Adobe has announced the general availability of AI agents, powered by the Adobe Experience Platform (AEP) designed to reshape how businesses build, deliver and optimize customer experiences and marketing campaigns. Powered by the AEP Agent Orchestrator, Adobe is also creating an AI platform for businesses to manage and customize agents from Adobe and across third-party ecosystems. This ensures that agents can understand context, plan multi-step actions, refine responses, and take other contextually relevant actions and deliver ROI.
“Today marks an exciting milestone: the general availability of Adobe AI agents that transform customer experience orchestration,” said Anjul Bhambhri, senior vice president of engineering, Adobe Experience Cloud. “These agents do more than automate tasks. They’re built to reimagine how brands deliver personalized, high-impact experiences at scale. From audience segmentation to journey orchestration, experimentation, insights, and even site performance, these agents are already helping marketing teams move faster and smarter.”
Over 70% of AEP customers are already using Adobe’s AI Assistant, which is the conversational interface that will enable teams to interact with agents across Adobe and third parties. Brands including The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, Wilson Company and others have been working with Adobe’s agentic AI offerings to enhance capabilities within their organizations—and deliver impactful customer experiences.
“What makes this launch even more powerful is the AEP Agent Orchestrator – a platform layer that brings Adobe and third-party agents together, grounded in real-time customer data,” Bhambri stated. “It’s a major step forward in how we think about agentic AI, orchestration, and keeping humans in the loop.”
AEP Agent Orchestrator, now in general availability, includes a reasoning engine where decision science and language models will enable dynamic and adaptive reasoning. This will ensure user intent can be interpreted from natural language prompts, to dynamically determine which agents are activated as part of an orchestrated plan. With AEP as the foundation, Agent Orchestrator will drive contextually relevant and goal-oriented automated actions, with support for refinement using a “human-in-the-loop” approach.
Out-of-the-box AI agents, which will be surfaced directly within category-leading Adobe enterprise applications such as Adobe Real-Time Customer Data Platform, Adobe Experience Manager, Adobe Journey Optimizer and Adobe Customer Journey Analytics, can be leveraged by businesses to enhance the skills of marketers and accelerate Customer Experience Orchestration (CXO).
These AI agents include Audience Agent, which will enable teams to quickly create, scale and optimize audiences that can be activated for personalization initiatives, and Journey Agent in Journey Optimizer , which simplifies the creation and orchestration of customer journeys and campaigns across channels such as web, mobile, app, and email. The agent will create journeys based on defined goals, optimize touchpoints based on aspects such as customer drop-off and uncover insights to fine-tune interactions.
In addition, Experimentation Agent analyzes experimentation performance data, enabling teams to hypothesize new ideas for optimization efforts. It will be available in Journey Optimizer Experimentation Accelerator, for teams to easily turn experiments into AI-powered insights that drive growth.
Data Insights Agent in Customer Journey Analytics streamlines the process of deriving insights from signals across an organization, enabling any team to visualize, forecast and remediate customer experience initiatives. This agent is now available in CJA [Customer Journey Analytics] as well as across other Adobe enterprise applications.
Another agent, Site Optimization Agent, delivers always-on support for teams to manage brand websites for high performance. The agent automatically detects and raises issues impacting customer engagement, such as broken back links or low performing pages, which can then be easily addressed via Adobe Sites Optimizer.
Finally, Product Support Agent enhances the process of resolving issues for Adobe customers, leveraging a vast array of knowledge sources and organizational data to help users get the most value out of their enterprise applications. This now includes troubleshooting support, including case creation and tracking, directly in user workflows.
“Adobe has long helped businesses deliver engaging experiences to their customers, by turning digital data into actionable insights,” Bhambhri concluded. “We are now leveraging agentic AI to build specialized agents and embedding them into data, content and experience creation workflows,” Bhambhri said. “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.”
Coming soon, Experience Platform Agent Composer provides a single interface for businesses to customize and configure AI agents based on brand guidelines, organizational policy controls and more. This will enable teams to fine-tune AI agent actions and shorten time-to-value. Additionally, new developer tools including an Agent SDK and Agent Registry will enable developers to build, extend and orchestrate agentic apps – expanding use cases into new industries and user personas.