Adobe debuts AI agents for automated customer experience management

Adobe announced on September 10, 2025, the general availability of its AI agents designed to transform how businesses manage customer experiences and marketing campaigns. The launch centers on the Adobe Experience Platform (AEP) Agent Orchestrator, a new AI platform that enables businesses to customize and manage AI agents from Adobe and third-party providers.

Key Features and Capabilities

• AEP Agent Orchestrator: A reasoning engine that interprets natural language prompts to dynamically activate specialized AI agents. It supports a "human-in-the-loop" approach for refinement.
• Six Specialized AI Agents:
  • Audience Agent: Optimizes audience creation and scaling for personalization.
  • Journey Agent: Simplifies cross-channel customer journey orchestration.
  • Experimentation Agent: Analyzes A/B test data to predict conversion lift.
  • Data Insights Agent: Streamlines data visualization and forecasting.
  • Site Optimization Agent: Detects and fixes website performance issues.
  • Product Support Agent: Enhances troubleshooting for Adobe products.

Technical and Industry Context

Adobe's AI agents are deeply integrated with AEP, leveraging real-time enterprise data to deliver contextually relevant actions. Over 70% of eligible AEP customers already use Adobe's AI Assistant, which serves as the conversational interface for these agents.

Major brands like The Hershey Company, Lenovo, and Wegmans are early adopters, using the agents to enhance customer experiences. Adobe also announced partnerships with Cognizant, Google Cloud, and Omnicom to expand agent interoperability.

Market Implications

The launch aligns with growing industry investment in agentic AI. According to McKinsey, $1.1 billion flowed into agentic AI in 2024, with job postings increasing 985% year-over-year.

Adobe's approach contrasts with standalone AI tools by embedding agents directly into existing workflows, addressing concerns about data governance and privacy. The platform also introduces:

• Agent Composer: A tool for customizing AI agents based on brand guidelines.
• Agent SDK and Registry: Enables developers to build and extend agentic apps.
• Agent2Agent Protocol: Facilitates multi-agent collaboration across ecosystems.

Timeline of Key Events

• September 10, 2025: AI agents launch.
• February 20, 2025: Adobe releases Real-Time CDP Collaboration for privacy-first advertising.
• July 27, 2025: McKinsey reports surging agentic AI investment.

Summary

• Who: Adobe, targeting enterprise marketing teams.
• What: AI agents for customer experience automation.
• When: Launched September 10, 2025.
• Where: Globally via AEP, with major consulting partnerships.
• Why: To enhance marketing automation while maintaining human oversight.

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