Day 3 of Adobe Summit 2025 spotlighted agentic AI, real-time personalization, and embedded finance as the new backbone of marketing. Brands embracing automation and intelligent infrastructure are redefining speed, scale, and customer experience in a rapidly evolving digital landscape.
Three days. Hundreds of sessions. One takeaway: AI is no longer a tactical tool — it’s the infrastructure behind how the smartest brands are scaling, personalizing, and measuring their marketing efforts.
Day 3 of Adobe Summit 2025 drove this point home with a sharp focus on agentic AI, content innovation, and personalized experiences delivered at scale. It also featured deeper insights into the marketing operations of tomorrow — where execution is automated, creative is dynamic, and measurement is instantaneous.
Agentic AI: From Hype to Workflow Backbone
The biggest reveal was Adobe’s Experience Platform Agent Orchestrator, a system designed to coordinate multiple AI agents across marketing workflows. These agents can automatically optimize web content, refine customer segmentation, and handle repetitive content operations — freeing marketers to focus on strategy and creative thinking.
This isn’t just automation for the sake of it. Adobe’s approach to agentic AI is built around collaboration, not replacement. It’s a productivity infrastructure, and its impact on speed and scale was echoed across several sessions.
Personalization at Scale Is Now the Baseline
In her session, Adobe CMO Lara Balazs didn’t mince words: “If they don’t get on board, they’re going to be left behind.” She was referring to brands that still haven’t adapted their strategies for real-time, AI-powered personalization.
The message was clear: today’s consumer expects individualized interactions — from the first touchpoint to post-sale engagement. Brands that treat personalization as a campaign layer, rather than a structural necessity, risk falling behind.
Adobe showcased enhancements to Firefly, its generative AI suite, which now includes video editing and translation capabilities. This enables creative teams to launch multi-language, multi-format campaigns faster and more cost-effectively — closing the gap between content ideation and execution.
Exclusive Interview: Comwrap Reply on the Real Impact of AI
Bobsguide sat down with Tim Conrad and Luke Barton, partners at Comwrap Reply, to talk through how AI is changing everything from content production to digital asset management.
Tim laid out the core transformation: “Content production used to be the bottleneck for scaling campaigns. Now, AI can generate multi-format assets, adapt them for different regions and languages, and update them in real time — without human intervention.”
Luke walked us through their Co-Pilot tool, which uses AI to tag, sort, and activate digital assets in hours instead of weeks. “For brands managing hundreds of thousands of assets, manual tagging was a losing game. Now, AI handles that workload with more consistency and speed than any team could manage.”
Both partners emphasized that AI isn’t a replacement for marketers — it’s an amplifier. The real advantage comes from freeing up human teams to work on high-impact creative and strategy, while AI handles execution and iteration. As Luke put it: “We’re not just launching faster — we’re launching smarter.”
They also addressed the changing agency model. As AI takes over repetitive tasks, agencies will need to pivot from selling time to selling outcomes. “Clients don’t care how many hours something takes — they care about the result. AI makes it possible to deliver more value, more efficiently,” said Tim.
From Marketing Automation to Embedded Finance
The momentum at Adobe Summit pointed toward a bigger industry shift: the growing role of intelligent automation in not just marketing, but core business operations. That same principle is extending into fintech — where companies are rethinking how financial services are delivered.
A standout example is Liberis, whose recent expansion with Teya into the Czech Republic and Slovakia exemplifies what it means to bring AI-style responsiveness to financial workflows. By embedding revenue-based financing directly into merchant ecosystems through a fully automated application process, Liberis is offering access to capital in as little as five minutes — no paperwork, no lengthy approvals.
This kind of streamlined, embedded infrastructure mirrors the trends dominating Adobe Summit: removing friction, scaling intelligently, and meeting users where they are. Just as Adobe is enabling real-time content and personalization, Liberis is enabling real-time capital access — putting user experience and operational speed at the center of innovation.
In both cases, the competitive edge lies in the infrastructure: platforms that don’t just support decisions, but execute them — autonomously, intelligently, and at scale.
Adobe Sneaks and The Coca-Cola Session
Ken Jeong returned to host the ever-popular Adobe Sneaks, showcasing in-development features like Project Panorama and Project Slide Wow — tools designed to further reduce friction in creative production. These experimental products drew wide attention, particularly for their potential to collapse timelines from idea to launch.
Elsewhere, The Coca-Cola Company shared how they’re using AI to tailor messaging at a hyper-local level while maintaining global brand consistency — a playbook that many large brands are keen to replicate.
The Final Word: What Day 3 Confirmed
Adobe Summit 2025 made one thing crystal clear: AI is no longer a tactical upgrade — it’s a structural advantage.
Agentic AI is streamlining execution. Personalization is the new standard. And embedded, automated tools — from marketing to finance — are enabling businesses to operate with speed and scale that would’ve seemed impossible a year ago.
As companies like Comwrap Reply and Liberis are demonstrating in their respective fields, the winners of this AI era will be those who understand how to use automation not just to cut costs, but to unlock growth.
