Adobe has unveiled the Adobe Experience Platform Agent Orchestrator, a new enterprise tool designed to help businesses build, manage and coordinate AI agents across Adobe and third-party ecosystems. The launch was announced on 18 March during Adobe Summit 2025 in Las Vegas.
Agent Orchestrator is aimed at transforming how businesses deliver customer experiences, allowing marketing and creative teams to automate repetitive tasks while scaling personalisation. Built into Adobe Experience Platform (AEP), the solution enables teams to create agents that optimise websites, resize content, refine audiences, run channel experiments and manage large-scale content production.
According to Anjul Bhambhri, senior vice president of engineering at Adobe Experience Cloud, “Adobe has a long history of working closely with CMOs, CIOs and their organisations 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 personalisation through purpose-built AI agents.”
AI agents designed for marketing and creative teams
Adobe introduced ten AI agents that are purpose-built to operate within Adobe’s enterprise applications such as Real-Time Customer Data Platform (CDP), Adobe Experience Manager, Adobe Journey Optimiser and Customer Journey Analytics. These agents work off the AEP foundation, offering a deep understanding of customer data and content. They also support collaboration between multiple agents, decision-making models and adaptive reasoning.
The Account Qualification Agent helps B2B teams identify and advance sales opportunities. The Audience Agent builds and optimises high-value audience segments. The Content Production Agent generates and assembles content while staying within brand guidelines. The Data Insights Agent offers forecasting and visualisation for customer initiatives, while the Data Engineering Agent handles data integration, cleansing and security.
Other tools include the Experimentation Agent for testing personalisation ideas, the Journey Agent for orchestrating cross-channel journeys, and the Product Advisor Agent, which offers personalised product recommendations. Additionally, the Site Optimisation Agent identifies and fixes website issues, and the Workflow Optimisation Agent improves productivity by managing project health, approvals and collaboration.
These out-of-the-box agents are aimed at enhancing productivity and campaign effectiveness, allowing teams to focus on higher-level strategy and creative thinking.
New Brand Concierge enhances customer engagement
Adobe also introduced Brand Concierge, a new AI-powered application built on AEP Agent Orchestrator. This solution enables businesses to create conversational, immersive brand experiences across both B2C and B2B environments. It allows consumers to engage via text, voice or image, with AI agents offering personalised guidance and comparisons.
Recent data from Adobe Analytics showed a 1,200% increase in traffic to US retail websites and a 1,700% increase to travel websites from generative AI sources in February 2025. This shift reflects growing consumer interest in AI-powered, conversational experiences.
Brand Concierge uses insights from AEP, Adobe Experience Manager and external sources to personalise each interaction, drawing on trusted first-party data and brand content. In retail, it can help customers find the right product based on context and preferences. In B2B, it works in tandem with sales and marketing systems to offer tailored content, book meetings, and generate qualified leads.
This new approach aims to replace generic chatbots with dynamic brand agents that guide customers throughout their journey, from discovery to decision-making.
Adobe has also expanded its ecosystem to support agent interoperability and customisation. New and ongoing partnerships with companies such as Amazon Web Services, Microsoft, IBM, SAP, Genesys, ServiceNow, Workday and others are helping to deliver seamless experiences across various business functions. Adobe is also working with system integrators like Accenture, Deloitte Digital, EY and IBM to help clients implement these tools across industries.
These innovations are powered by Adobe’s AI Platform, which integrates third-party models, Firefly models and customer data into Adobe’s tools for secure, enterprise-grade AI use.
