Adobe has made its AI agents generally available, promising a major shake-up in how global businesses orchestrate customer experiences.
Unveiled September 10, 2025, the new agentic AI system sits at the core of Adobe Experience Platform, giving brands the tools to personalize campaigns, analyze data, and optimize journeys at scale — all with a human-in-the-loop safety net.
Key Takeaways
- Adobe AI Agents now available within Experience Platform applications.
- Tools promise dynamic personalization, optimization, and automated insights.
- Early adopters include Hershey, Lenovo, Wegmans, and Wilson Company.
- Agent Orchestrator enables reasoning engine with human-in-the-loop oversight.
- Partnerships with PwC, Cognizant, Google Cloud expand cross-industry reach.
Adobe’s new AI Agents, now generally available in its Experience Platform, help businesses automate customer experience orchestration. With tools for audience building, journey optimization, experimentation, data insights, and site support, these agents aim to boost personalization, efficiency, and ROI while keeping humans in the loop.
Adobe’s AI Agents Go Live
Adobe has officially rolled out its long-awaited AI agents for businesses, marking a pivotal moment in enterprise customer experience orchestration. The September 10 launch brings years of development under the Adobe Experience Platform (AEP) to fruition, giving companies new tools to personalize marketing, streamline campaigns, and uncover real-time insights.
More than 70% of current AEP users already leverage Adobe’s AI Assistant — the conversational interface that allows teams to interact with AI-powered workflows. Brands like Hershey, Lenovo, and Wegmans are among the early adopters testing these new capabilities.
What the AI Agents Do
The release includes a suite of specialized AI agents integrated across Adobe’s enterprise software lineup:
- Audience Agent: Quickly builds and scales personalization-ready audiences.
- Journey Agent: Orchestrates multi-channel customer journeys and identifies drop-off points.
- Experimentation Agent: Tests campaign variations, analyzes performance, and predicts lift.
- Data Insights Agent: Surfaces trends from signals across the organization.
- Site Optimization Agent: Detects site issues like broken links or underperforming content.
- Product Support Agent: Automates troubleshooting, case creation, and workflow support.
Each agent operates within existing Adobe tools like Real-Time CDP, Experience Manager, Journey Optimizer, and Customer Journey Analytics.
Inside the Agent Orchestrator
At the heart of the rollout is the AEP Agent Orchestrator — a reasoning engine that blends decision science with large language models. It interprets natural language prompts, determines the right sequence of agents, and adapts actions in real time.
This orchestration supports a “human-in-the-loop” model, ensuring businesses can refine outcomes instead of ceding control entirely to automation.
Industry Response
Anjul Bhambhri, Adobe’s SVP of Engineering for Experience Cloud, positioned the launch as a game-changer:
“Our agentic AI innovations are elevating customer experience orchestration by reimagining processes, unlocking productivity for marketing teams, and delivering personalized experiences at scale.”
Industry partners are also weighing in. New collaborations with PwC, Cognizant, Omnicom, Google Cloud, Havas, Medallia, and VML will extend these agentic AI tools across sectors from retail to healthcare.
Why Businesses Should Pay Attention
For businesses, the release signals a new era where AI is not just a data analyst or content generator, but a collaborative system that can reason, act, and integrate into daily workflows. Adobe is betting that agent-based orchestration will become a cornerstone of modern marketing and customer engagement.
Analysts suggest this could put pressure on rivals like Salesforce, Oracle, and HubSpot to accelerate their own agentic AI roadmaps.
Shaping the Future of Customer Experience
AI-driven orchestration could help businesses cut through data silos, improve personalization, and boost campaign ROI. But it also raises questions about trust, transparency, and data security. Adobe’s decision to anchor agents in AEP — with its emphasis on real-time, unified data — may give it an edge in addressing those concerns.
What’s Coming Down the Line
Coming soon: the Agent Composer, a single interface that lets businesses customize AI agents to reflect brand guidelines and compliance needs. Developer tools like the Agent SDK and Agent Registry will allow companies to extend agent capabilities into new industries.
The launch also introduces the Agent2Agent protocol, enabling collaboration across different ecosystems — a step toward a multi-agent future where enterprise AI systems communicate seamlessly.
Conclusion
Adobe’s AI agents are now live, promising to transform how global businesses design and deliver customer experiences. The tools bring personalization, orchestration, and optimization under one roof — but the race is on to see how competitors and customers alike respond.
Source Adobe