Adobe has announced the general availability of its AI agents, designed to transform how businesses deliver and optimize customer experiences. Powered by the Adobe Experience Platform (AEP) Agent Orchestrator, these agents aim to help companies streamline marketing campaigns, personalize interactions and increase productivity.
AEP connects real-time data across organizations, forming the base for these agents to understand context, plan actions and refine responses. Adobe says this creates measurable ROI for businesses while simplifying workflows for marketing teams.
Over 70 percent of AEP customers are already using Adobe’s AI Assistant. Brands such as The Hershey Company, Lenovo and Wegmans Food Markets have tested these AI agents to enhance customer engagement.
The new AEP Agent Orchestrator includes a reasoning engine that interprets natural language prompts and dynamically activates the right agents. This ensures context-driven, automated actions while allowing for human oversight when needed.
Key AI agents include:
- Audience Agent: Helps teams create and scale audiences for personalization.
- Journey Agent: Simplifies customer journey design and campaign orchestration across web, mobile, app and email.
- Experimentation Agent: Analyzes performance data to suggest optimization strategies.
- Data Insights Agent: Provides forecasts and visualizations across customer experience initiatives.
- Site Optimization Agent: Detects issues on brand websites and suggests fixes.
- Product Support Agent: Assists with troubleshooting and case management in workflows.
Adobe also previewed the Experience Platform Agent Composer, a tool to customize and configure AI agents based on brand policies and workflows. Developers will gain access to an Agent SDK and Registry to build and extend agent apps.
To expand collaboration, Adobe is enabling interoperability with its Agent2Agent protocol. Partnerships with Cognizant, Google Cloud, PwC, Havas and others will help businesses tailor agents to industry-specific needs.
By embedding AI agents across applications like Adobe Experience Manager, Journey Optimizer and Customer Journey Analytics, Adobe positions businesses to deliver faster, smarter and more personalized customer experience orchestration.
