Adobe diversifies beyond its cash cow to sell AI to businesses

Adobe Inc has become the latest company to join the bandwagon to offer artificial intelligence services with its agentic AI platform as the technology firm diversifies beyond its core offering.

- Shouvik Das

Alongside selling on-cloud, AI-integrated tools to generate content for a business' marketing operations, California-headquartered Adobe's new software platform will look to capture a share of customer service automation, technical support and other aspects.

Its 'Agent Orchestrator' will allow companies to access Adobe's family of 'Firefly' foundational AI models, as well as third-party models such as OpenAI's GPT-4.5 and Google's Gemini 2.0., the company said at its annual 'Summit' in Las Vegas, Nevada on Tuesday.

Adobe has started selling its agentic AI platform to enterprises, counting technology integrator IBM, India's flag carrier Air India in aviation, and the largest domestic private bank HDFC Bank Ltd as three key early customers for its agentic AI push. Two senior executives confirmed, requesting anonymity since they were not authorized spokespeople, that the company is already generating revenue from its AI push.