TLDR: Adobe has announced the general availability of new AI agents, powered by the Adobe Experience Platform (AEP) Agent Orchestrator, designed to transform how businesses manage and optimize customer experiences and marketing campaigns. These agents aim to enhance marketer productivity and deliver personalized experiences at scale through multi-agent collaboration and customization.
Adobe has officially launched its suite of AI agents, marking a significant step in automating and enhancing business customer experience (CX) and marketing campaign orchestration. The announcement, made around September 10-12, 2025, introduces the Adobe Experience Platform (AEP) Agent Orchestrator, a central AI platform enabling businesses to manage and customize AI agents from both Adobe and third-party ecosystems.
According to Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, Adobe’s long-standing expertise in connecting data and deriving actionable insights has laid the groundwork for these AI innovations. Bhambhri stated, “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.”
The new AI agents are grounded in real-time enterprise data and content, leveraging AEP as their foundation. This ensures that the agents can understand context, plan multi-step actions, and refine responses, often with human oversight, to drive contextually relevant and goal-oriented automated actions.
Key “out-of-the-box” AI agents are integrated directly into leading Adobe enterprise applications such as Adobe Real-Time Customer Data Platform, Adobe Experience Manager, Adobe Journey Optimizer, and Adobe Customer Journey Analytics. These specialized agents include:
Audience Agent: Designed to help teams quickly create, scale, and optimize audiences for personalization initiatives, providing actionable recommendations and monitoring KPIs.
Journey Agent: Simplifies the creation and orchestration of customer journeys and campaigns across various channels like web, mobile, app, and email. It can create journeys based on defined goals, optimize touchpoints, and uncover insights.
Experimentation Agent: Analyzes experimentation performance data, assisting teams in hypothesizing new optimization ideas, analyzing causal impact, and identifying predicted conversion or lift.
Data Insights Agent: Streamlines the process of deriving insights from organizational signals, enabling teams to visualize, forecast, and remediate customer issues.
Site Optimisation Agent and Product Support Agent: Other agents mentioned include those for website performance and troubleshooting.
Interoperability is a critical aspect of this new offering. Adobe announced new agentic AI partnerships with major players including Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC, and VML. These collaborations aim to facilitate seamless execution of workflows across different agents and enable customization across various industries and use cases.
Coming soon, the Experience Platform Agent Composer will offer a unified interface for businesses to customize and configure these AI agents based on their specific brand guidelines and organizational policy controls. This platform will empower teams to fine-tune AI agent actions and accelerate time-to-value. Additionally, new developer tools like an Agent SDK and Agent Registry are in the pipeline.
The timing of this launch aligns with broader trends in marketing technology automation, following Adobe’s introduction of a data collaboration tool for privacy-first advertising in February 2025. Over 70% of AEP customers are already utilizing Adobe’s AI Assistant, a conversational interface for interacting with agents, indicating a strong existing foundation for this new agentic AI paradigm.
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This move by Adobe underscores the growing importance of AI in transforming customer experience management, offering businesses advanced tools to automate complex marketing processes and deliver highly personalized interactions at scale.
