Investing.com -- Adobe (NASDAQ:ADBE), known for popular consumer applications like Photoshop, has announced the rollout of artificial intelligence (AI) "agents". These AI tools will assist brands in guiding consumers on their websites, a move that further expands Adobe’s portfolio of business-to-business software tools.
These new tools utilize AI technology to help brands tailor their marketing messages to different users, based on their online activity. For instance, if a young person lands on a website through a TikTok ad, the content they see can be customized to their profile, differing from the content an older person might see if they arrived at the site via a search query.
Amit Ahuja, the senior vice president of Adobe’s experience cloud unit, pointed out that users are increasingly expecting to interact with websites through chatbots, similar to their interactions with apps like ChatGPT. Adobe’s AI tools aim to meet this expectation by providing businesses with better awareness of their users.
For example, if a user lands on a travel booking site after clicking an Instagram ad and inquires about booking a trip, the site’s chatbot can check both inventory and the type of destination shown in the ad. This provides the chatbot with a better understanding of what to suggest to the user.
Ahuja highlighted the ability of AI to help websites coordinate these functions, which were previously managed in different ways "with different guardrails".
In addition to these AI tools, Adobe is also launching other new tools for digital marketers. One such tool allows marketing professionals to communicate their goals for website changes to increase digital sales to AI agents. The AI agents can then suggest ways to achieve those goals and implement the changes.
The objective of these innovations, according to Ahuja, is to accelerate processes that previously would have taken months, eliminating the need for a coding team or other personnel to make the adjustments.
This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.