SAN FRANCISCO, March 18 (Reuters) - Adobe on Tuesday

said it is rolling out artificial intelligence "agents" that

brands can use to help consumers navigate their websites.

Adobe is known for consumer apps such as Photoshop but also

sells a suite of business-to-business software tools used in

online marketing, which made up a quarter of Adobe's $21.5

billion in sales in its most recent fiscal year.

The new tools use AI technology to help brands target

marketing messages to different users based on their online

activity.

For example, content can be tailored to a young person's

profile if they reached a website through a TikTok ad versus an

older person's profile if they clicked on a result from a search

query.

Amit Ahuja, senior vice president of Adobe's experience

cloud unit, said users increasingly expect to interact with

websites through chatbots as they do with apps such as ChatGPT.

Adobe's tools ensure that a business can offer that

capability with a better awareness of the user.

For example, if a person lands on a travel booking site

after clicking an ad on Instagram and asks about booking a trip,

the site's chatbot can check both inventory as well as what kind

of destination was shown in the ad, providing a better idea of

what to suggest to the user.

Ahuja said AI functions help websites co-ordinate both

functions, which were previously managed in completely different

ways "with different guardrails".

Adobe is also releasing other new tools for digital

marketers. One tool, for example, allows marketing professionals

to tell AI agents their goals for making website changes to

increase digital sales. The agent in response can recommend ways

to get it done and then make the changes.

Ahuja said Adobe's aim is to speed up "what would have taken

months in the past, where I'm waiting for a coding team or

somebody to go fix it."