Indian enterprises are embracing agentic AI to deliver real-time, personalized digital experiences. Venu Juvvala, Head of Digital Experience Business – Adobe India, highlights its impact on customer engagement, content, and ROI.
- Agentic AI is getting a lot of attention right now – what’s Adobe’s focus on agentic AI in India, and where do you see the biggest shift happening for enterprises?
Adobe’s focus on agentic AI in India is centred on helping enterprises orchestrate exceptional, personalized customer experiences at scale – while also unlocking meaningful productivity across teams.
As AI reshapes how customers discover, engage and make decisions, businesses need to move beyond one-off campaigns and disconnected interactions. What they really need is the ability to deliver connected, consistent experiences across every touchpoint – quickly, intelligently, and at scale. That’s exactly what Adobe is enabling in the agentic AI era by bringing together data, content and customer journeys across Adobe Experience Platform and Adobe Experience Cloud, powered by the Adobe AI platform purpose-built for brand, content and customer intelligence workflows.
In real terms, this means enterprises can shift from fragmented engagement to more orchestrated, outcome-driven experiences. For example, in travel and aviation, real-time journey orchestration helps brands move from ticket-led transactions to relationship-led engagement across the entire travel lifecycle. Similarly, in BFSI, agentic AI capabilities help respond dynamically to customer intent – enabling smarter onboarding, faster servicing, and more relevant cross-sell journeys.
Overall, Adobe’s approach to agentic AI in India is about helping enterprises move faster, stay consistent across channels, and deliver experiences that feel more timely, personal, and trustworthy – end to end.
- Building on that, in fast-moving categories like e-commerce, BFSI, travel, aviation, and IT/ITeS where expectations change by the minute how can agentic AI enable real-time personalization without making execution more complex?
In today’s fast-moving markets whether it’s e-commerce, BFSI, travel, aviation or IT/ITeS, customers expect experiences that feel immediate, relevant and personal. Meeting those expectations at scale isn’t easy, and that’s where agentic AI becomes a game-changer. At Adobe, we see AI not just as a tool, but as a creative and strategic partner that can anticipate customer needs and act in real time.
What makes this practical is that it reduces complexity by connecting the full workflow from content creation to journey orchestration instead of treating them as separate steps. Adobe Experience Platform plays a key role here by unifying customer data and signals in real time, so brands have a complete view of the customer and can act on intent as it happens.
For example, Adobe Firefly helps brands generate creative content instantly whether visuals, banners, or social assets while Firefly Foundry provides ready-to-use, high-quality templates and design elements to accelerate creation even further. GenStudio then lets marketers orchestrate campaigns that adapt to each individual, delivering the right message, to the right person, at precisely the right moment. And when this is powered by Adobe Experience Platform and our Real-Time Customer Data Platform, brands can unify signals across channels to create experiences that feel seamless, relevant, and genuinely personal.
Across industries, the impact is clear. Brands can surface the right products, deliver contextual offers or craft tailored experiences that resonate with each customer. By combining creative AI, orchestration and real-time insights, agentic AI helps brands anticipate needs and turn personalization into a tangible driver of engagement, loyalty and growth.
- A lot of brands are investing in AI, but leaders still ask ‘what’s the ROI?’ How should enterprises measure success with agentic AI – both in the short term and over the long run?
At Adobe, we believe ROI today should be measured by business outcomes and efficiency, not just activity or spend. Reach and impressions still matter, but they don’t capture whether investments are truly delivering value in an always-on, highly competitive digital environment.
Decision-makers need to ask two key questions: Are we engaging the right customer at the right moment? And are we operating efficiently reducing wasted effort, eliminating duplication and scaling personalization without adding manual work? That’s where agentic AI becomes critical. By orchestrating data, content and customer journeys together, and automating complex decisions across the experience lifecycle, AI ensures experiences are intelligently connected end-to-end.
When done this way, enterprises can directly link spend to meaningful outcomes – conversion, retention, productivity gains, and lifetime value, making every dollar work harder and supporting sustainable growth rather than just chasing short-term activity metrics.
- Content is now the biggest bottleneck for personalization at scale. How is Adobe helping enterprises strengthen their content supply chain – from planning and creation to activation and optimization
Absolutely, content supply chains are becoming a bigger focus for enterprises and Adobe is helping organizations navigate this new reality by bringing creativity, marketing, and AI together in one connected system. Today, a single campaign can require hundreds of thousands of unique assets, putting unprecedented strain on traditional content supply chains. And brands now have even more to manage – staying consistent across every touchpoint, personalizing at scale and ensuring content is discoverable and effective in LLM-powered journeys.
This is where Adobe is helping enterprises build a content supply chain for the AI world. With our GenStudio solutions – including Workfront, GSPeM, Assets, Content Analytics, and Firefly – we provide an AI-powered, end-to-end system that streamlines complex campaigns, increases visibility, and accelerates the creation-to-activation cycle. By combining professional creative tools with generative AI, teams can produce content at massive scale, ensure brand consistency, and optimize performance in real time.
What makes this truly powerful is that it’s built on Adobe Experience Platform (AEP), with intelligence fueled by Adobe Analytics and LLM-driven capabilities – so content and experiences aren’t just created faster, they’re activated smarter. Brands can understand what’s working, optimize in-flight, and continuously improve performance based on real customer signals.
And as agentic AI evolves, capabilities like Brand Concierge extend this even further — enabling more conversational, intent-led engagement, while AI agents can help support customer journeys end-to-end by connecting the right content, to the right customer, at the right moment.
In short, Adobe empowers enterprises to move from batch production to AI-driven content at scale, helping them deliver smarter, faster, and more personalized experiences across the entire content journey.
- How are these agentic capabilities showing up inside Adobe products like Firefly Foundry and Adobe Experience Cloud and what does that mean for marketing and creative teams day-to-day?
Adobe is bringing agentic AI to life through purpose-built agents that are embedded directly into everyday workflows across marketing, experience delivery and content production.
Within Adobe Experience Cloud, agents like the Audience Agent, Journey Agent, and Experimentation Agent help teams move faster from insight to action. These agents can analyze real-time customer signals, surface recommendations and suggest next-best actions across journeys reducing manual effort and enabling teams to focus more on strategy and outcomes rather than execution.
In parallel, the Brand Concierge extends this further by enabling more conversational, intent-led engagement across owned digital touchpoints helping brands respond more naturally to what customers are looking for in the moment.
On the content side, Firefly Foundry brings agentic intelligence into enterprise content operations. It helps creative teams generate and scale high-quality, on-brand content using commercially safe generative AI, while streamlining production, versioning, and activation across channels with governance built in.
The day-to-day impact is simple: marketers spend less time stitching tools together and more time optimizing performance, while creative teams can scale content creation without compromising brand integrity. Importantly, these agents work with humans in the loop, augmenting decision-making, not replacing it – helping enterprises operate with greater speed, consistency and confidence at scale.
- Looking ahead, how do you see LLMs, custom AI models, and agentic AI shaping the future of customer experience in India over the next few years?
I genuinely think agentic AI, LLMs and custom AI models are going to reshape customer experience in India in a very real way and quite quickly. Customers here are already expecting faster responses, more personalization, and seamless journeys across every touchpoint, and AI is going to help brands deliver that at scale.
What’s especially interesting is that it’s not just about using LLMs – it’s about using them well. That’s where something like Adobe’s LLM Optimizer becomes a real advantage for brands. It helps enterprises fine-tune and guide LLM-driven experiences so they stay accurate, relevant and most importantly, on-brand. So instead of generic AI responses, businesses can deliver interactions that feel much more tailored to their tone, their products, and their customer context.
And when you combine that with agentic AI, you move beyond chat-based support into systems that can actually take action – like resolving issues, making recommendations or moving a customer forward in their journey without constant manual intervention.
Over the next few years, I see Indian enterprises using this combination to create customer experiences that are faster, smarter, more personal and still consistent and trustworthy at scale.