Mashable: Adobe has announced the introduction of artificial intelligence "agents" designed to assist brands in guiding consumers through their websites. While Adobe is widely recognized for its consumer applications like Photoshop, it also offers a range of business-to-business software tools utilized in online marketing, which accounted for 25% of the company's $21.5 billion in revenue during its latest fiscal year.

These new AI-driven tools enable brands to customize marketing messages for various users based on their online behaviors. For instance, content can be adjusted to suit a younger individual's profile if they arrive at a website via a TikTok advertisement, as opposed to an older user's profile if they come from a search engine result.

Amit Ahuja, senior vice president of Adobe's Experience Cloud division, noted that users are increasingly inclined to engage with websites through chatbots, similar to their interactions with applications like ChatGPT. Adobe's tools empower businesses to provide this functionality with enhanced user awareness.

For example, if a user visits a travel booking site after clicking on an Instagram ad and inquires about trip bookings, the site's chatbot can access both inventory and the specific destination featured in the advertisement, thereby offering more relevant suggestions.

Ahuja explained that AI capabilities enable websites to integrate these functions, which were previously handled separately with distinct protocols.

Additionally, Adobe is launching other innovative tools for digital marketers. One such tool allows marketing professionals to communicate their objectives for website modifications aimed at boosting digital sales.