Adobe & Microsoft integrate AI agents for marketers

Adobe has announced the private preview of Adobe Marketing Agent, expanding its collaboration with Microsoft to integrate AI agents in Microsoft 365 Copilot applications.

Adobe Marketing Agent will be available in Microsoft Teams, PowerPoint, and Word through Microsoft 365 Copilot.

This collaboration is aimed at enhancing productivity for marketers by embedding Adobe capabilities within users' regular workflows.

Amit Ahuja, Senior Vice President of the Digital Experience Business at Adobe, stated, "Businesses are under pressure to retain a competitive edge by increasing the efficiency and productivity of their organisations."

"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."

Charles Lamanna, Corporate Vice President of Business and Industry Copilot at Microsoft, commented, "We are thrilled that Adobe has developed an agent for Microsoft 365 Copilot to assist marketers in creating impactful campaigns and enhancing customer experiences."

"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."

Adobe is progressing with the Adobe Express Agent, designed to help users easily create engaging assets directly within Microsoft 365 Copilot and related applications.

This will facilitate the generation of high-quality images for various types of marketing content, aiding marketers and collaborative teams.

With the private preview of Adobe Marketing Agent, marketers can refine audience targeting using insights accessed through Adobe Experience Platform within Microsoft 365 Copilot.

The tool will streamline the process of creating audiences for extensive personalisation campaigns, providing operational insights more efficiently.

Adobe Marketing Agent also offers the capability to uncover actionable insights from Adobe Customer Journey Analytics.

This access, available directly within Copilot, is intended to broaden the tool's usefulness across a wider range of marketing personnel within organisations.

The integration is further designed to support the creation of performance reports within Microsoft applications like PowerPoint and Word, thereby enabling smarter marketing decisions.

Collaboration amongst teams is anticipated to improve, as Adobe Marketing Agent can connect with Adobe Workfront.

This connectivity aims to enhance work management processes, summarise essential project details, and monitor project health across Microsoft applications.

Adobe has also highlighted the utility of its Experience Platform Agent Orchestrator, which helps businesses manage and integrate AI agents from Adobe and third-party providers, enhancing customer experience workflows.

Additionally, Adobe has expanded its collaboration with LinkedIn Ads to support the rapid creation of campaign assets for B2B marketing, alongside the development of display ads through Microsoft Advertising, facilitated by its GenStudio for Performance Marketing application.