Adobe Inc. is getting into the agentic artificial intelligence game with the general availability of its first family of AI agents, which promise to transform how enterprises create and optimize customer experiences and marketing campaigns.

The Adobe Experience Platform agents were first announced in March at the company’s annual Adobe Summit event, where it said they’ll be able to automate various tasks relating to customer experience, such as optimizing websites, content production, refining target audiences and more.

Though the company is best known for its creative tools such as Photoshop, it also rivals Salesforce and others in the customer relationship management industry. The Adobe Experience Platform is a suite of tools designed to aid in customer experience management, acting as a centralized portal through which companies can store all of their customer data. It also provides tools that companies can use to leverage this data and create more personalized experiences for their customers, while providing a comprehensive view of their preferences and previous interactions.

The Adobe Experience platform is home to a ton of customer information, and that makes it ideal fodder for AI agents, which are more advanced artificial intelligence systems that can perform tasks autonomously on behalf of users, with minimal supervision. Adobe says AI agents are quickly becoming essential to all marketing teams, because customer experiences are becoming more dynamic and personalized than ever before. Simply put, humans can’t keep up, and they need AI agents to help automate much of the grunt work.

In addition to the agents, Adobe has also launched its AEP Agent Orchestrator, which is described as a “platform layer” for managing and customizing its core AI agents and also third-party agents from companies such as Google LLC and Cognizant Inc. Companies will be able to use it to help AI agents better understand context, plan multistep actions, refine their responses and more.

The AEP Agent Orchestrator is powered by a customized reasoning engine that’s designed to interpret user intent from natural language prompts and determine which agents are best suited to carry out whatever task they specify. This enables contextually relevant and goal-oriented automated actions while keeping “humans-in-the-loop,” the company said.

Adobe’s agents unboxed

Adobe’s out-of-the-box agents specialize in a number of key marketing tasks. They will be available directly within the Adobe Experience Platform’s core applications, including the Real Time Customer Data Platform, Experience Manager, Journey Optimizer and Customer Journey Analytics tools.

They include an audience agent that’s designed to quickly build audience segments for personalized marketing campaigns. It works by analyzing customer data, such as engagement across different channels, then creates high-value audiences optimized for marketers to hit their predefined targets.

There’s also a customer journey agent, available in Adobe Journey Optimizer, which aims to automate the creation and orchestration of customer journeys and targeted campaigns across multiple channels, including web, email, app and mobile. It will create unique journeys for customers based on defined goals and uncover insights that can help to fine-tune interactions, Adobe said.

The experimentation agent is all about hypothesizing new ideas for optimization, such as improving website experiences. It will analyze the causal impact and forecast the effect on customer conversions, the company explained. Meanwhile, the data insights agent in the Customer Journey Analytics platform automates the monotonous task of retrieving insights from organization-wide data, so marketing teams can visualize their customer’s journeys and fix any negative experiences they identify. Then there’s a site optimization agent, which helps to optimize websites for sales performance, fixing issues such as broken backlinks and identifying poorly performing pages.

Finally, the company said it’s making available a product support agent, which is designed to automate customer support and resolve common issues and complaints.

More agentic innovations on the way

Adobe also revealed it’s planning to build on this initial launch with the imminent arrival of its new Experience Platform Agent Composer. With this, customers will be able to take Adobe’s out-of-the-box agents and customize them based on their brand guidelines and policies.

The idea is that companies will be able to fine-tune their agent’s actions and make them even more accurate and productive. The Composer will launch alongside a new Agent software development kit and Agent repository, which can be used by developers to design, build and orchestrate their own AI agents from scratch.

In addition, customers will be able to take third-party agents from the likes of Google, Cognizant and other partners and customize these using Adobe’s tools, while also grounding them in Adobe Experience Platform data.

Adobe Senior Vice President of Engineering Anjul Bhambhri said the company has a lot of expertise in terms of connecting customer data to generate business insights, creating an “intelligence layer” that provides the ideal foundation for its AI agents to work effectively.

“Adobe’s agentic AI innovations are redefining customer experience orchestration in the era of AI, enabling businesses to unlock productivity with agent orchestration, reimagine longstanding processes and deliver personalized experiences at scale to drive business growth,” he said.

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