Adobe has revealed its strategy and product offerings for agentic AI, including 10 purpose-built AI agents.
Announced at the Adobe Summit, the AI agents will be available within the Adobe Experience Platform (AEP).
Users will be able to leverage the vendor’s newly launched Agent Orchestrator to build, oversee, and deploy AI agents from Adobe and third-party ecosystems.
Indeed, the vendor has already used the tool to develop the following 10 purpose-built agents, which are designed to enhance marketing and creative teams’ ability to deliver large-scale personalized experiences:
- Account Qualification Agent
- Audience Agent
- Content Production Agent
- Data Insights Agent
- Data Engineering Agent
- Experimentation Agent
- Journey Agent
- Product Advisor Agent
- Site Optimization Agent
- Workflow Optimization Agent
In discussing the latest releases, Anjul Bhambhri, Senior VP of Engineering at Adobe Experience Cloud, pointed to the company’s “long history of working closely with CMOs, CIOs and their organizations to drive impactful customer experiences that are anchored in reliable and real-time experience insights.
Agentic AI is a major leap forward that will accelerate workplace transformation.
“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.”
So, let’s take a closer look at how Adobe’s newest tools can help them become a major player in the agentic AI space.
Orchestrating AI Agents
As discussed above, Adobe’s Agent Orchestrator allows businesses to create, manage, and coordinate AI agents.
With Adobe AI and AEP as the foundation, these agents leverage deep customer data and content to support better decision-making, multiagent collaboration, and dynamic reasoning.
The agents also benefit from AEP’s Experience Data Model, which helps brands quickly derive value by connecting and making sense of disparate data to deliver impactful customer experiences.
In addition, the agents are integrated directly into Adobe’s key applications like Real-Time Customer Data Platform, Experience Manager, Journey Optimizer, and Customer Journey Analytics.
An AI-Powered Concierge Service
Alongside the Agent Orchestrator, Adobe also released a Brand Concierge solution.
As the name suggests, the tool allows businesses to configure AI agents that guide customers through the buying journey from exploration to purchase, offering immersive, multimodal experiences (text, voice, images).
These agents, like the Product Advisor Agent, use AEP insights, brand content, and third-party data to personalize interactions based on user context, ensuring reliability and compliance.
As customers engage with digital properties, insights into sentiment, behavior, and pain points are also captured to refine the overall experience.
In detailing why it decided to implement its AI agents in this manner, the company claimed that “a new generation of consumers is seeing value in having conversational experiences with their favorite brands.”
In expounding on this, the vendor pointed to insights from its analytics team, which showed that generative AI (GenAI) sources had resulted in a 1,200 percent increase in U.S. retail site traffic and a 1,700 percent increase to travel sites in February 2025.
By targeting these areas with AI agents, Adobe is hoping to capitalize on the market trend, as the company explained in its official release:
These capabilities will optimize the sales cycle by generating more leads and boosting conversion through more precise personalization.
An Expanded AI Partnership
As well as the new agentic AI features, Adobe also emphasized the need to equip its customers with multi-agent collaboration capabilities.
The vendor has formed strategic partnerships with companies like Acxiom, AWS, Genesys, IBM, Microsoft, SAP, ServiceNow, and Workday, enabling seamless integration across customer service, HR, data management, and more.
Additionally, Adobe believes that expanded collaborations with Accenture, Deloitte Digital, EY, and IBM will help drive industry-specific customizations and use case applications.
More Agentic AI News
Earlier this week, Talkdesk introduced autonomous voice AI agents that deliver natural, conversational experiences.
These agents understand customer intent, draw from knowledge sources and data systems—like CRMs, CDPs, and EHRs—and interact independently to resolve inquiries.
In another Enterprise Connect announcement, Genesys introduced AI for Supervisors, a suite of Genesys Cloud tools aimed at improving supervisor efficiency, team performance, and customer experience.
Unveiled at Enterprise Connect, the solution promises significant operational gains – including a 40 percent reduction in quality evaluation time, a 25 percent decrease in multilingual evaluations, and a 38 percent drop in quality management admin costs.
