Adobe has officially announced the general availability of its new AI agents, designed to transform how businesses build, deliver, and optimize customer experiences and marketing campaigns. At the core of this innovation is the Adobe Experience Platform (AEP) Agent Orchestrator, which allows enterprises to create, manage, and customize AI agents — both from Adobe and third-party ecosystems.
These agents are built to understand context, execute multi-step actions, refine outputs, and deliver measurable ROI by leveraging Adobe’s deep expertise in enterprise data, content, and workflows.
“Adobe has always helped businesses turn data into actionable insights. With agentic AI, we’re embedding intelligent agents directly into data, content, and experience workflows — unlocking productivity for marketing teams and enabling personalization at scale,” said Anjul Bhambhri, Senior Vice President of Engineering, Adobe Experience Cloud.
Currently, more than 70% of AEP customers are already leveraging Adobe’s AI Assistant, a conversational interface that connects with Adobe and third-party agents. Leading brands such as The Hershey Company, Lenovo, Merkle, Wegmans, Wilson Company, and others are utilizing these capabilities to elevate customer engagement and business performance.
Key Features of AEP Agent Orchestrator
The Agent Orchestrator is powered by a reasoning engine that combines decision science with language models. It interprets natural language prompts, dynamically determines which agents should be activated, and ensures goal-driven orchestration with a “human-in-the-loop” for refinement.
Adobe’s prebuilt AI agents are integrated into enterprise applications like Adobe Real-Time CDP, Experience Manager, Journey Optimizer, and Customer Journey Analytics. These include:
- Audience Agent – Helps teams quickly design and scale personalized audiences with actionable recommendations.
- Journey Agent – Streamlines the orchestration of multi-channel customer journeys and campaign touchpoints.
- Experimentation Agent – Provides data-driven insights to optimize experiments and predict conversion lift.
- Data Insights Agent – Delivers visualizations and forecasts for customer experience improvements.
- Site Optimization Agent – Monitors websites, detects performance issues, and enhances engagement.
- Product Support Agent – Improves troubleshooting and support workflows for Adobe users.
Expanding Customization and Ecosystem Collaboration
Adobe also introduced the upcoming Experience Platform Agent Composer, a unified interface to configure agents based on brand guidelines, policies, and organizational needs. Developers will gain access to new tools, including an Agent SDK and Agent Registry, to build and extend agentic apps across industries.
Furthermore, the Agent2Agent protocol will enable interoperability and collaboration across multiple AI agents and ecosystems. Adobe has partnered with Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML to extend the value of agentic AI across industries and workflows.
With these advancements, Adobe is positioning itself at the forefront of AI-powered customer experience orchestration, offering enterprises the tools to deliver personalized, scalable, and outcome-driven engagements.
