This launch marks a significant shift in marketing technology, with AI agents transforming how marketers create personalized experiences and automate tasks across multiple channels.

Adobe’s AI advancements aim to redefine customer experience, scale personalization, and enhance team productivity, with a focus on reimagining workflows and delivering immersive, targeted experiences.

Adobe plans to develop a limited number of domain-specific agents to ensure expertise and effectiveness, aiming for tens rather than thousands of specialized solutions.

The Agent Composer will support interoperability, enabling third-party agents within Adobe’s framework and integration with environments like Microsoft Copilot, fostering cross-vendor collaboration.

Interoperability among AI agents across different ecosystems is a priority, with tools like the Agent2Agent protocol facilitating multi-agent collaboration.

Adobe’s move aligns with industry trends, such as Salesforce’s launch of its AI platform Agentforce, as part of a broader race to dominate the AI-first enterprise landscape.

Adobe first teased these AI agents at the 2025 Summit, initially planning ten purpose-built agents, with some solutions like Account Qualification and Content Production still delayed.

The Agent Orchestrator leverages semantic understanding of enterprise data and customer journeys to deliver targeted, immersive experiences, emphasizing data governance and compliance.

Adobe has announced the general availability of AI agents designed to enhance customer experience orchestration, powered by the Adobe Experience Platform (AEP) Agent Orchestrator.

These AI agents are built on a reasoning engine that uses decision science and language models to interpret user intent and dynamically activate relevant agents, supporting a human-in-the-loop approach.

The suite includes specialized agents such as the Audience Agent, Journey Agent, Experimentation Agent, Data Insights Agent, Site Optimization Agent, and Product Support Agent, each focused on specific aspects of customer engagement and operational efficiency.

Over 70% of AEP customers, including brands like Hershey, Lenovo, and Wegmans, are already using Adobe’s AI Assistant, which facilitates interaction with AI agents across Adobe and third-party platforms to improve customer engagement.