AI agents for the Adobe Experience Cloud
Unlike AI assistants, agents can act autonomously. In the Adobe Experience Cloud, they are supposed to communicate with customers and thus promote sales.
Adobe CEO Shantanu Narayen opened the Adobe Summit 2025. AI agents will simplify work with the Experience Cloud in the future.
The online marketing tools of the Adobe Experience Cloud are being enhanced by autonomous AI agents. As previously in Salesforce CRM, artificial intelligence (AI) will also support Adobe with significantly more degrees of freedom in e-commerce tasks.
"Agent Orchestrator" for the Adobe Experience Platform
Adobe is introducing the "Agent Orchestrator" for this purpose. Within the Adobe Experience Platform, AI agents will interact directly with customers and support employees in their daily tasks. In doing so, the AI accesses data from the customer company in order to be able to respond to potential buyer groups in a personalized manner.
Adobe speaks of "customer experience management", which is intended to offer customers "targeted experiences". AI agents are to plan the customer journey, compile content and take action, i.e. carry out marketing campaigns independently and together with employees.
Adobe's new AI agents
Adobe has introduced a series of agents for its business software. The AI agents are designed to support work with Adobe Experience Manager, Adobe Journey Optimizer and Adobe Customer Journey Analytics. According to Adobe, they help to optimize websites, create content for them, define target groups and experiment with marketing strategies.
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Adobe has presented ten AI agents. The "Audience Agent", for example, analyses customer interaction data on a website in order to create and optimize target groups that are then available for personalized campaigns. The Experimentation Agent can be used to simulate such campaigns. The "Data Engineering Agent" in turn helps to combine and cleanse various data sources.
(Image:Â Adobe)
Customer interaction with the "Adobe Brand Concierge"
With the Brand Concierge, AI agents will communicate directly with consumers as an advanced chatbot. Companies should be able to configure and manage AI agents that ultimately advise website visitors and accompany them through to the purchase decision. They will use text or spoken language to make recommendations and compare products. According to Adobe, the agents should respond to the mood, behavior and problem points ("paint points") of customers.
(Image:Â Adobe)
Transparency note: The author was invited to the event in Las Vegas by Adobe. Adobe covered the travel costs. There were no specifications regarding the nature and scope of our reporting.
(akr)
