Users reported improved campaign performance, faster reporting and reduced acquisition costs. The pace of disruption requires new capacity in marketing organizations. This is where AI agents can serve as an important release valve for teams. Whether built or bought, agents are designed to reduce toil, scale repetitive but critical tasks, and unlock production capacity across the value chain. Agents can automate nearly any marketing activity, from generating tags for measurement to building email variants, analyzing market trends, or generating insights.
How can Marketing Cloud Next help your business?
Adobe introduced agentic AI upgrades across Adobe Firefly and Adobe GenStudio, its flagship suites for creative professionals and enterprise marketing teams. The company aims to marry human imagination with agentic AI-powered automation at scale, without sacrificing brand integrity or creative control. But there’s another reason that AI could boost sustainability—the quest for sales growth and margin expansion. AI agents, by gathering and analyzing customer data, can identify which customers would pay what premium for what kind of sustainability in products. Or they can measure and document that sustainability to strengthen your brand and grow your markets. AI can also help manage transport and electricity use to lower travel and power bills.
What makes an artificial intelligence product “agentic” depends on who’s selling it. But the promise is usually that it’s a step beyond today’s generative AI chatbots. It connects to your CRM and continuously evaluates engagement signals — like email opens, clicks, website visits, product usage, purchases, inactivity, and churn risk — against defined thresholds and business goals.
Built-in monitoring also includes different agents checking each other’s work, and for higher-risk scenarios, these agents come from different model providers. A blueprint for savings, job creation, and growth through agentic AI over the next three years. Compared to last year, more companies (42%) believe their strategy is highly prepared for AI adoption—but they feel less prepared in terms of infrastructure, data, risk, and talent. Organizations implementing autonomous AI systems reported the 28% resolution-time improvement and 19% first-contact gains, according to the 2025 CMSWire State of the CMO Report. Finally, for AI to be most helpful, it shouldn’t just know the world’s information, it should understand your context, too.
Adobe Summit 2026
Last year, we introduced agentic tools for shoppers and made agent-led payments seamless and secure with our Agent Payments Protocol (AP2). We believe in an agentic commerce future that is open, collaborative and built for everyone to succeed. https://expandsuccess.org/what-are-the-first-steps-to-starting-a-business/ Partnering with leading retailers and platforms, we’re sharing several announcements today that are an important step in that journey.
The Growth Grader
But it doesn’t make human marketers obsolete; it makes them more valuable—if they adapt. AI unlocks the potential for marketers to deploy strategies via experimentation at scale. No longer is technology or technical acumen a roadblock for marketers to scale what they want to execute. The core problem with marketing’s “AI 1.0” phase is that we’ve been bolting new technology onto old-world processes.
These are tasks that once demanded large teams and long lead times. Specifically, agentic AI can triple marketing ROI, speed, and volume (see Exhibit 1). In practice, these outcomes often translate to 5% to 10% incremental top-line growth and 15% to 20% cost efficiencies across internal and agency spending, creating a self-funding transformation that fuels further change. In our work with leading global brands, we’ve seen these results help teams move faster and reinvest in AI.
While Canva, Figma, and a wave of AI-native startups have democratized design, Adobe’s broader strategy centers on owning both the ideation process and the “last mile of campaign production”. Forrester’s Total Economic Impact study (Jan 2025) found that Adobe Firefly offerings enable enterprises to scale asset variant production by 70%, while reducing time spent reviewing and fixing assets. AI agents make possible “vibe” coding—where people write software without technical expertise—and other “vibe” work, where almost anyone can invent and test new ideas. But you usually need tech teams to “industrialize” this innovation, putting ideas into production with continuous monitoring. Its unified “command center” view helps you catch mistakes and track and fine-tune performance.
Common Use Cases for B2B Marketers
Agentic AI uses generative capabilities as one tool among many, but adds autonomous decision-making, continuous learning, and proactive task execution. Static dashboards force you to hunt for insights instead of surfacing them automatically. Traditional BI tools weren’t built for the complexity, security demands, and scale of modern enterprise data; you need analytics that work as hard as your team does.
So today, we’re expanding Personal Intelligence in AI Mode to more people in nearly 200 countries and territories across 98 languages — no subscription required. You can securely connect apps like Gmail and Google Photos, and soon Google Calendar. Personal Intelligence was designed with transparency, choice and control at its core. You’re always in control — you choose if and when you want to connect apps like Gmail and Google Photos.
Grow Loyalty with Personalized Experiences
- Drive 24/7 pipeline with AI agents that prospect target accounts, qualify inbound demand, and nurture buyers into sales-ready conversations.
- The agent can then summarize key features, offer a discount and follow up with personalized product recommendations.
- The platform centralizes multi-channel marketing analytics within an integrated intelligence layer and automates workflows with AI-driven agents.
- Adobe will explore NVIDIA Agent Toolkit software and NVIDIANemotron™ open models to power these agentic workflows.
- This intelligent Search box puts our most powerful AI tools right at your fingertips, making it easier to ask your questions.
- A comparison of the top AI tools for B2B personalization at scale, including Tofu, Mutiny, UserLed, Jasper, Copy.ai, and ChatGPT, evaluated on personalization depth, automation, and CRM integrations.
Our marketing teams will soon be hybrids of human strategists and AI agents. The brands that win will be those that stop seeing AI as an intern to whom they can delegate small tasks and start treating it as a high-powered co-worker to whom they can delegate entire outcomes. Gartner identifies “Agentic AI” as one of the top emerging technology trends, focusing on autonomous software entities that can perceive, make decisions and act to achieve goals without human guidance. They estimate that 40% of enterprise applications will feature task-specific AI agents by the end of 2026, up from less than 5% in 2025.
The current marketing department looks fundamentally different from 2024. Marketers spend less time on campaign mechanics and more time on creative direction, strategic planning, and ensuring AI agents align with business objectives. Companies treating AI agents as productivity add-ons consistently fail to scale. Those redesigning core processes, especially in SaaS marketing around agent-first thinking, see meaningful EBIT impact . Let the smarketers’ team drive your pipeline with data-led campaigns and AI-powered growth strategies. Enterprises are struggling to bridge the gap between their human workforce and their new AI capabilities.