Adobe launches AI agents for business customer experience automation

Adobe announced September 10, 2025, the general availability of AI agents designed to reshape how businesses build, deliver and optimize customer experiences and marketing campaigns. The launch introduces Adobe Experience Platform (AEP) Agent Orchestrator, creating an AI platform for businesses to manage and customize agents from Adobe and across third-party ecosystems.

The announcement represents a significant technical development in enterprise marketing automation. According to Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, "Adobe has long helped businesses deliver engaging experiences to their customers, by turning digital data into actionable insights. We are now leveraging agentic AI to build specialized agents and embedding them into data, content and experience creation workflows."

Adobe's approach differentiates itself through deep integration with existing enterprise data infrastructure. AEP, used by many of the world's leading businesses to connect real-time data across their organization, anchors Adobe's offerings in understanding of enterprise data, content and workflows. This foundation enables agents to take contextually relevant actions and deliver measurable returns on investment.

Over 70% of eligible AEP customers already use Adobe's AI Assistant, which serves as the conversational interface enabling teams to interact with agents across Adobe and third parties. Major brands including The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, and Wilson Company have been working with Adobe's agentic AI offerings to enhance capabilities within their organizations and deliver impactful customer experiences.

Technical Architecture and Agent Capabilities

The general availability of AEP Agent Orchestrator includes a reasoning engine where decision science and language models enable dynamic and adaptive reasoning. This ensures 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 drives contextually relevant and goal-oriented automated actions, with support for refinement using a "human-in-the-loop" approach.

Adobe has launched six specialized AI agents available 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. These agents can be leveraged by businesses to enhance marketer skills and accelerate Customer Experience Orchestration.

The Audience Agent enables teams to quickly create, scale and optimize audiences that can be activated for personalization initiatives. High value audiences can be leveraged quickly through actionable recommendations and monitored closely to meet organizational goals and key performance indicators.

Journey Agent in Journey Optimizer simplifies the creation and orchestration of customer journeys and campaigns across channels such as web, mobile, app, email and more. The agent creates journeys based on defined goals, optimizes touchpoints based on aspects such as customer drop-off and uncovers insights to fine-tune interactions.

The Experimentation Agent analyzes experimentation performance data, enabling teams to hypothesize new ideas for optimization efforts, analyze causal impact and identify predicted conversion or lift. It will be available in Journey Optimizer Experimentation Accelerator, allowing 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 as well as across other Adobe enterprise applications.

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.

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.

Platform Customization and Developer Tools

Adobe plans to introduce Experience Platform Agent Composer, providing 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.

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. As teams embrace agentic AI to augment daily work and drive better results, interoperability amongst AI agents in different ecosystems becomes critical.

Agent Composer equips businesses with tools to drive multi-agent collaboration using the Agent2Agent protocol. This extends the value of agentic AI across more workflows, with customization capabilities that address specific needs. Adobe announced new agentic AI partnerships with Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC and VML, enabling seamless execution of workflows across agents, as well as customization across industries and use cases.

Industry Context and Market Implications

The timing of Adobe's launch aligns with broader industry trends toward marketing automation and AI-powered solutions. McKinsey data indicates $1.1 billion in equity investment flowed into agentic AI in 2024, with job postings related to this technology increasing 985 percent from 2023 to 2024.

The announcement comes amid increasing industry focus on agentic AI capabilities across enterprise marketing platforms. Google unveiled its framework for next-generation AI agent systems, providing technical analysis of core components including model layers, orchestration layers, and tools layers that enable AI agents to interact with external systems.

Adobe launched its data collaboration tool for privacy-first advertising in February 2025, introducing Real-Time CDP Collaboration to enable advertisers and publishers to work together using first-party data as the industry moves away from third-party cookies. The AI agents launch builds on this foundation of data privacy and customer experience management.

The technical capabilities introduced with Agent Orchestrator address common challenges in customer experience management. The platform enables agents to understand context, plan multi-step actions, and refine responses through the reasoning engine. This technical architecture differentiates Adobe's approach from standalone AI tools by integrating directly into existing data and content workflows.

For marketing professionals, the AI agents represent a shift toward automated execution of complex tasks that previously required manual coordination. The human-in-the-loop approach maintains control while enabling scale and efficiency gains. The agents operate within existing Adobe applications, reducing implementation complexity for teams already using the Adobe Experience Cloud.

The partnerships with major consulting and technology companies including Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC and VML suggest broad industry support for the platform. These partnerships enable seamless execution of workflows across agents and customization across industries and use cases.

The availability of multiple specialized agents addresses different aspects of customer experience management. Rather than a single general-purpose AI tool, Adobe's approach provides targeted capabilities for specific marketing functions such as audience development, campaign orchestration, experimentation analysis, and website optimization.

This strategy reflects broader industry discussions about AI agent specialization versus generalization. Industry expert Ari Paparo, founder and CEO of Marketecture Media, suggested that agentic AI could fundamentally disrupt traditional programmatic advertising technology by automating campaign setup, targeting, and optimization functions currently handled by demand-side platforms.

Adobe's approach appears to complement rather than replace existing marketing technology infrastructure. The integration with AEP provides a foundation for agents to operate within established data governance and privacy frameworks. This addresses concerns about AI implementations that operate independently of existing enterprise controls and compliance requirements.

The announcement positions Adobe competitively against emerging AI-native platforms while leveraging its established position in the enterprise marketing technology stack. The company's existing customer relationships and data platform provide advantages in deploying agentic AI capabilities that require deep understanding of customer data and business workflows.

Technical implementation considerations include the reasoning engine's ability to interpret natural language prompts and activate appropriate agents. This capability addresses a common challenge in enterprise AI deployments where technical complexity limits adoption by marketing professionals without data science backgrounds.

The human-in-the-loop approach balances automation efficiency with strategic oversight requirements. Marketing teams can maintain control over strategic decisions while delegating routine optimization tasks to AI agents. This addresses concerns about fully autonomous AI systems making decisions without human review in business-critical applications.

The Agent2Agent protocol for multi-agent collaboration represents Adobe's vision for interoperability across AI ecosystems. As businesses adopt AI agents from multiple vendors, the ability to coordinate actions across different platforms becomes increasingly important for workflow efficiency and data consistency.

Timeline

• September 10, 2025: Adobe announces general availability of AI agents for businesses through Experience Platform Agent Orchestrator
• February 20, 2025: Adobe launches Real-Time CDP Collaboration for privacy-first advertising
• July 21, 2025: Industry expert analyzes agentic AI threats to traditional DSP business models
• July 24, 2025: Brazilian agency GALERIA partners with Adobe GenStudio for AI-powered creativity
• July 27, 2025: McKinsey analysis reveals $1.1 billion in agentic AI investment during 2024
• September 12, 2025: Adverity debuts AI-powered intelligence layer for marketing analytics
• September 17, 2025: Amazon introduces agentic AI across seller platform

Summary

Who: Adobe, led by Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, targeting enterprise marketing teams and businesses using Adobe Experience Platform.

What: General availability launch of AI agents through Adobe Experience Platform Agent Orchestrator, featuring six specialized agents for audience management, journey optimization, experimentation analysis, data insights, site optimization, and product support.

When: Announced September 10, 2025, with general availability of AEP Agent Orchestrator and out-of-the-box AI agents across Adobe enterprise applications.

Where: Available globally through Adobe Experience Platform for enterprise customers, with partnerships spanning major consulting and technology companies including Cognizant, Google Cloud, Havas, Medallia, Omnicom, PwC and VML.

Why: Addresses industry shift toward marketing automation and AI-powered solutions as businesses seek to enhance customer experience orchestration, unlock productivity for marketing teams, and deliver personalized experiences at scale to drive growth while maintaining human oversight and control.