Adobe Tests Project Marshvale, AI That Rewrites Web Pages Per Visitor

By Amara Osei

Adobe is testing a tool that rewrites web pages for individual visitors, using AI and AI agents (autonomous software that performs tasks on a user's behalf) to alter page language based on who is browsing. The project, called Project Marshvale, is the work of Joshua Hailpern, Adobe's director of engineering for enterprise GenAI experience, and it remains firmly experimental.

The mechanics are straightforward: a bit of Javascript plus AI adjusts certain page elements according to a visitor's persona. Hailpern told Marketing Brew the tool makes "subtle changes to the language of a page so that it feels like it's resonating to them without it being overtly preachy." In theory, a small-business owner might see content about social video, while a healthcare marketer would see material tailored to that vertical.

What does the tool actually change?

Adobe gave Marketing Brew an early look, demonstrating the technology on Adobe.com. Hailpern walked through a concrete example.

"On the Adobe homepage there is a part here where it says 'Understand what matters from your documents with AI summaries, audio overviews, insightful presentations, and interactive visual reports,'" he explained. "If I came to this page as a healthcare marketer, it would say 'Understand what matters from your patient education documents with AI summaries [and] audio overviews,' and so on and so forth."

The pitch to marketers is efficiency, not novelty for its own sake. "It all comes down to the fact that these brands spend a huge amount of time making these landing pages, designing their homepages, getting everything right, [and] doing all these variations," Hailpern said. "How can we take the burden off of the marketer so they can focus on what their core message is, but then still make it feel like it resonates?"

That framing deserves scrutiny. Adobe promises to lift the production burden; it does not yet say how accuracy, brand safety or visitor privacy will be governed when page copy shifts per viewer. No measurement of performance lift, no rollout date and no customer testers were named.

Will it ever ship?

Project Marshvale emerged from Adobe's Sneaks program, which encourages employees across the company to develop and showcase new technologies that might eventually be folded into Adobe products. Eric Matisoff, Adobe's principal evangelist, said roughly 30%–40% of tools developed through the program end up in Adobe products "in some form."

That figure cuts both ways. It means Marshvale has a realistic path to production; it also means a majority of Sneaks projects never arrive. The "in some form" caveat leaves wide room between the demo Adobe showed and whatever a commercial version would look like.

Where does this fit in Adobe's AI push?

Marshvale is the latest move in a sustained AI rollout:

• At Adobe Summit in April, the company debuted Brand Concierge, which uses agents to build customer-facing chat features embedded into brand surfaces.
• It also introduced LLM Apps, a tool for brands to build presences within large language models.
• In June, Adobe made its CX Enterprise Coworker agentic AI tool for campaign automation widely available.
• Last week, Adobe extended CX Enterprise Coworker to OpenAI's ChatGPT, Microsoft Copilot and Anthropic's Claude.

For now, Marshvale is a promise wrapped in a demo. If it ships in some form, the shared-web assumption — that a link shows every recipient the same page — becomes optional infrastructure for brands.