Adoption statistics showed momentum: 39% of consumers now use AI (e.g., ChatGPT), and 55% of businesses are considering Agentic experiences.
Showcased real-world value, e.g., PJ Tours reduced content production time from months to hours; AAA Northeast saw a 156% increase in transactions through AI-generated insights.
Case Study: Coca-Cola’s AI Journey
Rapha Abreu (Global Design) and Shekhar Gowda (Marketing Technology) described the need for AI to maintain brand consistency and scale content across 220 markets supporting 2.2 billion daily servings.
Key challenge: balancing creative flexibility with strict brand governance and preventing misinterpretation of guidelines.
Solution: Project Vision, an AI-enabled dynamic design system powered by Adobe Firefly, which encodes brand style into every design element, ensuring compliance while empowering creative teams.
Project Vision is embedded into tools designers use daily, automates brand governance, shortens content production cycles by 10x, and flattens learning curves for global teams.
Additional use cases explored include real-time personalization and leveraging Adobe Experience Platform (AEP) for hyper-personalized customer journeys.
Advice from Coca-Cola leaders: AI is to enhance—not replace—creativity; start with a clear business problem and clearly define where AI, automation, and human judgment should apply.
Deep Dive: Agentic AI Platform and Reasoning Demo
Adobe’s Agentic strategy is structured on three pillars: empowering practitioners, enhancing end-customer experiences, and supporting ecosystem extensibility.
Amit clarified Adobe’s definition of an agent: interactive (multimodal), reasoning (contextual), and autonomous (actionable).
Demonstration with Akash Maharaj (Lead Data Scientist) showed the Audience Agent in action, guiding a marketer through creating highly targeted audiences using a combination of AI-driven suggestions and human choices.
The AI agent handled plan generation, data set selection, model training, verification, backtracking when results fell short, and provided transparency/reporting on outcomes.
Emphasis: dynamic, collaborative problem solving where optimal outcomes require both AI and human input.
Next-Gen Brand and Consumer Experiences with Agentic AI
Winnie Wu (Director, Product Management) demonstrated Brand Concierge, an agent-powered system for creating deeply personalized, conversational brand experiences.
Marketers configure goals, brand guidelines, and content; Brand Concierge surfaces tailored strategies, dynamically adapts content, and delivers personalized experiences for each consumer.
The agent continues learning from every interaction, feeding insights back for campaign optimization.
Integration scenario: Adobe Marketing Agent within Microsoft 365 Copilot enhances productivity by drafting briefs, recommending audiences and content, managing tasks, and providing campaign analytics within familiar Office workflows.
Marketers can execute campaign steps—audience selection, creative inspiration, workflow management, and content editing—directly inside Microsoft Word and Teams.
Ecosystem and Interoperability
Adobe reaffirmed its commitment to open Agentic integration for partners, customers, and developers, supporting both Adobe’s and third-party agent orchestration.
Demonstrated interoperability with Microsoft 365 Copilot, showing the potential for cross-platform, agent-driven productivity.
Decisions
Human-led AI approach prioritized — Both Adobe and Coca-Cola leaders stressed that AI should enhance (not replace) human creativity, with humans retaining final creative and strategic control.
Agentic AI design demands transparency, context, and explainability — Ensuring trust, precision, and data safety remain foundational in enterprise applications.
Open Questions / Follow-Ups
Opportunity for attendees to explore hands-on demos at the Summit’s Agentic zone and Coca-Cola experience pavilion; participants are encouraged to follow up for deeper dives or direct questions to Adobe product experts.
No explicit action items or follow-ups were assigned within the session transcript.