India has emerged as a critical innovation hub for Adobe, with nearly a third of the US company’s global innovation, including newer Firefly AI capabilities currently powered by teams based in the country, said a senior company executive. Adobe has around 8,000 employees in India.

Speaking to ET, Prativa Mohapatra, vice president and managing director at Adobe India, said enterprises are increasingly working on change management solutions before deploying agentic AI tools. The company’s solutions are enabling organisations to redesign workflows and employee processes as agentic AI transforms the software industry, she said in an interview.

Beyond traditional sectors such as banking and financial services, Adobe is seeing strong growth from industries such as fashion, jewellery, and travel where it is unlocking multiple use cases for brands to ensure customer loyalty, said Mohapatra. “Younger demographics are also leading the full life cycle of discovering, engaging, driving and actually completing transactions online,” she said.

“How you are going to implement (agentic AI) solutions that nobody has ever done before,” she said, adding that “it’s both a challenge and a great opportunity for system integrators. So, they are partnering with us.”

Adobe provides comprehensive digital marketing and customer experience management (CXM) solutions.

At its annual summit in Las Vegas in April, the company sealed extensive agentic AI partnerships with technology giants. This included Adobe’s marketing intelligence directly being integrated into Microsoft 365 workflows, and Google’s advanced AI models being integrated directly into Adobe’s creative tools like Firefly, Photoshop, Adobe Express, and Premiere Pro.

Adobe is also collaborating with OpenAI to test ads in ChatGPT besides introducing Adobe Photoshop, Adobe Express, and Acrobat Apps for ChatGPT to the platform’s 800 million weekly users.

Adobe is also aggressively pursuing ‘responsible AI‘ development through the global C2PA initiative, which focuses on content transparency.

(The reporter was in Las Vegas on an invitation from Adobe)