Adobe announced the launch of Adobe Experience Platform Agent Orchestrator at the Adobe Summit 2025, introducing a new capability for businesses to integrate AI agents into customer experiences and marketing workflows.
Agent Orchestrator provides the data foundation to manage and deploy AI agents that interact with customers and support daily operations across Adobe and third-party applications. Adobe Experience Platform (AEP) serves as the core for this AI-driven customer experience orchestration, processing over one trillion experiences annually.
The new offering aligns with Adobe’s vision for customer experience orchestration (CXO), enhancing customer engagement with AI-powered automation.
The platform enables companies to develop and manage AI agents that interpret goals, create plans, and take actions autonomously or alongside human teams. Businesses can leverage purpose-built AI agents to optimise websites, refine target audiences, automate content production, and drive customer engagement.
Adobe introduced ten AI agents designed to streamline key business functions. These include an Account Qualification Agent, Audience Agent, Content Production Agent, Data Insights Agent, Data Engineering Agent, Experimentation Agent, Journey Agent, Product Advisor Agent, Site Optimisation Agent, and Workflow Optimisation Agent.
Alongside these AI agents, Adobe introduced Brand Concierge, a solution designed to deliver personalised conversational experiences. This AI-powered tool, built on AEP Agent Orchestrator, allows businesses to manage customer interactions through multimodal engagements, including text, voice, and images. It leverages first-party data to provide tailored recommendations and facilitate purchases.
Adobe emphasised the growing role of AI in marketing, citing a 1,200% increase in traffic to US retail sites from generative AI sources between July 2024 and February 2025. Brand Concierge aims to support both B2C and B2B operations, enabling businesses to personalise interactions and optimise sales cycles.
Adobe also announced partnerships with Acxiom, Amazon Web Services, Genesys, IBM, Microsoft, RainFocus, SAP, and Workday to enhance interoperability across AI ecosystems. Additional collaborations with Accenture, Deloitte Digital, EY, and IBM will drive industry-specific customisation.
Further updates at Adobe Summit included:
- Adobe Journey Optimizer Experimentation Accelerator – Uses AI to analyse trends and optimise omnichannel marketing strategies.
- Adobe Experience Manager Sites Optimizer – Diagnoses web traffic issues and recommends solutions in real time.
- Adobe GenStudio Foundation – Provides a unified interface for managing campaign data and content.
- Adobe GenStudio for Performance Marketing Update – Expands AI-driven asset creation to platforms such as Microsoft Advertising and Google Campaign Manager 360, with new LinkedIn Ads collaboration for B2B marketing.
