Adobe Enters Generative AI Space with New AI Agent Family Adobe has officially entered the generative AI arena with the full launch of its first family of AI agents, promising to transform how businesses create and optimize customer experiences and marketing campaigns. First announced in March at Adobe’s annual Summit event, Adobe Experience Platform Agents are designed to automate various customer experience tasks such as website optimization, content creation, and audience targeting. While Adobe is best known for its creative tools like Photoshop, it also competes in the customer relationship management space alongside companies like Salesforce. The Adobe Experience Platform serves as a comprehensive toolkit for managing customer experiences, offering a centralized hub where businesses can store all customer data. Additionally, it provides tools to help companies create more personalized customer interactions, offering a complete view of customer preferences and past engagements. The platform’s vast collection of customer information makes it an ideal foundation for AI agents. These agents represent a more advanced form of artificial intelligence capable of performing tasks autonomously with minimal user oversight. Adobe claims that AI agents are quickly becoming essential for all marketing teams, as customer experiences continue to become increasingly dynamic and personalized. In short, humans can no longer keep pace with the demands of modern marketing, and AI agents are needed to automate time-consuming processes. In addition to its own agents, Adobe has launched the AEP Agent Orchestrator, described as a "platform layer" for managing and customizing core Adobe AI agents as well as third-party agents from companies such as Google LLC and Cognizant Inc. This tool enables businesses to help AI agents better understand context, plan multi-step actions, and optimize responses. Powered by a custom inference engine, the AEP Agent Orchestrator interprets user intent from natural language prompts and determines which agent is best suited to perform a given task. This enables contextual and goal-oriented automation while maintaining human oversight. Adobe’s AI agents are focused on key marketing functions and will be directly available within core applications of the Adobe Experience Platform, including the Real-Time Customer Data Platform, Experience Manager, Journey Optimizer, and Customer Journey Analytics tools. One of the available agents is the Audience Agent, designed to quickly build target audiences for personalized marketing campaigns. It analyzes customer data—such as engagement across channels—to generate high-value audience segments that align with marketing goals. Another offering is the Customer Journey Agent, available within Adobe Journey Optimizer. It automates the creation and orchestration of customer journeys across multiple channels, including web, email, apps, and mobile devices. Based on predefined objectives, it creates tailored experiences and uncovers insights to refine customer interactions. The Experiment Agent is focused on testing new optimization strategies, such as improving website experiences. Adobe explains that it evaluates causal impacts and predicts the effects of changes on customer conversions. Meanwhile, the Data Insights Agent, integrated into the Customer Journey Analytics platform, automates the extraction of insights from organizational data, allowing marketing teams to visualize customer journeys and address any negative experiences they identify. A Website Optimization Agent is also available to enhance site performance by fixing issues such as broken backlinks and identifying underperforming pages. Finally, Adobe plans to offer a Product Support Agent aimed at automating customer support processes and resolving common issues and complaints. Looking ahead, Adobe plans to introduce the Experience Platform Agent Composer, which will allow businesses to customize Adobe’s pre-built agents according to their brand guidelines and policies. The goal is for companies to fine-tune agent behavior to improve accuracy and efficiency. The Composer will be launched alongside a new agent software development kit and agent library, enabling developers to design, build, and orchestrate their own AI agents from scratch. Additionally, customers will be able to access third-party agents from partners like Google and Cognizant, customize them using Adobe tools, and base their operations on data from the Adobe Experience Platform. Anjul Bhambhri, Senior Vice President of Engineering at Adobe, stated that the company’s deep expertise in connecting customer data to generate business insights has created a “smart layer” that provides the ideal foundation for effective AI agent performance. “Adobe’s AI agent innovations are redefining customer experience orchestration in the AI era, empowering businesses to unlock productivity through agent orchestration, reimagine long-standing processes, and deliver personalized experiences at scale to drive business growth,” he said.