Adobe’s new AI agents aim to bring enterprise-grade orchestration, insights, and productivity to marketing and customer experience teams. Image Source: ChatGPT-5
Adobe Launches AI Agents to Transform Customer Experience Orchestration
Key Takeaways: Adobe AI Agents for Customer Experience Orchestration
Adobe launched AI agents for enterprise use, anchored in the Adobe Experience Platform (AEP).
The AEP Agent Orchestrator enables multi-step reasoning, context awareness, and human-in-the-loop refinement.
Out-of-the-box agents include the Audience Agent, Journey Agent, Experimentation Agent, Data Insights Agent, Site Optimization Agent, and Product Support Agent.
Over 70% of AEP customers already use Adobe AI Assistant, which integrates across Adobe and third-party applications.
Adobe announced partnerships with Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML to expand agentic AI adoption across industries.
Adobe Announces General Availability of AI Agents
Adobe unveiled the general availability of AI agents designed to reshape how businesses build, deliver, and optimize customer experiences. The launch is powered by the Adobe Experience Platform (AEP) Agent Orchestrator, which allows businesses to deploy, customize, and manage agents across Adobe and third-party ecosystems.
The system is designed to ensure agents can understand context, plan multi-step actions, refine responses, and deliver measurable ROI. AEP connects real-time enterprise data, content, and workflows to provide a foundation for contextually relevant actions.
“Our agentic AI innovations are elevating customer experience orchestration by reimagining processes, unlocking productivity for marketing teams and delivering personalized experiences at scale to drive growth,” said Anjul Bhambhri, senior vice president of engineering, Adobe Experience Cloud.
More than 70% of Adobe Experience Platform (AEP) customers are already using the Adobe AI Assistant, a conversational interface that allows teams to interact with agents across both Adobe applications and third-party ecosystems. Brands including The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, and Wilson Company have already been working with Adobe’s agentic AI capabilities.
Redefining Customer Experience Orchestration with AI Agents
The AEP Agent Orchestrator includes a reasoning engine that combines decision science with language models to dynamically determine which agents should be activated. From a simple natural language prompt, the system can orchestrate multi-step, goal-driven actions, with human oversight providing refinement at key decision points.
Out-of-the-box AI agents are embedded directly into Adobe Real-Time Customer Data Platform, Adobe Experience Manager, Adobe Journey Optimizer, and Adobe Customer Journey Analytics, where they enhance marketers’ capabilities and accelerate Customer Experience Orchestration (CXO). These agents include:
Audience Agent: Quickly builds, scales, and optimizes audience segments for personalization. It delivers actionable recommendations, identifies high-value audiences, and continuously monitors performance to ensure campaigns align with organizational goals and KPIs.
Journey Agent: Creates and optimizes omnichannel customer journeys, designing campaigns that span web, mobile, apps, email, and more. It analyzes customer drop-off points, fine-tunes interactions, and uncovers insights to improve engagement across every stage of the journey.
Experimentation Agent: Analyzes test and experiment performance data, enabling teams to hypothesize new ideas, measure causal impact, and predict conversion lift. Embedded in the Journey Optimizer Experimentation Accelerator, it transforms experiments into AI-powered insights that drive growth.
Data Insights Agent: Streamlines the process of uncovering insights from customer signals across the organization. Teams can visualize trends, forecast outcomes, and address issues directly in Customer Journey Analytics (CJA) or other Adobe enterprise apps, making data analysis accessible to more users.
Site Optimization Agent: Provides always-on monitoring of brand websites, automatically flagging broken backlinks, low-performing pages, and engagement issues. Teams can address problems directly inside the Adobe Sites Optimizer, ensuring websites remain high-performing and consistent for customer engagement.
Product Support Agent: Enhances the customer support process by leveraging knowledge bases and organizational data to answer questions, resolve issues, and manage case creation and tracking directly within user workflows. It helps Adobe customers maximize value from their enterprise applications.
Unified Experience for Customizing and Extending Agents
The upcoming Experience Platform Agent Composer will provide a single interface for businesses to customize and configure AI agents based on brand guidelines and organizational policy controls, helping teams refine agent behavior and accelerate time-to-value.
New developer tools, including an Agent SDK and Agent Registry, will allow teams to build, extend, and orchestrate agentic applications — broadening use cases into new industries.
In addition, Agent Composer will enable multi-agent collaboration through the Agent2Agent protocol, allowing agents from different ecosystems to communicate, share context, and execute coordinated workflows, with customization capabilities to address specific business needs.
Industry Partnerships Expand Agentic AI
Adobe also announced new agentic AI partnerships with Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML. These partnerships aim to expand use cases across industries and enable seamless orchestration of workflows across agents.
Q&A: Adobe AI Agents
Q: What did Adobe announce?
A: The general availability of AI agents, powered by the Adobe Experience Platform, to help businesses orchestrate customer experiences and marketing.
Q: What is the Adobe Experience Platform Agent Orchestrator?
A: A system that coordinates AI agents, using reasoning engines and language models to execute multi-step, goal-driven tasks.
Q: Which AI agents are available?
A: Out-of-the-box agents include the Audience Agent, Journey Agent, Experimentation Agent, Data Insights Agent, Site Optimization Agent, and Product Support Agent.
Q: How can businesses customize agents?
A: Through the Experience Platform Agent Composer, with tools like the Agent SDK and Agent Registry for building and extending AI agents.
Q: Who is Adobe partnering with?
A: Partners include Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML.
What This Means: Adobe Brings Agentic AI to the Enterprise
Adobe’s announcement underscores a major shift: AI agents are moving from experimental tools into enterprise-grade platforms. By embedding agents across its Experience Cloud ecosystem, Adobe is positioning itself as a central player in customer experience orchestration.
For businesses, this means faster insights, streamlined workflows, and more responsive customer engagement strategies. By offering out-of-the-box agents while also enabling deep customization, Adobe bridges the gap between immediate value and long-term adaptability.
If widely adopted, Adobe’s agentic AI approach could accelerate the use of autonomous agents across industries — not just in marketing, but in operations, analytics, and support — setting a precedent for how enterprises deploy and govern AI at scale.
Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiroo’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.