News In Brief

Welcome to our ‘News In Brief’ column in which we digest all the news releases for you in no more than five paragraphs.
Below are snippets of all the media releases we received from Sept 15 till the end of the week.
This article updates throughout the week.

Adobe Launches AI Agents

Sydney, Sept 15: Adobe has announced the general availability of AI agents designed to transform customer experience orchestration, powered by its Experience Platform (AEP) Agent Orchestrator. The agents will enhance marketing, customer journeys, data insights, site optimisation and product support, with out-of-the-box integration across Adobe enterprise apps. Brands including Hershey, Lenovo, Merkle and Wegmans are already leveraging these tools. Adobe is also rolling out the Experience Platform Agent Composer for customisation, as well as developer tools like an Agent SDK and Registry. Partnerships with Cognisant, Google Cloud, PwC and others will extend agentic AI use across industries.

Korean Air App Upgrade

Seoul, Sept 15: Korean Air has launched the Incheon Airport Guide on its mobile app, offering passengers real-time updates on airport operations. The feature, powered by Incheon Airport’s Open API, provides congestion levels at checkpoints, parking availability, estimated travel times to gates, and lounge occupancy. A unique pickup request service lets travelers share arrival details for easier coordination with family and friends. Passengers with Korean Air bookings have automatic access, while others can enter flight details manually.

Smartsheet Appoints New CISO

Sydney, Sept 15: Smartsheet has named Ravi Soin as its new Chief Information Security Officer (CISO). He will oversee global IT and security strategy, guide data privacy initiatives, and consult on the company’s product roadmap amid its AI expansion. Soin brings over two decades of experience, including leadership roles at Edifecs and Microsoft, and was recently recognized as Seattle CIO of the Year. His appointment follows other key leadership hires, underscoring Smartsheet’s focus on growth and innovation.

Marketers Face Content Surge

Sydney, Sept 16: Australian marketers are bracing for more than fivefold growth in content demand by 2027, according to new Adobe research. The survey of over 400 professionals found that 86 per cent have seen content demand rise in the past two years, with more than half reporting growth of five times or more.
Personalisation (61 per cent), hybrid customer journeys (49 per cent) and rising video/audio use (42 per cent) were cited as key drivers. Most marketers (56 per cent) say audiences now expect new content weekly or more, with many teams struggling to keep pace due to budget limits, staff shortages and time-consuming workflows.
Nearly half of marketers spend over 40 per cent of their time on administration rather than creation, while 83 per cent admit they lack effective ways to measure content performance. To address this, teams are focusing on tighter collaboration, data-driven strategies and generative AI, with 78 per cent already using AI and 82 per cent planning to expand use in the next year.
The study, conducted in June 2025 by Adobe and Advanis, surveyed over 400 Australian marketing, creative and customer experience professionals as part of a global report spanning 2,800 respondents across six countries.

LVMH Streamlines Payments

Paris, Sept 17: Adyen, the global fintech platform, is expanding its role as LVMH’s payments partner by unifying systems across nearly 50 Maisons worldwide.
Since first partnering in 2020, Adyen’s solutions have been deployed in over 1,000 stores, covering fashion, hospitality, jewellery, beauty, and department stores.
The initiative has improved efficiency with mobile terminals, Tap to Pay technology, reduced manual entry, and automated reconciliation processes.
The rollout continues to expand, ensuring a seamless luxury payment experience across all channels and geographies.

Adobe Expands AI Partnerships

Sydney, Sept 19: Adobe is moving quickly to integrate cutting-edge AI tools into its creative ecosystem. Luma AI has launched its new generative video model, Ray3, with Adobe as its first launch partner. Available exclusively in the Firefly app until October 1, Ray3 delivers cinematic-quality HDR-native video up to 10 seconds, with features like Draft Mode and native 1080p output to streamline creative workflows.
At the same time, Qualcomm has selected Adobe GenStudio to optimize its content supply chain with generative AI. By leveraging applications like Firefly, Express, Experience Manager, and Workfront, Qualcomm aims to accelerate the production of thousands of personalized, on-brand marketing assets each week. The integration underscores Adobe’s strategy to position Firefly and GenStudio as central platforms for enterprise creativity, combining proprietary models with the latest innovations from partners such as Google, OpenAI, and Luma AI.