Adobe Launches AI Agents for Customer Experience

SAN JOSE, Calif. — On September 10, 2025, Adobe (Nasdaq:ADBE) unveiled the general availability of AI agents designed to fundamentally change how businesses construct, deliver, and optimize their customer experiences and marketing campaigns. These advancements leverage the Adobe Experience Platform (AEP) and introduce an AI platform for businesses to manage and customize agents, ensuring they can grasp context, strategize multi-step actions, and refine responses efficiently.

Underlining the significance of these innovations, Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, stated, “Adobe has long assisted businesses in providing engaging customer experiences. By harnessing agentic AI, we are now developing specialized agents integrated within workflows of data, content, and experience creation.” This shift not only redefines processes but also enhances productivity for marketing teams and enables personalized experiences at scale, fostering growth.

Adobe’s AI Assistant, a conversational interface allowing teams to interact with these agents, has already been adopted by over 70% of eligible AEP customers. Notable brands such as The Hershey Company, Lenovo, and Merkle have collaborated with Adobe’s agentic AI offerings, witnessing enhancements in their operational capabilities and overall customer experience.

Introducing AEP Agent Orchestrator

Adobe also launched AEP Agent Orchestrator, which features a reasoning engine empowering adaptive reasoning driven by decision science and language models. This tool will interpret user intent from natural language inputs, dynamically determining which agents are engaged within orchestrated plans. By leveraging AEP, the Agent Orchestrator aims to prompt contextually relevant and goal-oriented automated actions, using a “human-in-the-loop” methodology for refinement.

The out-of-the-box AI agents will be integrated within Adobe’s premier enterprise applications, including Adobe Real-Time Customer Data Platform and Adobe Experience Manager. Key features include:

• Audience Agent: Facilitates the creation, scaling, and optimizing of audiences for personalization efforts, anchored by actionable recommendations.
• Journey Agent: Simplifies the orchestration of customer journeys across channels such as web and email, optimizing touchpoints based on customer interactions.
• Experimentation Agent: Analyzes performance data to optimize efforts, providing insights to drive growth.
• Data Insights Agent: Streamlines the extraction of insights from organizational signals, enhancing customer experience initiatives.
• Site Optimization Agent: Supports website management, automatically identifying issues that may hinder customer engagement.
• Product Support Agent: Resolves customer issues efficiently using extensive knowledge sources within user workflows.

Enhanced Customization with Agent Composer

Adobe plans to release the Experience Platform Agent Composer, which offers a unified interface for businesses to customize and configure AI agents according to brand guidelines and organizational policies. This tool aims to optimize AI agent actions, significantly reducing time-to-value. New developer tools, including an Agent SDK, will also allow developers to extend AI applications into various industry contexts.

As businesses increasingly adopt agentic AI, the need for interoperability across different ecosystems becomes paramount. The Agent Composer is designed to enable multi-agent collaboration, thereby enhancing the functionality of AI across diverse workflows. Adobe has formed strategic partnerships with companies like Cognizant and Google Cloud to ensure seamless integration and customization across various industries.

About Adobe

Adobe is committed to transforming the world through innovative digital experiences. For further information about their expansive offerings, visit www.adobe.com.

© 2025 Adobe. All rights reserved. Adobe and its logo are either registered trademarks or trademarks of Adobe in the U.S. and/or other countries.

For further inquiries, please contact Kevin Fu at Adobe, email: kfu@adobe.com.