Long-standing technology partners Adobe and Microsoft are once again joining forces, this time to unveil two new innovations aimed at enhancing the efficiency and effectiveness of marketing teams. The announcement was made during Microsoft Ignite '24, with the companies highlighting their latest co-engineered products and integrations.

The first innovation is the AI-powered Adobe Marketing Agent for Microsoft 365 Copilot. This tool is designed to meet marketers in their natural workflow, extending AI assistant capabilities from Adobe Experience Cloud into Microsoft 365 apps. It provides access to key marketing use cases, including campaign planning, insights, workflow management, and content generation.

"We are enabling marketing teams to get deeper insights, faster, and to accelerate their workflows using gen AI," said Amit Ahuja, senior vice president, Experience Cloud, Platform & Products. "Now, we are excited to extend these capabilities into Microsoft 365, where marketers do much of their work, so they can easily access the power of Adobe Experience Cloud to improve business outcomes."

The second innovation is the integration of Adobe Experience Platform with Microsoft Fabric. This provides businesses with flexible and expanded access to critical enterprise datasets, enabling them to compose high-value audiences and power brand-initiated experiences.

"Adobe Marketing Agent exemplifies the potential we can harness within the ecosystem of Copilot and agents," said Charles Lamanna, corporate vice president, Business and Industry Copilot at Microsoft. "By leveraging the capabilities of Microsoft 365 Copilot and AI Assistants in Adobe Experience Cloud, this agent empowers marketers to enhance collaboration, efficiency, and creativity, all while staying in the flow of work."

In addition to these innovations, Adobe Marketing Agent will also integrate with Adobe Customer Journey Analytics, transforming how marketers interact with their data. The tool, combined with Workfront, will provide users the ability to streamline the process of planning and executing work within Microsoft 365.

Microsoft Fabric, on the other hand, is a unified analytics solution that integrates data and analytics tools into a single AI-powered platform. Together with Adobe Experience Platform, it will provide a more comprehensive approach to audience curation and activation.

These innovations are a testament to the ongoing collaboration between Adobe and Microsoft, and their commitment to empowering marketers with the tools they need to be more efficient and effective in their roles.