Adobe announced on Tuesday the introduction of artificial intelligence "agents" designed to assist brands in improving user navigation on their websites. While Adobe is renowned for its consumer apps like Photoshop, it also offers a range of business-to-business software solutions used for online marketing, contributing to a substantial portion of its $21.5 billion in sales for the latest fiscal year.
These new AI-driven tools enable brands to craft targeted marketing messages based on individual users' online behavior. For instance, content can be personalized depending on whether a user accessed the website through a TikTok ad (typically younger audience) or a search engine result (typically older audience).
Amit Ahuja, senior vice president of Adobe's experience cloud unit, noted the growing preference for interacting with websites via chatbots akin to ChatGPT. Adobe's tools facilitate businesses in offering this interaction while maintaining a deep understanding of user behavior.
Moreover, Adobe is launching additional tools for digital marketers. One such tool empowers marketing professionals to communicate their objectives to AI agents for enhancing website performance to drive digital sales. The AI agent then suggests strategies and implements the changes, streamlining processes that previously required lengthy timelines for coding adjustments.