Adobe has introduced its strategic vision and product lineup for agentic AI.
Announced at the Adobe Summit in Las Vegas, was Agent Orchestrator, a new capability within Adobe Experience Platform (AEP) used by companies to connect real-time data across their entire organisation, with insights that power impactful customer experiences.
According to Adobe, there are more than one trillion experiences per year being activated through AEP, which is part of Adobe Experience Cloud, and Adobe Experience Platform Agent Orchestrator is rooted in a deep, semantic understanding of enterprise data, content and customer journeys.
This enables agentic AI solutions that are purpose-built for businesses, with data governance and regulatory compliance built in.
AEP Agent Orchestrator.
Adobe’s AI-Powered customer experience transformation
Adobe’s innovations reflect the evolution of Customer Experience Management (CXM) into Customer Experience Orchestration (CXO). This includes AI agents that interpret goals, create plans and take action – working independently and alongside people.
This is aimed to enhance the capabilities of marketers and creatives, enabling businesses to scale personalisation, driving new customer growth and better customer engagement.
AI Agents designed to enhance marketing and creativity
Adobe has introduced ten purpose-built AI agents, built on AEP Agent Orchestrator, to enhance marketing, creative, and operational efficiency. These agents are:
Account qualification agent: Supports enterprise business-to-business (B2B) objectives by evaluating and advancing new opportunities to build a sales pipeline and engage key members of a buying group.
Audience agent: Analyses engagement data to optimise high-value audience segments.
Content Production agent: Helps scale content creation while adhering to brand guidelines.
Data insights agent: Simplifies the process of gaining insights and interpreting insights.
Data engineering agent: Supports high-volume data management tasks such as data integration, cleansing
and security, across disparate data.
Experimentation agent: Facilitates hypothesis testing and active experimentation.
Journey agent: Helps teams orchestrate cross-channel experiences by driving tasks across customer journey ideation, analysis and optimisation.
Product advisor agent: Supports brand engagement, tailored to individual preferences and past purchases.
Site optimization agent: Detects and resolves website performance issues in real time to boost customer engagement.
Workflow optimization agent: Enables cross-team collaboration by monitoring the health of ongoing projects, streamlining approvals and accelerating workflows.
Adobe Brand Concierge interface.
Adobe Brand Concierge
With AI-driven customer interactions surging – Adobe Analytics reports a 1,200% increase in traffic from generative AI sources to US retail sites from July 2024 to February 2025 – Adobe has launched Brand Concierge, a next-generation AI-powered brand assistant.
Adobe Brand Concierge moves beyond traditional chatbots, offering personalised and rich experiences that guide consumers through product exploration and purchase decisions and it’s built to work across both B2C and B2B.
It supports text, voice, and image-based interactions, leveraging comprehensive AEP insights, brand experiences, first and third-party sources, agents such as the Product Advisor Agent, it can personalise experiences based on user context and brand preferences.
As customers interact, insights on sentiment and behaviour will be captured in AEP, to inform and shape the overall customer experience.
Expanding the AI Agent partner ecosystem
Recognising the need for AI Agents to work across different platforms and ecosystems, Adobe is extending AI capabilities through strategic partnerships with leading tech firms, including Amazon Web Services, Microsoft, SAP, IBM, and Workday. Additionally, Adobe is collaborating with Accenture, Deloitte Digital, EY, and IBM to tailor AI-driven solutions for various industries.
Adobe Site Optimization Agent.
Additional AI innovations at Adobe Summit
Adobe also unveiled several AI-driven enhancements across its platforms at the summit:
Adobe Journey Optimizer Experimentation Accelerator: Automates experimentation insights to enhance omnichannel strategies.
Adobe Experience Manager Sites Optimizer: Uses AI to diagnose and optimise web performance in real time.
Adobe GenStudio Foundation: Marketers and creatives will have unified marketing workflows across Adobe Experience Cloud and Creative Cloud.
Adobe GenStudio for Performance Marketing: Expands AI-generated ad creation for LinkedIn, Microsoft Advertising, and Google Campaign Manager 360.