Adobe has announced the general availability of AI agents designed to automate and optimise business customer experience processes.
The new capabilities are integrated directly into Adobe's enterprise applications, including Journey Optimizer, Customer Journey Analytics, Experience Manager, and Real-Time Customer Data Platform (CDP). These AI agents aim to support a range of functions such as audience building, customer journey orchestration, experimentation analysis, site optimisation, data insights, and product support.
Agent orchestration
The AEP Agent Orchestrator, which anchors the new offering, is powered by decision science and language models. It interprets user intent and triggers the appropriate agents based on business goals to deliver contextual and automated actions. The solution includes a reasoning engine where adaptive reasoning can determine which agents participate in an orchestrated plan, based on natural language prompts and business context. A 'human-in-the-loop' capability supports ongoing refinement in workflows.
Anjul Bhambhri, Senior Vice President of Engineering for Adobe Experience Cloud, commented on the company's approach.
"Adobe has a long history working with businesses to connect data and derive actionable insights, creating a layer of intelligence for our AI agents to work seamlessly in existing workflows and enhance team capabilities. Adobe's agentic AI innovations are redefining customer experience orchestration in the era of AI, enabling businesses to unlock productivity with agent orchestration, reimagine longstanding processes and deliver personalized experiences at scale to drive business growth."
More than 70% of Adobe Experience Platform (AEP) customers have already adopted the Adobe AI Assistant, which offers a conversational interface allowing teams to interact with both Adobe and third-party agents. Organisations such as The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, and Wilson Company have engaged with Adobe's agentic AI in various operational areas.
AI agents in action
The released AI agents are surfaced within Adobe products to assist marketers and business leaders in orchestrating customer experiences. Key agents include:
- Audience Agent: Enables teams to create, scale and optimise audiences with actionable recommendations, helping organisations efficiently meet goals and KPIs.
- Journey Agent: Simplifies creation and orchestration of customer journeys and campaigns across channels including web, mobile, app, and email. It can optimise customer touchpoints and refine interactions based on defined goals and insights.
- Experimentation Agent: Analyses experimentation performance data and helps teams generate and evaluate new optimisation ideas. Available within Journey Optimizer Experimentation Accelerator, it aids in turning experiments into insights to drive growth.
- Data Insights Agent: Streamlines derivation of insights from organisational signals, enabling any team to visualise, forecast, and remediate customer experience initiatives. The agent is available in Customer Journey Analytics and other Adobe enterprise applications.
- Site Optimization Agent: Monitors and supports brand website performance, automatically flagging issues such as broken backlinks or low-performing pages for prompt resolution.
- Product Support Agent: Supports issue resolution for Adobe customers by leveraging diverse knowledge sources and organisational data. It offers troubleshooting support, including case creation and tracking directly in user workflows.
These agents are intended to augment, rather than replace, team roles in marketing and analytics.
Customisation and developer tools
Adobe plans to introduce the Experience Platform Agent Composer, a single interface enabling customisation and configuration of AI agents to fit brand guidelines and organisational policies. This interface will allow teams to tailor agent actions to specific needs and accelerate returns on investment. Additionally, the forthcoming Agent SDK and Agent Registry aim to enable developers to build, extend, and orchestrate agentic applications, making personalised AI workflows more accessible to different industries and user roles.
To broaden the reach and interoperability of its AI agents, Adobe has formed partnerships with companies including Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML. These collaborations are expected to support multi-agent collaboration across industries and facilitate workflow execution across different platforms and partners.
Industry adoption
Brands already using Adobe's agent-powered applications include The Hershey Company, Lenovo, Merkle, and Wegmans Food Markets. These organisations have reported enhanced internal capabilities for delivering customer experiences using the new AI features offered through AEP.
The full scope of new AI agents and orchestration capabilities will be extendable and customisable for enterprises looking to integrate context-aware, automated actions into their marketing and customer experience strategies.
