Adobe launches 6 AI agents to automate marketing campaigns

Adobe has unveiled a comprehensive AI agent system designed to transform how marketing and customer experience teams manage campaigns and customer interactions. The Adobe Experience Platform (AEP) Agent Orchestrator, now generally available alongside six specialized AI agents, represents a significant shift toward automated, intelligent marketing operations that could help teams scale their efforts dramatically.

The launch addresses a fundamental challenge facing modern marketing teams: managing increasingly complex customer journeys across multiple channels while delivering personalized experiences at scale. Rather than forcing marketers to juggle multiple tools and platforms, Adobe’s system uses a central orchestration layer that coordinates specialized AI agents based on natural language requests.

“These agents allow customer experience teams to significantly up-level, by orders of magnitude, what they’re doing,” explains Daniel Sheinberg, senior director of product and strategy for Adobe Experience Cloud. “Maybe you’re managing tens of customer journeys right now. You ought to be able to manage hundreds of journeys going forward.”

How agent orchestration works

At the heart of Adobe’s system lies a reasoning engine that interprets user requests written in plain English and automatically determines which specialized agent should handle each task. This eliminates the need for marketing professionals to learn multiple interfaces or remember which tool handles which function.

When a marketer asks a question like “Why did our email open rates drop last week?” the reasoning engine analyzes the request and routes it to the appropriate specialist—in this case, likely the Data Insights Agent. The system then provides comprehensive analysis and recommendations without requiring the user to specify which tool they need.

This approach represents a departure from traditional marketing software, which typically requires users to navigate between different applications for audience segmentation, journey mapping, and performance analysis. Adobe’s orchestration layer creates what Sheinberg describes as a “single pane of glass” for marketing operations.

The system incorporates built-in data governance and regulatory compliance features, addressing concerns about AI systems accessing sensitive customer information. This enterprise-grade approach ensures that automated agents operate within established brand guidelines and organizational policies.

Six specialized agents for marketing operations

Adobe’s initial agent lineup targets the most common marketing workflow challenges, each designed to function as a domain expert in specific areas:

Audience Agent analyzes customer engagement data across email, web, mobile, and social channels to automatically create and refine audience segments. Instead of manually building segments based on demographic data, marketing teams can describe their target audience in natural language and let the agent identify the most relevant customers based on actual behavior patterns.

Journey Agent handles the complex task of mapping and optimizing customer experiences across multiple touchpoints. The agent can suggest new journey designs based on business objectives, identify where customers typically abandon processes, and recommend improvements to increase conversion rates. For example, it might detect that customers who receive welcome emails on Tuesdays have higher engagement rates and automatically adjust timing for new subscribers.

Experimentation Agent helps teams test new marketing approaches by simulating different scenarios and predicting their potential impact before implementation. This agent can model how changes to email subject lines, landing page designs, or promotional offers might affect overall campaign performance, reducing the risk of costly mistakes.

Data Insights Agent serves as an analytical powerhouse, examining customer behavior patterns across the entire organization to identify trends and opportunities. The agent can automatically generate reports explaining why certain metrics changed, forecast future performance, and suggest corrective actions for underperforming campaigns.

Site Optimization Agent continuously monitors brand websites for issues that might hurt customer engagement, automatically detecting problems like broken links, slow-loading pages, or confusing navigation elements. The agent can recommend fixes and, in some cases, implement solutions automatically.

Product Support Agent leverages organizational knowledge bases and customer data to help resolve support issues more efficiently. The agent now includes case creation and tracking capabilities, enabling it to not just provide answers but also manage the entire support workflow.

Adobe intentionally focused on creating domain experts rather than general-purpose agents. “We’re not trying to produce thousands of different agents,” Sheinberg notes. “We’re trying to produce domain expert agents, so it will probably be in the order of tens of agents over time.”

Customization and integration capabilities

Adobe plans to release Experience Platform Agent Composer in the coming months, providing tools for organizations to customize agent behavior and integrate with existing systems. This development environment will include an Agent SDK (Software Development Kit) and Agent Registry, enabling technical teams to build custom agents or modify existing ones to meet specific business requirements.

The customization tools emerged from Adobe’s internal agent development process. “These are tools that we’ve been using to build agents ourselves, and now we’re exposing them externally so that people can build within our framework,” Sheinberg explains.

Agent Composer will support integration with third-party platforms, including Microsoft Copilot, expanding the reach of Adobe’s agents beyond the company’s own ecosystem. This interoperability approach allows organizations to leverage Adobe’s AI capabilities within their existing technology stack.

The first major application of Agent Composer will be Brand Concierge, scheduled for launch next month. This tool will help organizations adapt AI agents to reflect their specific brand voice, customer base, and business objectives, ensuring consistent communication across all automated interactions.

Strategic partnerships and market positioning

Adobe has established partnerships with major technology and consulting firms including Cognizant, Google Cloud, Havas, Medallia, and Omnicom to accelerate agent adoption across different industries and use cases. These collaborations suggest Adobe is positioning its agent platform as infrastructure for the broader marketing technology ecosystem rather than a standalone solution.

The partnership strategy reflects growing recognition that AI agents will become fundamental components of enterprise marketing operations, similar to how customer relationship management (CRM) systems became essential in previous decades.

Industry implications

Adobe’s agent orchestration system represents a significant evolution in marketing automation technology. Traditional marketing platforms typically required specialists to operate different tools for audience segmentation, campaign management, and performance analysis. By enabling natural language interaction with specialized AI agents, Adobe is making sophisticated marketing capabilities accessible to broader teams.

This democratization of advanced marketing tools could reshape how organizations structure their marketing operations, potentially reducing the need for highly specialized technical roles while enabling marketing generalists to accomplish more complex tasks.

The success of Adobe’s approach will likely depend on how effectively the agents can understand context and maintain consistency across different marketing functions. Early adoption by enterprise customers will provide crucial feedback about the system’s practical effectiveness in real-world marketing environments.

For marketing leaders evaluating AI agent technology, Adobe’s comprehensive platform offers an integrated alternative to assembling multiple point solutions. However, organizations will need to consider factors like data integration requirements, training needs, and change management challenges when implementing agent-based workflows.