Adobe is the latest tech giant to embrace AI-powered agents for the enterprise. This week, the company introduced the Adobe Experience Platform Agent Orchestrator, a new service designed to build, deploy, and manage AI agents across the customer experience, sales, and marketing lifecycle.
“The opportunities for AI and marketing are significant,” Anil Chakravarthy, President of Adobe’s Digital Experience Business, remarked on stage at the company’s Adobe Summit event. “Generative AI and agentic technology have the potential to transform creativity and marketing…Our focus is squarely on agentic offerings that are purpose-built for customer experience orchestration…”
He claimed that the Adobe Experience Platform Agent Orchestrator will lay the foundation for marketers to “unlock the full potential of agentic capabilities and deliver true one-on-one personalized experiences at scale” by having the agent orchestrator built natively into the customer experience platform.
The company boasts its new offering features AI agents that assist with optimizing websites, handling repetitive production tasks such as resizing images, refining target audiences, creating and optimizing channel experiments, and more. “Adobe’s latest innovations will drive productivity gains for practitioners to free up time for creative ideation while unlocking capacity for marketers to scale personalization through purpose-built AI agents,” Anjul Bhambhri, the senior vice president of engineering for Adobe Experience Cloud, said in a statement.
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The Ten Agents of the Adobe Experience Platform
The Adobe Experience Platform Agent Orchestrator comes with ten out-of-the-box AI agents. These are just to start, as the company wants its Agent Orchestrator to support not only its own bots but also those developers and third parties build. Nevertheless, Chakravarthy pointed out that each pre-packaged bot is designed to address “a specific area where marketing and CX teams are overburdened and where your current processes can become bottlenecks.”
Here are the ten Adobe-built agents in the Agent Orchestrator:
- Account Qualification Agent: complement B2B sales objectives by evaluating and advancing new opportunities
- Audience Agent: Evaluate cross-channel engagement data to create goal-based, high-value audience segments for use in personalization campaigns
- Content Production Agent: Generate and curate brand-safe content based on a brief for use by marketers and creatives
- Data Insights Agent: Accelerates insight gathering from multiple organization signals, enabling better visualization, forecasting, and correction of customer experience initiatives
- Data Engineering Agent: Automates data management tasks like integration, cleansing, and security to help an organization unify scattered data
- Experimentation Agent: Teams can test and analyze personalization strategies pre-launch
- Journey Agent: Coordinate and optimize customer interactions across multiple channels
- Product Advisor Agent: Personalize product recommendations based on user behavior and past purchases
- Site Optimization Agent: Identify and fix website issues to improve performance and use engagement
- Workflow Optimization Agent: Streamline project management by monitoring progress, simplifying approvals, and improving collaboration
An Agent Orchestra Conductor
The Adobe Experience Platform Agent Orchestrator is not only a distributor of AI agents. It’s also meant to be a control conduit for bots, helping coordinate them across tasks through adaptive decision-making. With agents proliferating throughout organizations, human workers don’t have the time to manage them individually. That’s where orchestration comes into play.
It’s a trend we’ll likely hear more of throughout the years as the enterprise further complements its existing human workforce with a digital autonomous one. What is an orchestrator? According to VentureBeat’s Emilia David, these are “agents [that] function as managers of other, more specialized agents, understanding each one’s role and activating each based on the next steps needed to finish a task.”
Things become more complex when organizations have to manage agents from multiple providers. Adobe touts its Agent Orchestrator enables these bots to work together effectively to help marketers deliver great customer experiences. It highlighted its strategic partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, ServiceNow, and Workday as use cases where its orchestrator is capable of managing agent interactions for customer service, enterprise resource planning, human resources, collaboration and productivity, and data management.
Trying to Stay One Step Ahead of Consumers
The company also introduced an agentic app called Brand Concierge, which was built on top of Adobe’s work on the Agent Orchestrator. Organizations can use it to configure and manage AI agents tasked with guiding consumers through the buying process and making a purchase. Using a multimodal approach, the agents will interact with shoppers through text, voice, or images while providing AI-powered recommendations and product comparisons. It sounds almost like a personal shopper.
“Because it’s powered by content from [Adobe Experience Manager] and insights from [Adobe Experience Platform], the Brand Concierge helps you personalize every engagement based on the customer’s preferences and previous interactions. It’s all anchored in first-party data to ensure reliability and brand compliance,” Chakravarthy explained.
The release of Brand Concierge follows an Adobe report showing that generative AI sources are a significant driver of referral traffic to U.S. retail websites. However, the conversion rates from these same sources aren’t as high as from traditional digital sources.
Adobe’s Brand Concierge is currently in early development. The company has not indicated when it will be publicly available. However, those interested can request early access to the Alpha and Beta testing program.
Launching its Adobe Experience Platform Agent Orchestrator puts Adobe further in competition with Salesforce, Zendesk, Twilio, and others in the customer experience space—all of which are turning to AI to gain a competitive advantage.
Featured Image: Adobe President for Digital Experience Business, Anil Chakravarthy, speaks at the Adobe Summit keynote on March 18, 2025. Image credit: Adobe/YouTube Screenshot
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