Adobe launches AI agents to streamline customer experience management

Adobe has announced the general availability of AI agents designed to help enterprises manage customer experience orchestration and marketing campaigns. The launch builds on the Adobe Experience Platform (AEP), which already supports many global businesses in connecting real-time data across their organisations.

At the core of the announcement is the AEP Agent Orchestrator, which provides a reasoning engine to interpret user intent from natural language prompts. The system dynamically determines which agents to activate as part of a broader plan, while keeping a “human-in-the-loop” option for refinement.

According to Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, these developments are aimed at embedding intelligence into existing workflows and enhancing enterprise teams’ ability to deliver personalised experiences at scale.

Adobe reports that over 70% of AEP customers already use its AI Assistant, the conversational interface that allows interaction with both Adobe and third-party agents. Brands such as The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, and Wilson Company have been early users of Adobe’s agentic AI capabilities.

AI Agents Rolled Out Across Adobe Applications

The agents are integrated into Adobe’s enterprise applications, including Real-Time Customer Data Platform, Experience Manager, Journey Optimiser, and Customer Journey Analytics. The company highlighted six categories of agents now available:

• Audience Agent: Helps teams create, scale, and optimise audiences for personalisation campaigns. It offers actionable recommendations and monitoring aligned to organisational KPIs.

• Journey Agent: Assists in building and managing customer journeys across multiple channels such as web, mobile, email, and apps. It optimises touchpoints and highlights areas like customer drop-offs for further attention.

• Experimentation Agent: Available in Journey Optimiser Experimentation Accelerator, it reviews performance data, tests new ideas, and identifies predicted conversion or lift.

• Data Insights Agent: Integrated into Customer Journey Analytics, it enables teams to forecast and visualise insights from organisational signals to guide customer experience initiatives.

• Site Optimisation Agent: Detects issues on brand websites, such as broken links or underperforming pages, and alerts teams to address them promptly.

• Product Support Agent: Draws from organisational data and knowledge sources to help users resolve issues within Adobe’s enterprise applications, including case creation and tracking.

Customisation and Industry Partnerships

Adobe also previewed Experience Platform Agent Composer, a forthcoming interface that will allow businesses to customise and configure agents based on brand guidelines and policy requirements. The tool is designed to shorten time-to-value by letting teams fine-tune agent actions.

For developers, Adobe plans to introduce an Agent SDK and Agent Registry, supporting the creation and orchestration of agentic applications across industries. The company also outlined its Agent2Agent protocol, which enables multi-agent collaboration across ecosystems.

To expand adoption, Adobe announced partnerships with Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML. These collaborations aim to extend agent usage into new industries and specialised workflows.