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Adobe’s agentic AI push makes it more valuable to subscribers

Article by Gadjo Sevilla  |  Mar 19, 2025
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Adobe’s agentic AI push makes it more valuable to subscribers
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Creative Advertising
Artificial Intelligence (AI)
Marketing Technology
United States

The news: Adobe is expanding into agentic AI, shifting beyond software licensing and cloud subscriptions to AI-powered automation services as an upsell to existing customers, it announced at Adobe Summit 2025.

The company launched the Adobe Experience Platform Agent Orchestrator, designed for businesses to build, manage, and deploy AI agents. It didn’t reveal pricing or a release date for the new services during the event.

Adobe’s massive install base of 37 million subscribers makes it easier to roll out AI-driven features and provide existing customers an incentive to upgrade rather than switch platforms or use individual AI tools.

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