AI at Adobe
15 Feb 2026 » Opinion
Adobe has been announcing multiple Artificial Intelligence (AI) capabilities as part of the Adobe Experience Cloud. This is just an evolution of Adobe Sensei, the collection of Machine Learning (ML) features that have been released over the last 10+ years. However, with AI things are getting more complicated and it is not always easy to understand where each feature belongs to. I wanted to summarize and classify the features, both for you and me, as our memory is fragile.
Before I continue, if you have landed on this page looking for AI tools related to the Adobe Document Cloud or the Adobe Creative Cloud, I am afraid I have very little to say about them. Photoshop is as alien for me as Adobe Experience Platform is for you.
With that being said, let’s get to the heart of the matter. I have classified these AI capabilities in three broad groups: assistants, content optimizers and end user support. In the remainder of this post I will explain each one.
Assistants
Adobe uses the icon to denote an AI assistant. You will see it in multiple places, for example:
All these assistants have one thing in common: they are meant to help the user of the corresponding tool. Think of them as a virtual intern that takes your orders (your prompt) and works on them in the background. The initial use case was to help you learn more about the tool. However, they are still evolving and, over time, they will do more and more.
Disclaimer: what I am going to explain is not currently available; I am sure it will be in the future. In my wildest dreams, I envision a meta assistant or assistant orchestrator where, based on a brief, it would create every step of a campaign. For example, for an email campaign you would get:
- The email content, including A/B testing and personalization
- The AJO campaign, ready to be activated
- The RTCDP segment for the AJO campaign
- The CJA dashboard for this campaign
Content Optimizers
If you are like me and come from the data world, you may not be that familiar with the content world. We like to think of AEP as the center of our universe. However, once you learn and understand the predominant role of Adobe Experience Manager (AEM), you realize how big the world beyond data is. While I am not an AEM expert, I can tell how it plays a key role in big corporations. All my clients use it as their content management system and it is a central component of their digital marketing stack.
It should be no surprise, then, that Adobe has released AI tools specifically designed for content:
- AEM Sites Optimizer. It analyzes and improves the performance of websites built on AEM. Not only does it audit your website, but it can also apply the changes to AEM to improve it.
- Adobe LLM Optimizer. With the advent of Large Language Models (LLM) and the chat engines in front of them, webmasters want their websites to rank high in the popular LLMs, so that they become the reference of certain prompts. This is called Generative Engine Optimization (GEO). Well, LLM Optimizer was designed with this goal in mind: help websites become the reference of AI chat assistants.
End User Support
You are all familiar with those chat tools that many websites have. They are mainly call deflectors: they try to help end users who have basic questions, so that they can self-serve and do not need to call the client support center. However, the existing chat tools are very basic. Every time I have tried to use one, I have ended up having to interact with a human, as the tool could not do what I needed.
With Adobe Brand Concierge, Adobe is entering this space, offering an AI tool to manage end user conversations. This is one of the rare occasions where the Adobe Experience Cloud offers a tool that is specifically designed for the end users, the customers of our customers (anybody remembers Adobe Survey?). This tool is in its infancy, but if it delivers on the promise, we will finally get a chat that works.
Photo by BoliviaInteligente on Unsplash