Adobe launches AI agents for enterprise customer experience management

Adobe announced the general availability of multiple AI agents designed to transform how businesses build, deliver and optimize customer experiences. The September 10, 2025 announcement introduces Adobe Experience Platform (AEP) Agent Orchestrator, which creates an AI platform for businesses to manage and customize agents from Adobe and third-party ecosystems.

According to Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, the company has helped businesses deliver engaging experiences 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," Bhambhri stated in the announcement. "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."

The AI agents build upon Adobe Experience Platform, which was introduced in 2019. According to the company, leading businesses use the platform to bring data together across their organization, with insights that now drive over 1 trillion customer experiences annually. This provides the data foundation for agents to take contextually relevant actions and deliver return on investment.

Over 70% of AEP customers currently use Adobe's AI Assistant, which serves as the conversational interface enabling teams to interact with agents across Adobe and third parties. 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.

Technical architecture and functionality

Adobe Experience Platform Agent Orchestrator operates through four core components that work together to enable complex task execution. The conversational interface allows Adobe Experience Platform Agents to be accessed and prompted through AI Assistant. A reasoning engine interprets prompts and determines necessary steps to accomplish user objectives while considering specified constraints.

The knowledge base provides essential context for the reasoning engine, helping agents assign appropriate tasks to the right resources. According to Adobe's technical documentation, this component helps agents interpret requests accurately, supports role-specific prompts, and helps prioritize key skill requirements. The Experience Platform Agent Composer, which is coming soon, will allow users to configure and customize Experience Platform Agents to achieve specific business goals.

The 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.

Available agent capabilities

Six distinct AI agents are now available within category-leading Adobe enterprise applications. These agents include Audience Agent, which 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 including web, mobile, app, and email. 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.

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 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 available in Customer Journey Analytics 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 includes troubleshooting support, including case creation and tracking, directly in user workflows.

Partnership ecosystem and customization

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 customization across industries and use cases. Coming soon, Experience Platform Agent Composer will provide a single interface for businesses to customize and configure AI agents based on brand guidelines, organizational policy controls and more.

The platform enables 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.

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. The Agent2Agent protocol enables multi-agent collaboration across different ecosystems, which is critical as teams embrace agentic AI to augment daily work and drive better results.

Security and governance features

Adobe safeguards customer data through collection, storage, and usage protocols. Experience Platform Agents leverage enterprise security, privacy, and governance controls in Experience Platform to adhere to brand standards. According to the announcement, Experience Platform Agents use comprehensive enterprise data, brand content, and consent information for enhanced decision-making and rich expression, and can be extended with data from third-party or enterprise sources.

The company has standardized design, development, and deployment procedures committed to responsible AI creation. These include training, testing, and a review process overseen by an AI ethics review board. Experience Platform Agents can be tailored to meet specific business needs, with capabilities that can be customized and integrated seamlessly with both Adobe and third-party agents.

Market positioning and industry context

The announcement comes amid increased 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.

The timing aligns with broader developments in marketing technology automation. 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.

Adobe's AI agents are grounded in real-time enterprise data and content. The approach leverages Adobe's domain expertise to coordinate Experience Platform Agents to reduce complexity and accelerate time to value. The agents support a breadth of use cases across practitioners and end customers.

With Adobe's domain expertise, Adobe Experience Platform Agents can be coordinated to reduce complexity and accelerate time to value. They also support a breadth of use cases across practitioners and end customers. The platform is built for customer experience orchestration, distinguishing it from general-purpose AI tools.

Industry significance and adoption

The AI agents launch represents a significant development for the marketing community, particularly given the technical foundation provided by Adobe Experience Platform. According to PPC Land's coverage of industry trends, the marketing technology sector has been rapidly evolving toward automation and AI-powered solutions.

The announcement builds on Adobe's established position in the enterprise marketing technology stack. According to the company announcement, AEP is used by many of the world's leading businesses to connect real-time data across their organization. This provides a foundation that anchors Adobe's offerings in a deep understanding of enterprise data, content and workflows.

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.

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.

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 availability of multiple specialized agents addresses different aspects of customer experience management. From audience creation and journey orchestration to experimentation analysis and site optimization, the agents cover core marketing operations. This comprehensive approach positions Adobe to capture significant market share in enterprise marketing automation.

Timeline

• 2019: Adobe Experience Platform introduced, establishing data foundation for current AI agents
• Early 2025: Adobe AI agents previewed at Adobe Summit 2025
• February 20, 2025: Adobe launches Real-Time CDP Collaboration for privacy-first advertising
• March 13, 2025: Adform launches new campaign planning tool for digital advertisers
• September 4, 2025: Google Ads API shifts to monthly releases starting January 2026
• September 10, 2025: Adobe announces general availability of AI agents and Experience Platform Agent Orchestrator
• January 5, 2025: Google unveils framework for next-generation AI agent systems

Summary

Who: Adobe (Nasdaq: ADBE) announced the launch, with Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, serving as the primary spokesperson. Over 70% of Adobe Experience Platform customers already use the AI Assistant interface. Partner brands include The Hershey Company, Lenovo, Merkle, Wegmans Food Markets, and Wilson Company.

What: Adobe announced the general availability of AI agents powered by Adobe Experience Platform Agent Orchestrator. Six distinct agents are available: Audience Agent, Journey Agent, Experimentation Agent, Data Insights Agent, Site Optimization Agent, and Product Support Agent. The platform includes a reasoning engine, knowledge base, conversational interface, and upcoming Agent Composer for customization.

When: The announcement was made on September 10, 2025. The AI agents were previewed earlier in 2025 at Adobe Summit and build upon the Adobe Experience Platform introduced in 2019. The Experience Platform Agent Composer is listed as "coming soon."

Where: The announcement originated from San Jose, California, and affects Adobe's global customer base. The AI agents are integrated directly within Adobe enterprise applications including Real-Time Customer Data Platform, Adobe Experience Manager, Adobe Journey Optimizer, and Adobe Customer Journey Analytics.

Why: Adobe aims to reshape how businesses build, deliver and optimize customer experiences by leveraging agentic AI to embed specialized agents into data, content and experience creation workflows. The platform addresses the need for contextually relevant automated actions that deliver ROI, with over 1 trillion customer experiences already driven by insights from the Adobe Experience Platform foundation.