Adobe launches AI agents & commerce tools in Australia

Adobe has made AI agents in Adobe Experience Manager generally available and launched Adobe Commerce Cloud Service and Adobe Commerce Optimizer in Australia.

The company said the changes reflect a shift in how people and systems discover information online, and how that change affects retail traffic and conversion. Adobe also announced an option for Australian customers to store certain state data onshore alongside local commerce deployments.

AI referrals

Adobe reported a sharp rise in referrals from generative AI sources to US retail sites over the recent holiday period. It said traffic from generative AI sources rose 693% year over year. It also said AI referrals converted 31% more than other traffic sources.

Adobe positioned the update to Experience Manager around a changing mix of touchpoints. The company described emerging channels such as generative search, chat services and voice assistants as part of that shift.

AEM agents

Adobe said it has embedded a set of AI agents within Adobe Experience Manager. The company linked the agents to Adobe Experience Platform. It said the agents focus on content operations and governance across the lifecycle of digital experiences.

Adobe listed five agents. It said the Experience Production Agent automates content updates, page creation and site migrations. It said the Governance Agent embeds brand, rights and policy enforcement into workflows. It said the Discovery Agent structures and validates content for discovery and citation by AI systems such as generative search, chat services and voice assistants.

Adobe also described a Development Agent and a Content Optimization Agent. It said the Development Agent automates code generation, debugging and pipeline troubleshooting. It said that agent also improves code quality and policy compliance, optimises runtime performance and enhances operational reliability. Adobe said the Content Optimization Agent adapts and activates content across channels, regions and devices.

Adobe framed the release as part of a broader change in content management. "As agents transform how information is discovered, decisions are made, and trust is built, AEM is evolving to become a brand experience management system-the next frontier for content management systems and the key for brands to elevate their visibility, trust, and influence across the agentic web," said Adobe.

Australia deployment

For commerce, Adobe said Adobe Commerce Cloud Service and Adobe Commerce Optimizer now run in Australia. The company said customers can select Australia as a deployment option from within Adobe Commerce interfaces. It linked the change to performance, compliance and operational requirements in the region.

Adobe described Adobe Commerce Cloud Service as a full-stack, cloud-native eCommerce platform. The company said it includes a storefront, tools for content creation that use generative AI, digital asset management and authoring tools. Adobe said it also supports both B2C and B2B use cases.

Adobe also introduced Adobe Commerce Optimizer in Australia. The company described it as a headless storefront option. It said it can update the front end of an eCommerce site while keeping an existing back-end commerce system. Adobe said it includes access to Commerce Storefront, generative AI content creation, A/B experimentation and a new catalogue data model.

"Both local and global customers can now select Australia as a deployment option directly within their Adobe Commerce interfaces, supporting regional performance, compliance, and operational requirements," said Adobe.

Onshore data

Adobe said it has deployed App Builder 'State' alongside the commerce services in Australia. The company said the feature enables Australian businesses to store state data onshore. It linked the move to data residency and compliance requirements.

"In addition, App Builder 'State' has been deployed alongside ACCS and ACO, enabling Australian businesses to store state data onshore to satisfy data residency and compliance requirements," said Adobe.