Adobe unveils seven AI marketing workflow prototypes

Adobe unveiled seven experimental artificial intelligence projects for marketing workflows at its Summit Sneaks session.

The concepts focus on content creation, personalisation, testing and campaign production across email, web, video and design.

The projects show how generative and agentic AI could be applied to common marketing tasks that often remain slow and labour-intensive. These include updating visual assets when source data changes, tailoring content for different audiences and testing creative work before publication.

One project, called Concurrent, focuses on visual assets linked to live data. It allows marketers using Adobe Express to create charts and other visuals that update automatically as underlying information changes, with support for data mapping and formula-based adjustments through an AI assistant.

Another, Face Off, is designed to simulate A/B testing before a campaign goes live. The system generates audience personas and models how those personas might respond to different design options, helping teams decide which version to develop and publish.

Page Turner addresses website personalisation. The tool creates web pages in real time based on a visitor's stated intent, drawing on content in Adobe Experience Manager to assemble pages that match what a user says they want to find.

Wise Wire is aimed at email production. It converts a static creative asset from Adobe Express into a structured HTML email template for use in Adobe Journey Optimizer, then uses software agents to suggest tailored content, modify HTML based on audience data and adapt copy through natural language prompts.

Adobe also presented Test Kitchen, an image generation and editing concept for design exploration. Teams can use it to build moodboards and visual guides from brand assets, styles or design ideas, then refine concepts through variations in colour, layout and style.

Asset Amplify expands existing campaign material into multiple formats. Starting from a video or image, the project generates additional visuals for social media, websites and print, which can then be refined in Adobe Photoshop or Adobe Express.

Tailored Takes focuses on video adaptation for different markets and audiences. The project uses Adobe's Firefly Foundry models and assets from Adobe Experience Manager to help marketers create storyboards, alter visuals, localise content and edit video in Frame.io.

Marketing pressure

The projects reflect a broader push by software groups to position AI tools as a way to cut production time and meet rising demand for personalised digital content. Marketing teams are under pressure to produce more material across more channels while maintaining brand consistency and responding quickly to audience behaviour.

Adobe framed the prototypes around that challenge, arguing that many campaign workflows still take weeks or months because content must be rebuilt, reformatted or tested manually. The demonstrations suggest it is exploring a larger role for AI systems that do more than generate assets, extending into orchestration, adaptation and pre-launch simulation.

Several of the projects also tie closely to Adobe's existing software stack. Experience Manager, Journey Optimizer, Express, Photoshop and Frame.io all feature in the demonstrations, indicating an effort to fit early-stage AI features into products already used by marketing, creative and content teams.

That approach may help Adobe respond to competition from newer AI-native companies, many of which are trying to win over users with tools that promise faster content generation and campaign iteration. By linking research projects to established products, Adobe appears to be signalling that AI-driven workflow changes will be integrated into its wider platform rather than offered only as standalone tools.

The projects remain experimental, but they point to where Adobe's product development is heading in marketing technology. Across the demonstrations, the common thread is the use of AI to reduce repetitive production work and shift more of the process towards automated adaptation, testing and assembly.

Across the seven projects, Adobe's emphasis was on turning static assets and fixed workflows into systems that can update, personalise or reconfigure themselves as marketers work.